With the ever-growing plethora of media channels continuing to muddy the path-to-purchase waters, marketing attribution is more vexed now than ever. The roundtable panel tackled questions around attribution that have forever remained in the too-hard basket.
Among them were: the efficacy or otherwise of ‘last-click’; how on earth do you attribute for offline and break down the barriers between online and offline marketing; do CEOs know about attribution and do they even care; do creatives need to be more data savvy; and what are the many challenges affecting attribution modeling moving forward.
The panel comprised: NAB head of marketing planning & performance Thomas Dobson; Lenovo Digital, social and content marketing leader Danielle Uskovic; ADMA CEO Jodie Sangster; Toshiba head of marketing & corp comms Mariana Thomas; Flight CentreDigital paid media executive John McGowan, AdRoll ANZ MD Ben Sharp, AdRoll JAPAC head of marketing Cat Prestipino and was moderated by AdNews editor Rosie Baker.
All were unanimous on one point: attribution demands serious urgent attention.
A full run down of the Roundtable discussion is featured in the 5 February print edition of AdNews. Pick up your copy and turn to page 16.
What are your thoughts on marketing attribution? We want to hear them. On Thursday 18 February AdNews and AdRoll launched a survey that asks what you think can be done to help ease the attribution dilemma and remove the hurdles for growth.
Your responses, together with the above Roundtable and a follow-up discussion, will inform a white paper to be published by AdNews and AdRoll in what we think will be the first of its kind anywhere in the world.
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