10:00 a.m. – 12:00 p.m. ET
Audience Attribution – Elusive, Complex, and Necessary
Audience-based marketing continues to face hurdles, from merging data sources to managing the data in a way that makes it actionable in walled garden environments. Attribution to audience is crucial to optimizing marketing and media decisions as we try to avoid being wasteful with investment dollars. We are all chasing the answer to this question: What action did we take that made the audience act?
Agenda & Speakers
Chasing the Holy Grail of Digital Measurement
Join Laura Main, Sales Director at Quantcast, as she explores the complexity of digital measurement. She will probe the idea that the metrics brand’s use can create false outcomes, and provide strategy recommendations for a more truthful view of audiences and impact. Laura's session will answer questions including:
Laura Main joined Quantcast in 2019, leading the sales organization in Toronto. For the past 10 years, Laura has been fully immersed in the online media, social media services and tech businesses. Most recently she was VP Sales/Country Manager, Canada at Adglow Media Canada, and before that, for over six years, she ran the Social Media Performance Division at Blue Ant Media (now Blue Ant Plus). She holds a bachelor's degree in Political Science from Queen’s University and is currently co-chair of the IAB AdTech Council.
Earned Media Attribution: The Last Piece of the Puzzle
Marketers have been working on attribution models for over a decade now. While advertising, organic and search have become easier to measure and understand in recent years, “earned” media continues to be a siloed activity with inconsistent measurement. In our session, we review some of the obstacles communicators and marketers face with measuring earned media, and how major brands are beginning to solve these challenges.
Jessica Andrews is the Product Marketing Manager for Cision, the global leader in software and services for public relations and marketing professionals. Her primary focus is marketing the Cision Communications Cloud, and introducing Cision’s proprietary “earned media attribution” and measurement technology to the Canadian market. She has extensive experience in advertising technology, having previously worked in client success and business development at Telaria (now Magnite) and SlimCut Media. Jessica holds a B.A. in Political Science from Western University, and a Master’s degree in Communications from Ryerson University.
How balancing short vs. long term perspectives impact your attribution analysis
Is attribution reinforcing our short-term focus? Not if we know how to look at the complete picture. We’ve heard from many experts and research studies over the past year that we are too focused on the short-term game. So how do we regain our balance? First, we need to understand the role UX has played in potential over-valued digital attribution in the past and how to balance it with broadcast. Then, NLogic will remind us of the pit-falls around over-reliance on data. Lastly, we’ll take a quick look at some of the broadcaster-led initiatives that will help marketers regain a short vs. long-term balance.
David Phillips is President and COO of NLogic. NLogic is privileged to work with Canada’s largest broadcasters, advertising agencies, and advertisers helping them make sense of their audiences, campaigns and programming through software and data. David is a frequent speaker at industry conferences on a wide range topics related to data, next generation broadcast advertising and future trends.
David began his career selling classified ad space to car dealers in London, England. Luckily for all concerned, he’s not doing that anymore. His obsessions include politics, history, cycling, music and clouds and he is blessed with a wonderful wife and two beautiful sons.
Targeting and audience attribution play integral roles in guiding integrated media campaigns, but sweeping changes are shaking much of the foundation they are built on. Key questions arise:
Join us for what promises to be an absorbing panel as industry experts discuss their views on these challenges, consider potential solutions and showcase actionable examples from their everyday work.
Reagan Zuzarte (Moderator)
Reagan Zuzarte has spent 15 years answering the moving-target questions for several industries, as the founder of Triangles.ai. Impacting over $150M of transactions in the few years has provided several data-driven insights and hard-won lessons.
Brian Batenburg is an experienced digital media professional and problem solver. As the head of programmatic sales, Brian is constantly looking for ways to elevate The Globe’s digital platform to drive advertisers’ success and has been involved in the strategic deployment of data and contextual tools to drive outcomes. He is a chair member of the IAB publisher council, and when not working, enjoys time with his family—including a rambunctious puppy.
Paul is a 16-year veteran leading interactive media and digital marketing initiatives. His clients have included multiple Fortune 500 companies that include the world’s largest beverage, entertainment, food, pharmaceutical, restaurant, retail, sports and technology brands. In 2017, Paul took a departure from agency life and began leading an institution-wide digital transformation at the University of Manitoba. The University of Manitoba is the largest educational institute and Manitoba, one of the U15 research universities and the first university in Western Canada. Paul is also a board director at Assiniboine Credit Union, one of the largest credit unions in Canada. As a trusted leader around the table, after a relatively early tenure with ACU’s Board he currently sits as the Chair of the Human Resource Policy & Compensation Committee.
Paul has been involved as a thought leader on numerous industry boards and councils including The Canadian Marketing Association’s Martech Council, The Brand Activation Association and The Association of National Advertisers. In addition to his professional career, Paul has volunteered with numerous boards and councils including Imagine Canada, United Way, The Associates, The Young Associates, Red River College, Futurpreneur, CCEDNET and the Manitoba Marathon Foundation.
In his personal life, Paul frequents the Forks in Winnipeg weekly with his wife Signy, his son Nate and their dog, Aurora.
Closing Remarks and Q&A