Walled Gardens & Attribution Truths with Crossmedia’s Lee Beale
Release Date: 11/05/2019
Special Edition: The Impact of Losing Third Party Cookies On MTA & the Advertising Ecosystem
This Is Attribution
Google’s announcement about the removal of third-party cookies sent shockwaves thru both the advertising world and Wall Street. Is this an Attribution Apocalypse or a necessary cleanse to the advertising ecosystem?
info_outline
The Coming Standards and Best Practices in Attribution with CIMM’s Jane Clarke
This Is Attribution
Today we welcome Jane Clarke whose knowledge, experience and initiatives continue to push the attribution and measurement market forward. Tune in for an in-depth discussion on the future of standards in attribution and measurement as well as some good tips on choosing a vendor!
info_outline
Accurate Attribution with Rauxa’s VP of Data Science Izzet Agoren
This Is Attribution
Izzet Agoren knows: Accurate attribution models cannot be built by data scientists alone…you need a team who understands how media operates in the real world. An electrical engineer who launched his own ISP in 2002 in Cypress, Izzet search for the signal in the noise led him to AdTech. As the VP of Data Science for Rauxa, hear how he’s overcome the barriers to better measurement.
info_outline
Attribution Apocalypse with Alice Sylvester
This Is Attribution
When Alice Sylvester exited the agency side of advertising, she witnessed both the emergence of market research and the explosion of digital advertising. Now as marketers embrace multi-touch attribution for media, will we see a day where brand and media metrics meet in the middle? Hear her thoughts on privacy changes leading to an attribution apocalypse – and what’s next.
info_outline
Attribution’s Missing Math with Jim Spaeth
This Is Attribution
When Jim Spaeth co-founded Sequent Partners, he had no idea how much the business of measurement would change. After serving as President of the ARF and decade developing new research tools he could not dream of doing anything else. Hear how (and why) he’s embracing industry change.
info_outline
Throwback Tuesday! Attribution, Lacrosse, and the Future with Pathfinder Interactive Founder Ted Moon
This Is Attribution
When Ted Moon founded Pathfinder Interactive, he brought with him brand building at a scale only a few have experienced. Starting with a $100,000 ad budget, Ted built Sprint/Nextel into one of the largest marketing programs in the world. Hear about private concerts with Dave Matthews to fireside chats with Bill Gates and why attribution is a necessity in today’s media environment.
info_outline
The Creative Roots of Multi-Touch Attribution With Publicis' Rudy Grahn
This Is Attribution
Rudy Grahn knows: Attribution is the connective tissue that is missing in almost every organization. A passionate idealist who has the future of attribution square in his sights, tune in to hear Rudy’s insights on how and why attribution came about, what the biggest adoption barriers are and what the future may hold.
info_outline
Throwback Tuesday! Attribution’s $400 Million Marketer, Anthony Pitts
This Is Attribution
Welcome to Throwback Tuesday where we share important interviews we believe warrant another listen! Today’s interview is with Anthony Pitts from DraftKings. This discussion managed to touch on most of the critical aspects of attribution as it pertains to qualitative or “squishy” data analysis— like the human decision-making process.
info_outline
Attribution & Viewability with GrocerKey’s Head of Digital Marketing David Kaplan
This Is Attribution
David Kaplan is an expert in digital customer acquisition and analytics who faced a major barrier -- what can be done about viewability and attribution. He comes on the show to share how he came into attribution, what this has enabled him to do, and how he overcame the challenges of early adoption.
info_outline
Walled Gardens & Attribution Truths with Crossmedia’s Lee Beale
This Is Attribution
What can marketers learn from Crossmedia's data analytics guru Lee Beale? How to make the right bets with your marketing budget and build your business. From his early days with CPG brands to building Redbox into a world-class offering, Lee learned the only signal that matters in the marketing noise is the truth. Guest bio: Lee Beale started his career managing CPG brands client side at Reckitt Benckiser and GSK in the UK. In 2009, Lee moved to New York to work for Omnicom Media Group’s Analect data science division. Since joining Crossmedia in 2011, Lee has been the brains...
info_outlineWhat can marketers learn from Crossmedia's data analytics guru Lee Beale? How to make the right bets with your marketing budget and build your business. From his early days with CPG brands to building Redbox into a world-class offering, Lee learned the only signal that matters in the marketing noise is the truth.
Guest bio:
Lee Beale started his career managing CPG brands client side at Reckitt Benckiser and GSK in the UK. In 2009, Lee moved to New York to work for Omnicom Media Group’s Analect data science division. Since joining Crossmedia in 2011, Lee has been the brains and driving force behind Crossmedia’s Red Box data analytics practice. He has been instrumental in making Red Box a world class offering that Crossmedia puts at the center of its approach to media planning and buying. In 2017, AdWeek named Lee a media all-star, recognizing his talents overall and for helping translate for clients seas of unstructured marketing data into actionable business intelligence. Lee also provides key support for the company’s new business growth.
Key takeaways:
[1:34] I introduce today’s guest, Lee Beale, and invite him to walk us through his career, from studying history to CPG, to today.
[4:43] Seeking truth may be one of Lee’s drivers in attribution, but his biggest task, as he sees it, is to ensure a smooth running long-term operation for both agency and client. He breaks down some of the moving parts in such an undertaking.
[7:20] Lee touches on what kind of resistance he faces in terms of adopting attribution as well as the tactics he uses to melt a cold attribution heart.
[14:44] I ask Lee to tell me how big of a mistake it might be only working with last click. He breaks down the amount most brands are overspending by — it’s MUCH more than you would think! — when they leave out multitouch offline data.
[17:44] I unpack some really interesting ROI information that Lee provided about non-brand search and the potentially high-cost/low value customers.
[20:40] Lee speaks to his experience of when there is a dramatic reduction in spend from certain social media vendors: some have come to his office to challenge his methodology, and some have even become more and more cooperative with their walled garden data in the hopes of getting parts of that budget back!
[26:09] Lee touches on how multi touch attribution can affect the fundamentals of advertising, even branding itself.
[27:53] Managing expectations with stakeholders may be the biggest lesson Lee has learned while working in the attribution space, he explains why.
[31:04] Attribution’s future according to Lee.
[34:37] Lee shares one thing that he knows that no one else knows: rethink your channels! I thank him for coming on the podcast and sharing so much of his experience.
Be sure to tune in for the next episode and thanks for listening!
Connect with our guest:
Lee Beale on LinkedIn
About your host:
Jeff Greenfield is the Co-Founder and Chief Attribution Officer of C3 Metrics. As the chief architect of the platform, Greenfield worked directly with the former CEO and Chairmen of Nielsen to solve advertising’s attribution problem.
Greenfield’s history of technology and marketing initiatives has served blue-chip clients including GlaxoSmithKline, Kimberly-Clark, Sony BMG, Black & Decker, Forest Labs, Plum Creek, and more.
Prior to co-founding C3 Metrics, Greenfield was a recognized thought leader in the area of Branded Content as the publisher of Branded Entertainment Monthly, a joint effort with VNU Media, detailing industry statistics, gaps, and trends. He’s been a featured speaker at NAPTE, The Next Big Idea, and a news source in The New York Times, The Washington Post, The Wall Street Journal, ABC, CBS, CNET, and Investor’s Business Daily. Greenfield studied Biochemistry at the University of Maryland, holds dual degrees from Southern California University of Health Sciences and is an instrument-rated pilot.
Jeff Greenfield at C3 metrics
Jeff Greenfield on LinkedIn
Jeff Greenfield on Twitter