This tag is associated with 15 posts

People of Ad Tech: Steve Latham of Encore Media Metrics

Encore Media Metrics CEO Steve Latham tells WIT Strategy‘s Bill Brazell that too many agencies continue to rely on last-click attribution because brands don’t insist on better measures. Meanwhile, brands that are having success with higher-quality measurement understandably avoid telling their competitors how to replicate that success — so the word doesn’t spread. Nonetheless, while… Continue reading »

Actionable Analysis: Why Accurate Attribution is So Important and What You Can Do Once You Have It

Since the dawn of advertising, savvy marketers have strived to measure the impact of their campaigns. Easier said than done, of course. While we as marketers have come a long way since the days of John Wanamaker, the irony of today’s rapid shift from offline to digital is that it is actually more difficult than… Continue reading »

What Brand Advertisers Need to Know about Mobile and Foot Traffic

The Makegood is pleased to welcome the CEO of Voltari, Richard Stalzer, as monthly contributor to The Makegood. Voltari develops predictive analytical solutions for the mobile space. Look for Richard’s column the 4th Wednesday of every month. Last month, I shared my view on how much progress we’ve made in the mobile space, as far as our… Continue reading »

Taking Attribution Seriously Requires More than a Tool

Shelley Eleby is a new contributor at The Makegood. Shelley is Vice President Marketing Services at quadrantONE, a joint venture of the media companies Tribune Company, Gannett Co., Inc., Hearst Corporation and The New York Times Company. We’ve gotten used to the A Word: Attribution. In fact, since I was on the client side, we’ve come a… Continue reading »

Repeat After Me, Correlation Is Not Causation

I’ve recently been reading an outstanding publication called ‘Thinking, Fast and Slow’ by Daniel Kahneman. The book is about ‘human rationality and irrationality’ and how the brain can often jump to the wrong conclusions. One reason for this cites Kahnenman is ‘because people are prone to apply causal thinking inappropriately, to situations that require statistical… Continue reading »