Attribution With Publicis’ Rudy Grahn
As the world of advertising continues to evolve, one concept that has gained significant attention in recent years is attribution. Attribution, or the process of determining the effectiveness of different marketing channels and touchpoints in driving consumer actions, has become a crucial tool for marketers to optimize their campaigns and allocate their resources effectively. However, despite its growing importance, attribution is still a relatively complex and often misunderstood concept for many organizations. In an interview Rudy Grahn, former EVP of Data Sciences at Publicis, shared his insights on the current state of attribution, its challenges, and its future potential.
🚀 Yes, I Want The 2024 Playbook!
Grahn is a seasoned veteran in the world of interactive advertising, with nearly three decades of experience. He has worked with major brands such as Wells Fargo, PwC, and Toyota, and has been at the forefront of the attribution revolution. In the podcast, Rudy discusses his journey from talk radio to copywriting, to becoming a leading expert in measurement and attribution.
One of the key takeaways from Rudy’s insights is the shifting power dynamics towards the consumer. He emphasizes that demographics and psychographics are not always accurate predictors of consumer behavior, and historical behavior is a better indicator. He also notes that consumers do not want ads, and this realization has fueled his interest in measurement and attribution. Rudy believes that the focus should be on delivering impactful ads with less frequency, rather than bombarding consumers with irrelevant messages.
When asked about the challenges of attribution adoption, Rudy points out that advertising is still fundamentally a black box. Despite significant progress in recent years, there is still a long way to go in understanding the true impact of different marketing channels and touchpoints. Rudy also highlights the importance of consumer-brand dialogue in attribution, as it opens up new possibilities beyond the traditional “last click” model.
Another interesting point discussed in the podcast is the role of attribution as a finance tool. Rudy challenges the perception that attribution is purely a mathematical exercise, and argues that it is not just about crunching numbers, but also requires creativity and strategic thinking. He also expresses surprise at the lack of standards for measuring offline creative impact, and the implications of the “first exposure” rule of thumb in attribution models.
In terms of the future of attribution, Rudy sees great potential, but also acknowledges the pitfalls. He believes that attribution will continue to play a crucial role in optimizing marketing strategies and driving better results for businesses. However, he also points out that the adoption of attribution can be arduous, and organizations need to overcome challenges such as data privacy concerns, technology limitations, and internal resistance to change.
Rudy also discusses the idea of a Chief Attribution Officer (CAO) and sees no reason why this role should not exist in organizations. He emphasizes the need for dedicated leadership and expertise in the field of attribution to drive its adoption and implementation. He also suggests that for public companies, mandatory implementation of multi-touch attribution (MTA) can provide a complete accounting of all marketing expenditures and ensure transparency.
Grahn’s insights on attribution in the podcast shed light on the current state of the field, its challenges, and its future potential. Attribution is a powerful tool for marketers to optimize their campaigns and drive better results, but it also requires strategic thinking, creativity, and leadership. As the advertising landscape continues to evolve, organizations need to embrace attribution as a vital component of their marketing strategies to stay ahead in the competitive landscape.
