Introduction and background (the types of industries you work with, your experience with the everyday attribution challenges for big brands)
Marketers are being asked to justify their spend across channels. Now they have the opportunity to do so like our friends in finance…
We as marketers have to keep, but we can control and clarity across channels when we optimize our spend in unified platform
Questions to the audience ‘rhetorical’ Do you have unified tracking across search, display and social ads?What attribution models and rules are you currently using? (first, last, even, first more, last more, custom?)What is your current media mix and how are you modeling?
“Dynamically model all cross-channel interaction effects and apply optimization algorithms to determine the correct media mix.”
Adobe’s Digital Marketing product and engineering teams are currently working on product integration between SearchCenter+ and technology acquired from Efficient Frontier. Ultimately, our plan is to have a solution which combines the best features and functionally from both products to meet our customers’ needs no matter how they want to manage their search and multi-channel advertising campaigns. However, both SearchCenter+ and the technology platform acquired from Efficient Frontier will be supported for the foreseeable future
Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"