Search Discovery’s Senior Media Manager, Omri Levin, sat in on last week’s OMMA Atlanta panel on Attribution. He was accompanied by esteemed colleagues from BKV, Digilant, 22squared and IgnitionOne.
Panel Description: Measure, Attribute, Allocate – Rinse And Repeat: Solving the ROI Equation
Attribution remains the elusive element in digital marketing. The interdependence of search, display and now even social and mobile are not easily unraveled into placing credit anywhere. And yet allocations must be made on some defensible model for what made previous campaigns perform? In the absence of a perfect attribution system, we ask both media buyers and attribution providers to explore what is good enough for them now? We end OMMA Atlanta with some practical advice and sharing. How are buyers and planners making these attribution and allocation calls in the real world and making the case for ROI to their clients?