Attribution & Viewability with GrocerKey’s Head of Digital Marketing David Kaplan
Release Date: 11/12/2019
Special Edition: The Impact of Losing Third Party Cookies On MTA & the Advertising Ecosystem
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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?
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The Coming Standards and Best Practices in Attribution with CIMM’s Jane Clarke
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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!
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Accurate Attribution with Rauxa’s VP of Data Science Izzet Agoren
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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.
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Attribution Apocalypse with Alice Sylvester
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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.
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Attribution’s Missing Math with Jim Spaeth
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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.
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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.
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The Creative Roots of Multi-Touch Attribution With Publicis' Rudy Grahn
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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.
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Throwback Tuesday! Attribution’s $400 Million Marketer, Anthony Pitts
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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.
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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.
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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_outlineDavid 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.
David Kaplan started his career with the Tribune Company as a sysadmin for a joint venture with America Online. In the early nineties, David became Director of Special Projects for SportsLine, working on some of the earliest sports websites such as Shaq.com and the San-Francisco 49ers. As digital continued its growth, David built out affiliate, paid search and SEO programs for TicketsNow and Discover Financial. In 2009, David took on all digital media responsibilities for Peapod, including aggregating multiple lines of business and integrating a multi-touch attribution platform to become the single source of truth.
Key takeaways:
[1:26] I introduce today’s guest, David Kaplan, and invite him to walk us through his career, from starting out as a self-taught developer to creating Shaq’s website to where he is today: Head of Digital Marketing at GrocerKey.
[4:14] David speaks to the challenges of acquiring customers while he was at Peapod — Google Analytics taking credit for conversion where the people never even saw the ad, duplicates, etc. — and how he dealt with those before he found attribution.
[6:57] David details the priorities he had when he began his search for an attribution partner, starting with viewability.
[8:36] Today’s marketing environment is incredibly competitive and the COA is going up, so you definitely need to know what your money is doing! David also touches on the ramifications of customer blindness and resistance.
[10:56] David shares his biggest marketing lessons as well as what his aha moment was, with regard to attribution and how he got Peapod to adopt this new technology.
[15:23] Getting people to believe the numbers was in part about data warehouse matching but also education about a multi-touch process.
[17:10] David explains why the first touch is so important in customer acquisition in non-brand search.
[18:12] In 10 years, David predicts that anyone who is serious and can afford it will be doing attribution.
[19:04] I thank David 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:
David Kaplan 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