In this conversation, we teamed up with Rockerbox for a panel on how to solve attribution challenges by getting a single source of truth for their marketing activity.
Attribution, simply put, is answering the question of why we do things. Our attribution experts discuss what role it plays in the daily operations of a company, why perfection is the enemy of progress, the methodology for handling multi-touch and multi-channel attribution, and how to know when to turn off a channel.
Watch the Full Recording
- [01:05] Our panelists share their backgrounds and experience
- [03:08] What role does attribution play and how it’s used in daily-monthly marketing operations
- [11:40] Ashley talks about the challenges of attribution data in offline channels
- [17:57] How to tackle multi-touch and multi-channel attribution
- [21:24] How to deal with getting buy-in from executives that need insight and understanding into your decisions
- 26:44] Connecting your path to conversion insights with your LTV as an indicator for an LTV predictive model
- [30:00] Deciding when to turn off or keep a channel – If you turn off a channel and you don’t lose customers, you know the value of it.
- [36:59] What advice would you give to a D2C brand that’s starting to figure out attribution: Don’t aim for perfection, don’t overcomplicate it, challenge your assumptions
- [42:45] The panel shared their thoughts on Marketing Mix Modelling (MMM) for modern companies: You need to have a huge budget to get a readable result on MMM
Quinn Michael, Director of Marketing Analytics at TomboyX – Quinn is the Director of Marketing Analytics at TomboyX. He’s an experienced Data-driven digital marketer and manager. Skilled in analytics, A/B testing, deciphering and presenting quantitative date in simple terms and clear visuals that make sense of user behaviors and lead to increased user engagement.
Ashley Anderson, Head of Offline User Acquisition at Curology – Ashley is an experienced marketer with a demonstrated history of both brand development, executing global, integrated marketing campaigns, and performance-driven acquisition campaigns in offline channels. Her specialities include TV, online video, out-of-home, digital, social, audio, and SEM/SEO channels. She is passionate about building breakthrough creative, driving innovative marketing strategy, and designing efficient implementation processes.
Stang Gappa, Growth Senior Manager at Havenly – Stang is a growth marketing leader and advisor with extensive experience in finance, DTC and eCommerce. He is passionate about leading startups and early stage businesses towards scalable and defensible growth through paid and organic acquisition and retention.
She’s spent the last decade building data and analytics products and establishing the underlying strategies and supporting teams.
This has spanned across the marketer side to drive growth marketing and customer insights efforts, on the publisher side for data monetization, and then in building enterprise SaaS technology to be used by these end companies.
In all instances, Sara helped establish new functions and divisions, introducing new operating frameworks and supporting technologies at organizations from startups to enterprises.
Sara’s been fortunate to work with many of the leading Retail, CPG, DTC, and Subscription Services companies.
Host: Anish Shah, Founder + CEO at Ruckus – Anish is the CEO & Founder of executive search agency Ruckus. Anish has worked in-house in Growth roles at Snapfish and Getable. He started Bring Ruckus as a Growth consultancy 11 years ago working with 40+ clients, then re-focused his firm on executive recruiting for Growth leaders.