Attribution Best Practices in 2023, Part 1
Episode 52 | Dec. 9, 2022
Episode 52 | Dec. 9, 2022
In Part 1 of our two Attribution episodes, Gaia and Andreah are joined by Merkle experts Ilon Weeldreyer, Director, Performance Media, Steve Pomeroy, VP, Analytics, and Jason Meek, Senior Director, Analytics. The guests discuss the age-old problem of attribution and what it looks like today.
Highlights include:
- What is last-touch attribution?
- What goes into choosing an attribution model?
- How does attribution account for how long media is effective in the market?
- Why do we work with all layers of attribution?
- How can marketing and finance teams work better together?
Resources:
- Marketing Mix Modeling (MMM) for B2B – A Primer
- What is the Real ROI of Attribution?
- How to Measure Digital Audiences and Media in the Cookieless Future
- The Inside Scoop: What We’re Thinking About as MediaPost’s Search/Performance Marketing Agency of the Year
- How to Win at Customer Experience – Infographic
- Powering Personalization at Scale with Adobe Customer Journey Analytics
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Episode Details
Hosts
Manager, Customer Strategy
SEO Associate Director
Guests
Director, Performance Media
VP, Retail Lead Analytics, Merkle
Senior Director, Analytics
Episode Notes
Guests Ilon Weeldreyer, Steve Pomeroy, and Jason Meek share their analytics and performance media expertise with Gaia and Andreah, chatting about the common benefits and pitfalls of attribution in modern marketing.
Takeaways:
- It’s best practice to use an ad server with your digital program.
- Attribution is not one-size-fits-all.
- You may be overvaluing your click data.
- Attribution is a collection of different tools – one approach probably doesn’t cut it.
Episode Video
