Schedule a Demo
Does My Company Subscribe?
President, Technology, Epsilon
Marketers often have a hard time meeting aggressive channel-specific key performance indicators. But if those KPIs are superseded by a holistic measure of success, it enables marketers to more easily tackle the complex task of attribution. Wayne Townsend, president of technology at Epsilon, spoke with eMarketer’s Lauren Fisher about how marketers can and should transition to more meaningful KPIs.
eMarketer: What sets apart companies that are far along in adopting a more advanced, holistic attribution model?
Wayne Townsend: Companies that have made progress in transforming their attribution practice tend to be more organized around customers in their marketing department, and they tend to be more aligned to customer segments than to channels. They measure performance with a more customer-oriented KPI that’s indicative of the experience the customer gets.
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
General Data Protection Regulation (GDPR): What Companies Need to Know Now
Artificial Intelligence for Marketers: The Future Is Already Here
Nokia Dives into Virtual Reality Advertising with ‘Healthier Together’ Campaign
Marketers in India Still Reluctant to Spend Big Despite Sizable Digital Opportunities
Melding Marketing and Ad Tech a Challenge for B2C Companies
Disagreement Persists Over Viewability Definition