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.

Omri Levin Search Discovery

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?