{"id":3046,"date":"2020-07-04T08:00:00","date_gmt":"2020-07-04T12:00:00","guid":{"rendered":"https:\/\/jeffgreenfield.com\/?p=2864"},"modified":"2020-07-26T09:00:22","modified_gmt":"2020-07-26T13:00:22","slug":"david-kaplan-head-of-digital-marketing-at-grocerkey","status":"publish","type":"post","link":"https:\/\/jeffgreenfield.com\/david-kaplan-head-of-digital-marketing-at-grocerkey\/","title":{"rendered":"David Kaplan &#8211; Head of Digital Marketing at GrocerKey"},"content":{"rendered":"<div class=\"player_container player-3046\" ><div class=\"spp_player_textabove\"><b>  <\/b><\/div><div id=\"sm2-3046\" 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\">20:57<\/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_012_REV1.mp3?dest-id=1465385\">David Kaplan &#8211; Head of Digital Marketing at GrocerKey<\/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\/david-kaplan-head-of-digital-marketing-at-grocerkey\/\" 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=David+Kaplan+%E2%80%93+Head+of+Digital+Marketing+at+GrocerKey -&url=https:\/\/jeffgreenfield.com\/david-kaplan-head-of-digital-marketing-at-grocerkey\/\" 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_012_REV1.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_012_REV1.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\">David Kaplan is an expert in digital customer acquisition and analytics who faced a major barrier &#8212; what can be done about viewability and attribution.<span class=\"Apple-converted-space\">\u00a0<\/span> 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.<\/p>\n<p class=\"p1\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3113 alignleft\" src=\"https:\/\/new.jeffgreenfield.com\/wp-content\/uploads\/2019\/09\/david-kaplan.png\" alt=\"\" width=\"218\" height=\"156\" \/>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.<\/p>\n<p class=\"p1\"><strong>Key takeaways<\/strong>:<\/p>\n<p class=\"p1\"><span>[1:26]<\/span> I introduce today\u2019s guest, David Kaplan, and invite him to walk us through his career, from starting out as a self-taught developer to creating Shaq\u2019s website to where he is today: Head of Digital Marketing at GrocerKey.<\/p>\n<p class=\"p1\"><span>[4:14]<\/span> David speaks to the challenges of acquiring customers while he was at Peapod \u2014 Google Analytics taking credit for conversion where the people never even saw the ad, duplicates, etc. \u2014 and how he dealt with those before he found attribution.<\/p>\n<p class=\"p1\"><span>[6:57]<\/span> David details the priorities he had when he began his search for an attribution partner, starting with viewability.<\/p>\n<p class=\"p1\"><span>[8:36]<\/span> Today\u2019s 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.<\/p>\n<p class=\"p1\"><span>[10:56]<\/span> 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.<\/p>\n<p class=\"p1\"><span>[15:23]<\/span> Getting people to believe the numbers was in part about data warehouse matching but also education about a multi-touch process.<\/p>\n<p class=\"p1\"><span>[17:10]<\/span> David explains why the first touch is so important in customer acquisition in non-brand search.<\/p>\n<p class=\"p1\"><span>[18:12]<\/span> In 10 years, David predicts that anyone who is serious and can afford it will be doing attribution.<\/p>\n<p class=\"p1\"><span>[19:04]<\/span> I thank David for coming on the podcast and sharing so much of his experience.<\/p>\n<p class=\"p1\">Be sure to tune in for the next episode and thanks for listening!<\/p>\n<p class=\"p1\"><strong>Connect with our guest<\/strong>:<\/p>\n<p class=\"p1\">David Kaplan on <a href=\"https:\/\/www.linkedin.com\/in\/davidjkaplan\"><span class=\"s1\">LinkedIn<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>0.75x 1x 1.25x 1.5x 2x 0:0020:57 David Kaplan &#8211; Head of Digital Marketing at GrocerKey Apple PodcastsGoogle PodcastsPlayer EmbedShare Leave a ReviewListen in a New WindowDownloadSoundCloudStitcherSubscribe on AndroidSubscribe via RSSSpotify David Kaplan is an expert in digital customer acquisition and analytics who faced a major barrier &#8212; what can be done about viewability and attribution.\u00a0 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3113,"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>David Kaplan - Head of Digital Marketing at GrocerKey - 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\/david-kaplan-head-of-digital-marketing-at-grocerkey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"David Kaplan - Head of Digital Marketing at GrocerKey - Jeff Greenfield\" \/>\n<meta property=\"og:description\" content=\"0.75x 1x 1.25x 1.5x 2x 0:0020:57 David Kaplan &#8211; Head of Digital Marketing at GrocerKey Apple PodcastsGoogle PodcastsPlayer EmbedShare Leave a ReviewListen in a New WindowDownloadSoundCloudStitcherSubscribe on AndroidSubscribe via RSSSpotify David Kaplan is an expert in digital customer acquisition and analytics who faced a major barrier &#8212; what can be done about viewability and attribution.\u00a0 [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jeffgreenfield.com\/david-kaplan-head-of-digital-marketing-at-grocerkey\/\" \/>\n<meta property=\"og:site_name\" content=\"Jeff Greenfield\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-04T12:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-26T13:00:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/jeffgreenfield.com\/wp-content\/uploads\/2019\/09\/david-kaplan.png\" \/>\n\t<meta property=\"og:image:width\" content=\"259\" \/>\n\t<meta property=\"og:image:height\" content=\"185\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jeff Greenfield\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@jeffgreenfield\" \/>\n<meta name=\"twitter:site\" content=\"@jeffgreenfield\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jeff Greenfield\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/jeffgreenfield.com\/david-kaplan-head-of-digital-marketing-at-grocerkey\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/jeffgreenfield.com\/david-kaplan-head-of-digital-marketing-at-grocerkey\/\"},\"author\":{\"name\":\"Jeff Greenfield\",\"@id\":\"https:\/\/jeffgreenfield.com\/#\/schema\/person\/549916ff13d8f26dd2f3bba0d8bd9dec\"},\"headline\":\"David Kaplan &#8211; 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