Attribution Marketing Podcast: Recent Episodes
Lucas Sommer
This podcast is produced for marketers who are focused on improving their return on ad spend. Topics include attribution, digital marketing, broadcast advertising, conversion tracking and other optimization methodologies. Our goal is to help you eliminate your wasted ad spend!
Bryan Barletta, a seasoned professional with over 13 years in the ad technology space, talks to us today about Sounds Profitable, insightful content and which ad reads work best.
Amanda Dixon explains how her firm evaluates agencies and identifies their strengths and weaknesses. If you are looking to scale your agency, or learn what it takes to get your agency sold, then this episode is for you. Along they way Amanda articulates the changes to the marketing landscape and the industry as a whole.
On this episode we are going to be breaking down the concepts of cookie deprecation, privacy regulations and their effect on marketing. I will be helping you learn a little bit about what you can do to overcome these challenges.We’re going to explain what a cookie is and explain the differences between first party and third party data. We’re gonna cover the changes that apple has made in the past several years, as well as some of the changes that are likely to come in the future.Most importantly this episode is focused on what you can do to “future proof” your marketing efforts regardless of the technology or regulatory changes that are on the horizon.
In this episode we break down the specific reasons why your facebook campaigns may be struggling today - and might continue to struggle in the future. If you have any questions on this topic or need help with getting the most out of your facebook campaigns visit leadsrx.com for a demonstration.
Justin Bowen had a major impact on the success of The Great American Home store by implementing a modern and robust marketing department - centered around analytics, data and attribution.
Host Lucas Sommer discusses what marketing attribution is all about and the benefits marketers can expect when doing attribution correctly.
Deepa Garg, from Prosperity Digital Marketplace, talks about purpose driven marketing and using that as the foundation for your entire customer journey. Through her role in various non-profit and for-profit organizations Deepa has driven marketing performance by keeping these multi-channel marketing strategies in mind.
Paul Deraval took his background in web design, web applications and software development, along with experience angel investing in a startup digital agency, to found NinjaCat, which provides marketing teams with an all-in-one platform to store, report, monitor, and analyze marketing performance data at scale. In this episode, he talks about how that agency experience created a “light bulb” moment of helping agencies – or any marketer, really – tackle the challenge of proving to their clients the value their services provide to them. Greatly improved client reporting became his mission and the mission of his company. Paul discusses his 8-year journey with building and perfecting NinjaCat and talks about, among other things: · Using marketing analytics and data derived therefrom to monitor marketing effectiveness, hit client goals, analyze data (including from attribution), and optimize return on ad spend · Helping agencies, NinjaCat’s core client profile, bring data to life with storytelling · Using NinjaCat’s superpower of “wherever this marketing data lives in, in all these different silos, we can ingest that data wrangle that data, harmonize it, normalize it so that you can tell any data story you want.” · Helping marketers get the data right so it can properly be aggregated · Emphasizing the importance of having a data strategy up front, though NinjaCat can help if you have not strategized properly, if at all Listen to the episode for this and many more great insights from Paul.
On today's episode, we have Cristina Mas from C I M consulting. One of the leading marketing creative and public relations firms in south Florida. Cristina has worked with brands from all around the country and all around the world. To get more out of that creative push and creative messaging.
Bryan Lozano from LeadsRx discusses how to transition to a first party ecosystem for your data. As third party cookies are depreciated, and consumer privacy continues to be protected, the need to collect first party data from your customers is now more important than ever.
Visit http://bit.ly/ox-leadsrx for your chance to win free tickets to this years https://omnichannelx.digital/ conference. On today's episode, we have Nas Urbina who is a globally recognized leader in the field of content strategy and customer experience. He literally wrote the book on content strategy for organizations.
In this episode we have Frans Riemersma, who is the number one MarTech influencer in the Netherlands, and a thought leader all throughout Europe. He's passionate about marketing technology and for decades he's been designing technology stacks for companies like HP Adidas. Audi Unilever, Phillips, Ikea, and everything in between. Frans explains how years of marketing, software development and consulting have lead him to a software selection process which works. Learn how to avoid costly mistakes selection the wrong vendors and how to get the right people in the room to make the decision. Connect with Frans on LinkedIn and on martechtribe.com.
The burgeoning podcast industry presents an interesting opportunity for not only typical direct response, DTC businesses who have been taking advantage of the exposure for some time, but traditional brands and multimedia advertisers and the traditional mega agencies that represent them are looking to reach these audio platform audiences as well. So says Daryl Battaglia, SVP, Market Development & Strategy at Triton Digital. While podcasting is still a new and emerging medium, dynamic ad insertion is a huge benefit to advertisers wanting to reach listeners of new program, as well as evergreen content that someone could download and listen to months or years after the episode originally aired. Battaglia talks about measuring podcast ad effectiveness, the increasing supply of podcast content that keeps coming and adds to the advertising inventory, the Spotify effect (or lack thereof) on the podcasting industry, and more in this episode.
Kyle is an industry pioneer pushing forward a lot of the new strategies and tactics in influencer marketing. And we've brought him on the show to talk about how influencer marketing can be applied to enterprise businesses, as well as direct to consumer businesses, B2B businesses, and everything in between. https://www.linkedin.com/in/kylehjelmeseth/ https://www.instagram.com/kylehjelmeseth/?hl=en https://gb-dm.com/team
It is so common and so difficult, for companies to not understand what's working and what's not - or not even have a methodology for figuring that out. We have to know what is working because businesses need to actually care about driving from the opportunity stage to a closed won stage.
Learn from guest Ruth Stevens as she breaks down critical lessons in B2B marketing. These tried and true lessons are even more important in todays B2B marketing landscape.
Sarah Carnes and Matt Stoffel from 9 Clouds explain some of the common automotive marketing mistakes they see automotive dealers making day in and day out.
Jeff Pollak and Anne Marie Broast from Radio Active Media break down how radio has evolved to compete against digital advertising products - by utilizing attribution. Advertisers from all industries are demanding measurement and performance metrics to help justify their ad spend on any particular channel - this requires multi-touch attribution, the next evolution of radio. Learn from Jeff and Anne Marie as they explain how vanity numbers and text messages aren't telling the whole story - radio builds relationships, is a much more intimate channel and not with attribution, its effectiveness can be properly attributed.
Bill King talks about Frase.io and it's content optimization software - and how the search engine optimization (SEO) game has changed dramatically over the past few years. No longer will a volume of content work, you need to have the most competitive article - the best answer - to the query if you how to rank. Bill discusses the four key pillars to a solid content marketing strategy:
Informational queries - what is x
Commercial queries - companies for x
Transactional queries - reviews for company x
Navigational/branded queries - company x pricing
If you want to learn how to have your content compete in today's landscape, listen to this episode from Bill King and Frase.io.
David Christopher discusses his three stages of Attribution growth - and how it impacted Tailwind’s ability to sign up and convert new customers Here are the stages:
Stage One: Build a monster spreadsheet Troubles with last click and first click Tracking leads, signups, upgrades and advocacy Lack of buy in and internal adoption
Stage Two: Get channel owners to buy in to attribution data Upgrading to Weighted Multi Touch via LeadsRx Better data, more realistic, more accurate Action items and Insights embraced by the team
Stage Three: How to use content attribution to correlate to upgrades How to rewire the whole marketing engine Branded ads and attribution Customer lifetime value Democratization of data
Along the way we cover how Tailwind helps you get the most out of your Pinterest advertising campaigns.
Podcast consumption is growing – and so are podcast ad budgets. Podcast ads are unique when it comes to attribution – part digital, part broadcast, part i’ll download this now, but listen to it later.” Bryan Barletta of SoundsProfitable.com (a great source for podcast industry news), discusses how the podcast adverting industry works – and how you can make it work for you. Topics include:
Spotify’s uniquely dominate “Walled Garden” (since recording this episode, they announced the acquisition of Megaphone)
How to approach podcast advertising for what it is, not trying to treat it like digital
What metrics are possible in podcast advertising
The dominance of host read advertising
The future of podcast advertising tech
Nick Heitz from Twitch discusses how enterprise advertisers use branded content to influence consumer perception. The most effective campaigns were omni-channel platform first strategies where one piece of creative is customized for each platform where that messaging lives. Nick believes the trend will be for brands to move to subscription models to learn more about their customers and to build their own value - rather than building audiences on other platforms (social media). Creator and community driven platforms - Pelaton, TikTok, Twitch - have a much stronger value proposition to their customers and their advertisers. Quality advertisers are trying to add to the platform’s experience and audience - rather than to absorb people’s time or disrupt them into taking action. As Nick says, “Meet your consumers where they are, rather than interrupting them.”
Spencer Aronfeld breaks down how he started his law firm over 30 years ago - and build it's brand with authenticity and trust. As a Miami personal injury attorney, Spencer has consistently used content marketing, SEO and targeted advertising to grow his practice.
Alex Yackery of Venture Solar breaks down how he grew his organization to become one of the best solar companies in the North East region. Venture Solar has deployed more than 20 different marketing channels ranging from radio and TV to kiosks in supermarkets, but across all channels several elements were critical to their tremendous growth:
The Customer Journey: The company focused on the entire customer journey and invested in each step along the way. All touchpoints with the customer reinforced the brand promise and built both awareness and trust.
The Customer Experience: The marketing team's job wasn't over once a lead was secured - instead the business iterated and improved on all touchpoints from the first digital click to the follow up after installation. Referrals and positive reviews delivered increased growth rates and inbound lead flow.
Measurement and Attribution: All campaigns received unique tracking links, phone numbers and metrics so that the source of leads, and ultimately closed deals, was known. By incorporating both the cost of those campaigns, and the revenue from closed deals, the business was able to scale customer acquisition profitably.
Broadcast advertising works, and no industry puts it to better use than automotive sales. “The consumer is not in charge of how and when something is broadcast over the airwaves,” says Richard Brauns, Senior Partner at JKR Automotive Advertising & Marketing, one of the top automotive-only ad agencies helping 110 dealerships nationwide. Brauns, who has auto dealership sales and marketing in his blood and who was a client before he bought the agency, joins LeadsRx Marketing Director Lucas Sommer as a guest on Episode 8 of the Attribution Marketing Podcast. They discuss the impact the COVID-19 pandemic had on the automotive industry, why used car values skyrocketed in 2020, how little auto dealerships have changed over the years, and why broadcast continues to be the No. 1 driver of traffic to auto dealer websites and showrooms – up to 70% lift with good, strong campaigns. Dealer and car manufacturer radio and TV advertising is all about branding, Brauns said. He cited his 20-something daughter who doesn’t own a TV, uses paid music streaming apps to avoid all advertising, and who uses he and his wife’s Netflix account (again, no ads). While pursuing her master’s degree in Birmingham, Alabama – home to several car dealers JKR represents – she kept saying to her friends “those are my dad’s ads” she was hearing.
Featuring Matt Finn, Senior Manager of Strategy and Business Development at MarketForce, a full-service global digital marketing agency focused on ecommerce performance. Finn sheds light on what it takes to market successfully in the EU, which can be tricky as each country has its own nuances. While sometimes lifting and shifting brand campaigns from North America can be effective, more so in the United Kingdom, that may not work in Germany or France.
In this episode we interview Jeff Cohen of SellerLabs.com on the ins and outs of Amazon advertising. Unlike other digital ad networks like Google and Facebook, Amazon has a direct connection between the ad and the conversion. This allows for a host of new strategies to be deployed in this pay to play environment.
Direct-to-consumer brands should undoubtedly consider broadcast as an effective marketing channel, says Pierre Bouvard, Chief Insights Officer of Westwood One. In this episode, he reveals insights from the second annual Westwood One-LeadsRx Direct-to-Consumer Media Attribution and Awareness Report that found radio and TV delivered 7 times the lift of Google and Facebook during the study time period. Broadcast is a vital tool for creating brand awareness and, Pierre shares, the more brand-building you do, the easier lower-funnel actions become. After all, the job of advertising is to remind consumers of brands so when they are ready to act and buy, they remember your brand, and TV and radio are ideal for doing so, he adds. Enjoy this episode and see the Westwood One blog and LeadsRx blog that unpack the study a bit further. There were several other articles mentioned in this episode that are great follow up resources to review.
https://effworks.co.uk/ten-best-charts-binet-field/
https://mediatel.co.uk/news/2020/06/30/is-your-performance-media-really-driving-all-of-that-performance/
https://wa.campaignbrief.com/james-hurman-and-peter-field-release-the-effectiveness-code-for-cannes-lions-and-warc/
https://www.westwoodone.com/2020/07/06/multiple-nielsen-case-studies-prove-am-fm-radio-makes-your-tv-better/
Peter Shankman, founder of HARO and serial entrepreneur, discusses how listening your customers is still a tried and true way of optimizing your customer's experience.
In this episode we discuss the importance of keeping the customer at the center of everything you do. With customer centric marketing, your prospects have a better experience reaching their goal and your organization experiences a lower cost per acquisition.
In this episode we will cover the variety of data available to marketers and highlight what data is important to keep an eye on.