Beyond the Black Box: Designing an End-to-End Internal Attribution Engine.

Beyond the Black Box: Designing an End-to-End Internal Attribution Engine.

Thursday June 11, 2026 11:25 - 11:55 CEST Blue Stage

Category: MarTech, Data Strategy, Data Architecture, EN

Achieving a precise understanding of marketing impact often means moving beyond the limitations of standardized platforms. In this session, I will share how we designed and deployed a full-scale internal attribution framework at Mytheresa. I’ll walk through our approach to connecting scattered data sources, the engineering behind our unified tracking layer, and why we prioritized full ownership of our data and processes. We’ll look at the technical architecture and the practical steps we took to build a centralized system for a complete view of the customer journey.

Lecturers

Jonathan Vantu Lecturer

Head of Martech

Jonathan verantwortet die MarTech-Architektur sowie die technische Steuerung bei Mytheresa, Net-A-Porter und Mr Porter. In seiner Rolle leitet er den Fachbereich für Tracking und Datenintegrität und fungiert als zentrale Schnittstelle zwischen Marketingzielen und technischer Strategie. Mit einem fundierten Hintergrund in CRM-Technologie, Performance-Marketing und Tracking gestaltet er das übergreifende Governance-Framework und definiert die strategische Ausrichtung des gesamten MarTech-Stacks.

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