Media Attribution Panel

Join us on October 3 for an exciting discussion on media attribution! What is it? Why is it valuable? How does it change our media strategy? Hear from a cross-section of the marketing industry their viewpoints on attribution. Learn about how platforms, ISPs, agencies, and publishers approach attribution and what you need to keep in mind as media becomes more accountable even as the landscape continues to evolve.

Food will be provided before the event (5:30-6p) and the event will start promptly at 6p.

Meet our exceptional moderator and panelists:

Moderator:
Greg Ebbecke, VP Business Intelligence, Harmelin Media

Greg has spent the bulk of his career advocating for the unification of digital and traditional media planning under the umbrella of a single, data-driven marketing strategy. As Vice President, Business Intelligence, he is currently leading efforts to evaluate and optimize the flow of information as it relates to generating media intelligence. Drawing on nearly a decade of account management and planning experience across a variety of industries, Greg is driving innovation at Harmelin through the integration of account management, convergence of media buying models and the reimagining of other agency products and processes. Greg holds a BS in Business Administration from Villanova University and a MBA with a concentration in Information Technology Management from Temple University. Outside of the office, he focuses his time on reinventing himself as a parent, an avid reader and (least successfully) as a golfer.

Panelists:
Bart Kloosterboer, Head of Industry, Health Systems, Google

Bart Kloosterboer is originally from The Netherlands, where he obtained undergrad and graduate degrees in engineering. He went from working in a startup incubator, to starting his own marketing agency, which then led him to Google. Bart has been there for ~6 years, and currently manages the Chicago health systems team. They work with some of the largest hospitals in the country, and help them acquire new patients and get more out of their overall media efforts.

Tara Creahan, Senior Research Manager, Comcast Spotlight

Tara leads the audience insights team for Comcast Spotlight, representing nearly 2 million households throughout Central and Western PA, West Virginia and Ohio. Over the past 15 years, Tara has worked on the agency side of the business as well as managed marketing & research for both broadcast and cable companies across Upstate New York and Western PA. Today, she uses her industry experience and passion for finding insights within the data to assist local advertisers throughout the region. She has helped pilot new initiatives in the local marketplace including addressable TV advertising and is the research champion nationwide for Audience Intelligence Precision, a data-driven audience-based initiative that is bringing digital-like planning and accountability to local TV advertising. Outside of work, Tara loves spending time with her family and is an avid hockey fan.

Eric Perz, Director of Data Science, Brunner

At Brunner, Eric specializes in advanced analytics for media performance measurement and optimization, such as multi-touch attribution and marketing mix. He also has expertise in areas of forecasting and natural language processing. Having been in the agency environment for 10 years, Eric has worked in support of clients across a wide range of industries including retail, financial services, restaurant, healthcare, higher education, energy, and CPG. He studied engineering at Purdue University and Dartmouth College, and serves on the board of a non-profit that promotes diverting building materials away from landfills through reuse. Eric lives in Point Breeze with his wife and two wild toddlers.

Matthew Butts, Director, Advertising Effectiveness, Pandora

Digital marketer adept in brand storytelling via quantitative and qualitative datasets. With 9+ years of media effectiveness measurement, analytics, and custom/primary research design experience at companies including Nickelodeon, NBCUniversal, and Bloomberg LP, Matthew is currently responsible for the management of Pandora Media’s brand resonance research, location-based attribution, TV tune-in effectiveness, CRM and sales lift/ROI measurement for advertiser campaigns. He is also charged with scaling new and existing attribution solutions to support ever-changing client/agency initiatives across Pandora‘s key verticals.