{"id":3045,"date":"2020-07-05T10:00:00","date_gmt":"2020-07-05T14:00:00","guid":{"rendered":"https:\/\/jeffgreenfield.com\/?p=2863"},"modified":"2020-07-26T09:00:27","modified_gmt":"2020-07-26T13:00:27","slug":"lee-beale-managing-direct-at-crossmedia","status":"publish","type":"post","link":"https:\/\/jeffgreenfield.com\/lee-beale-managing-direct-at-crossmedia\/","title":{"rendered":"Lee Beale &#8211; Managing Direct at Crossmedia"},"content":{"rendered":"<div class=\"player_container player-3045\" ><div class=\"spp_player_textabove\"><b>  <\/b><\/div><div id=\"sm2-3045\" 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 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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\">36:36<\/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_011.mp3?dest-id=1465385\">Lee Beale &#8211; Managing Direct at Crossmedia<\/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\/lee-beale-managing-direct-at-crossmedia\/\" 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=Lee+Beale+%E2%80%93+Managing+Direct+at+Crossmedia -&url=https:\/\/jeffgreenfield.com\/lee-beale-managing-direct-at-crossmedia\/\" 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_011.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_011.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 class=\"p1\"><span class=\"s1\">What can marketers learn from Crossmedia&#8217;s data analytics guru Lee Beale? \u00a0<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">How to make the right bets with your marketing budget and build your business. \u00a0<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">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.<\/span><\/p>\n<p class=\"p4\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3116 alignleft\" src=\"https:\/\/new.jeffgreenfield.com\/wp-content\/uploads\/2019\/09\/lee.png\" alt=\"\" width=\"219\" height=\"156\" \/>Lee Beale started his career managing CPG brands client side at Reckitt Benckiser and GSK in the UK.<\/p>\n<p class=\"p4\">In 2009, Lee moved to New York to work for Omnicom Media Group\u2019s Analect data science division.<\/p>\n<p class=\"p4\">Since joining Crossmedia in 2011, Lee has been the brains and driving force behind Crossmedia\u2019s Red Box data analytics practice.<\/p>\n<p class=\"p4\">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.<\/p>\n<p class=\"p4\">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.<\/p>\n<p class=\"p4\">Lee also provides key support for the company\u2019s new business growth.<\/p>\n<p class=\"p4\"><strong>Key takeaways<\/strong>:<\/p>\n<p class=\"p4\"><span>[1:34]<\/span> I introduce today\u2019s guest, Lee Beale, and invite him to walk us through his career, from studying history to CPG, to today.<\/p>\n<p class=\"p4\"><span>[4:43]<\/span> Seeking truth may be one of Lee\u2019s 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.<\/p>\n<p class=\"p4\"><span>[7:20]<\/span> 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.<\/p>\n<p class=\"p4\"><span>[14:44]<\/span> 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 \u2014 it\u2019s MUCH more than you would think! \u2014 when they leave out multitouch offline data.<\/p>\n<p class=\"p4\"><span>[17:44]<\/span> I unpack some really interesting ROI information that Lee provided about non-brand search and the potentially high-cost\/low value customers.<\/p>\n<p class=\"p4\"><span>[20:40]<\/span> 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!<\/p>\n<p class=\"p4\"><span>[26:09]<\/span> Lee touches on how multi touch attribution can affect the fundamentals of advertising, even branding itself.<\/p>\n<p class=\"p4\"><span>[27:53]<\/span> Managing expectations with stakeholders may be the biggest lesson Lee has learned while working in the attribution space, he explains why.<\/p>\n<p class=\"p4\"><span>[31:04]<\/span> Attribution\u2019s future according to Lee.<\/p>\n<p class=\"p4\"><span>[34:37]<\/span> 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.<\/p>\n<p class=\"p4\">Be sure to tune in for the next episode and thanks for listening!<\/p>\n<p class=\"p4\"><strong>Connect with our guest<\/strong>:<\/p>\n<p class=\"p4\">Lee Beale on <a href=\"https:\/\/www.linkedin.com\/in\/lee-beale-62340415\"><span class=\"s2\">LinkedIn<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>0.75x 1x 1.25x 1.5x 2x 0:0036:36 Lee Beale &#8211; Managing Direct at Crossmedia Apple PodcastsGoogle PodcastsPlayer EmbedShare Leave a ReviewListen in a New WindowDownloadSoundCloudStitcherSubscribe on AndroidSubscribe via RSSSpotify What can marketers learn from Crossmedia&#8217;s data analytics guru Lee Beale? \u00a0 How to make the right bets with your marketing budget and build your business. \u00a0 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3116,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lee Beale - Managing Direct at Crossmedia - 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\/lee-beale-managing-direct-at-crossmedia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lee Beale - Managing Direct at Crossmedia - Jeff Greenfield\" \/>\n<meta property=\"og:description\" content=\"0.75x 1x 1.25x 1.5x 2x 0:0036:36 Lee Beale &#8211; 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