Danielle Shamos

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• How Advertisers Give Credit Via Multi-touch Attribution in MediaDailyNews on 05/09/2017
  

  Brands want to know which digital channels are most effective along the consumer journey, and how they're able to increase not only favorability, but also conversion. The focus for advertisers has shifted to how different channels deliver on actual business objectives and how they work together to drive efficiencies.

Comments by Danielle All comments by Danielle

• How Advertisers Give Credit Via Multi-touch Attribution by Danielle Shamos (MediaDailyNews on 05/09/2017)
  

  I agree, John. Brands are not only evaluating digital but also offline efforts. The focus of this particular analysis is how brands evaluate paid social and other digital channels utilizing multiple touch points along the consumer journey. This is not to say that there are not other valuable offline data points within brands' omni-channel efforts that influence consumers along their purchase journey. I also agree that competition, weather, seasonality, and the economy are constant factors that impact all brands and their digital and offline marketing as well as business outcomes. 

• How Advertisers Give Credit Via Multi-touch Attribution by Danielle Shamos (MediaDailyNews on 05/09/2017)
  

  Thanks for the comment, Omer. I also agree that this is an exciting leap forward but it’s still a highly complex environment that requires meticulous and comprehensive data collection to capture the full value of MTA models. Since the inventory on log-in platforms like Facebook, Twitter, Pinterest, and Snapchat is primarily native with a focus on high-impact newsfeed or timeline placement plus targeting is based on user data, the fraudulent traffic concern for brands is less than if they’re buying across 100s or 1,000s of sites within a display network. 

• How Advertisers Give Credit Via Multi-touch Attribution by Danielle Shamos (MediaDailyNews on 05/09/2017)
  

  Thanks, Ed. I agree that campaigns with compromised reach and frequency due to viewability will not be effective. The rise of viewability solutions offers more ways to measure performance consistently across channels. I think it’s good to evaluate alongside tangible business results. If you’re using log-in platforms and targeting based on user data and setting the optimal reach and frequency levels to achieve desired business outcomes but you’re falling short, it’s important to evaluate how viewability may have had an impact. Then determine which platforms are delivering against business objectives and observe the correlation to viewability. In addition, consider the targeting, creative, and timing of the cross-channel campaigns.  

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