Attribution is balance of art and science -- and Dolly Parton might be a good example to follow.
This comes from Nicole Keiter, director of media strategy & optimization of Equifax Personal Information systems, who calls Parton “her fairy godmother for attribution.”
“While she is a singer and actress, she is also worth about a half a billion dollars,” she says, speaking at the MediaPost Brand Marketers Summit. After being a successful singer, Keiter says Parton wanted to be an actress -- without having any idea she could do it. “It’s okay to act without knowing every answer ...
Cross-channel marketing is already a daunting task when it comes to execution of each channel, considering planning, creative, and vendor communication challenges.
And then there is data.
Speaking at the MediaPost Brand Marketers Summit, Erin Everhart, senior manager of media strategy for The Home Depot, has a more common sense approach.
She doesn’t get pinned down into the “exact specific number of everything.” This is “because every different source I pull data from is going to show a different number. I’m going to spin my wheels in figuring out which is the right number.”...
Everyone sleeps daily -- but everyone doesn’t buy a mattress regularly. Or online.
Speaking at MediaPost’s Programmatic Insider Summit, Terri Rockovich, vp of acquisition of Casper, an online mattress company, says: “People have questions; conversations take a little bit longer.”
Even with its '100 night trial', she says many people say “there is no way I’m buying a bed online.” As such, she says, content pieces are critical with video and education key components.
Casper focuses on creative with compelling headlines such as “ “One Perfect Mattress”, as well as touting its awards. Casper says it has ...