20 episodes

Presented by Provalytics, future-proofed ad measurement, "This Is Attribution" explores the business of measurement. On each episode, host Jeff Greenfield takes you behind the curtain and opens the black box of measurement revealing the truth on attribution and advertising. As Jeff and guests talk attribution strategy, priorities and management, you will discover how to successfully deploy attribution within your organization and gain actionable insights.

This Is Attribution Jeff Greenfield

    • Business
    • 4.6 • 12 Ratings

Presented by Provalytics, future-proofed ad measurement, "This Is Attribution" explores the business of measurement. On each episode, host Jeff Greenfield takes you behind the curtain and opens the black box of measurement revealing the truth on attribution and advertising. As Jeff and guests talk attribution strategy, priorities and management, you will discover how to successfully deploy attribution within your organization and gain actionable insights.

    Special Edition: The Impact of Losing Third Party Cookies On MTA & the Advertising Ecosystem

    Special Edition: The Impact of Losing Third Party Cookies On MTA & the Advertising Ecosystem

    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?  
    The changes and potential impact was the topic of an industry conference call held with Shyam Patil, Internet Analyst, at Susquehanna Securities and C3 Metrics Co-Founder and Chief Attribution Officer, Jeff Greenfield.

    • 39 min
    The Coming Standards and Best Practices in Attribution with CIMM’s Jane Clarke

    The Coming Standards and Best Practices in Attribution with CIMM’s Jane Clarke

    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!
    Guest bio:
    Jane Clarke has more than 40 years of experience collecting and analyzing global strategic insights for Time Warner, Children’s Television Workshop, and National Geographic. As a CEO and Managing Director of CIMM, the Coalition for Innovative Media Measurement, Jane is responsible for developing CIM strategy, vision, and overseeing all day-to-day operations. Most recently, she was Vice-President of Insights and Innovation at Time Warner Media Group where her work fuelled marketing solutions across television, online, mobile and print. She is on the board of the Advertising Research Foundation and Icon Global, was a broadcasting and cable digital all-star in 2014, and received a leadership award from Interactive TV Today in 2016.
     
    Key takeaways:
    [1:30] I introduce today’s guest, Jane Clarke, and ask her how her journey took her from an internship at National Geographic to Sesame Street to advertising and CIMM, where she is today. She touches on what the Coalition for Innovative Media Measurement (CIMM) is and its purpose.
    [7:12] Cross-platform analysis evolution has been long and slow, Jane explains how it started for her all the way back at National Geographic and how the advent of digital technology revolutionized expectations and enabled the progressive de-siloing of the analytic process.
    [10:56] Jane dives into the multitude of different data levels that enable an unprecedented level of analysis granularity as well as how each media offers a unique type of information. She expands on CIMM’s mission in this evolving concept as well as the different systems that will be required in the future.
    [16:20] Jane explains why she says that the data systems currently in place will need to change, starting with the massive differences in who owns the data as well as privacy issues.
    [21:22] The lack of standardization is currently an issue; Jane details some of the more promising initiatives underway today.
    [25:23] Some tools are in place to protect brands against fraud but standards will increase trust and incentivize brands to jump into attribution. CIMM is looking at creating some best practices to start things off.
    [29:10] Data that is used for measurement is sensitive business data, yet a lot of it is available easily, Jane and I discuss the necessity to tighten up security in an environment whose pace is increasing so rapidly!
    [31:10] Jane shares her tips and advice for advertisers to find and choose a trustworthy vendor.
    [34:52] I mention control groups and their importance for measuring incrementality. Jane and I go back and forth with some eye-opening moments clients have when they realize most of their sales would have happened anyway — even when siloed attribution was taking credit for everyone walking into the stores!
    [40:35] The word attribution like the word organic should be used with certification or people falsely using it should be fined!
    [42:23] Jane offers her vision on the future of attribution.
    [44:06] Jane shares one thing she knows that no one else knows and I thank her for coming on the podcast to share so much of her experience.
     
    Be sure to tune in for the next episode and thanks for listening!
     
    Connect with our guest:
    Jane Clarke on LinkedIn
    Jane Clarke at CIMM
     
    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 L

    • 46 min
    Accurate Attribution with Rauxa’s VP of Data Science Izzet Agoren

    Accurate Attribution with Rauxa’s VP of Data Science Izzet Agoren

    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.
     
    Guest bio:
    Izzet is a technically trained engineer who found his way to ad tech and data science. His vast contributions include the VAST 4.0 and VAST 4.1 standards with the IAB Tech Lab, he has served on the Mobile Marketing Associations Messaging and Programmatic Committees, IoT Council; and the Internet Advertising Bureau's Programmatic and Data councils.
     
    While at Penn State, he co-authored multiple, peer-reviewed publications in the area of real-time video communications for 4G wireless communications and his work at Motorola lead to focused development of efficiencies in IEFT standards that defined VOIP on packet networks for mobile carriers.
     
    He founded Extended Broadband in 2002, a regional fixed wireless internet service provider that spanned four countries — all of which had strained diplomatic and political circumstances. In 2007 Izzet joined a team that won four media awards for a Semantic targeting technology in marketing technologies. Izzet’s further engagements with Integral Ad Science and TRUSTe exposed his technical background to the enabling capabilities that verification and privacy provide the digital marketing and advertising landscape.
     
    He is currently serving as the VP of Data Intelligence at Rauxa, where he leads Artificial Intelligence and machine learning product development.
     
    He is an elected Senior Member of the Institute of Electrical and Electronics Engineers, holds a Master’s degree in Electrical Engineering, and is a Fulbright Scholar.
     
     
     
     
     
     
     
     
    Key takeaways:
    [2:00] I introduce today’s guest, Izzet Agoren, and ask him about how he came to be where he is today.
     
    [5:24] Izzet remembers when he launched his own ISP in Cypress in 2002, climbing on roofs and boosting microwave signals with antennas and amplifiers.
     
    [9:12] Moving into his position at Rauxa, Izzet was tasked with elevating the function of the department from being descriptive to prescriptive with data.
     
    [12:17] Izzet and I unpack the concept of viewability and the issues surrounding it — a lot of ads aren’t seen but models don’t take it into account — most of the models are made by data scientists who have zero media experience and the model outputs don’t make sense.
     
    [15:53] Izzet shares his steps to making a business, a department, or a team more proactive: it always begins as a philosophical concept.  He also touches on the two ways data & better measurement can be proactivity presented to a client: (i) as a media product or (ii) as a data product.
     
    [18:56] In some cases, clients know that they’re missing out by not using attribution. They are unable to pursue this ROI either because they’re not ready or because there’s a perception that it’s either too complex or too expensive to deploy or that there will be political barriers.
     
    [20:02] Measurement is ‘table stakes’ to buying media. Izzet has been kicked out of meetings for saying so.
     
    [21:37] Izzet hopes that embracing attribution won’t take a new generation of people as the alternative is that the walled gardens will take it on. In the end, this acceptance movement should begin with more marketers bringing this function in-house.
     
    [26:56] In terms of the future, Izzet believes that attribution should get progressively easier as offline behaviors and channels become digitized. Data points will become deterministic and make the analysis more accurate, near real-time.
     
    [29:52] Is having complete data possible?
     
    [32:04] Izzet shares one thing he knows that no one else does

    • 34 min
    Attribution Apocalypse with Alice Sylvester

    Attribution Apocalypse with Alice Sylvester

    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.
     
    Guest bio:
    Alice Sylvester has held a variety of research and planning positions at major advertising agencies including DraftFCB, Young & Rubicam, Leo Burnett, and J. Walter Thompson. She was Chairman of the Board for the Advertising Research Foundation, a member of the Editorial Review Board of the Journal of Advertising Research, and was recently inducted into the Marketing Research Council Hall of Fame.
     
    She has chaired the David Ogilvy Awards for Research Excellence, as well as The Emotional Response to Advertising Initiative. Alice is a co-author of Advertising in the Mind of the Consumer.
     
    She’s currently a partner at Sequent Partners where she is involved in industry ROI initiatives, new media metrics development, and cross media measurement.
     
    She is also the content producer for Attribution Accelerator held in October in New York City.
     
     
     
    Key takeaways:
    [2:00] I introduce today’s guest, Alice Sylvester, and ask her about how she came to be where she is today.
    [6:36] I mention the dual roles of advertising — brand preference and sales impact, both of which can negatively affect each other — and ask Alice if she sees any way or any value in resolving this divide.
    [8:41] I mention a chat I had with a Capital One exec who has been doing brand lift studies and hopes to one day be able to pinpoint the KPIs responsible for brand love. Alice details why she thinks that we don’t have the data to answer these questions today.
    [12:52] Alice outlines where she sees multi-touch applications fitting into the current landscape of customer journeys as well as the promises it makes.
    [15:04] Has the industry gone too far with regards to attribution and privacy? Alice touches on privacy issues and coming regulations and what she calls the attribution apocalypse.
    [16:15] Some unfulfilled promises of attribution.
    [18:24] I’ve noticed that clients who don’t or won’t do attribution often have a lack of trust in where the data comes from and how it’s attributed. Alice and I discuss the possibility of breaking out of the confines of confidentiality and standardizing the process, or parts of it.
    [24:05] Alice offers that even if we understand the limitations of the datasets, attribution is something people should definitely jump into. Don’t wait for perfection!
    [26:02] In the past 10 years, even if it may seem that marketers have had reduced choices in terms of ad placement, Alice finds that digital out-of-home has offered a wealth of possibilities that were none existed before, however, there may less experimentation — everybody in the industry is stressed and overworked.
    [27:44] A.I. as a tool to alleviate oversight and optimization workloads — and a scary prospect for Alice as a creative person.
    [29:31] Is the agency of the future just a janitor, turning the lights on and making sure the machine works?
    [30:54] On the worth of continued measurements, Alice offers the example of a 12-year-old: you don’t know how they feel about your brand, but in four years they may be making purchases. The customer base always replenishes itself and changes.
    [33:45] Are we moving more towards a short term marketing environment? Alice offers that we’ve been in one for 20 years and touches on why and how attribution can help.
    [36:48] How much of a marketing budget should be devoted to metrics? Alice has an interesting answer.
    [38:40] Alice offers up some parting advice: get ready to face privacy restrictions on a mass scale and how it’s going to change the data landscape. I thank Alice for coming on the podcast an

    • 42 min
    Attribution’s Missing Math with Jim Spaeth

    Attribution’s Missing Math with Jim Spaeth

    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.
    Guest bio:
    Jim Spaeth, is co-founder of Sequent Partners, the foremost thought leadership consultancy for brand and media measurement, and ROI.  Prior to co-founding Sequent Partners, Jim served for seven years as president of the Advertising Research Foundation. Under Jim’s leadership, the ARF expanded its scope to incorporate all aspects of market research practice on a global basis, including marketing and media, ROI, CRM, brand valuation, digital marketing, and the transformation of the research function to a discipline focused on the value creation.
     
    Prior to his leadership role at the ARF, Jim spent over a decade developing new research tools to improve client’s business performance, and led media research and planning functions at General Foods, and Young & Rubicam, an inductee into the Market Research Council Hall of Fame in 2016, he was honored by the Advertising Research Foundation in 2017, when he received the Erwin Ephron Demystification Award.
     
    He is the co-author of Market Research Matters and numerous articles, as well as a frequent conference speaker. Jim’s a true student of measurement and that’s why I’m excited he’s here with us today.
     
    Key takeaways:
    [2:00] I introduce today’s guest, Jim Spaeth, and asks him about how he came to be where he is today.
    [7:06] Jim touches on why attribution came to surpass marketing mixed modeling and how it has evolved into the ability to read today and make a change tomorrow. This quick turnaround time and this agility are responsible for attribution’s current spike in popularity — and some of the mistakes and omissions newcomers tend to do!
    [11:17] I highlight a point made by Jim that attribution is an offshoot of media mix and marketers need to be involved, not just data scientists who don’t have any knowledge of the previous 30-40 years of marketing data analysis.
    [12:50] Jim shares an example of how he approaches building a mental model for their business with a client and which KPI he helps them pick out and why. Understanding how your business operates is the starting point to any kind of marketing strategy — including attribution.
    [16:48] Ignoring history will lead to avoidable mistakes, I point out the Netflix problem: “too much is like not enough.”
    [18:25] Jim uses an example to underscore one of the big issues with data gaps on the publisher side: the missing variable bias.
    [24:34] Marketers used to be idea people, they would spend time building their customer avatar and fleshing out strategies, but there has been a shift towards the data-driven marketer, which is much more akin to finance. I ask Jim why there is no love for attribution in finance?
    [26:31] Jim and I discuss the ideal organizational place of attribution.
    [28:09] Is Insights a wizard?
    [29:02] Jim and I dive into what we see as the future of attribution, despite the missing variable bias and a few caveats.
    [37:09] Before closing out, Jim makes a special mention of the value of creative.
    [39:07] I thank Jim for coming on the podcast and sharing so much of his experience.
     
    Be sure to tune in for next episode and thanks for listening!
     
    Connect with our guest:
    Jim Spaeth at Sequent Partners
    Jim Spaeth on LinkedIn
     
    Mentioned in this episode:
    C3 Metrics
    Sequent Partners
    Advertising Research Foundation
    Book: Market Research Matters: Tools and Techniques for Aligning Your Business,
    by Jim Spaeth
     
    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.
     

    • 40 min
    Throwback Tuesday! Attribution, Lacrosse, and the Future with Pathfinder Interactive Founder Ted Moon

    Throwback Tuesday! Attribution, Lacrosse, and the Future with Pathfinder Interactive Founder Ted Moon

    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.
    Guest bio:
    Ted Moon has almost two decades of experience in digital marketing and has overseen multimillion dollar online media budgets for Nextel, Sprint Nextel, and Capital One. He has leveraged this experience into successful and often record breaking campaigns for all Pathfinder Interactive clients, deploying cutting edge digital techniques while staying grounded in traditional marketing principles.

    Ted gained his financial services experience with Capital One as director of online media, but it was the nine years of online marketing experience at Nextel as director of digital marketing – he started in 1999 with a $100,000 experiment. That experiment and his focus on attribution and outcome measurement enabled Ted to build one of the nation’s largest digital marketing programs. And by 2008, his annual budget had grown to over $100 million a year.

    Ted’s recognition includes being named a MediaPost Online Allstar. At Michigan, Ted was co-captain of the men’s lacrosse team and he’s continued to give back by serving as a devoted mentor and lacrosse coach for the last decade. Ted lives and breathes outcomes, both on and off the field, and that’s why I’m excited that he’s agreed to join me in the studio today.


    Key takeaways:
    [1:00] I introduce today’s guest, Ted Moon, and ask him about how he came to be where he is today.
    [7:18] Ted touches on the innovations that occurred in the past decades and how social media and paid advertising drove huge change in the industry which might make it seem that marketers today are less inclined to do new things, or more risk-averse.
    [9:38] The innovations of the past having become a part of the everyday playbook, Ted finds that his team’s expertise has shifted from a consulting perspective to more of a partnering relationship with clients on their day to day operations.
    [12:45] “Game experience” for Ted was garnered both in his professional and personal life since he has been coaching Lacrosse for decades; he shares how that experience is brought over into the work he does with clients.
    [18:18] Coach Moon shares some of his biggest marketing and measurement lessons, including the massively important role attribution plays in media plans and strategy: the goal is always a team goal, it’s not just the one player.
    [24:36] If a marketer only ever looks at the one highest-scoring medium, they will be missing out on some critical KPI that will lead to poor decision making in terms of budget allocation.
    [27:32] Having made the case for how important it is, Ted highlights the levels at which something can happen to prevent an advertiser from using attribution:
    1. They don’t know it exists
    2. They haven’t budgeted for it
    3. Internal politics
    [30:06] Ted places a minimal proportional budget structure in terms of attribution and discusses the importance of having the intel to know where to put your resources.
    [34:57] Ted touches on who could benefit from its use; for the most part, attribution has been used by acquisition marketers who have more transactional KPIs, however, Ted sees brand marketers having a use for attribution as well.
    [41:25] I ask what Ted knows that no one else knows!
    [42:34] Ted shares the story of an exclusive partner summit at Microsoft.
    Be sure to tune in for the next episode and thanks for listening!
    Connect with our guest:
    Ted@PathfinderInteractive.com
    Ted Moon on LinkedIn
    Pathfinder Interactive on Facebook
    Mentioned in this episode:
    C3 Metrics
    Pathfinder Interactive
     
    About your host:
    Jeff Greenfield is the Co-Founder and Chief Att

    • 34 min

Customer Reviews

4.6 out of 5
12 Ratings

12 Ratings

vkki88 ,

A new way to do business

This is really helpful in my business for
Understanding where my money should be best spent.

RealEstateInvestor ,

Spam is a bad start

The worst way to start off your business podcast is to send spam email to a bunch of random people.

Dahv Daniels ,

This is Awesome Attribution!

This is not your average podcast! If you want to learn more about attribution and how advertising digitally AND traditionally has evolved over the years, then listen up! Greenfield’s podcast has a great line up of speakers, who tell inspiring stories of how attribution has influenced their careers today. If you’re new to understanding attribution, I definitely recommend this podcast!

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