Marketing teams have more data than ever before—but many organizations still struggle to answer a critical question: which efforts are actually driving long-term value?
Join us for an engaging virtual presentation exploring how modern marketers can move beyond basic attribution models to better understand customer progression, channel performance and predictive value over time.
This session will introduce two complementary capabilities transforming modern marketing analytics: attribution modeling and predictive lifetime value (PLTV). Attendees will learn how organizations can reconstruct customer journeys across campaigns and channels, connect engagement behaviors to meaningful business outcomes and use early-funnel signals to estimate downstream progression and long-term impact.
Led by data science leaders from ASU Enterprise Partners, this presentation will translate advanced analytics concepts into practical business applications designed for marketers, agency professionals and business leaders alike.
Whether you oversee campaign performance, optimize media investments or lead strategic decision-making, you’ll walk away with actionable frameworks for building smarter, more future-focused marketing measurement capabilities.
What You’ll Learn
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How attribution modeling reconstructs customer pathways across channels, campaigns and touchpoints
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Why conversion type matters—and how channel behavior shifts depending on business outcomes
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How predictive lifetime value (PLTV) extends measurement beyond immediate conversions
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Practical ways attribution and PLTV support smarter optimization and investment decisions
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Foundational steps organizations can take now to begin building these capabilities using CRM and web data
Speakers Include
James Hedges, PhD — Director of Data Science, ASU Enterprise Partners
Dr. James Hedges leads the development of automated, data-driven products supporting strategic decision-making at ASU Enterprise Partners. His expertise spans machine learning, applied AI, attribution modeling, intelligent agents and MLOps, with a focus on scaling advanced analytics into practical organizational tools that drive measurable value.
Shrujan Penmetsa — Senior Data Scientist, ASU Enterprise Partners
Shrujan Penmetsa is a Senior Data Scientist specializing in predictive modeling, machine learning and data-driven decision making. His work focuses on applying advanced analytics techniques to solve large-scale business challenges and optimize operational and marketing outcomes.
Who Should Attend?
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Marketing and agency professionals
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Performance marketers and campaign managers
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Brand and demand generation teams
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Directors, VPs and CMOs
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Business leaders seeking stronger ROI visibility and long-term growth insights
Format: Virtual
June 18, 2026
12:00pm - 1pm
All event attendees will receive a $25 Grubhub gift card to enjoy lunch during the event!
