{"id":3233,"date":"2020-07-11T06:01:00","date_gmt":"2020-07-11T10:01:00","guid":{"rendered":"https:\/\/jeffgreenfield.com\/attribution-discovery-secrets-to-scaling-your-digital-marketing-with-vanessa-branco\/"},"modified":"2020-08-12T11:31:34","modified_gmt":"2020-08-12T15:31:34","slug":"attribution-discovery-secrets-to-scaling-your-digital-marketing-with-vanessa-branco","status":"publish","type":"post","link":"https:\/\/jeffgreenfield.com\/attribution-discovery-secrets-to-scaling-your-digital-marketing-with-vanessa-branco\/","title":{"rendered":"Vanessa Branco &#8211; Founder, Versa9"},"content":{"rendered":"<div class=\"player_container player-3233\" ><div class=\"spp_player_textabove\"><b>  <\/b><\/div><div id=\"sm2-3233\" 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\">37:31<\/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\/Episode_8_-Vanessa-Branco-Jeff-Edit.mp3?dest-id=1465385\">Vanessa Branco &#8211; Founder, Versa9<\/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-discovery-secrets-to-scaling-your-digital-marketing-with-vanessa-branco\/\" 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=Vanessa+Branco+%E2%80%93+Founder%2C+Versa9 -&url=https:\/\/jeffgreenfield.com\/attribution-discovery-secrets-to-scaling-your-digital-marketing-with-vanessa-branco\/\" 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\/Episode_8_-Vanessa-Branco-Jeff-Edit.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\/Episode_8_-Vanessa-Branco-Jeff-Edit.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\">Vanessa Branco knows: \u00a0When you buy digital media at scale, you need to have advertising attribution. \u00a0She used Attribution to discover the &#8216;halo&#8217; of digital advertising which filled the funnel for one public company and increased their ROI over 300%! \u00a0Tune in for an insightful episode as Vanessa offers\u00a0important advice on creative performance, what to budget for testing, and how long you should test for (it\u2019s longer than you\u2019d think!).<\/p>\n<p class=\"p1\"><strong>About Vanessa<\/strong>:<\/p>\n<p class=\"p1\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3270 alignleft\" src=\"https:\/\/jeffgreenfield.com\/wp-content\/uploads\/2019\/10\/vanessa-2.png\" alt=\"\" width=\"260\" height=\"185\" \/>Vanessa Branco has been working with startups, Fortune 100\u2019s and publicly traded companies for well over 15 years.<\/p>\n<p class=\"p1\">Her extensive experience includes digital branding and marketing, expertise in media and creative optimization, performance-based marketing, traffic growth, attribution, and customer retention.<\/p>\n<p class=\"p1\">She first started as Advertising Manager for a publicly-traded company which was advertising in-house and operating sites including screensavers.com.<\/p>\n<p class=\"p1\">She currently serves as Vice president of business development for a white label trading desk and through her digital consultancy, VersaNine, Vanessa provides brands who are looking to in-house their media buying a hands-on expert.<\/p>\n<p class=\"p1\"><strong>Key takeaways<\/strong>:<\/p>\n<p class=\"p1\"><span>[1:33]<\/span> I introduce today\u2019s guest, Vanessa Branco, and ask her about how she came to be where she is today from a false start in finance in the early 2000s.<\/p>\n<p class=\"p1\"><span>[4:42]<\/span> Vanessa calls herself white-labeled which means that she works in-house but she is still an outsourced asset \u2014 a contracted CMO.<\/p>\n<p class=\"p1\"><span>[6:17]<\/span> Priorities are always the same: acquiring customers, driving revenue, increasing ROI; it\u2019s the methods that have diversified. Vanessa talks us through her experience at screensavers.com.<\/p>\n<p class=\"p1\"><span>[10:25]<\/span> Without attribution, manual reporting, a three-month turnover customer rate and a constant need to acquire new people, Vanessa talks about her strategy to start slow. She also talks about the birth of the affiliate networks, pixels, and the secret sauce back then (the Halo effect).<\/p>\n<p class=\"p1\"><span>[14:21]<\/span> After her crazy experience at the very start of MySpace, Vanessa was already trying to prove that display worked. She recounts her experience with over-counting.<\/p>\n<p class=\"p1\"><span>[21:09]<\/span> After all this over-counting and inaccurate reporting, what happened when attribution came into this scenario? Vanessa shares a funny story about her big vs. small vendor.<\/p>\n<p class=\"p1\"><span>[25:17]<\/span> Vanessa details the results of using attribution: testing different creatives, changing affiliate programs and search terms and changing vendors, the way they\u2019re viewed, and the parts they play, which in turn, changes budget attribution.<\/p>\n<p class=\"p1\"><span>[27:05]<\/span> Whatever happened to that small vendor?<\/p>\n<p class=\"p1\"><span>[28:35]<\/span> I highlight a great point Vanessa has made: it\u2019s not only about the math, but you also have to move slowly and get the people on board \u2014 3 to 6 months is usually what it takes, according to her.<\/p>\n<p class=\"p1\"><span>[30:29]<\/span> Can attribution tell you what creative is performing? Vanessa insists it absolutely can, granted you put in the work and tag it properly. Attribution, along with the CRM data, can also give you the \u2018why\u2019 of a customer\u2019s decision, and this is important information for future campaigns.<\/p>\n<p class=\"p1\"><span>[33:40]<\/span> Vanessa explains how many sets of creatives you should be running simultaneously for an example budget of 250K a month. She also shares advice on how long to test your creative for!<\/p>\n<p class=\"p1\"><span>[36:47]<\/span> Vanessa shares one thing that she knows that no one else knows: if you\u2019re not using attribution for everything \u2014 capturing the whole journey and it\u2019s much, much longer than you think \u2014 you don\u2019t have attribution. I thank her for coming on the podcast and sharing so much of her 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\">Vanessa M. Branco on <a href=\"https:\/\/www.linkedin.com\/in\/vbranco\/\"><span class=\"s1\">LinkedIn<\/span><\/a><\/p>\n<p class=\"p1\">Vanessa M. Branco on <a href=\"https:\/\/mobile.twitter.com\/VanBranc\"><span class=\"s1\">Twitter<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>0.75x 1x 1.25x 1.5x 2x 0:0037:31 Vanessa Branco &#8211; Founder, Versa9 Apple PodcastsGoogle PodcastsPlayer EmbedShare Leave a ReviewListen in a New WindowDownloadSoundCloudStitcherSubscribe on AndroidSubscribe via RSSSpotify Vanessa Branco knows: \u00a0When you buy digital media at scale, you need to have advertising attribution. \u00a0She used Attribution to discover the &#8216;halo&#8217; of digital advertising which filled the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3271,"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>Vanessa Branco - Founder, Versa9 - 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-discovery-secrets-to-scaling-your-digital-marketing-with-vanessa-branco\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vanessa Branco - Founder, Versa9 - Jeff Greenfield\" \/>\n<meta property=\"og:description\" content=\"0.75x 1x 1.25x 1.5x 2x 0:0037:31 Vanessa Branco &#8211; Founder, Versa9 Apple PodcastsGoogle PodcastsPlayer EmbedShare Leave a ReviewListen in a New WindowDownloadSoundCloudStitcherSubscribe on AndroidSubscribe via RSSSpotify Vanessa Branco knows: \u00a0When you buy digital media at scale, you need to have advertising attribution. \u00a0She used Attribution to discover the &#8216;halo&#8217; of digital advertising which filled the [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jeffgreenfield.com\/attribution-discovery-secrets-to-scaling-your-digital-marketing-with-vanessa-branco\/\" \/>\n<meta property=\"og:site_name\" content=\"Jeff Greenfield\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-11T10:01:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-08-12T15:31:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/jeffgreenfield.com\/wp-content\/uploads\/2019\/10\/vbranco-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"281\" \/>\n\t<meta property=\"og:image:height\" content=\"200\" \/>\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=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/jeffgreenfield.com\/attribution-discovery-secrets-to-scaling-your-digital-marketing-with-vanessa-branco\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/jeffgreenfield.com\/attribution-discovery-secrets-to-scaling-your-digital-marketing-with-vanessa-branco\/\"},\"author\":{\"name\":\"Jeff Greenfield\",\"@id\":\"https:\/\/jeffgreenfield.com\/#\/schema\/person\/549916ff13d8f26dd2f3bba0d8bd9dec\"},\"headline\":\"Vanessa Branco &#8211; 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