Attribution: Perceptions & Potential

Date

Sep 15 2023
Expired!

Time

GST
9:30 am - 11:30 am

Location

In-person

Cost

Free
  • AUDIENCE:

    Members

Event Overview

Attribution of results is a critical part of learning what works, how much it works and how to drive increased effectiveness, yet is often misunderstood and under-utilized.

In this two-hour event, members of the IAB MENA aim to shed a light on the various techniques available in a cookie-less world, the current perceptions and usage within the industry and delve deeper into the scientific validity of attribution as a means to better decision making.

This in-person event is reserved for members only.

Agenda

Hourly Schedule

Friday 15 September 2023

09:30
Registration
Registration, Tea & Coffee
10:00
Welcome & Introduction
Speakers:
Mohamad Itani
10:05
Attribution Glossary
A short presentation to align the market on key definitions relating to different attribution techniques
Speakers:
Riddhi Das Gupta
10:10
Attribution: Stakeholders' Perception Survey Results
Sharing the results of the recently completed ’state of attribution’ survey and the resulting recommendations for the MENA market
Speakers:
Kamal El Agha
10:30
Panel Discussion: Attribution: Scientific Representation or a Biased Perspective
A panel of industry experts discuss the value and challenges of attribution methodologies and the role that different stakeholders play in successful attribution
Speakers:
Aazim Haque, Amit Kumar, Hoda Daou, Pavel Sima, Vipul Jain
11:15
Closing Remarks and Q&A
Mohamad Itani
Mohamad Itani
Head of Agency Development, Amazon Ads
Mohamad is the Chair of the IAB MENA Ecosystem & Channel Development Committee and is representing Amazon Ads on the Board of Directors. He has spent his entire career till date in digital and tech across the MENA Region. Coming from an agency background, Mohamad played a crucial part in developing digital platforms and practices including Search, Video, Mobile, Programmatic and data solutions for various agency groups, the latest being MCN/IPG which he served most of his career. During the various roles, he was commissioned to establish the digital practice across key markets including UAE, KSA and Egypt.
Riddhi Das Gupta
Riddhi Das Gupta
Data Science & Research Director, MCN | Reprise Digital
Riddhi is an experienced professional into the domain of Data Science and Research Analytics serving varied clients across MENA. Her focus is mainly to shape the brand towards Digital Marketing Transformation with an emphasis on bespoke audience targeting, efficient media planning and maximizing ROAS.
Kamal El Agha
Kamal El Agha
Head of Data, Analytics & Tech, Havas Media Middle East
Kamal is currently responsible for the Data, Analytics, and Technology department at Havas Middle East. In addition to building a world-class team, he has initiated, developed, and deployed Havas Middle East’s proprietary data analytics platform across various clients. Prior to Havas, Kamal has had the privilege of leading digital analytics and marketing strategy at Etihad Airways in Abu Dhabi, in addition to several organisations in London such as AutoTrader UK and Disney.
Aazim Haque
Aazim Haque
Analytics Lead, Publicis
Aazim leads the Analytics vertical at Publicis Data Sciences, working with clients such as LVMH, Almarai, P&G, BMW, Samsung, Marriott, VISA and numerous others for the last 8 years to help them execute on their media budgets more efficiently and effectively. His team does this through projects such as Digital Attribution, Marketing Mix Modelling and Customer Analytics. Aazim has also led the deployment of Alteryx at the company and helped automate various internal processes, driving significant cost savings across the Groupe.
Amit Kumar
Amit Kumar
Head of Digital Analytics, Alshaya
Digital & Marketing Analytics professional with experience of more than 10 years in working with a vast range of Fortune 500 US companies - Financial institutions to Retailers. Currently, Leading the Digital Analytics and Marketing Measurement in Alshaya and focusing on Operationalizing the measurement framework. In free time, I like to play Ping Pong, Badminton and watch documentaries.
Hoda Daou
Hoda Daou
General Manager MENA, Annalect
Pavel Sima
Pavel Sima
GM & SVP MTA Global, Roivenue
Co-founder & GM of ROIVENUE, a ScanmarQED company - an analytics, optimisation & attribution suite founded in 2015 in Prague. Loves helping leading brands to achieve their goals with greater ease & efficiency. Featured in the Top 100 Czech marketers list.
Vipul Jain
Vipul Jain
Head of Measurement, Tik Tok MEA & Turkey
Vipul is the head of measurement at TikTok for Middle East Africa & Turkey, with over 13 years of experience in the industry. He began his journey with Nielsen and has since worked in diverse markets like the Middle East, China, and India, contributing his expertise to companies such as Nielsen, Kantar, Disney, and TikTok.

Our Speakers

Speakers

  • Hoda Daou
    Hoda Daou
    General Manager MENA, Annalect
  • Riddhi Das Gupta
    Riddhi Das Gupta
    Data Science & Research Director, MCN | Reprise Digital

    Riddhi is an experienced professional into the domain of Data Science and Research Analytics serving varied clients across MENA. Her focus is mainly to shape the brand towards Digital Marketing Transformation with an emphasis on bespoke audience targeting, efficient media planning and maximizing ROAS.

  • Vipul Jain
    Vipul Jain
    Head of Measurement, Tik Tok MEA & Turkey

    Vipul is the head of measurement at TikTok for Middle East Africa & Turkey, with over 13 years of experience in the industry. He began his journey with Nielsen and has since worked in diverse markets like the Middle East, China, and India, contributing his expertise to companies such as Nielsen, Kantar, Disney, and TikTok.

  • Aazim Haque
    Aazim Haque
    Analytics Lead, Publicis

    Aazim leads the Analytics vertical at Publicis Data Sciences, working with clients such as LVMH, Almarai, P&G, BMW, Samsung, Marriott, VISA and numerous others for the last 8 years to help them execute on their media budgets more efficiently and effectively. His team does this through projects such as Digital Attribution, Marketing Mix Modelling and Customer Analytics. Aazim has also led the deployment of Alteryx at the company and helped automate various internal processes, driving significant cost savings across the Groupe.

  • Pavel Sima
    Pavel Sima
    GM & SVP MTA Global, Roivenue

    Co-founder & GM of ROIVENUE, a ScanmarQED company – an analytics, optimisation & attribution suite founded in 2015 in Prague. Loves helping leading brands to achieve their goals with greater ease & efficiency. Featured in the Top 100 Czech marketers list.

  • Amit Kumar
    Amit Kumar
    Head of Digital Analytics, Alshaya

    Digital & Marketing Analytics professional with experience of more than 10 years in working with a vast range of Fortune 500 US companies – Financial institutions to Retailers. Currently, Leading the Digital Analytics and Marketing Measurement in Alshaya and focusing on Operationalizing the measurement framework. In free time, I like to play Ping Pong, Badminton and watch documentaries.

  • Mohamad Itani
    Mohamad Itani
    Head of Agency Development, Amazon Ads

    Mohamad is the Chair of the IAB MENA Ecosystem & Channel Development Committee and is representing Amazon Ads on the Board of Directors. He has spent his entire career till date in digital and tech across the MENA Region. Coming from an agency background, Mohamad played a crucial part in developing digital platforms and practices including Search, Video, Mobile, Programmatic and data solutions for various agency groups, the latest being MCN/IPG which he served most of his career. During the various roles, he was commissioned to establish the digital practice across key markets including UAE, KSA and Egypt.

  • Kamal El Agha
    Kamal El Agha
    Head of Data, Analytics & Tech, Havas Media Middle East

    Kamal is currently responsible for the Data, Analytics, and Technology department at Havas Middle East. In addition to building a world-class team, he has initiated, developed, and deployed Havas Middle East’s proprietary data analytics platform across various clients.

    Prior to Havas, Kamal has had the privilege of leading digital analytics and marketing strategy at Etihad Airways in Abu Dhabi, in addition to several organisations in London such as AutoTrader UK and Disney.

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