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 But if those KPIs are superseded by a holistic measure of success, it enables marketers to more easily tackle the complex task of attribution.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.
US Smartphone Owners Who Are Influenced to Shop In-Store via Online Ads vs. Holiday Emails, by Age, Sep 2017 (% of respondents in each group)
Top 10 US Insurance Sites, Ranked by Total Traffic, H1 2017 (millions and % of total*)
Average Daily Time Spent on the Top 3 US Insurance Apps, H1 2017 (mins:secs)
Average Daily Time Spent on the Top 3 US Banking Apps, H1 2017 (mins:secs)
Primary Method Used by US Adults to Watch TV, by Age, Aug 2017 (% of respondents)
Q3 2017 Digital Video Trends: Monetization, Audience, Platforms and Content
US Ad Spending: eMarketer's Updated Estimates and Forecast for 2017
As Video Content Grows, Traditional Content Management Systems Aren't Cutting It
Pinterest Uses Search Advertising to Stand Out in the Social Media Space
Female Influencers Sidestep Snapchat
Listen In: Understanding the Challenges of Cross-Channel Attribution