SlideShare ist ein Scribd-Unternehmen logo
1 von 19
Online Media Measurement!
What (Search) Marketers Need to Know!
August 2011!




                                          Steve Latham, ceo
                                        Encore Media Metrics
                                               @stevelatham
My Goals for Today

    Provide a more global perspective on media measurement 
    Explain Attribution 

    Show why you should embrace it




                   Attribution 101 © Encore Media Metrics 2011
   2
Media Measurement Today

Digital is hard to characterize
                                              Awareness 

   Strategic + Tactical 
                                            (Display, Email, Social, Mobile,
                                                                              Fat Tail Search)
   Branding + Performance

                                                                            Consideration

Digital touches customers throughout!                                   (Display, Mid-Tail Search,
                                                                                  Social)
the funnel
                                                                              Preference

Digital is hard to measure 
                                                (Long-Tail Search,
                                                                              Social Email)
     Traditional metrics no longer suffice 

                                                                                 Action

   …Yet, each buy must stand on its own 

                                                                                  (Social,
                                                                                  Search,
                                                                                   Email)




                       Attribution 101 © Encore Media Metrics 2011
                                      3
Measurement Challenges
                    “If all you have is a hammer, everything looks like a nail.”
                                                                                -Abraham Maslow


We learned to measure performance via:
      Clicks 
      Click-through-rates (CTRs) 
      Direct conversions 

We now know these aren’t sufficient
      Keyword assists are important (Search)
      Display Ads can be effective without clicks
      Social contributes throughout the process

Clicks have very little correlation to !
performance of Display Ads
      8% of users contribute 80% of Display clicks
      Only 20% of post-imp conversions follow clicks

                                 Attribution 101 © Encore Media Metrics 2011
                      4
Think About It This Way…



                                                What if they only gave the
                                                last swimmer the medal? 

                                                That ain’t right!




               Attribution 101 © Encore Media Metrics 2011
                  5
Think About It This Way…



                                                What if they only gave the
                                                last swimmer the medal? 

                                                That ain’t right!




               Attribution 101 © Encore Media Metrics 2011
                  6
PhD Targeting… 1st Grade Metrics
The paradox in online advertising, as it relates to data..
     Most are very sophisticated in using data to find and engage audiences
     Very few are using data effectively to measure impact

It’s like hiring a PhD statistician to develop new algorithms… 
and having a1st grader assess their work




                           Attribution 101 © Encore Media Metrics 2011
        7
Why Times are Changing
The Five Forces Driving Better Analytics
Read Mediapost article http://bitly.com/iyOLpT   
                                                           Shift from
                                                          Traditional to
                                                          Digital Media




                     Growth in                                                              Increasing 

                      Display                           Better Solutions
                    Focus on 

                    Advertising
                                                           Accountability




                                                        Evolution of Web
                                                          Architecture


                                            Attribution 101 © Encore Media Metrics 2011
                     8
Attribution Methodologies

There are two primary approaches to Attribution:
1. Algorithmic modeling: correlations, regressions, etc.
     Performed in batches, monthly, quarterly or annually

2. Operational: analyzing all touch points that drive actions
     Low-funnel (click-based) and high-funnel (impressions + clicks)




                         Attribution 101 © Encore Media Metrics 2011
    9
4 Steps to Operational Attribution
1.  Aggregate and categorize                           3.  Define an Attribution model 
    campaign data
                                                 Look-back window
       Display ads 
                                              Weighing clicks vs. impressions
       Search (paid and natural)
       Email
       Affiliate, CSE


2.  Combine impression and click
    data to see engagement paths
 4.  Produce reports
       Synch ad server log files with                              Which metrics?
        visitor records
                                           How granular?
       Create record of all interactions
        that precede visit or conversion




                              Attribution 101 © Encore Media Metrics 2011
                        10
Channel Attribution




      The impact can be dramatic (last-click vs. attributable) 
      •    Display: often see 30-60% drop in CPA
      •    SEM: often see 10-15% drop in CPA 

                         Attribution 101 © Encore Media Metrics 2011
   11
Keyword Performance
           How Most View Keyword Reports
                                       




              Attribution 101 © Encore Media Metrics 2011
   12
Keyword Attribution
         How We Should View Keyword Performance




                 Attribution 101 © Encore Media Metrics 2011
   13
Additional Considerations

Defining the right attribution model 
     What is the value of an impression vs. a click?
     How will that vary based on the type of media?
     How far back should you look?




                        Attribution 101 © Encore Media Metrics 2011
   14
What Do you Do with that Information?

 Hint: use predictive analysis to quantify opportunity of optimizing spend




                         Attribution 101 © Encore Media Metrics 2011
         15
Case Study

  Traditional Retailer
       Integrated campaign (15mm imps and 150k visits)
         Display saw 98% lift over last-click reporting (46% drop in CPA)
         PPC saw 14% lift over last-click report (16% drop in CPA)




                             Attribution 101 © Encore Media Metrics 2011
     16
Takeaways
1. It’s time to re-assess how we measure media 
    Take a holistic (and realistic) view
    Position yourself as a thought leader, not a laggard


2. Don’t Fear Attribution. Embrace it! 
    By channel

    By vendor
    By keyword


3. Choose approach that fits your strategy
    Lower-funnel (SEM, SEO, Facebook ads, email)

    Full-funnel (Display, Rich media, video, etc.)


For more on this topic:
      Read “Attribution 101” http://bit.ly/p0lQrv 
      Read “Choosing an Attribution Vendor” by Econsultancy http://bitly.com/kLDkvz 
      Watch video interview on Attribution (via creatorbase) http://bit.ly/nyakk6



                                Attribution 101 © Encore Media Metrics 2011
             17
About the Presenter
Steve is the founder and CEO of Encore Media Metrics (http://encoremetrics.com),
which helps marketers optimize spend through better analytics. Encore’s on-
demand measurement and reporting solution allows clients to achieve deeper
insights into campaign performance while lowering the cost and complexity of
online measurement. 
Prior to launching Encore, Steve founded, grew and sold Spur Interactive, a digital
marketing agency that specialized in strategic planning and execution of
integrated media campaigns. In this role, Steve planned and executed successful
campaigns for leading brands, including FedEx Office, Continental Airlines,
ConocoPhillips and The Scooter Store.
Steve is an accomplished industry lecturer and thought leader. Steve speaks
frequently at industry events including OMMA, Search Engine Strategies, Online
Marketing Summit, eMetrics Summit, Integrated Marketing Summit and others.
Steve’s articles have been published by MediaPost, Online Media Daily, iMedia
Connection, Marketing News and Bizjournals.com. Steve has been quoted in B2B
Magazine, PR Week, Fortune and CNN.com.
Steve received an MBA from Harvard Business School and a BBA from the
University of Oklahoma. You can read Steve’s blog at http://Attribution101.com. 




      http://facebook.com/slatham        http://twitter.com/stevelatham               
 www.linkedin.com/in/stevelatham

                                       Attribution 101 © Encore Media Metrics 2011
                                        18
Contact Information




     Encore Media Metrics 
                                 Info@EncoreMetrics.com
     New York | Texas
     646.820.1006
                                          @SteveLatham
     http://EncoreMetrics.com
                              @EncoreMetrics

                                                            http://Attribution101.com 




                       Attribution 101 © Encore Media Metrics 2011
                       19

Weitere ähnliche Inhalte

Was ist angesagt?

Improving Online Campaign Effectiveness in a Fragmented Digital World
Improving Online Campaign Effectiveness in a Fragmented Digital WorldImproving Online Campaign Effectiveness in a Fragmented Digital World
Improving Online Campaign Effectiveness in a Fragmented Digital WorldResearch Now
 
Microsoft and the Business of Social Media
Microsoft and the Business of Social MediaMicrosoft and the Business of Social Media
Microsoft and the Business of Social MediaGage Marketing Group
 
Inspire Advocates to Influence
Inspire Advocates to InfluenceInspire Advocates to Influence
Inspire Advocates to InfluenceSummit Marketing
 
Social Media Measurement, ROI and Business Outcomes
Social Media Measurement, ROI and Business OutcomesSocial Media Measurement, ROI and Business Outcomes
Social Media Measurement, ROI and Business OutcomesTim Marklein
 
Scientific Attribution: Maximizing Digital ROI
Scientific Attribution: Maximizing Digital ROIScientific Attribution: Maximizing Digital ROI
Scientific Attribution: Maximizing Digital ROIBKV
 
Capgemini Social Media Management Presentation
Capgemini Social Media Management PresentationCapgemini Social Media Management Presentation
Capgemini Social Media Management PresentationAttensity
 
Paul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer EngagementPaul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer EngagementBrent Leary
 
Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011Élie Ashery
 
nowUmatter Investor Deck (Dec 2012)
nowUmatter Investor Deck (Dec 2012)nowUmatter Investor Deck (Dec 2012)
nowUmatter Investor Deck (Dec 2012)Joseph Cameron
 
Enterprise 2.0 & Social CRM: Together At Last
Enterprise 2.0 & Social CRM: Together At LastEnterprise 2.0 & Social CRM: Together At Last
Enterprise 2.0 & Social CRM: Together At LastPaul Greenberg
 
Ready, Aim, Fire! Using Social Media Analytics to Hit Your Target Market
Ready, Aim, Fire! Using Social Media Analytics to Hit Your Target MarketReady, Aim, Fire! Using Social Media Analytics to Hit Your Target Market
Ready, Aim, Fire! Using Social Media Analytics to Hit Your Target MarketCareer Communications Group
 
Era of The Social Customer 2010.
Era of The Social Customer 2010.Era of The Social Customer 2010.
Era of The Social Customer 2010.Paul Greenberg
 
Anja monrad mediadagen
Anja monrad mediadagenAnja monrad mediadagen
Anja monrad mediadagenAnja Monrad
 
Target & track your users generic
Target & track your users   genericTarget & track your users   generic
Target & track your users genericjoeychee
 
Learn the 4 Essential Requirements. Part 2 of 4, Slides 77-152
Learn the 4 Essential Requirements. Part 2 of 4, Slides 77-152Learn the 4 Essential Requirements. Part 2 of 4, Slides 77-152
Learn the 4 Essential Requirements. Part 2 of 4, Slides 77-152Vivastream
 
Defining social media_roi_new_comm_2010_read-only
Defining social media_roi_new_comm_2010_read-onlyDefining social media_roi_new_comm_2010_read-only
Defining social media_roi_new_comm_2010_read-onlydllu
 
SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?
SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?
SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?Social Media Today
 

Was ist angesagt? (20)

Dm arts - ahmed gamal yahoo
Dm arts - ahmed gamal yahooDm arts - ahmed gamal yahoo
Dm arts - ahmed gamal yahoo
 
Improving Online Campaign Effectiveness in a Fragmented Digital World
Improving Online Campaign Effectiveness in a Fragmented Digital WorldImproving Online Campaign Effectiveness in a Fragmented Digital World
Improving Online Campaign Effectiveness in a Fragmented Digital World
 
Microsoft and the Business of Social Media
Microsoft and the Business of Social MediaMicrosoft and the Business of Social Media
Microsoft and the Business of Social Media
 
Inspire Advocates to Influence
Inspire Advocates to InfluenceInspire Advocates to Influence
Inspire Advocates to Influence
 
Social Media Measurement, ROI and Business Outcomes
Social Media Measurement, ROI and Business OutcomesSocial Media Measurement, ROI and Business Outcomes
Social Media Measurement, ROI and Business Outcomes
 
Scientific Attribution: Maximizing Digital ROI
Scientific Attribution: Maximizing Digital ROIScientific Attribution: Maximizing Digital ROI
Scientific Attribution: Maximizing Digital ROI
 
Capgemini Social Media Management Presentation
Capgemini Social Media Management PresentationCapgemini Social Media Management Presentation
Capgemini Social Media Management Presentation
 
Paul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer EngagementPaul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer Engagement
 
Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011Marketing Trends & Takeaways Recap 2011
Marketing Trends & Takeaways Recap 2011
 
nowUmatter Investor Deck (Dec 2012)
nowUmatter Investor Deck (Dec 2012)nowUmatter Investor Deck (Dec 2012)
nowUmatter Investor Deck (Dec 2012)
 
Enterprise 2.0 & Social CRM: Together At Last
Enterprise 2.0 & Social CRM: Together At LastEnterprise 2.0 & Social CRM: Together At Last
Enterprise 2.0 & Social CRM: Together At Last
 
Ready, Aim, Fire! Using Social Media Analytics to Hit Your Target Market
Ready, Aim, Fire! Using Social Media Analytics to Hit Your Target MarketReady, Aim, Fire! Using Social Media Analytics to Hit Your Target Market
Ready, Aim, Fire! Using Social Media Analytics to Hit Your Target Market
 
The Brand Management Dinosaur
The Brand Management DinosaurThe Brand Management Dinosaur
The Brand Management Dinosaur
 
Era of The Social Customer 2010.
Era of The Social Customer 2010.Era of The Social Customer 2010.
Era of The Social Customer 2010.
 
Anja monrad mediadagen
Anja monrad mediadagenAnja monrad mediadagen
Anja monrad mediadagen
 
Target & track your users generic
Target & track your users   genericTarget & track your users   generic
Target & track your users generic
 
Learn the 4 Essential Requirements. Part 2 of 4, Slides 77-152
Learn the 4 Essential Requirements. Part 2 of 4, Slides 77-152Learn the 4 Essential Requirements. Part 2 of 4, Slides 77-152
Learn the 4 Essential Requirements. Part 2 of 4, Slides 77-152
 
Wer oder was ist eigentlich Social CRM?
Wer oder was ist eigentlich Social CRM?Wer oder was ist eigentlich Social CRM?
Wer oder was ist eigentlich Social CRM?
 
Defining social media_roi_new_comm_2010_read-only
Defining social media_roi_new_comm_2010_read-onlyDefining social media_roi_new_comm_2010_read-only
Defining social media_roi_new_comm_2010_read-only
 
SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?
SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?
SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?
 

Andere mochten auch

NACE Baltimore Digital Strategy
NACE Baltimore Digital StrategyNACE Baltimore Digital Strategy
NACE Baltimore Digital StrategyRyan McGrath
 
NWS_M005_Sat02May2015.PDF
NWS_M005_Sat02May2015.PDFNWS_M005_Sat02May2015.PDF
NWS_M005_Sat02May2015.PDFElaine Cooney
 
103 1.4.3distribution3
103 1.4.3distribution3103 1.4.3distribution3
103 1.4.3distribution3Talia Carbis
 
Jg.com how to run a facebook ad campaign
Jg.com how to run a facebook ad campaignJg.com how to run a facebook ad campaign
Jg.com how to run a facebook ad campaignJennifer Gardella
 
Social Media Inspiratie - Linkedin en Twitter
Social Media Inspiratie - Linkedin en TwitterSocial Media Inspiratie - Linkedin en Twitter
Social Media Inspiratie - Linkedin en TwitterFidene
 
BROSUR DAN DAFTAR HARGA LAMPU HIAS POHON KELAPA 2017
BROSUR DAN DAFTAR HARGA LAMPU HIAS POHON KELAPA 2017BROSUR DAN DAFTAR HARGA LAMPU HIAS POHON KELAPA 2017
BROSUR DAN DAFTAR HARGA LAMPU HIAS POHON KELAPA 2017Hastana Raja Group
 
1.1 ο απροδόντης κεφ1-ιάκβος_κοσκοσίδης (2)
1.1 ο απροδόντης κεφ1-ιάκβος_κοσκοσίδης (2)1.1 ο απροδόντης κεφ1-ιάκβος_κοσκοσίδης (2)
1.1 ο απροδόντης κεφ1-ιάκβος_κοσκοσίδης (2)filologikosperipatitis
 
Principle of measurement of solar radiation
Principle of measurement of solar radiationPrinciple of measurement of solar radiation
Principle of measurement of solar radiationKaushal Kareliya
 

Andere mochten auch (17)

201701031409
201701031409201701031409
201701031409
 
Probabilidad practica
Probabilidad practicaProbabilidad practica
Probabilidad practica
 
NeedsAssmntSDGs_IDN_NL_July2016
NeedsAssmntSDGs_IDN_NL_July2016NeedsAssmntSDGs_IDN_NL_July2016
NeedsAssmntSDGs_IDN_NL_July2016
 
6.1.1introduction
6.1.1introduction6.1.1introduction
6.1.1introduction
 
Email metrics
Email metricsEmail metrics
Email metrics
 
NACE Baltimore Digital Strategy
NACE Baltimore Digital StrategyNACE Baltimore Digital Strategy
NACE Baltimore Digital Strategy
 
NWS_M005_Sat02May2015.PDF
NWS_M005_Sat02May2015.PDFNWS_M005_Sat02May2015.PDF
NWS_M005_Sat02May2015.PDF
 
Meeting the Challenges of Cross Media Research
Meeting the Challenges of Cross Media ResearchMeeting the Challenges of Cross Media Research
Meeting the Challenges of Cross Media Research
 
103 1.4.3distribution3
103 1.4.3distribution3103 1.4.3distribution3
103 1.4.3distribution3
 
Jg.com how to run a facebook ad campaign
Jg.com how to run a facebook ad campaignJg.com how to run a facebook ad campaign
Jg.com how to run a facebook ad campaign
 
C#でゲームを作る2016 第3回
C#でゲームを作る2016 第3回C#でゲームを作る2016 第3回
C#でゲームを作る2016 第3回
 
Social Media Inspiratie - Linkedin en Twitter
Social Media Inspiratie - Linkedin en TwitterSocial Media Inspiratie - Linkedin en Twitter
Social Media Inspiratie - Linkedin en Twitter
 
C#でゲームを作る2016 第7回
C#でゲームを作る2016 第7回C#でゲームを作る2016 第7回
C#でゲームを作る2016 第7回
 
BROSUR DAN DAFTAR HARGA LAMPU HIAS POHON KELAPA 2017
BROSUR DAN DAFTAR HARGA LAMPU HIAS POHON KELAPA 2017BROSUR DAN DAFTAR HARGA LAMPU HIAS POHON KELAPA 2017
BROSUR DAN DAFTAR HARGA LAMPU HIAS POHON KELAPA 2017
 
Jack London white fung
Jack London white fung Jack London white fung
Jack London white fung
 
1.1 ο απροδόντης κεφ1-ιάκβος_κοσκοσίδης (2)
1.1 ο απροδόντης κεφ1-ιάκβος_κοσκοσίδης (2)1.1 ο απροδόντης κεφ1-ιάκβος_κοσκοσίδης (2)
1.1 ο απροδόντης κεφ1-ιάκβος_κοσκοσίδης (2)
 
Principle of measurement of solar radiation
Principle of measurement of solar radiationPrinciple of measurement of solar radiation
Principle of measurement of solar radiation
 

Ähnlich wie Media Measurement for (Search) Marketers by Encore Media Metrics

Impact interactions social media qualifications summary 2011
Impact interactions social media qualifications summary 2011Impact interactions social media qualifications summary 2011
Impact interactions social media qualifications summary 2011Impact Interactions
 
Let the Data be your Guide - Marketing Analytics 1,2,3
Let the Data be your Guide - Marketing Analytics 1,2,3Let the Data be your Guide - Marketing Analytics 1,2,3
Let the Data be your Guide - Marketing Analytics 1,2,3Concise Path
 
Five Trends That Will Transform Customer Communities
Five Trends That Will Transform Customer CommunitiesFive Trends That Will Transform Customer Communities
Five Trends That Will Transform Customer CommunitiesJoe Cothrel
 
Marketing in the Oilfield - 2010 roadmap
Marketing in the Oilfield - 2010 roadmapMarketing in the Oilfield - 2010 roadmap
Marketing in the Oilfield - 2010 roadmapEncore Media Metrics
 
Commetric: The Challenge of Social Data
Commetric: The Challenge of Social DataCommetric: The Challenge of Social Data
Commetric: The Challenge of Social Datacommetric
 
3 Web Measurement Problems, Solved
3 Web Measurement Problems, Solved3 Web Measurement Problems, Solved
3 Web Measurement Problems, SolvedCritical Mass
 
Addressing Top CEO Priorities through Social Media Marketing and Metrics
Addressing Top CEO Priorities through Social Media Marketing and MetricsAddressing Top CEO Priorities through Social Media Marketing and Metrics
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
 
Critical Mass 3 Measurement Problems Solved Webinar
Critical Mass 3 Measurement Problems Solved WebinarCritical Mass 3 Measurement Problems Solved Webinar
Critical Mass 3 Measurement Problems Solved WebinarDan Linton
 
Media selection and measuring campaign performance
Media selection and measuring campaign performanceMedia selection and measuring campaign performance
Media selection and measuring campaign performanceMarketing Wise
 
adtech SF 2012 The next big idea by Jeff Crowe
adtech SF 2012 The next big idea by Jeff Croweadtech SF 2012 The next big idea by Jeff Crowe
adtech SF 2012 The next big idea by Jeff Crowead:tech
 
Social2B - Execsense - Measuring Social Media Analytics
Social2B - Execsense - Measuring Social Media AnalyticsSocial2B - Execsense - Measuring Social Media Analytics
Social2B - Execsense - Measuring Social Media AnalyticsYtzik Aranov
 
Content Marketing Metrics eMetrics NYC 2011
Content Marketing Metrics  eMetrics NYC 2011Content Marketing Metrics  eMetrics NYC 2011
Content Marketing Metrics eMetrics NYC 2011Rebecca Lieb
 
Conversation impact social media measurement by irfan kamal and john bell
Conversation impact social media measurement by irfan kamal and john bellConversation impact social media measurement by irfan kamal and john bell
Conversation impact social media measurement by irfan kamal and john bellJohn Bell
 
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...Personalization and the Future of Database Marketing - Michael Stich, Bridge ...
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...Michael Stich
 
Digital and Social Media in Aesthetics Marketing
Digital and Social Media in Aesthetics MarketingDigital and Social Media in Aesthetics Marketing
Digital and Social Media in Aesthetics MarketingVincent Teo
 
Foew Social Media Presentation Jan 2010
Foew Social Media Presentation Jan 2010Foew Social Media Presentation Jan 2010
Foew Social Media Presentation Jan 2010rneifield
 
I suggest econsultancy innovation awards 2012
I suggest econsultancy innovation awards 2012I suggest econsultancy innovation awards 2012
I suggest econsultancy innovation awards 2012TietoNL
 

Ähnlich wie Media Measurement for (Search) Marketers by Encore Media Metrics (20)

Attribution and ROI Measurement
Attribution and ROI MeasurementAttribution and ROI Measurement
Attribution and ROI Measurement
 
Impact interactions social media qualifications summary 2011
Impact interactions social media qualifications summary 2011Impact interactions social media qualifications summary 2011
Impact interactions social media qualifications summary 2011
 
Let the Data be your Guide - Marketing Analytics 1,2,3
Let the Data be your Guide - Marketing Analytics 1,2,3Let the Data be your Guide - Marketing Analytics 1,2,3
Let the Data be your Guide - Marketing Analytics 1,2,3
 
Five Trends That Will Transform Customer Communities
Five Trends That Will Transform Customer CommunitiesFive Trends That Will Transform Customer Communities
Five Trends That Will Transform Customer Communities
 
Marketing in the Oilfield - 2010 roadmap
Marketing in the Oilfield - 2010 roadmapMarketing in the Oilfield - 2010 roadmap
Marketing in the Oilfield - 2010 roadmap
 
Commetric: The Challenge of Social Data
Commetric: The Challenge of Social DataCommetric: The Challenge of Social Data
Commetric: The Challenge of Social Data
 
Digital Strategy: Week One
Digital Strategy: Week OneDigital Strategy: Week One
Digital Strategy: Week One
 
3 Web Measurement Problems, Solved
3 Web Measurement Problems, Solved3 Web Measurement Problems, Solved
3 Web Measurement Problems, Solved
 
Jason Breed
Jason BreedJason Breed
Jason Breed
 
Addressing Top CEO Priorities through Social Media Marketing and Metrics
Addressing Top CEO Priorities through Social Media Marketing and MetricsAddressing Top CEO Priorities through Social Media Marketing and Metrics
Addressing Top CEO Priorities through Social Media Marketing and Metrics
 
Critical Mass 3 Measurement Problems Solved Webinar
Critical Mass 3 Measurement Problems Solved WebinarCritical Mass 3 Measurement Problems Solved Webinar
Critical Mass 3 Measurement Problems Solved Webinar
 
Media selection and measuring campaign performance
Media selection and measuring campaign performanceMedia selection and measuring campaign performance
Media selection and measuring campaign performance
 
adtech SF 2012 The next big idea by Jeff Crowe
adtech SF 2012 The next big idea by Jeff Croweadtech SF 2012 The next big idea by Jeff Crowe
adtech SF 2012 The next big idea by Jeff Crowe
 
Social2B - Execsense - Measuring Social Media Analytics
Social2B - Execsense - Measuring Social Media AnalyticsSocial2B - Execsense - Measuring Social Media Analytics
Social2B - Execsense - Measuring Social Media Analytics
 
Content Marketing Metrics eMetrics NYC 2011
Content Marketing Metrics  eMetrics NYC 2011Content Marketing Metrics  eMetrics NYC 2011
Content Marketing Metrics eMetrics NYC 2011
 
Conversation impact social media measurement by irfan kamal and john bell
Conversation impact social media measurement by irfan kamal and john bellConversation impact social media measurement by irfan kamal and john bell
Conversation impact social media measurement by irfan kamal and john bell
 
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...Personalization and the Future of Database Marketing - Michael Stich, Bridge ...
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...
 
Digital and Social Media in Aesthetics Marketing
Digital and Social Media in Aesthetics MarketingDigital and Social Media in Aesthetics Marketing
Digital and Social Media in Aesthetics Marketing
 
Foew Social Media Presentation Jan 2010
Foew Social Media Presentation Jan 2010Foew Social Media Presentation Jan 2010
Foew Social Media Presentation Jan 2010
 
I suggest econsultancy innovation awards 2012
I suggest econsultancy innovation awards 2012I suggest econsultancy innovation awards 2012
I suggest econsultancy innovation awards 2012
 

Mehr von Encore Media Metrics

Investing Confidently (and Safely) in Programmatic
Investing Confidently (and Safely) in ProgrammaticInvesting Confidently (and Safely) in Programmatic
Investing Confidently (and Safely) in ProgrammaticEncore Media Metrics
 
Algorithmic Attribution - Steve Latham | Encore Media Metrics
Algorithmic Attribution - Steve Latham | Encore Media MetricsAlgorithmic Attribution - Steve Latham | Encore Media Metrics
Algorithmic Attribution - Steve Latham | Encore Media MetricsEncore Media Metrics
 
Attribution case study | Ad:tech NY 2012 | Encore Media Metrics
Attribution case study | Ad:tech NY 2012 | Encore Media MetricsAttribution case study | Ad:tech NY 2012 | Encore Media Metrics
Attribution case study | Ad:tech NY 2012 | Encore Media MetricsEncore Media Metrics
 
Attribution Demystified: Digital World Expo 2012
Attribution Demystified: Digital World Expo 2012Attribution Demystified: Digital World Expo 2012
Attribution Demystified: Digital World Expo 2012Encore Media Metrics
 
Attribution SESsf 2012 by @stevelatham - Encore Media Metrics
Attribution SESsf 2012 by @stevelatham - Encore Media MetricsAttribution SESsf 2012 by @stevelatham - Encore Media Metrics
Attribution SESsf 2012 by @stevelatham - Encore Media MetricsEncore Media Metrics
 
Attribution Case Study (Detailed) | Encore Media Metrics
Attribution Case Study (Detailed) | Encore Media MetricsAttribution Case Study (Detailed) | Encore Media Metrics
Attribution Case Study (Detailed) | Encore Media MetricsEncore Media Metrics
 
Attribution Case Study - Ad-Tech Presentation
Attribution Case Study - Ad-Tech Presentation Attribution Case Study - Ad-Tech Presentation
Attribution Case Study - Ad-Tech Presentation Encore Media Metrics
 
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical CongressInteractive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical CongressEncore Media Metrics
 
2010 Interactive Marketing Roadmap - Spur Interactive
2010 Interactive Marketing Roadmap - Spur Interactive2010 Interactive Marketing Roadmap - Spur Interactive
2010 Interactive Marketing Roadmap - Spur InteractiveEncore Media Metrics
 
SOCIAL MEDIA STRATEGY | Steve Latham
SOCIAL MEDIA STRATEGY | Steve LathamSOCIAL MEDIA STRATEGY | Steve Latham
SOCIAL MEDIA STRATEGY | Steve LathamEncore Media Metrics
 
Social Media Stats - Spur Interactive
Social Media Stats - Spur InteractiveSocial Media Stats - Spur Interactive
Social Media Stats - Spur InteractiveEncore Media Metrics
 
Online Marketing in the Energy Industry
Online Marketing in the Energy IndustryOnline Marketing in the Energy Industry
Online Marketing in the Energy IndustryEncore Media Metrics
 
Online Demand Generation - Spur Interactive 2009
Online Demand Generation - Spur Interactive 2009Online Demand Generation - Spur Interactive 2009
Online Demand Generation - Spur Interactive 2009Encore Media Metrics
 
Business Case For Social Media (Revised 2009!) - Steve Latham - Spur Interactive
Business Case For Social Media (Revised 2009!) - Steve Latham - Spur InteractiveBusiness Case For Social Media (Revised 2009!) - Steve Latham - Spur Interactive
Business Case For Social Media (Revised 2009!) - Steve Latham - Spur InteractiveEncore Media Metrics
 
Marketing Jam 09 - Roadmap For Digital Success - Steve Latham
Marketing Jam 09 - Roadmap For Digital Success - Steve LathamMarketing Jam 09 - Roadmap For Digital Success - Steve Latham
Marketing Jam 09 - Roadmap For Digital Success - Steve LathamEncore Media Metrics
 
OMS Presentation: Online Strategy And Metrics - Steve Latham 20090205
OMS Presentation: Online Strategy And Metrics - Steve Latham 20090205OMS Presentation: Online Strategy And Metrics - Steve Latham 20090205
OMS Presentation: Online Strategy And Metrics - Steve Latham 20090205Encore Media Metrics
 

Mehr von Encore Media Metrics (17)

Investing Confidently (and Safely) in Programmatic
Investing Confidently (and Safely) in ProgrammaticInvesting Confidently (and Safely) in Programmatic
Investing Confidently (and Safely) in Programmatic
 
Algorithmic Attribution - Steve Latham | Encore Media Metrics
Algorithmic Attribution - Steve Latham | Encore Media MetricsAlgorithmic Attribution - Steve Latham | Encore Media Metrics
Algorithmic Attribution - Steve Latham | Encore Media Metrics
 
Attribution case study | Ad:tech NY 2012 | Encore Media Metrics
Attribution case study | Ad:tech NY 2012 | Encore Media MetricsAttribution case study | Ad:tech NY 2012 | Encore Media Metrics
Attribution case study | Ad:tech NY 2012 | Encore Media Metrics
 
Attribution Demystified: Digital World Expo 2012
Attribution Demystified: Digital World Expo 2012Attribution Demystified: Digital World Expo 2012
Attribution Demystified: Digital World Expo 2012
 
Attribution SESsf 2012 by @stevelatham - Encore Media Metrics
Attribution SESsf 2012 by @stevelatham - Encore Media MetricsAttribution SESsf 2012 by @stevelatham - Encore Media Metrics
Attribution SESsf 2012 by @stevelatham - Encore Media Metrics
 
Attribution Case Study (Detailed) | Encore Media Metrics
Attribution Case Study (Detailed) | Encore Media MetricsAttribution Case Study (Detailed) | Encore Media Metrics
Attribution Case Study (Detailed) | Encore Media Metrics
 
Attribution Case Study - Ad-Tech Presentation
Attribution Case Study - Ad-Tech Presentation Attribution Case Study - Ad-Tech Presentation
Attribution Case Study - Ad-Tech Presentation
 
Attribution 101
Attribution 101Attribution 101
Attribution 101
 
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical CongressInteractive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
 
2010 Interactive Marketing Roadmap - Spur Interactive
2010 Interactive Marketing Roadmap - Spur Interactive2010 Interactive Marketing Roadmap - Spur Interactive
2010 Interactive Marketing Roadmap - Spur Interactive
 
SOCIAL MEDIA STRATEGY | Steve Latham
SOCIAL MEDIA STRATEGY | Steve LathamSOCIAL MEDIA STRATEGY | Steve Latham
SOCIAL MEDIA STRATEGY | Steve Latham
 
Social Media Stats - Spur Interactive
Social Media Stats - Spur InteractiveSocial Media Stats - Spur Interactive
Social Media Stats - Spur Interactive
 
Online Marketing in the Energy Industry
Online Marketing in the Energy IndustryOnline Marketing in the Energy Industry
Online Marketing in the Energy Industry
 
Online Demand Generation - Spur Interactive 2009
Online Demand Generation - Spur Interactive 2009Online Demand Generation - Spur Interactive 2009
Online Demand Generation - Spur Interactive 2009
 
Business Case For Social Media (Revised 2009!) - Steve Latham - Spur Interactive
Business Case For Social Media (Revised 2009!) - Steve Latham - Spur InteractiveBusiness Case For Social Media (Revised 2009!) - Steve Latham - Spur Interactive
Business Case For Social Media (Revised 2009!) - Steve Latham - Spur Interactive
 
Marketing Jam 09 - Roadmap For Digital Success - Steve Latham
Marketing Jam 09 - Roadmap For Digital Success - Steve LathamMarketing Jam 09 - Roadmap For Digital Success - Steve Latham
Marketing Jam 09 - Roadmap For Digital Success - Steve Latham
 
OMS Presentation: Online Strategy And Metrics - Steve Latham 20090205
OMS Presentation: Online Strategy And Metrics - Steve Latham 20090205OMS Presentation: Online Strategy And Metrics - Steve Latham 20090205
OMS Presentation: Online Strategy And Metrics - Steve Latham 20090205
 

Kürzlich hochgeladen

Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectivelyMarianna Nakou
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First RespondersBPOQe
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 

Kürzlich hochgeladen (20)

Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectively
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First Responders
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 

Media Measurement for (Search) Marketers by Encore Media Metrics

  • 1. Online Media Measurement! What (Search) Marketers Need to Know! August 2011! Steve Latham, ceo Encore Media Metrics @stevelatham
  • 2. My Goals for Today   Provide a more global perspective on media measurement   Explain Attribution   Show why you should embrace it Attribution 101 © Encore Media Metrics 2011 2
  • 3. Media Measurement Today Digital is hard to characterize Awareness 
   Strategic + Tactical (Display, Email, Social, Mobile, Fat Tail Search)   Branding + Performance Consideration
 Digital touches customers throughout! (Display, Mid-Tail Search, Social) the funnel Preference
 Digital is hard to measure (Long-Tail Search, Social Email)   Traditional metrics no longer suffice Action
 …Yet, each buy must stand on its own (Social, Search, Email) Attribution 101 © Encore Media Metrics 2011 3
  • 4. Measurement Challenges “If all you have is a hammer, everything looks like a nail.” -Abraham Maslow We learned to measure performance via:   Clicks   Click-through-rates (CTRs)   Direct conversions We now know these aren’t sufficient   Keyword assists are important (Search)   Display Ads can be effective without clicks   Social contributes throughout the process Clicks have very little correlation to ! performance of Display Ads   8% of users contribute 80% of Display clicks   Only 20% of post-imp conversions follow clicks Attribution 101 © Encore Media Metrics 2011 4
  • 5. Think About It This Way… What if they only gave the last swimmer the medal? That ain’t right! Attribution 101 © Encore Media Metrics 2011 5
  • 6. Think About It This Way… What if they only gave the last swimmer the medal? That ain’t right! Attribution 101 © Encore Media Metrics 2011 6
  • 7. PhD Targeting… 1st Grade Metrics The paradox in online advertising, as it relates to data..   Most are very sophisticated in using data to find and engage audiences   Very few are using data effectively to measure impact It’s like hiring a PhD statistician to develop new algorithms… and having a1st grader assess their work Attribution 101 © Encore Media Metrics 2011 7
  • 8. Why Times are Changing The Five Forces Driving Better Analytics Read Mediapost article http://bitly.com/iyOLpT Shift from Traditional to Digital Media Growth in Increasing 
 Display Better Solutions Focus on 
 Advertising Accountability Evolution of Web Architecture Attribution 101 © Encore Media Metrics 2011 8
  • 9. Attribution Methodologies There are two primary approaches to Attribution: 1. Algorithmic modeling: correlations, regressions, etc.   Performed in batches, monthly, quarterly or annually 2. Operational: analyzing all touch points that drive actions   Low-funnel (click-based) and high-funnel (impressions + clicks) Attribution 101 © Encore Media Metrics 2011 9
  • 10. 4 Steps to Operational Attribution 1.  Aggregate and categorize 3.  Define an Attribution model campaign data   Look-back window   Display ads   Weighing clicks vs. impressions   Search (paid and natural)   Email   Affiliate, CSE 2.  Combine impression and click data to see engagement paths 4.  Produce reports   Synch ad server log files with   Which metrics? visitor records   How granular?   Create record of all interactions that precede visit or conversion Attribution 101 © Encore Media Metrics 2011 10
  • 11. Channel Attribution The impact can be dramatic (last-click vs. attributable) •  Display: often see 30-60% drop in CPA •  SEM: often see 10-15% drop in CPA Attribution 101 © Encore Media Metrics 2011 11
  • 12. Keyword Performance How Most View Keyword Reports Attribution 101 © Encore Media Metrics 2011 12
  • 13. Keyword Attribution How We Should View Keyword Performance Attribution 101 © Encore Media Metrics 2011 13
  • 14. Additional Considerations Defining the right attribution model   What is the value of an impression vs. a click?   How will that vary based on the type of media?   How far back should you look? Attribution 101 © Encore Media Metrics 2011 14
  • 15. What Do you Do with that Information? Hint: use predictive analysis to quantify opportunity of optimizing spend Attribution 101 © Encore Media Metrics 2011 15
  • 16. Case Study Traditional Retailer   Integrated campaign (15mm imps and 150k visits)   Display saw 98% lift over last-click reporting (46% drop in CPA)   PPC saw 14% lift over last-click report (16% drop in CPA) Attribution 101 © Encore Media Metrics 2011 16
  • 17. Takeaways 1. It’s time to re-assess how we measure media   Take a holistic (and realistic) view   Position yourself as a thought leader, not a laggard 2. Don’t Fear Attribution. Embrace it!   By channel   By vendor   By keyword 3. Choose approach that fits your strategy   Lower-funnel (SEM, SEO, Facebook ads, email)   Full-funnel (Display, Rich media, video, etc.) For more on this topic:   Read “Attribution 101” http://bit.ly/p0lQrv   Read “Choosing an Attribution Vendor” by Econsultancy http://bitly.com/kLDkvz   Watch video interview on Attribution (via creatorbase) http://bit.ly/nyakk6 Attribution 101 © Encore Media Metrics 2011 17
  • 18. About the Presenter Steve is the founder and CEO of Encore Media Metrics (http://encoremetrics.com), which helps marketers optimize spend through better analytics. Encore’s on- demand measurement and reporting solution allows clients to achieve deeper insights into campaign performance while lowering the cost and complexity of online measurement. Prior to launching Encore, Steve founded, grew and sold Spur Interactive, a digital marketing agency that specialized in strategic planning and execution of integrated media campaigns. In this role, Steve planned and executed successful campaigns for leading brands, including FedEx Office, Continental Airlines, ConocoPhillips and The Scooter Store. Steve is an accomplished industry lecturer and thought leader. Steve speaks frequently at industry events including OMMA, Search Engine Strategies, Online Marketing Summit, eMetrics Summit, Integrated Marketing Summit and others. Steve’s articles have been published by MediaPost, Online Media Daily, iMedia Connection, Marketing News and Bizjournals.com. Steve has been quoted in B2B Magazine, PR Week, Fortune and CNN.com. Steve received an MBA from Harvard Business School and a BBA from the University of Oklahoma. You can read Steve’s blog at http://Attribution101.com. http://facebook.com/slatham http://twitter.com/stevelatham www.linkedin.com/in/stevelatham Attribution 101 © Encore Media Metrics 2011 18
  • 19. Contact Information Encore Media Metrics Info@EncoreMetrics.com New York | Texas 646.820.1006 @SteveLatham http://EncoreMetrics.com @EncoreMetrics http://Attribution101.com Attribution 101 © Encore Media Metrics 2011 19