{"id":2739,"date":"2020-07-14T07:00:00","date_gmt":"2020-07-14T11:00:00","guid":{"rendered":"https:\/\/jeffgreenfield.com\/?p=2739"},"modified":"2020-07-26T09:01:27","modified_gmt":"2020-07-26T13:01:27","slug":"attribution-is-a-team-sport-with-ted-moon","status":"publish","type":"post","link":"https:\/\/jeffgreenfield.com\/attribution-is-a-team-sport-with-ted-moon\/","title":{"rendered":"Ted Moon &#8211; Founder, Pathfinder Interactive"},"content":{"rendered":"<div class=\"player_container player-2739\" ><div class=\"spp_player_textabove\"><b>  <\/b><\/div><div id=\"sm2-2739\" class=\"playercontent sm2-bar-ui compact flat full-width full-width-player\"><div class=\"bd sm2-main-controls\">\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-inline-element sm2-button-element\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-button-bd\" style=\"background: transparent url() repeat scroll 0% 0% \/ cover ;\">\n\t\t\t\t\t\t\t\t\t\t<div id=\"spp-player-background\"> <\/div>\n\t\t\t\t\t\t\t\t\t\t<a href=\"#play\" class=\"sm2-inline-button play-pause\"><\/a>\n\t\t\t\t\t\t\t\t\t\t<div class=\"loader\" style=\"display:none;\"><\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"eq\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-1\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-2\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-3\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-4\"><\/span>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div><div class=\"sm2-inline-element sm2-inline-status progressbar\">\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-button-bd\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch0\" style=\"display:none;\">0.75x<\/div>\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch1\">1x<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch2\" style=\"display:none;\">1.25x<\/div>\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch3\" style=\"display:none;\">1.5x<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch4\" style=\"display:none;\">2x<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-button-bd\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"secrewind\"><\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-playlist\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-playlist-target\"><\/div>\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-bd\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-track\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-bar1\" style=\"display:none;\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-bar\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-ball\"><div class=\"icon-overlay\"><\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-row timestamp\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-inline-time timestamp\">0:00<\/div><div class=\"sm2-inline-duration timestamp\">34:25<\/div><\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"sm2-inline-element sm2-button-element sm2-volume\" style=\"0\">\n\t\t\t\t\t\t\t\t\t   <div class=\"sm2-button-bd\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"sm2-inline-button sm2-volume-control volume-shade\"><\/span>\n\t\t\t\t\t\t\t\t\t\t<a href=\"#volume\" class=\"sm2-inline-button sm2-volume-control\" style=\"\"><\/a>\n\t\t\t\t\t\t\t\t\t   <\/div>\n\t\t\t\t\t\t\t\t  <\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"bd sm2-playlist-drawer sm2-element\">\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t<div class=\"sm2-playlist-wrapper\">\n\t\t\t\t\t\t\t\t\t<ul class=\"sm2-playlist-bd\"><li><a href=\"https:\/\/traffic.libsyn.com\/secure\/thisisattribution\/TIA_001_REV5_w_music_.mp3?dest-id=1465385\">Ted Moon &#8211; Founder, Pathfinder Interactive<\/a><\/li><\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><div class=\"sppbuttons\" style=\"\"><a class=\"button-itunes\" target=\"_blank\" style=\"\" href=\"https:\/\/podcasts.apple.com\/us\/podcast\/this-is-attribution\/id1478772556?ls=1\">Apple Podcasts<\/a><a class=\"button-g-play\" target=\"_blank\" style=\"display:none !important;\" href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cHM6Ly90aGlzaXNhdHRyaWJ1dGlvbi5saWJzeW4uY29tL3Jzcw==\">Google Podcasts<\/a><a class=\"button-embed\" rel=\"modal:open\"  id=\"button-embed\" style=\"display:none !important;\" href=\"#ex1\">Player Embed<\/a><a class=\"button-share\" style=\"display:none !important;\" href=\"#\">Share<\/a>\n\t\t\t\t<div class=\"webui-popover-content share-buttons\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/jeffgreenfield.com\/attribution-is-a-team-sport-with-ted-moon\/\" title=\"Share on Facebook\" target=\"_blank\" class=\"facebook\"><i class=\"fa fa-facebook\"><\/i><\/a>\n\t\t\t\t\t\t<a href=\"https:\/\/twitter.com\/share?text=Ted+Moon+%E2%80%93+Founder%2C+Pathfinder+Interactive -&url=https:\/\/jeffgreenfield.com\/attribution-is-a-team-sport-with-ted-moon\/\" title=\"Share on Twitter\" target=\"_blank\" class=\"twitter\"><i class=\"fa fa-twitter\"><\/i><\/a>\n\t\t\t\t<\/div><a class=\"button-sppreview\" target=\"_blank\" style=\"display:none !important;\" href=\"http:\/\/getpodcast.reviews\/id\/1478772556\">Leave a Review<\/a><a class=\"button-spplisten\" style=\"display:none !important;\" href=\"javascript:window.open('https:\/\/traffic.libsyn.com\/secure\/thisisattribution\/TIA_001_REV5_w_music_.mp3?dest-id=1465385','','width=500,height=250')\">Listen in a New Window<\/a><a class=\"button-download\" target=\"_blank\" style=\"display:none !important;\" href=\"https:\/\/traffic.libsyn.com\/secure\/thisisattribution\/TIA_001_REV5_w_music_.mp3?dest-id=1465385\">Download<\/a><a class=\"button-soundcloud\" target=\"_blank\" style=\"display:none !important;\" href=\"\">SoundCloud<\/a><a class=\"button-stitcher\" target=\"_blank\" style=\"display:none !important;\" href=\"\">Stitcher<\/a><a class=\"button-sppandroid\" target=\"_blank\" style=\"display:none !important;\" href=\"http:\/\/subscribeonandroid.com\/thisisattribution.libsyn.com\/rss\">Subscribe on Android<\/a><a class=\"button-spprss\" target=\"_blank\" style=\"display:none !important;\" href=\"https:\/\/thisisattribution.libsyn.com\/rss\">Subscribe via RSS<\/a><a class=\"button-spotify\" target=\"_blank\" style=\"\" href=\"https:\/\/open.spotify.com\/show\/3Wb8XoX2r9dqMBrbEe6K0b?si=U4Ki8cwXSJCy7mKZWZEQMQ\">Spotify<\/a><a class=\"spp-button-custom1\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><a class=\"spp-button-custom2\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><a class=\"spp-button-custom3\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><a class=\"spp-button-custom4\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><a class=\"spp-button-custom5\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><a class=\"spp-button-custom6\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><\/div><\/div>\n<p>When Ted Moon founded Pathfinder Interactive, he brought with him brand building at a scale only a few have experienced.<\/p>\n<p>Starting with a $100,000 ad budget, Ted built Sprint\/Nextel into one of the largest marketing programs in the world.<\/p>\n<p>Hear about private concerts with Dave Matthews to fireside chats with Bill Gates and why attribution is a necessity in today\u2019s media environment.<\/p>\n<p><strong>About Ted<\/strong>:<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3111 alignleft\" src=\"https:\/\/new.jeffgreenfield.com\/wp-content\/uploads\/2019\/09\/ted-moon.png\" alt=\"\" width=\"226\" height=\"162\" \/>Ted Moon has almost two decades of experience in digital marketing and has overseen multimillion dollar online media budgets for Nextel, Sprint Nextel, and Capital One.<\/p>\n<p>He has leveraged this experience into successful and often record breaking campaigns for all Pathfinder Interactive clients, deploying cutting edge digital techniques while staying grounded in traditional marketing principles.<\/p>\n<p>Ted gained his financial services experience with Capital One as director of online media, but it was the nine years of online marketing experience at Nextel as director of digital marketing. He started in 1999 with a $100,000 experiment.<\/p>\n<p>That experiment and his focus on attribution and outcome measurement enabled Ted to build one of the nation\u2019s largest digital marketing programs. And by 2008, his annual budget had grown to over $100 million a year.<\/p>\n<p>Ted\u2019s recognition includes being named a MediaPost Online Allstar. At Michigan, Ted was a co-captain of the men\u2019s lacrosse team and he\u2019s continued to give back by serving as a devoted mentor and lacrosse coach for the last decade.<\/p>\n<p>Ted lives and breathes outcomes, both on and off the field, and that\u2019s why I\u2019m excited that he\u2019s agreed to join me in the studio today.<\/p>\n<p><strong>Key takeaways<\/strong>:<br \/>\n<span>[1:00]<\/span> I introduce today\u2019s guest, Ted Moon, and ask him about how he came to be where he is today.<\/p>\n<p><span>[7:18]<\/span> Ted touches on the innovations that occurred in the past decades and how social media and paid advertising drove huge change in the industry which might make it seem that marketers today are less inclined to do new things, or more risk-averse.<\/p>\n<p><span>[9:38]<\/span> The innovations of the past having become a part of the everyday playbook, Ted finds that his team\u2019s expertise has shifted from a consulting perspective to more of a partnering relationship with clients on their day to day operations.<\/p>\n<p><span>[12:45]<\/span> \u201cGame experience\u201d for Ted was garnered both in his professional and personal life since he has been coaching Lacrosse for decades; he shares how that experience is brought over into the work he does with clients.<\/p>\n<p><span>[18:18]<\/span> Coach Moon shares some of his biggest marketing and measurement lessons, including the massively important role attribution plays in media plans and strategy: the goal is always a team goal, it\u2019s not just the one player.<\/p>\n<p><span>[24:36]<\/span> If a marketer only ever looks at the one highest-scoring medium, they will be missing out on some critical KPI that will lead to poor decision making in terms of budget allocation.<\/p>\n<p><span>[27:32]<\/span> Having made the case for how important it is, Ted highlights the levels at which something can happen to prevent an advertiser from using attribution:<\/p>\n<p>1. They don\u2019t know it exists<\/p>\n<p>2. They haven\u2019t budgeted for it<\/p>\n<p>3. Internal politics<\/p>\n<p><span>[30:06]<\/span> Ted places a minimal proportional budget structure in terms of attribution and discusses the importance of having the intel to know where to put your resources.<\/p>\n<p><span>[34:57]<\/span> Ted touches on who could benefit from its use; for the most part, attribution has been used by acquisition marketers who have more transactional KPIs, however, Ted sees brand marketers having a use for attribution as well.<\/p>\n<p><span>[41:25]<\/span> I ask what Ted knows that no one else knows!<\/p>\n<p><span>[42:34]<\/span> Ted shares the story of an exclusive partner summit at Microsoft.<\/p>\n<p>Be sure to tune in for the next episode and thanks for listening!<\/p>\n<p><strong>Connect with our guest<\/strong>:<\/p>\n<p><span class=\"s1\"><a href=\"mailto:Ted@PathfinderInteractive.com\">Ted@PathfinderInteractive.com<\/a><\/span><\/p>\n<p>Ted Moon on <a href=\"https:\/\/www.linkedin.com\/in\/tedmoon56\"><span class=\"s2\">LinkedIn<br \/>\n<\/span><\/a>Pathfinder Interactive on <a href=\"https:\/\/www.facebook.com\/pathfinderIA\/about\/\"><span class=\"s2\">Facebook<\/span><\/a><\/p>\n<p><strong>Mentioned in this episode<\/strong>:<\/p>\n<p><span class=\"s1\"><a href=\"https:\/\/c3metrics.com\/\">C3 Metrics<br \/>\n<\/a><\/span><span class=\"s1\"><a href=\"https:\/\/www.facebook.com\/pathfinderIA\/about\/\">Pathfinder Interactive<\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Quotes<\/strong>:<\/p>\n<p>\u201cI think there\u2019s still a lot of change year-over-year in our business, but the rate of change has slowed from about 15 years ago when paid search and social were first coming on to the scene.\u201d \u2014 Ted Moon<\/p>\n<p>\u201cEverything in life kind of cross-pollinates; there are some concepts I get from coaching that I use in the business world and vice versa.\u201d \u2014 Ted Moon<\/p>\n<p>\u201cPeople around me \u2014 both clients and my team \u2014 say attribution is my favorite \u2018A\u2019 word!\u201d \u2014 Ted Moon<\/p>\n<p>\u201cWithout attribution, it\u2019s like flying without a compass or trying to evaluate players with the wrong stat sheet.\u201d \u2014 Ted Moon<\/p>\n<p>\u201cAttribution looks more and more like it\u2019s going to become a way of life for marketers.\u201d<br \/>\n\u2014 Ted Moon<\/p>\n<p>\u201cAttribution is the new mixed-media model, except it\u2019s a mixed-media model on steroids because I can go back and look at the whole pathway.\u201d \u2014 Ted Moon<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When Ted Moon founded Pathfinder Interactive, he brought with him brand building at a scale only a few have experienced. Starting with a $100,000 ad budget, Ted built Sprint\/Nextel into one of the largest marketing programs in the world. Hear about private concerts with Dave Matthews to fireside chats with Bill Gates and why attribution is a necessity in today\u2019s media environment.<\/p>\n","protected":false},"author":1,"featured_media":3111,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44],"tags":[75,76,78,81,84,137,145],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ted Moon - Founder, Pathfinder Interactive - Jeff Greenfield<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jeffgreenfield.com\/attribution-is-a-team-sport-with-ted-moon\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ted Moon - Founder, Pathfinder Interactive - Jeff Greenfield\" \/>\n<meta property=\"og:description\" content=\"When Ted Moon founded Pathfinder Interactive, he brought with him brand building at a scale only a few have experienced. 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