{"id":29654,"date":"2026-07-16T12:19:15","date_gmt":"2026-07-16T11:19:15","guid":{"rendered":"https:\/\/nexoyav2dev.wpengine.com\/?post_type=resource_gallery&#038;p=29654"},"modified":"2026-08-10T10:13:34","modified_gmt":"2026-08-10T09:13:34","slug":"replay-k5-berlin-2026-attribution-masterclass","status":"publish","type":"resource_gallery","link":"https:\/\/www.nexoya.com\/it\/resource_gallery\/replay-k5-berlin-2026-attribution-masterclass\/","title":{"rendered":"Replay: Where Should I Invest My Next Euro? Attribution in the Age of AI Agents"},"content":{"rendered":"\n<main>\n\n<section class=\"hero\">\n    <div class=\"is-container\">\n        <h1 class=\"is-h2\">Replay: Where Should I Invest My Next Euro? Attribution in the Age of AI Agents<\/h1>\n\n        <div class=\"hero__content\">\n        <figure class=\"hero__image\"><img decoding=\"async\" width=\"792\" height=\"500\" src=\"https:\/\/www.nexoya.com\/wp-content\/uploads\/2026\/07\/Attribution-Masterclass-Visual-2.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Attribution - Masterclass Visual K5 2026\" srcset=\"https:\/\/www.nexoya.com\/wp-content\/uploads\/2026\/07\/Attribution-Masterclass-Visual-2.png 792w, https:\/\/www.nexoya.com\/wp-content\/uploads\/2026\/07\/Attribution-Masterclass-Visual-2-300x189.png 300w, https:\/\/www.nexoya.com\/wp-content\/uploads\/2026\/07\/Attribution-Masterclass-Visual-2-768x485.png 768w, https:\/\/www.nexoya.com\/wp-content\/uploads\/2026\/07\/Attribution-Masterclass-Visual-2-254x160.png 254w, https:\/\/www.nexoya.com\/wp-content\/uploads\/2026\/07\/Attribution-Masterclass-Visual-2-350x221.png 350w\" sizes=\"(max-width: 792px) 100vw, 792px\" \/><\/figure>\n\n        <div class=\"hero__highlights\">\n            <h2 class=\"is-h3\">In this session, you&#8217;ll learn how to:<\/h2>\n\n                        <ul>\n                                <li>\n                    <p class=\"is-text-lead\">Understand why deterministic attribution (last-click, multi-touch) fundamentally fails to make channels comparable.<\/p>\n                <\/li>\n                                <li>\n                    <p class=\"is-text-lead\">See why AI agents, even well-built ones, inherit the same broken data they&#8217;re fed, and why that&#8217;s a measurement problem, not an execution problem.<\/p>\n                <\/li>\n                                <li>\n                    <p class=\"is-text-lead\">Apply a probabilistic, regression-based approach to attribution that works independently of pixel tracking and platform self-interest.<\/p>\n                <\/li>\n                                <li>\n                    <p class=\"is-text-lead\">Identify which of your channels and tactics are actually driving incremental sales, versus what platforms claim.<\/p>\n                <\/li>\n                                <li>\n                    <p class=\"is-text-lead\">Assess whether your own organization is ready to implement regression-based attribution.<\/p>\n                <\/li>\n                  \n            <\/ul>\n                    <\/div>\n        <\/div>\n\n        <div class=\"hero__form\">\n        \n<div class=\"wpcf7 no-js\" id=\"wpcf7-f29658-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"29658\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/it\/wp-json\/wp\/v2\/resource_gallery\/29654#wpcf7-f29658-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"29658\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.6\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f29658-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/><input type=\"hidden\" name=\"_wpcf7_recaptcha_response\" value=\"\" \/>\n<\/fieldset>\n<label> \n <span class=\"text\">First Name <span>*<\/span><\/span>\n <span class=\"wpcf7-form-control-wrap\" data-name=\"fullname\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"John\" value=\"\" type=\"text\" name=\"fullname\" \/><\/span>\n<\/label>\n\n<label> \n <span class=\"text\">Last Name <span>*<\/span><\/span>\n <span class=\"wpcf7-form-control-wrap\" data-name=\"lastname\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Smith\" value=\"\" type=\"text\" name=\"lastname\" \/><\/span>\n<\/label>\n\n<label> \n <span class=\"text\">Work Mail <span>*<\/span><\/span>\n <span class=\"wpcf7-form-control-wrap\" data-name=\"email\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"john@smith.com\" value=\"\" type=\"email\" name=\"email\" \/><\/span>\n<\/label>\n\n<label> \n <span class=\"text\">Company Name <span>*<\/span><\/span>\n <span class=\"wpcf7-form-control-wrap\" data-name=\"company-name\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"John Smith &amp; Sons\" value=\"\" type=\"text\" name=\"company-name\" \/><\/span>\n<\/label>\n<br>\n <div class=\"checkbox-container grid-checkbox\">\n                <label class=\"checkbox-label\">\n       <span class=\"wpcf7-form-control-wrap\" data-name=\"additional\"><span class=\"wpcf7-form-control wpcf7-checkbox is-checkbox\"><span class=\"wpcf7-list-item first last\"><input type=\"checkbox\" name=\"additional[]\" value=\"Guide: How to become a data-driven marketer\" \/><span class=\"wpcf7-list-item-label\">Guide: How to become a data-driven marketer<\/span><\/span><\/span><\/span>            \n\n                   <div class=\"checkbox-text\">Yes, I want to get instant access to the free library of marketing resources.<\/div>\n                <\/label>\n            <\/div>\n\n<div class=\"submit-container\">\n            <input class=\"wpcf7-form-control wpcf7-submit has-spinner is-button is-button-green\" type=\"submit\" value=\"Watch the replay\" \/>\n        <\/div>\n        <div style=\"margin-top:16px\"><\/div>\n<input class=\"wpcf7-form-control wpcf7-hidden\" value=\"K5 Berlin 2026 Masterclass with Nexoya\" type=\"hidden\" name=\"your-source\" \/>\n        <input class=\"wpcf7-form-control wpcf7-hidden\" value=\"en\" type=\"hidden\" name=\"your-lang\" \/>\n\n        <input class=\"wpcf7-form-control wpcf7-hidden\" id=\"utm_source\" value=\"\" type=\"hidden\" name=\"h_utm_source\" \/>\n        <input class=\"wpcf7-form-control wpcf7-hidden\" id=\"utm_medium\" value=\"\" type=\"hidden\" name=\"h_utm_medium\" \/>\n        <input class=\"wpcf7-form-control wpcf7-hidden\" id=\"utm_term\" value=\"\" type=\"hidden\" name=\"h_utm_term\" \/>\n        <input class=\"wpcf7-form-control wpcf7-hidden\" id=\"utm_campaign\" value=\"\" type=\"hidden\" name=\"h_utm_campaign\" \/>\n\n        <input class=\"wpcf7-form-control wpcf7-hidden\" value=\"\" type=\"hidden\" name=\"utm_source\" \/>\n        <input class=\"wpcf7-form-control wpcf7-hidden\" value=\"\" type=\"hidden\" name=\"utm_medium\" \/>\n        <input class=\"wpcf7-form-control wpcf7-hidden\" value=\"\" type=\"hidden\" name=\"utm_campaign\" \/>\n        <input class=\"wpcf7-form-control wpcf7-hidden\" value=\"\" type=\"hidden\" name=\"utm_content\" \/>\n        <input class=\"wpcf7-form-control wpcf7-hidden\" value=\"\" type=\"hidden\" name=\"gclid\" \/>\n    <\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n<style>.kb-row-layout-wrap.wp-block-kadence-rowlayout.kb-row-layout-id29654_42e816-a0{margin-top:100px;margin-bottom:100px;}.kb-row-layout-id29654_42e816-a0 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id29654_42e816-a0 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id29654_42e816-a0 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);padding-top:0px;padding-bottom:0px;grid-template-columns:minmax(0, 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.kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:1122px;margin-left:auto;margin-right:auto;padding-top:0px;padding-bottom:0px;grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id29654_78f273-eb > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id29654_78f273-eb > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id29654_78f273-eb > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id29654_78f273-eb alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column29654_181734-e8 > .kt-inside-inner-col,.kadence-column29654_181734-e8 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column29654_181734-e8 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column29654_181734-e8 > .kt-inside-inner-col{flex-direction:column;}.kadence-column29654_181734-e8 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column29654_181734-e8 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column29654_181734-e8{position:relative;}@media all and (max-width: 1024px){.kadence-column29654_181734-e8 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column29654_181734-e8 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column29654_181734-e8\"><div class=\"kt-inside-inner-col\">\n<h2 id=\"h-about-this-session\" class=\"wp-block-heading\">About this session<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Every CMO knows it, almost no one says it out loud: their attribution is broken. Last-click is dead, multi-touch models contradict each other, and the AI agents now making budget decisions are inheriting the same broken numbers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This session, presented by Stephan Lindau (Account Manager, Nexoya) and Philipp Schuppisser (Senior Technical Customer Success Manager, Nexoya), tackles one of the most persistent unsolved problems in performance marketing: how do you know which channel is actually driving your sales, and how do you give an AI agent the right foundation to make that call?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ll walk through real examples, including Oswald\/Unilever and Luca Faloni, showing how regression-based attribution gave their teams a clear, trustworthy answer to the question every digital marketer asks daily: where should my next euro go?<\/p>\n\n\n\n<h3 id=\"h-our-experts\" class=\"wp-block-heading\">Our Experts<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Philipp Schuppisser<\/strong> is Senior Technical Customer Success Manager at Nexoya. He works closely with clients on the technical implementation of regression-based attribution, helping teams build the right data foundation before automating budget decisions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Stephan Lindau<\/strong> is an Account Manager at Nexoya, where he helps performance marketing teams move beyond fragmented platform reporting and implement attribution models that hold up to internal scrutiny.<\/p>\n<\/div><\/div>\n\n<\/div><\/div><\/div><\/div>\n\n<\/div><\/div>\n\n\n<section class=\"faq\">\n  <div class=\"is-container\">\n    <h2>FAQ<\/h2>\n\n          <ul data-accordion>\n                  <li>\n            <div class=\"faq__item\">\n              <p class=\"is-text-lead\">\n                <span class=\"text\">In which language will the masterclass be held?<\/span>\n              \n                <span class=\"arrow\">\n                  <svg width=\"10\" height=\"14\" viewBox=\"0 0 10 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                    <path d=\"M5 1L5 12.625\" stroke=\"#0EC76A\" stroke-width=\"1.5\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n                    <path d=\"M9 9L5 13L1 9\" stroke=\"#0EC76A\" stroke-width=\"1.5\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n                  <\/svg>\n                <\/span>\n              <\/p>\n\n              <div class=\"content\">\n                <p class=\"is-text-medium\">This session is in German, but has English subtitles.<\/p>\n              <\/div>\n            <\/div>\n          <\/li>\n                  <li>\n            <div class=\"faq__item\">\n              <p class=\"is-text-lead\">\n                <span class=\"text\">How long does this session last?<\/span>\n              \n                <span class=\"arrow\">\n                  <svg width=\"10\" height=\"14\" viewBox=\"0 0 10 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                    <path d=\"M5 1L5 12.625\" stroke=\"#0EC76A\" stroke-width=\"1.5\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n                    <path d=\"M9 9L5 13L1 9\" stroke=\"#0EC76A\" stroke-width=\"1.5\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n                  <\/svg>\n                <\/span>\n              <\/p>\n\n              <div class=\"content\">\n                <p class=\"is-text-medium\">The session lasts about 17 minutes.\r\n<\/p>\n              <\/div>\n            <\/div>\n          <\/li>\n          \n      <\/ul>\n      <\/div>\n<\/section>\n\n\r\n  <section class=\"related\">\r\n    <div class=\"is-container\">\r\n      <h2>Related resources<\/h2>\r\n\r\n      <ul>\r\n                  <li>\r\n            <article class=\"mg-single-article\">\r\n              <a href=\"https:\/\/www.nexoya.com\/it\/resource_gallery\/webinar-flaschenpost-2025\/\" aria-label=\"Replay Flaschenpost Webinar &#8211;  Learn how to reach the same profit with -24.1% less ad spend\">\r\n                <figure class=\"mg-single-article__image\" style=\"background-image: url(https:\/\/www.nexoya.com\/wp-content\/uploads\/2025\/05\/Webinar-Flaschenpost.png);\"><\/figure>\r\n\r\n                <div class=\"mg-single-article__content\">\r\n                  <span class=\"tag\">Webinars<\/span>\r\n                  <h2 class=\"is-text-large\">Replay Flaschenpost Webinar &#8211;  Learn how to reach the same profit with -24.1% less ad spend<\/h2>\r\n                  <p class=\"is-text-medium\">Discover how Flaschenpost transformed its complex, multi-channel marketing with Nexoya\u2019s AI-driven budget optimization. Learn how they boosted profitability while cutting ad spend by 24.1%.<\/p>\r\n                  <button type=\"button\" class=\"is-link-arrow\">Scopri di pi\u00f9<\/button> \r\n                <\/div>\r\n              <\/a>\r\n            <\/article>\r\n          <\/li>\r\n                  <li>\r\n            <article class=\"mg-single-article\">\r\n              <a href=\"https:\/\/www.nexoya.com\/it\/resource_gallery\/webinar-from-attribution-to-action-2026\/\" aria-label=\"Replay &#8211; from attribution to action: How our customers use AI to drive more effective media buying\">\r\n                <figure class=\"mg-single-article__image\" style=\"background-image: url(https:\/\/www.nexoya.com\/wp-content\/uploads\/2025\/11\/Nexoya-Webinar-Visual.png);\"><\/figure>\r\n\r\n                <div class=\"mg-single-article__content\">\r\n                  <span class=\"tag\">Trending<\/span>\r\n                  <h2 class=\"is-text-large\">Replay &#8211; from attribution to action: How our customers use AI to drive more effective media buying<\/h2>\r\n                  <p class=\"is-text-medium\">Attribution has experienced a revival! In this webinar, you will learn what \u201cactionable attribution\u201d is all about and why attribution combined with AI-based optimization enables more effective media buying. <\/p>\r\n                  <button type=\"button\" class=\"is-link-arrow\">Scopri di pi\u00f9<\/button> \r\n                <\/div>\r\n              <\/a>\r\n            <\/article>\r\n          <\/li>\r\n                  <li>\r\n            <article class=\"mg-single-article\">\r\n              <a href=\"https:\/\/www.nexoya.com\/it\/resource_gallery\/replay-k5-berlin-2026-oswald\/\" aria-label=\"Replay: +19.7% more revenue through better attribution: How Oswald\/Unilever reassessed its media investments with AI\">\r\n                <figure class=\"mg-single-article__image\" style=\"background-image: url(https:\/\/www.nexoya.com\/wp-content\/uploads\/2026\/07\/IMG_5638-scaled-e1782372256837.jpg);\"><\/figure>\r\n\r\n                <div class=\"mg-single-article__content\">\r\n                  <span class=\"tag\">Trending<\/span>\r\n                  <h2 class=\"is-text-large\">Replay: +19.7% more revenue through better attribution: How Oswald\/Unilever reassessed its media investments with AI<\/h2>\r\n                  <p class=\"is-text-medium\">What is the real impact of upper- and mid-funnel advertising on webshop revenue, and how do you make budget decisions you can actually defend internally? In this replay you see how Oswald used Nexoya to became more data-driven and generate +19.7% more revenue. <\/p>\r\n                  <button type=\"button\" class=\"is-link-arrow\">Scopri di pi\u00f9<\/button> \r\n                <\/div>\r\n              <\/a>\r\n            <\/article>\r\n          <\/li>\r\n              <\/ul>\r\n    <\/div>\r\n  <\/section>\r\n","protected":false},"excerpt":{"rendered":"<p>Attribution has experienced a revival! In this webinar, you will learn what \u201cactionable attribution\u201d is all about and why attribution combined with AI-based optimization enables more effective media buying. <\/p>\n","protected":false},"author":27,"featured_media":30057,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false},"resource_gallery_category":[115],"class_list":["post-29654","resource_gallery","type-resource_gallery","status-publish","format-standard","has-post-thumbnail","hentry","resource_gallery_category-webinars"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Replay: Where Should I Invest My Next Euro? 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