Understand why deterministic attribution (last-click, multi-touch) fundamentally fails to make channels comparable.
See why AI agents, even well-built ones, inherit the same broken data they’re fed, and why that’s a measurement problem, not an execution problem.
Apply a probabilistic, regression-based approach to attribution that works independently of pixel tracking and platform self-interest.
Identify which of your channels and tactics are actually driving incremental sales, versus what platforms claim.
Assess whether your own organization is ready to implement regression-based attribution.
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.
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?
We’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?
Philipp Schuppisser 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.
Stephan Lindau 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.
In which language will the masterclass be held?
This session is in German, but has English subtitles.
How long does this session last?
The session lasts about 17 minutes.