I-COM Conference Blog

I-COM Global Summit: Breakout Session - Multi Channel Attribution

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - Multi Channel Attribution are:

• Greater transparency needed
• CRM data mst be interwoven into the analysis, eg LTV, Segmentation
• Attribution models are not for everyone -- reality is that due to the complexities of the data and the nature of marketing activities should help you to assess whether it's appropriate

 
 
 

I-COM Global Summit Panel: Establishing effective Multi-Channel attribution in the Digital World

Doron Wesly, Global Media Director, Samsung Cheil, Korea (far left) moderated the Panel, Establishing effective Multi-Channel attribution in the Digital World. Speakers included (from left to right)  Andy Fisher, EVP Global Data & Analytics Director, Starcom MediaVest, USA, Jay Kulkarni, CEO, Theorem, USA and Jason Shulman, Chief Revenue Officer, [x+1], USA. Download Presentation

I-COM Knowledge Centre: Jason Shulman, [x+1]

Jason Shulman, Chief Revenue Officer, [x+1], USA gave the presentation titled "Moving Beyond “the last click wins” in Conversion Attribution" at the I-COM Knowledge Centre, the place to find out the latest perspectives and product updates from the leading Research Suppliers and Digital Marketing Services firms. Download Presentation

Presentation John Chandler

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  Originally uploaded by andreas888

As part of the Sponsor Panel: 'The Ad Centric Perspective - Attribution Management', John Chandler, Principal Analyst, Atlas, USA held a presentation on 'Go Beyond the Last Ad'. Download presentation.

Presentation Rick Bruner

  bruner1 
  Originally uploaded by andreas888

As part of the Sponsor Panel: 'The Ad Centric Perspective - Attribution Management', Rick Bruner, Director of Research, DoubleClick, USA held a presentation on 'Best practices for managing conversion attribution'. Download presentation.

Sponsor Panel: The Ad Centric Perspective - Attribution Management

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Originally uploaded by andreas888

The Sponsor Panel: The Ad Centric Perspective - Attribution Management was moderated by James Sandoval, Technology & Analytics Director, Neo@Ogilvy, UK. Other panelists included:
- Rick Bruner, Director of Research, DoubleClick, USA
- John Chandler , Principal Analysts, Atlas, USA

Digital marketing and "attribution management"

Hi,

I'll be moderating the panel "The Ad Centric Perspective - Attribution Management" in Barcelona at 11:45 on the 6th of Feb.

Don't be mistaken, this thing called "attribution management" is one of the most important developments for digital marketing industry. It will change everything.

For about 10 years, the vast majority of web advertisers have been making [sometimes mammoth] investment decisions based on a conversion attribution methodology that gives 100% credit for a business-valuable customer action (a visit, a sale, a registration, you get the picture) to a single view of an advertisement or a single click. Just one.

Now, attribution management isn't a new development. Not at all. Media attribution work i.e. determining which ad/pr/crm/event/viral/etc touchpoints (aka consumption points) or, more importantly, investments are [causally] responsible for generating X business or perception outcome has been a challenge for marketers for, well, forever.

But, today's - and tomorrow's - digital media and advertising management technologies are creating powerful opportunities for marketers, and their agencies, to do it better, faster, more accurately and, ultimately, more productively.

So, what do you think? Will advertisers even give a damn? Who will love/hate this development most? How will new methods of attribution accountability affect how publishers value their audiences or their content? What about web site analytics firms' toolkits? And the cookie? Will the data really be actionable?

I look forward to discussing this and more with two great panelists and the audience in Barcelona.

But there's no need to wait until then. Post your thoughts here...now...

James