Date: Wednesday, November 12, 2025
Location: New York City & Live Stream

Join Mark Garratt, CEO; Stuart Schwartz, Managing Director, New Business Development; and Grant West, Ph.D., Senior Director, Marketing Science Client Services, from in4mation insights at the Advertising Research Foundation Marketing Effectiveness Accelerator.

Session Details

11am EST | Beyond Legacy MTA: Integrating Marketing Channel Attribution with Clickstream Journeys
Traditional multi-touch attribution models struggle with dependencies among sequences of touchpoints and fail to integrate marketing channel attribution with on-site clickstream behavior. MTAi™, developed for Memorial Sloan Kettering, integrates marketing channel attribution with on-site behavior, capturing sequential touchpoint dependencies that legacy models miss. The approach enables unified insights to optimize spend, site experience, and conversions.

Speakers:

Grant West, Ph.D. – Senior Director, Marketing Science Client Services, in4mation insights
Adam Graves – Senior Director, Marketing Measurement, Analytics & Insights, Memorial Sloan Kettering Cancer Center

For session information, click here.