Attribution For Lead Gen & Edu With Franklin’s Nathan Gorenflo

Attribution For Lead Gen & Edu With Franklin’s Nathan Gorenflo

As the digital marketing landscape continues to evolve, the importance of attribution in measuring the success of marketing efforts cannot be overstated. Attribution provides insights into which touchpoints in the customer journey are driving conversions, allowing marketers to optimize their strategies and allocate resources effectively. In a podcast interview, Nathan Gorenflo, the Executive Director of Marketing &  Strategy and Marketing Operations at Franklin University, shared his experience in operationalizing attribution at the institution, providing valuable lessons for marketers looking to adopt this technology.

Nathan’s journey in measurement and digital marketing started in the early days of the industry, when he was a programmer at an agency before the birth of digital marketing. Over the years, he has worked with various brands, including Wells Fargo and Cardinal Health, before joining Franklin University nine years ago. At that time, the university was just beginning to embrace digital marketing as a whole, and Nathan’s department was primarily focused on using Google Analytics, which he described as a fairly limited tool.

However, with the advent of attribution, Nathan’s approach to measurement at Franklin University underwent a significant transformation. He emphasized the importance of understanding the entire customer journey and filling the sales funnel with relevant touchpoints. This involved moving beyond last-click attribution and looking at the full spectrum of touchpoints that contribute to conversions. Nathan shared that his biggest attribution “Aha!” moment was realizing the need for multiple independent resources to gain confidence in the picture being presented by vendors’ reporting. This highlights the importance of validating attribution data from different sources to ensure accuracy and reliability.

Nathan also discussed the challenges of operationalizing new technology, such as attribution, within an organization. He highlighted the need for buy-in from stakeholders, proper training and education for team members, and continuous optimization of processes. Implementing attribution successfully requires a strategic approach, and Nathan emphasized the importance of patience and incremental progress rather than attempting to swallow the entire attribution camel all at once.

Attribution For Lead Gen & Edu With Franklin’s Nathan Gorenflo

Looking ahead, Nathan expressed optimism about the future of attribution. He sees it evolving into a more sophisticated and comprehensive tool that goes beyond digital touchpoints and incorporates offline channels as well. He also shared his unique insight into the relationship between branding and direct response, emphasizing the need for marketers to understand how these two aspects fit together in driving conversions.

Gorenflo’s experience at Franklin University provides valuable lessons for marketers looking to operationalize attribution in their organizations. It underscores the importance of understanding the entire customer journey, validating attribution data from multiple sources, and taking a strategic and incremental approach to implementation. As the digital marketing landscape continues to evolve, attribution is poised to play an increasingly crucial role in measuring marketing success and optimizing strategies. Marketers can learn from Nathan’s insights and apply them to their own efforts to stay ahead in the ever-changing world of digital marketing.

The Creative Roots of Multi-Touch Attribution With Publicis Rudy Grahn

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.

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.

The Creative Roots of Multi-Touch Attribution With Publicis Rudy Grahn

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.

 

Multi Touch Attribution Meets The 400 Million Dollar Marketer

AI-Driven Attribution Meets The $400 Million Dollar Marketer

TLDR: Anthony Pitts, the former VP of acquisitions at DraftKings, shares his insights on digital marketing success, emphasizing the importance of establishing a process-driven approach, data analysis, tracking, testing, and understanding timing. He highlights the significance of accurate attribution of conversions to specific channels, and the need to invest in knowledge and testing to optimize results. Pitts sees attribution heading towards a more precise picture through a mix of different data sources. His customized attribution framework and commitment to data-driven decision-making continue to shape the industry.

In the world of digital marketing, success hinges on understanding the effectiveness of different advertising channels and optimizing them for maximum return on investment. Anthony Pitts, also known as the “$400 million dollar marketer,” is a master of this art. As the former VP of acquisitions at DraftKings, Pitts played a pivotal role in the company’s incredible growth from 651 paying customers to over 2 million in just four years. In a podcast interview with the CEO of Provalytics, Pitts shared his insights on building a customized attribution framework and why committing to a process is more important than the outcome.

Pitts started his career with a Bachelor’s degree in Economics from Carnegie Mellon and later completed a Master’s in Political Science at the University of Rochester. He has a strong statistical background and a deep understanding of the qualitative drivers of human decision-making. Pitts believes that establishing a process and tracking data are critical components of effective marketing strategies.

One of the key takeaways from Pitts’ interview is the importance of establishing a process. He emphasized the need to have a structured approach to marketing that involves data analysis and performance reviews. Pitts shared how he used estimates and data analysis to determine which channels would receive the most budget allocation. For example, TV was given a higher budget allocation because it had a broader impact compared to other marketing channels. This allowed for subsequent evaluation and adjustments based on performance, leading to better decision-making.

Another important aspect of Pitts’ approach is tracking data. He highlighted the significance of identifying the first point of conversion, which for DraftKings was obtaining an email address. Each channel was assigned a unique promo code to track the original conversion channel throughout the customer’s journey. This allowed for accurate attribution of conversions to specific channels and enabled data-driven optimization.

Timing is also a critical factor in Pitts’ strategy. He emphasized the need to understand the seasonal components of a business and adjust marketing efforts accordingly. Different businesses have their own rhythm in terms of customer acquisition, and aligning marketing activities with these patterns can greatly impact results.

Multi Touch Attribution Meets The 400 Million Dollar Marketer

Pitts also addressed the decreasing popularity of testing among marketers. He emphasized the importance of testing and experimentation in marketing strategies and encouraged marketers to continue testing different approaches to optimize results. He also highlighted the need to invest in knowledge, especially when dealing with new channels or platforms, to overcome the learning curve.

When it comes to measurement and multi-touch attribution (MTA), Pitts believes it should be treated as an infrastructure functionality rather than a separate spending class from media. He emphasized the importance of spending as little as possible to achieve desired goals, unless there is a learning curve that requires additional investment in knowledge.

Looking into the future, Pitts sees MTA heading towards a more precise picture through a mix of different data sources. He acknowledged that while there may not be absolute truth in marketing, leveraging multiple data sources can provide increasingly accurate insights.

Pitts’ success at DraftKings can be attributed to his customized attribution framework and commitment to a process-driven approach. His emphasis on data analysis, tracking, testing, and understanding timing provides valuable insights for marketers looking to optimize their strategies. As the marketing landscape continues to evolve, Pitts’ expertise in multi-touch attribution and data-driven decision-making will undoubtedly continue to shape the industry.

Attribution Discovery & Secrets To Scaling Your Digital Marketing with Vanessa Branco

Attribution & Secrets To Scaling with Vanessa Branco

As the digital advertising landscape continues to evolve, understanding the impact and effectiveness of advertising efforts is crucial for businesses looking to optimize their marketing strategies. In a recent episode of the Forbes podcast, digital marketing expert Vanessa Branco shares her insights on the power of advertising attribution and how it can significantly impact a company’s return on investment (ROI).

With over 15 years of experience working with startups, Fortune 100 companies, and publicly traded companies, Vanessa Branco is a seasoned professional in digital branding and marketing, media optimization, performance-based marketing, and customer retention. She currently serves as the Vice President of Business Development for a white label trading desk and runs her own digital consultancy, VersaNine, providing hands-on expertise to brands looking to in-house their media buying.

During the podcast episode, Branco shares her journey in the digital advertising industry, starting as an Advertising Manager for a publicly-traded company that was advertising in-house and operating sites including screensavers.com. She highlights the evolution of advertising methods and priorities, which have remained consistent in acquiring customers, driving revenue, and increasing ROI, but have diversified in their approach.

Branco emphasizes the importance of attribution in digital advertising, citing her experience at screensavers.com where manual reporting and a constant need to acquire new customers led her to start slow and gradually adopt attribution. She also reminisces about the early days of affiliate networks, pixels, and the “Halo effect” – a term used to describe the positive impact of digital advertising on other marketing channels.

Attribution Discovery & Secrets To Scaling Your Digital Marketing with Vanessa Branco

Branco shares anecdotes from her experience in the industry, including her early efforts to prove that display advertising worked during the MySpace era, and the challenges of over-counting and inaccurate reporting. She highlights the game-changing impact of attribution in providing accurate insights into the performance of different creatives, affiliate programs, search terms, and vendors. By leveraging attribution, Branco explains how budget allocation can be optimized based on data-driven decision making.

One of the key takeaways from Branco’s insights is the importance of moving slowly and getting buy-in from stakeholders when implementing attribution. She emphasizes that it takes time, usually 3 to 6 months, to fully understand and leverage the power of attribution in a company’s marketing efforts.

Branco also shares how attribution can go beyond just tracking performance metrics, but also provide insights into the “why” behind a customer’s decision-making process, which can be invaluable for future campaigns. She advises on the optimal number of creatives to test simultaneously and provides recommendations on how long to test creatives for optimal results.

In conclusion, Branco’s expertise in advertising attribution shines through in this insightful podcast episode. Her experiences and anecdotes highlight the game-changing impact of attribution in digital advertising, providing businesses with data-driven insights to optimize their marketing strategies and improve ROI. As the digital landscape continues to evolve, leveraging attribution should be a priority for businesses looking to stay competitive and drive results in their advertising efforts.

Math The Frontier of Attribution with Havas Helia’s President Michael Kaushansky

Math: The Frontier of Attribution with Michael Kaushansky

In today’s rapidly evolving digital marketing landscape, the importance of accurate measurement and attribution cannot be overstated. Understanding the impact of marketing efforts on consumer behavior and sales is crucial for businesses to optimize their strategies and stay competitive in the marketplace. One of the leading experts in this field is Michael Kaushansky, former Chief Data Officer and President of Havas Helia and currently on the Decision Science team at Walmart Connect.  In a podcast interview, Michael shared his journey in the world of data analytics and measurement, and his vision for the future of attribution.

Michael’s career trajectory in measurement began with his passion for mathematics. With a bachelor’s degree in mathematics and a master’s in applied mathematics and operational research, he started his career at GE, Target, and GlaxoSmithKline, where he honed his skills in data analytics and business measurement. His breakthrough in digital advertising came after the 2008 financial crisis, when he realized the potential of data sets available on the World Wide Web for tracking ads, searches, and consumer behaviors.

In the podcast interview, Michael shared how he and his team of mathematicians at Havas Helia built what is now known as the path to purchase tracking. This innovative approach enables businesses to credit their marketing activities with their success rates in moving consumers through the sales funnel. By accurately attributing the impact of different marketing touchpoints, businesses can better allocate their budgets, make informed decisions in real-time, and optimize their marketing strategies.

Michael also discussed the importance of adapting to the digital world, where consumers are spending more and more time on their devices, even for brick-and-mortar purchases. Attribution in the digital space becomes imperative for businesses to understand the effectiveness of their offline marketing efforts and make data-driven decisions.

Math The Frontier of Attribution with Havas Helia’s President Michael Kaushansky

Despite the increasing importance of attribution in digital marketing, Michael highlighted three main barriers to adoption. First, the complexity of advanced analytics and attribution can be daunting for businesses that are not familiar with the intricacies of data analysis. Second, the lack of awareness and education about the benefits of attribution can hinder adoption. Lastly, the fear of failure and resistance to change can hold businesses back from embracing new measurement practices.

To overcome these barriers, Michael emphasized the need for businesses to be proactive in adopting advanced analytics and attribution. He encouraged advertisers and agencies to ask for sample data sets and test different attribution models to understand their effectiveness in their specific business contexts. He also highlighted the increasing adoption of attribution by big players in the industry and the progression of adoption typically seen for new practices.

Kaushansky is a pioneer in the field of digital marketing measurement. His expertise in data analytics and attribution has helped businesses optimize their marketing strategies and achieve better results. As the digital landscape continues to evolve, attribution will become even more critical for businesses to understand the impact of their marketing efforts and make data-driven decisions. Adapting to the digital world and embracing advanced analytics and attribution will be key for businesses to remain competitive in today’s dynamic marketing environment.

Attribution Adoptions Organizational Challenge with Kevin Seaman

Attribution Adoption’s Organizational Challenge with Kevin Seaman

Transforming from a TV-centric advertiser to a digital marketing powerhouse may seem like a daunting task, but Kevin Seaman, the Founder of Results Analytics and the VP of Performance Marketing at UAGC has done just that. In a podcast interview, Seaman shares his story of how he took a TV-centric organization and moved it into the digital space using cross-channel multi-touch attribution.

Seaman’s journey began in 2013 when he was working at Southern New-Hampshire University (SNHU). SNHU was looking to build its brand and drive growth in the online space on a national scale, but was exclusively spending on TV advertising. In order to convince decision-makers to fund a more diversified marketing mix, Seaman had to prove that digital was working. He ran numerous pilots in the digital space, testing different strategies and measuring their impact.

One of the challenges Seaman faced was the reliance on view-through measurement, which he refers to as the “blimp measurement.” He explains that this data point has shortcomings and unreliability, leading him to do large-scale placebo testing to identify a more reliable solution. He eventually convinced his marketing team to fund digital multi-channel, multi-touch attribution, a major milestone in his attribution journey.

Throughout his time at SNHU, Seaman constantly gathered proof of the success of his attribution strategy. He shares that getting people to adopt a new technology and move budget line items was the hardest part of the process. He faced organizational challenges and provides tips on how to overcome them, emphasizing the importance of organizational buy-in and communication.

Seaman also discusses the role of creative in attribution, highlighting the need for a balance between math and soft skills. He shares that in an organization, math alone will not sell attribution, and a different set of skills is required. He uses the example of Google to illustrate this point.

Attribution Adoptions Organizational Challenge with Kevin Seaman

Looking towards the future of attribution, Seaman discusses the non-measurable aspects of attribution, the possible fragmentation of attribution, and the impact of growing privacy concerns and vendor relationships. He also shares his insight that the people part of attribution is more difficult than the math, emphasizing the importance of human factors in implementing and optimizing attribution strategies.

Seaman’s story is one of transformation and success in the digital marketing space. Through his experience at SNHU, he navigated the challenges of adopting cross-channel multi-touch attribution and achieved significant results. His journey serves as a valuable lesson for marketers looking to transition from traditional advertising methods to a more data-driven, digital approach. As attribution continues to evolve and become more complex, Seaman’s insights on organizational buy-in, the role of creative, and the human factors involved in attribution are invaluable for marketers seeking to maximize outcomes and make analytics part of their DNA.

Overall, Kevin Seaman’s story is a testament to the power of data-driven marketing and the importance of constantly evolving strategies to adapt to the digital landscape. His achievements at SNHU demonstrate that with the right approach, it is possible to successfully transition from TV-centric advertising to a digital marketing powerhouse. As attribution continues to play a crucial role in marketing strategies, Seaman’s insights and experiences provide valuable lessons for marketers looking to drive growth and maximize outcomes in the ever-changing world of digital marketing.

Attribution & Viewability with GrocerKey’s Head of Digital Marketing David Kaplan

AI-Driven Attribution with David Kaplan

Digital marketing has revolutionized the way businesses acquire customers, but it also comes with its own set of challenges. Viewability and attribution, in particular, have been major barriers for marketers seeking to optimize their strategies and measure their success accurately. In a recent interview David Kaplan, Head of Digital Marketing at GrocerKey, shared his insights and experiences on how he overcame these challenges and achieved success in the ever-evolving landscape of digital marketing.

David Kaplan’s career in digital marketing started as a self-taught developer for the Tribune Company’s joint venture with America Online in the early nineties. He then went on to work on some of the earliest sports websites, including Shaq.com and the San Francisco 49ers, as the Director of Special Projects for SportsLine. As digital continued to grow, Kaplan built out affiliate, paid search, and SEO programs for TicketsNow and Discover Financial. In 2009, he took on all digital media responsibilities for Peapod, where he faced the challenges of viewability and attribution head-on.

One of the challenges Kaplan encountered was Google Analytics taking credit for conversions that were not directly attributable to the ads, resulting in inaccurate measurement of campaign performance. He also faced issues with duplicates and customer blindness, where customers were resistant to ads due to the overwhelming number of ads they were exposed to. Kaplan knew he needed a solution that could provide accurate attribution and viewability data to optimize his marketing efforts.

Kaplan identified viewability as a priority when searching for an attribution partner. He understood the importance of knowing whether his ads were actually being seen by users and wanted a solution that could provide reliable viewability data. He also recognized the increasing competitiveness of the marketing environment, with rising cost of acquisition, and the need to understand how his marketing budget was being utilized effectively.

Attribution & Viewability with GrocerKey’s Head of Digital Marketing David Kaplan

Kaplan’s “aha” moment came when he discovered the power of attribution in digital marketing. He realized that by using a multi-touch attribution approach, he could accurately measure the impact of each touchpoint in the customer journey and optimize his marketing strategies accordingly. However, getting buy-in from stakeholders and convincing them to believe in the numbers was not easy. Kaplan had to focus on data warehouse matching and education about the multi-touch attribution process to build trust and get Peapod to adopt this new technology.

Kaplan also emphasized the importance of the first touch in customer acquisition, especially in non-brand search. He explained that understanding the initial touchpoint in the customer journey is crucial as it sets the foundation for subsequent interactions and influences the customer’s decision-making process.

Looking ahead, Kaplan predicts that in the next 10 years, anyone who is serious about digital marketing and can afford it will be implementing attribution in their strategies. He believes that attribution will become a standard practice in the industry as marketers seek to optimize their campaigns and measure their success accurately.

Kaplan’s journey in digital marketing is a testament to the challenges and opportunities that come with the evolving landscape of the industry. By overcoming the hurdles of viewability and attribution, Kaplan has been able to optimize his marketing strategies and achieve success in customer acquisition. His insights and experiences serve as valuable lessons for marketers navigating the digital marketing landscape in today’s competitive environment. As the industry continues to evolve, attribution is poised to become a standard practice for serious marketers who want to stay ahead of the game.

Attribution Training with Leslie Laredo

Attribution Training with Leslie Laredo

Digital marketing is a rapidly evolving field that requires marketers to stay updated with the latest trends, technologies, and strategies in order to succeed. One key aspect of staying ahead in the game is investing in training, as highlighted by Leslie Laredo, a digital marketing trainer with over 25 years of experience in the industry. In a recent podcast interview, Leslie shared her thoughts on how companies can increase their revenue by prioritizing training for their marketing teams.

Leslie Laredo has trained over a hundred thousand marketing professionals over the last two decades, and she believes that the biggest challenge to multi-touch attribution, a critical aspect of digital marketing, is the refusal to challenge assumptions. According to Leslie, challenging assumptions and constantly upgrading knowledge and skills through training are essential to excel in today’s fast-paced marketing world.

One of the key differences that Leslie highlighted between successful marketing teams and those that struggle is the presence of a learning culture and commitment to training. Companies that prioritize training create teams that excel and are able to challenge assumptions about their business and the marketplace. Leslie shared an anecdote from an NAA (Newspaper Association of America) conference where she encountered proud members of the “dead tree society,” referring to those who were resistant to embracing digital media and its potential.

Leslie emphasized three important aspects of training that she focuses on with her clients: the WHY, HOW, and WHAT. Understanding why certain marketing strategies are important, how they work, and what tools are available to implement them is crucial for marketing professionals to make informed decisions and drive results. Leslie also discussed the evolving landscape of attribution, which has gained prominence in recent years, and how it can help in better decision-making by telling a story of data-driven insights.

Attribution Training with Leslie Laredo

She pointed out that institutionalized metrics often create a grey area, where it becomes unclear whose responsibility it is to flag them and implement better measurement practices. Leslie believes that the solution lies in making attribution a ubiquitous part of marketing decisions, using it as a tool to change outcomes and continuously improve performance.

Leslie also emphasized the need for a culture of learning and training in the digital marketing world. She cited the example of Outbrain, a content discovery platform, which dedicates one hour per week for training sessions and encourages employees to share their knowledge. Leslie believes that a training cadence should not be limited to a schedule or budget, but should be ingrained in the company or department culture to foster continuous learning and improvement.

Furthermore, Leslie highlighted that the digital marketing field is constantly evolving, and employees need to be equipped with the right knowledge and skills to keep up with the changes. She emphasized that investing in education and training is essential, and companies should not wait until something goes wrong to try and improve their processes. Learning to fail fast and adapt quickly to changes is crucial in the dynamic digital marketing landscape.

In conclusion, Leslie Laredo’s insights on the importance of training in digital marketing are invaluable. She emphasizes that challenging assumptions, investing in a learning culture, and continuously upgrading knowledge and skills through training are essential for marketing professionals to stay ahead and succeed in today’s competitive landscape. Companies that prioritize training for their marketing teams are likely to see increased revenue and better decision-making, as employees are equipped with the right tools and knowledge to drive results. In the fast-paced world of digital marketing, training is not just an option, but a necessity for staying ahead of the game.

Walled Gardens & Attribution Truths With Crossmedia Lee Beale

Walled Gardens & Attribution Truths With Crossmedia’s Lee Beale

This interview with Lee Beale, head of Redbox at Xmedia, on “This is Attribution” covers his transition from brand management to leading a media analytics division. Beale discusses the challenges in advertising attribution, the limitations of last-click models, and the importance of multi-touch attribution in understanding the consumer journey. He emphasizes the need for truth in marketing data and predicts future advancements in attribution methods driven by AI and machine learning. The interview offers insights into the evolving landscape of media analytics and its strategic impact.

In the world of marketing, data analytics has become a game-changer. Marketers are constantly striving to make the right decisions with their budgets and build their businesses effectively. One industry expert who has honed his skills in data analytics and has valuable insights to share is Lee Beale, the guru behind Crossmedia’s Red Box data analytics practice. With a successful career that spans from managing consumer packaged goods (CPG) brands to being recognized as a media all-star by AdWeek, Lee Beale’s expertise is highly sought after in the marketing world.

Lee Beale’s journey in the marketing industry started in the UK, where he managed CPG brands for Reckitt Benckiser and GSK. In 2009, he moved to New York to join Omnicom Media Group’s Analect data science division, where he further honed his skills in data analytics. Since joining Crossmedia in 2011, Lee has been a driving force behind the development of Red Box, which has become a world-class offering that Crossmedia places at the center of its media planning and buying approach.

One of Beale’s key insights is the importance of seeking truth in the midst of marketing noise. In an interview, he shared that his biggest task is to ensure a smooth and long-term operation for both the agency and the client. He breaks down the various moving parts involved in this process, highlighting the need for accurate attribution and actionable business intelligence.

Lee also understands the challenges of getting buy-in for attribution. He acknowledges that there is resistance from some stakeholders, and he uses tactics to melt the cold attribution heart. He emphasizes the importance of educating and communicating the value of attribution to stakeholders, showcasing how it can significantly impact marketing decisions and ultimately drive business results.

Walled Gardens & Attribution Truths With Crossmedia Lee Beale

One of Lee’s notable insights is the potential cost of working with last-click attribution alone. He reveals that many brands overspend significantly when they leave out multitouch offline data, and the amount is much higher than expected. This highlights the importance of incorporating a comprehensive approach to attribution, considering all touchpoints in the customer journey to accurately allocate marketing budgets and maximize ROI.

Lee also shares his experiences with social media vendors who challenge his methodology and the impact of multi-touch attribution on advertising fundamentals, including branding. He emphasizes the need to manage expectations with stakeholders and highlights this as one of the biggest lessons he has learned while working in the attribution space.

Looking ahead, Beale predicts significant advancements in attribution modeling, driven by AI and machine learning. These technologies, according to him, will revolutionize how marketers understand consumer behavior and campaign effectiveness.  He encourages marketers to rethink their channels and constantly adapt to changing consumer behaviors and technology advancements.

Under Beale’s leadership, Redbox has successfully integrated these principles into Crossmedia’s strategies, enhancing client campaigns with more accurate and actionable insights. His vision represents not just a shift in analytics but a transformation in how marketing strategies are conceived and executed.

From seeking truth in marketing noise to managing expectations with stakeholders, his insights can help marketers make informed decisions with their budgets and build their businesses effectively. As the industry continues to evolve, Beale’s expertise will undoubtedly be a valuable asset for marketers looking to navigate the complex world of data analytics and attribution.

Attribution Is A Team Sport With Ted Moon

Attribution Is A Team Sport With Ted Moon

As the digital marketing landscape continues to evolve at a rapid pace, the importance of attribution and outcome measurement cannot be overstated. Ted Moon, the founder of Pathfinder Interactive, a leading digital marketing agency, understands this better than most. With nearly two decades of experience in the industry, Ted has built and overseen multimillion-dollar online media budgets for major brands such as Nextel, Sprint Nextel, and Capital One, and has consistently delivered record-breaking campaigns by leveraging cutting-edge digital techniques while staying grounded in traditional marketing principles.

In a recent podcast interview, Ted shares his insights and expertise on the role of attribution in today’s media environment, along with his personal journey and lessons learned along the way. He emphasizes the need for marketers to move beyond the conventional playbook and embrace innovative approaches to stay ahead in the ever-changing digital landscape.

One of the key takeaways from Ted’s interview is the shift from a consulting perspective to a partnering relationship with clients on their day-to-day operations. He explains that the innovations of the past have become part of the everyday playbook for marketers, and the focus now is on partnering with clients to implement and optimize strategies that align with their business goals. This approach allows for more agility and adaptability in the fast-paced world of digital marketing.

Drawing from his experience as a lacrosse coach, Ted also emphasizes the importance of teamwork in marketing and measurement. He highlights the role of attribution in aligning different marketing channels and tactics towards a common goal, rather than looking at them in isolation. He cautions against relying solely on the highest-scoring medium or channel, as it may lead to poor decision-making in terms of budget allocation. Instead, Ted advocates for a holistic approach that considers the entire customer journey and the contribution of each touchpoint towards the desired outcome.

Attribution Is A Team Sport With Ted Moon

However, Ted acknowledges that not all marketers are fully leveraging the power of attribution. He identifies three main barriers: lack of awareness, inadequate budget allocation, and internal politics. To overcome these challenges, Ted suggests a minimal proportional budget structure for attribution and underscores the importance of having the necessary intel to make informed decisions about resource allocation.

Furthermore, Ted believes that attribution is not limited to acquisition marketers with transactional KPIs but can also benefit brand marketers. By understanding the impact of different marketing efforts on brand perception and customer behavior, brand marketers can optimize their strategies and drive better results.

In conclusion, Ted Moon’s Pathfinder Interactive is at the forefront of driving innovation in digital marketing by unlocking the power of attribution. Ted’s expertise and insights provide valuable guidance for marketers navigating the complex and ever-changing media landscape. As the industry continues to evolve, embracing attribution and outcome measurement as essential components of marketing strategies will be crucial for staying competitive and driving meaningful results.

So, whether you are a seasoned marketer or just starting out in the field, Ted’s podcast interview is a must-listen. With his wealth of experience and deep understanding of attribution, Ted offers valuable insights that can help you unlock the full potential of your marketing efforts in today’s dynamic media environment.

Be sure to tune in to Ted Moon’s interview and stay ahead of the game in the fast-paced world of digital marketing. And as Ted would say, remember that attribution is a team goal, not just the responsibility of one player. So, embrace the power of attribution and drive success in your marketing strategies!