Lee Beale – Managing Direct at Crossmedia

What can marketers learn from Crossmedia’s data analytics guru Lee Beale?  

How to make the right bets with your marketing budget and build your business.  

From his early days with CPG brands to building Redbox into a world-class offering, Lee learned the only signal that matters in the marketing noise is the truth.

Lee Beale started his career managing CPG brands client side at Reckitt Benckiser and GSK in the UK.

In 2009, Lee moved to New York to work for Omnicom Media Group’s Analect data science division.

Since joining Crossmedia in 2011, Lee has been the brains and driving force behind Crossmedia’s Red Box data analytics practice.

He has been instrumental in making Red Box a world class offering that Crossmedia puts at the center of its approach to media planning and buying.

In 2017, AdWeek named Lee a media all-star, recognizing his talents overall and for helping translate for clients seas of unstructured marketing data into actionable business intelligence.

Lee also provides key support for the company’s new business growth.

Key takeaways:

[1:34] I introduce today’s guest, Lee Beale, and invite him to walk us through his career, from studying history to CPG, to today.

[4:43] Seeking truth may be one of Lee’s drivers in attribution, but his biggest task, as he sees it, is to ensure a smooth running long-term operation for both agency and client. He breaks down some of the moving parts in such an undertaking.

[7:20] Lee touches on what kind of resistance he faces in terms of adopting attribution as well as the tactics he uses to melt a cold attribution heart.

[14:44] I ask Lee to tell me how big of a mistake it might be only working with last click. He breaks down the amount most brands are overspending by — it’s MUCH more than you would think! — when they leave out multitouch offline data.

[17:44] I unpack some really interesting ROI information that Lee provided about non-brand search and the potentially high-cost/low value customers.

[20:40] Lee speaks to his experience of when there is a dramatic reduction in spend from certain social media vendors: some have come to his office to challenge his methodology, and some have even become more and more cooperative with their walled garden data in the hopes of getting parts of that budget back!

[26:09] Lee touches on how multi touch attribution can affect the fundamentals of advertising, even branding itself.

[27:53] Managing expectations with stakeholders may be the biggest lesson Lee has learned while working in the attribution space, he explains why.

[31:04] Attribution’s future according to Lee.

[34:37] Lee shares one thing that he knows that no one else knows: rethink your channels! I thank him for coming on the podcast and sharing so much of his experience.

Be sure to tune in for the next episode and thanks for listening!

Connect with our guest:

Lee Beale on LinkedIn

David Kaplan – Head of Digital Marketing at GrocerKey

David Kaplan is an expert in digital customer acquisition and analytics who faced a major barrier — what can be done about viewability and attribution.  He comes on the show to share how he came into attribution, what this has enabled him to do, and how he overcame the challenges of early adoption.

David Kaplan started his career with the Tribune Company as a sysadmin for a joint venture with America Online. In the early nineties, David became Director of Special Projects for SportsLine, working on some of the earliest sports websites such as Shaq.com and the San-Francisco 49ers. As digital continued its growth, David built out affiliate, paid search and SEO programs for TicketsNow and Discover Financial. In 2009, David took on all digital media responsibilities for Peapod, including aggregating multiple lines of business and integrating a multi-touch attribution platform to become the single source of truth.

Key takeaways:

[1:26] I introduce today’s guest, David Kaplan, and invite him to walk us through his career, from starting out as a self-taught developer to creating Shaq’s website to where he is today: Head of Digital Marketing at GrocerKey.

[4:14] David speaks to the challenges of acquiring customers while he was at Peapod — Google Analytics taking credit for conversion where the people never even saw the ad, duplicates, etc. — and how he dealt with those before he found attribution.

[6:57] David details the priorities he had when he began his search for an attribution partner, starting with viewability.

[8:36] Today’s marketing environment is incredibly competitive and the COA is going up, so you definitely need to know what your money is doing! David also touches on the ramifications of customer blindness and resistance.

[10:56] David shares his biggest marketing lessons as well as what his aha moment was, with regard to attribution and how he got Peapod to adopt this new technology.

[15:23] Getting people to believe the numbers was in part about data warehouse matching but also education about a multi-touch process.

[17:10] David explains why the first touch is so important in customer acquisition in non-brand search.

[18:12] In 10 years, David predicts that anyone who is serious and can afford it will be doing attribution.

[19:04] I thank David for coming on the podcast and sharing so much of his experience.

Be sure to tune in for the next episode and thanks for listening!

Connect with our guest:

David Kaplan on LinkedIn

Rudy Grahn, EVP – Measurement Center of Excellence

Rudy Grahn knows: Attribution is the connective tissue that is missing in almost every organization.

A passionate idealist who has the future of attribution square in his sights, tune in to hear Rudy’s insights on how and why attribution came about, what the biggest adoption barriers are and what the future may hold.

About Rudy:

As he enters his third decade in interactive advertising, Rudy Grahn recently joined Publicis as Executive Vice-President of Data Sciences.

Most recently, Rudy was Vice-President of Data Strategy for Marketshare Partners — a Neustar Solution — for managing multi-touch attribution, marketing-mix modeling and audience intelligence with clients including Wells Fargo, PwC and Williams Sonoma.

Prior to that, Rudy founded and managed the analytics practice for Zenith-OptiMedia for clients including T-Mobile, Liberty Mutual, and Toyota.

Rudy also served as Director of modeling for one of the first attribution companies, ClearSailing — an eBay company — and was a Senior Analyst for Jupiter.

Key takeaways:

[1:35] I introduce today’s guest, Rudy Grahn, and ask him about how he made his way from talk radio to copywriting, to getting hooked on measurement and becoming one of the bigwigs in the attribution business!

[9:55] Rudy speaks to the shifting power dynamics towards the consumer and the shedding of social assumptions: demographics and psychographics are predictive, but historical behavior does it better, all without the social baggage.

[13:12] There really is no giving people the ads they really want: they don’t want ads… That is part of why Rudy was so interested in measurement and attribution — let’s do less frequency and more impact!

[15:32] How does advertising work? Rudy thinks it’s still fundamentally a black box; he speaks to the enormous paradigm shift we’ve seen so far and ponders what the future may hold.

[17:48] I ask Rudy if he has any insight on why a lot of people are reticent in adopting attribution.

[22:03] Rudy talks about the importance of consumer-brand dialog and how attribution opens up a wider set of possibilities than ‘last click’ ever did.

[24:12] Is attribution more of a finance tool? Rudy breaks down the question and reframes the idea that attribution is math, it’s not creative.

[29:05] Rudy shares his surprise at the fact that offline still has no standards for measuring for creative impact. He also touches on the rule of thumb surrounding ‘first exposure’ and its tactical implications.

[32:11] There are precious few models that even try to account for every dollar spent, MMM and MTA are it. I posit that for public companies, MTA should be mandatory in terms of having a complete accounting of all marketing expenditures.

[34:40] I ask Rudy’s take on the validity of a CAO — Chief Attribution Officer. He can’t find any reason why this shouldn’t be, but he puts his finger on — and we discuss — why the adoption of attribution is often so arduous.

[41:13] Rudy chances thoughts on the future of attribution, its potential, and pitfalls.

[45:33] Rudy shares one thing he knows that no one else knows. I thank him for coming on the podcast and sharing so much of his experience.

Be sure to tune in for the next episode and thanks for listening!

Connect with our guest:

Rudy Grahn on LinkedIn

Jane Clarke – CEO, Managing Director Coalition for Innovative Media Measurement (CIMM)

Today we welcome Jane Clarke whose knowledge, experience and initiatives continue to push the attribution and measurement market forward.

Tune in for an in-depth discussion on the future of standards in attribution and measurement as well as some good tips on choosing a vendor!

About Jane:

Jane Clarke has more than 40 years of experience collecting and analyzing global strategic insights for Time Warner, Children’s Television Workshop, and National Geographic.

As a CEO and Managing Director of CIMM, the Coalition for Innovative Media Measurement, Jane is responsible for developing CIM strategy, vision, and overseeing all day-to-day operations.

Most recently, she was Vice-President of Insights and Innovation at Time Warner Media Group where her work fuelled marketing solutions across television, online, mobile and print. She is on the board of the Advertising Research Foundation and Icon Global, was a broadcasting and cable digital all-star in 2014, and received a leadership award from Interactive TV Today in 2016.

Key takeaways:

[1:30] I introduce today’s guest, Jane Clarke, and ask her how her journey took her from an internship at National Geographic to Sesame Street to advertising and CIMM, where she is today. She touches on what the Coalition for Innovative Media Measurement (CIMM) is and its purpose.

[7:12] Cross-platform analysis evolution has been long and slow, Jane explains how it started for her all the way back at National Geographic and how the advent of digital technology revolutionized expectations and enabled the progressive de-siloing of the analytic process.

[10:56] Jane dives into the multitude of different data levels that enable an unprecedented level of analysis granularity as well as how each media offers a unique type of information. She expands on CIMM’s mission in this evolving concept as well as the different systems that will be required in the future.

[16:20] Jane explains why she says that the data systems currently in place will need to change, starting with the massive differences in who owns the data as well as privacy issues.

[21:22] The lack of standardization is currently an issue; Jane details some of the more promising initiatives underway today.

[25:23] Some tools are in place to protect brands against fraud but standards will increase trust and incentivize brands to jump into attribution. CIMM is looking at creating some best practices to start things off.

[29:10] Data that is used for measurement is sensitive business data, yet a lot of it is available easily, Jane and I discuss the necessity to tighten up security in an environment whose pace is increasing so rapidly!

[31:10] Jane shares her tips and advice for advertisers to find and choose a trustworthy vendor.

[34:52] I mention control groups and their importance for measuring incrementality. Jane and I go back and forth with some eye-opening moments clients have when they realize most of their sales would have happened anyway — even when siloed attribution was taking credit for everyone walking into the stores!

[40:35] The word attribution like the word organic should be used with certification or people falsely using it should be fined!

[42:23] Jane offers her vision on the future of attribution.

[44:06] Jane shares one thing she knows that no one else knows and I thank her for coming on the podcast to share so much of her experience.

Be sure to tune in for the next episode and thanks for listening!

Connect with our guest:

Jane Clarke on LinkedIn

Jane Clarke at CIMM