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Director, Digital Marketing, Zipcar
With the growth of programmatic advertising, it’s easier than ever for brands to buy ads, but that doesn’t mean they shouldn’t spend time building strong relationships with publishers. Jay Burke, director of digital marketing at Zipcar, spoke with eMarketer’s Maria Minsker about why advertising technology and human relationships with publishers are not mutually exclusive, and how the company has found balance between the two.
eMarketer: What metrics are important for measuring the success of a campaign?
Jay Burke: At Zipcar, we’re continually trying to deepen our understanding of campaign performance beyond metrics like cost per acquisition [CPA] and return on investment [ROI]. We’re trying to understand our members more holistically to determine their overall impact and opportunity for the business. We use this insight to attract members who will become the most active and engaged.
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