Debbie Johnsen

Director, Interactive Marketing
The Leading Hotels of the World

Debbie Johnsen is the Director, Interactive Marketing for The Leading Hotels of the World. She began her career in marketing and e-commerce over twenty years ago, and has worked on both the client and agency side. Her background includes both traditional marketing and digital roles with Bertelsmann, Omnicom and Rail Europe Group. Industry experience spans Travel & Hospitality, Retail E-Commerce, Entertainment and Global Brands.

Debbie is currently Adjunct Faculty at N.Y.U., where she teaches Web Analytics and Digital Marketing as part of the school’s MS in Integrated Marketing program.

Twitter:@debonair_ny

Check out the incredible speaker line-up to see who will be joining Debbie.

Download The Latest Agenda

Global Digital Solutions And Connecting Socially With The World

Tuesday, March 10th, 2015

11:25 Interactive Roundtable Discussions

These interactive sessions are your opportunity to take a deep dive into the topics that were presented earlier in the day. Each attendee has the opportunity to join two discussions during this timeframe:

1. Navigating Social Media Waters
Buffy Sash, CMO, Alice Olivia
Kate Greer, Director of Global Integrated Marketing, Alice Olivia

2. An Ecommerce Platform Does Not Guarantee A Great Customer Experience
Robert Redmond , Sr. Account Executive, CDNetworks

3. Attribution Modeling: Deciphering Which Channel Gets The Sale Credit
Debbie Johnsen, Director, Interactive Marketing, The Leading Hotels of the World

4. Borderless Digital Marketing Opens The Door Of The Global Market For Luxury/Fashion Brands…Is It That Simple?
Jean Marc Rejaud, Professor Advertising and Marketing Communications, The Fashion Institute of Technology

5. High Net Worth Individuals In BRIC-dom: Facts And Myths About Their Consumption Of Luxury
Thomaï Serdari, Director of Research & Adjunct Associate Professor, New York University, Leonard N. Stern School of Business

6. The Global Chinese Luxury Consumer: Opportunities & Pitfalls
Avery Booker, Partner, China Luxury Advisors

13:50 Attribution Modeling: Deciphering Which Channel Gets The Sale Credit

Moving from last-click attribution to Multi-Channel Attribution Modeling continues to be an ongoing challenge for many eCommerce marketers. Best practices for developing actionable attribution models to determine a channel’s true ROI are still emerging. It is crucial for brands to be confident in their data to properly gain insights and make educated decisions on media spend based on these results. • Setting rules to determine how credit for sales are assigned to touchpoints in conversion paths • Tools available for attribution analysis • Determining which touchpoints are most valuable to your business • Re-allocating media spend based on the total value of each channel and ROI