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Marketers are constantly challenged to understand the impact of their ads. With conflicting results coming from Google, Facebook and others, frustration and fear have grown, ultimately leading to mistrust and a lack of confidence. The price? Damaged relationships between internal teams and with customers or clients.
But marketing attribution technologies are quickly showing promise to provide much needed transparency. Marketers can now be armed with analytic evidence of what’s working and what’s not.
eMarketer was pleased to moderate a Tech-Talk Webinar presentation, featuring Lucas Sommer, director of marketing at LeadsRx, and Thomas Galati, digital sales director at Diray Media. They revealed their four secrets to leveraging attribution.
View the webinar to learn:
- How rapid iteration of marketing programs can maximize return on ad spend (ROAS)
- Why tracking the customer journey is essential for providing transparency
- Why Google and Facebook fight over the same conversions
- Benefits of a single, universal approach to attribution
PRESENTERS
Lucas Sommer is the director of marketing at LeadsRx. Lucas has extensive experience helping other marketers quick-start attribution within their organizations. He has a decade of experience in cross-channel marketing, having worked with hundreds of companies around the world, and is leading efforts in the industry to make attribution a standard practice.
Thomas Galati is the digital sales director at Diray Media. Tom is responsible for leading the business’ relationships with agency partners and direct marketers. He has experience building and managing comprehensive marketing campaigns for companies like Unilever, Delta Air Lines and ExxonMobil, as well as start-ups aspiring to join the Fortune 500. Prior to joining Diray, Tom led a sales team at Sizmek, helping clients leverage their DSP, DMP, ad server, dynamic creative optimization and ad verification solutions.
