The attribution problem

Tusharadri Mukherjee (Lenovo)

2:00pm–2:30pm Tuesday, September 24, 2019

Location: 1A 06

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Attribution of media spend is a common problem shared by people in many different roles and industries. Many of the solutions that are simplest and easiest to implement don’t drive the right behavior. Tushar Mukherjee shares practical lessons learned developing and applying multivariate attribution models at Lenovo.

Topics include:

A common business problem: attribution of media spend
Solutions that are commonly used today (first touch, last touch, straight line, u-shaped, etc.)
The challenges of these solutions
The efficacy of multivariate attribution to maximize ROI
How Lenovo does multivariate attribution
How Syntasa partnered to deliver models and output

Tusharadri Mukherjee

Lenovo

Tusharadri Mukherjee is head of ecommerce analytics at Lenovo, where he’s one of the driving forces behind the company’s data-driven transformation. He helped the web business cross the $1B mark last year through his team’s continuous endeavors in data-driven merchandising, pricing, and campaign initiatives. Tushar has 12+ years of experience in the tech industry, with expertise in ecommerce, analytics, consulting, and financial management. Previously, he worked for Tata Consultancy Services, where he managed technical delivery and client relationships. Tushar has a BTech in computer science from India and an MBA from Duke University.