New Digital Marketing Event to Focus on Measurement and Attribution

Organisers have confirmed the launch of a specialist digital marketing event centred on measurement, attribution, and campaign analytics, scheduled to take place in the second quarter of next year. The event targets senior marketers and analytics professionals who require practical frameworks for proving return on investment across multiple channels.

The decision to create a dedicated digital marketing event follows a sustained period in which many industry conferences have broadened their scope, leaving measurement topics covered only in breakout sessions. Feedback from agency leaders and in-house teams indicated a demand for a focused programme where attribution modelling, multi-touch reporting, and data integration are the primary subject matter rather than peripheral themes.

Research underpinning the event design draws on interviews with heads of performance marketing at retail, financial services, and technology companies. A common finding was that teams struggle to reconcile data from paid search, social, email, and offline channels into a single view of customer behaviour. The programme will therefore dedicate significant time to practical case studies that demonstrate how organisations have built unified measurement stacks without relying on off-the-shelf solutions that obscure channel-level performance.

The conference structure will feature three parallel tracks. One track will cover technical attribution methods, including algorithmic and rules-based approaches, and the trade-offs between them. A second track will focus on the organisational side of measurement: how to structure teams, how to gain buy-in from finance departments, and how to present results to non-marketing executives. The third track will address data quality, consent management, and the implications of recent privacy regulation changes for tracking and identity resolution.

Each track will include a mix of keynote presentations, panel discussions, and workshop sessions. Workshop capacity will be capped at forty participants per session to allow for hands-on work with real datasets. Attendees will be required to bring their own laptop and a sample campaign data set, which they can use to apply the techniques discussed during the sessions.

This digital marketing event is distinct from generalist marketing conferences in that every session will be evaluated against a single criterion: does it help the attendee improve their ability to measure and attribute marketing performance. Speakers have been briefed to avoid brand awareness case studies that lack a direct link to measurable outcomes. Instead, presentations will be required to include the methodology used, the data sources involved, and the statistical confidence level of the results reported.

The organisers have confirmed that early-bird registration will open in the first quarter. Ticket pricing will be set at a level intended to attract senior practitioners rather than vendors, with a limit on the proportion of attendees who may represent agencies or technology suppliers. This approach is designed to maintain a peer-learning environment rather than a sales-focused atmosphere.

An advisory board has been formed to oversee the content selection. The board includes measurement specialists from large advertisers, independent consultants, and academics whose research centres on marketing econometrics. Board members will review every session proposal and will have the authority to reject submissions that do not meet the stated criteria on methodological rigour. The organisers expect to announce the full speaker lineup approximately eight weeks before the event.

Sponsorship opportunities will be limited to a small number of partners. Sponsors will not be permitted to present during the main track sessions; their contributions will be confined to exhibition space and one dedicated sponsor workshop per day. The organisers stated that this policy is intended to preserve the editorial independence of the programme and to ensure that attendees can trust the impartiality of the content.

The venue will be a conference centre located within a major European city with direct flight connections from North America and Asia. The exact location is expected to be confirmed and announced alongside the opening of the call for papers. The organisers have indicated a preference for a site that offers both a large auditorium for plenary sessions and several smaller rooms suitable for deep-dive workshops.

A pre-event survey will be distributed to all registered attendees six weeks before the digital marketing event. The survey will ask participants to rank the measurement challenges they most want to have addressed, and the responses will be used to adjust the final programme. This mechanism is intended to ensure that the content remains relevant to the specific needs of the cohort attending, rather than being a fixed agenda decided months in advance.

Post-event materials, including video recordings of keynote sessions and slide decks from all presenters, will be made available to attendees for a period of ninety days after the conference closes. No recordings will be released publicly, a decision the organisers say is intended to encourage speakers to share proprietary data and honest assessments of what worked and what did not in their measurement programmes.

The organisers are also planning a series of virtual meetups in the months leading up to the in-person event. These meetups will be structured as small-group discussions around specific measurement topics, such as media mix modelling, incremental lift testing, and customer lifetime value calculation. Participation in the meetups will be free and open to anyone who has registered for the main conference. The organisers hope that these sessions will build a community among attendees before they meet face to face, and that the discussions will help shape the questions and debates that take place during the main event.

Feedback from the initial round of advisory board meetings has been positive. Board members have noted that the focus on measurement fills a gap left by larger marketing conferences that have moved toward broader themes such as customer experience and brand purpose. The organisers see this specificity as a strength rather than a limitation, and they expect the event to attract a dedicated audience of practitioners who are tired of sessions that promise actionable insights but deliver only high-level strategy.

The call for papers will open in the first quarter and will remain open for six weeks. Submissions will be evaluated by the advisory board against the criteria of methodological soundness, practical applicability, and relevance to the core measurement theme. Speakers will be offered a complimentary conference pass but will not receive an honorarium. The organisers have stated that they expect to receive more submissions than can be accommodated, and that the selection process will be competitive.

Additional details, including the full schedule and the list of confirmed sponsors, will be released in the weeks following the close of the call for papers. The organisers have said that they intend to keep the programme size manageable, with no more than three concurrent sessions at any time and a total of roughly sixty sessions across the two days. This scale, they argue, allows attendees to attend most of the sessions they are interested in without having to make difficult choices between competing talks.