MRO Magazine

IRI’s Aman Nanda to Discuss Evolution of Single Source Attribution Models at ad:tech New York

November 3, 2015
By Business Wire News




Aman Nanda, Principal, Strategic Analytics, IRI™

George Musi, Managing Partner, Analytics, Insights and Attribution, Mindshare

Justin Petty, Vice President, Media Solutions & Partnerships, 84.51°

Clayton Ruebensaal, Vice President, Global Marketing Transformation, American Express



During ad:tech New York, IRI’s Aman Nanda will discuss single source attribution models in a breakout session titled “The Last of the Last Click Attribution,” alongside Mindshare’s George Musi, 84.51°’s Justin Petty, and American Express’s Clayton Ruebensaal. In addition to this session, conference attendees can visit IRI in booth No. 235 in the exhibit hall.



Despite the availability of analytics and data that provide deeper insight into digital marketing programs, single source attribution models persist as the standard method of recognizing marketing success. However, as categories and distributions change, new models, including heuristic and algorithmic attribution, are becoming more effective in the quest to understand consumers and purchase patterns. In order to activate growth, industry leaders must deeply analyze marketing effectiveness and evaluate new models of attribution.
Advertisers and marketers who attend the session will learn how Dannon Yogurt identified differences between its buyer segments and their responses to marketing levers, TV and trade, in order to improve targeting and increase efficiency, budget savings and incremental profit.


Thursday, Nov. 5, 2015; 10:30 a.m. EST


ad:tech New York

The Javits Center

655 West 34th St.

New York, NY 10001

About ad:tech New York:

ad:tech is a conference and exhibition where the marketing, technology and media communities come together to share new ways of thinking, build strong partnerships, and define new strategies to address the key industry challenges and opportunities.

About the IRI Partner Ecosystem:

IRI fundamentally believes that delivering differentiated growth for clients requires deep, highly integrated partnering with a variety of best-of-breed companies. As such, IRI works closely with a broad range of industry leaders to create innovative joint solutions, services and access to capabilities to help its clients more effectively compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such companies as Oracle Data Cloud, The Boston Consulting Group, comScoreDatalogix (an Oracle company), ExperianGfKIntageIpsosKantarMasterCard Advisors, MaxPointMillward Brown Digital, RentrakSPINSUnivision and others.

About IRI:

IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events—a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation—is leading to a seismic shift in drivers of success in all industries. Ensure your business can leverage data at

Shelley Hughes, +1 312.474.3675