On May 30th, LiveRamp hosted RampUp 2013. Hundreds of marketers and ad tech leaders came together to discuss the convergence of offline and online data. Throughout June, we are posting videos of RampUp sessions.
Today, see David Spitz of WPP lead a discussion on attribution with Jeff Zwelling of Convertro, Matthew Keylock of dunnhumby, John Dietz of Adometry, and Madan Bharadwaj of Visual IQ:
A few key points from the panel:
- Zwelling turned a few assumptions that digital marketers have today on their head. “Unrated cable and cable television is so cheap,” said Zwelling, citing nationally tv spots available for $150. Zwelling also talked about how mobile is much more effective when you take into account cross-device conversions where consumers see an ad on mobile and convert on a desktop.
- Keylock stressed the importance of taking a longitudinal view of the customer as opposed to an event based view. Engagement, response rates, and brand loyalty should be increasing over time. “It isn’t just about events, it’s about real people and you actually have to engage them as real people.”
- Dietz brought up a surprising finding that retargeting at certain frequencies can have a negative impact on your brand. “We find that top of funnel stuff tends to gets undervalued until you use a good data-driven multi-touch attribution model,” Dietz said.
- Bharadwaj felt that earned traffic and organic search have been undervalued and drive “brand equity.” Engaging consumers across multiple channels is very effective. Bharadwaj said that on the other hand, “non-branded search is a big loser.”
Check back tomorrow for a video and recap on Activating Data Across Channels.