Ep 164: Why Last-Click Attribution Fails In Today’s Multi-Channel World

by Brad Friedman

Why Last-Click Attribution Fails In Today’s Multi-Channel World

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Brad Friedman and Vibhor Kapoor chat about the pitfalls of last-click attribution, and how this leads to botched budget allocations and stagnant growth.

Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform for business-to-consumer brands. Vibhor’s charter at AdRoll includes driving AdRoll's revenue growth and overseeing product, strategy, sales, operations, and marketing.

With almost three decades of industry experience, Vibhor brings business leadership expertise in SaaS and Cloud platforms. Most recently, he was a Senior Director in Adobe’s Digital Media Business, leading marketing and GTM efforts to incubate new categories in experience design and developer platforms. Before joining Adobe, Kapoor was a Vice President of Marketing at Box, leading product marketing, evangelism and demand generation for their API platform. He also spent a decade at Microsoft in leadership roles across marketing and product management and was an early member of the team that built Microsoft’s Azure business. Earlier in his career, Vibhor spent several years at General Electric and Hewlett-Packard in product management, sales and commercial operations.

Vibhor holds an MBA from Kellogg School of Management, Northwestern University in Illinois and a Bachelor in Technology from Indian Institute of Technology in Varanasi, India.

In this Episode:

Vibhor talks about digital marketing bringing more data into play with marketers.
Vibhor says it takes up to 56 touches to get someone to purchase something in the retail space.
Vibhor discusses the need for multi-channel marketing and meeting users where they are.
Vibhor explains some of the thinking behind the marketing mix.
Vibhor also talks about doing great marketing and advertising in a privacy-first manner.

Quotes from this Episode:
“It's really about delivering the right message, to the right person, at the right time.” – Vibhor Kapoor
“You should be spending on brand awareness on an ongoing basis if you want to maintain relevance.” – Vibhor Kapoor
“The right way to do this is for you to look at how much value to attribute for each engagement that you've had in the customer's journey.” – Vibhor Kapoor
“Greater awareness, which means we need to be smarter in terms of preserving the privacy and still being able to serve them relevant content.” – Vibhor Kapoor
“I think if you want to build a sustainable brand that resonates with your customers, you need to think what is called full funnel, which means think about meeting the users where they are in their stage of you know, awareness, research, consideration, and purchase.” – Vibhor Kapoor

Resources:

Vibhor Kapoor:
LinkedIn: Vibhor Kapoor
Website: AdRoll

We are sponsored by the Lomi Composter. Use “digitalslice” at checkout to save $50. Lomi is the world’s first Smart Waste kitchen composter. You too can have a cleaner, more sustainable home.

This podcast is brought to you by Magai. The tool we use for our AI needs. Magai is 12 AI apps in one. There's just one subscription to access all the best AI models. Get Magai right here, https://friedmansocialmedia.com/magai

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Streamyard is the tool we use to stream to all major platforms simultaneously directly from a browser. We also use Streamyard to record The Digital Slice Podcast because of its ability to provide us with crystal clear audio and 1080p video. Sign up today for free at https://friedmansocialmedia.com/streamyard

And, here's the link to my calendar for the two slots I have open to give you a sample coaching session: Coaching Session With Brad

Brad Friedman

Twitter:

@BradFriedman

@FriedmanGrp

Facebook: https://www.facebook.com/thefriedmangroup

LinkedIn:

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https://www.linkedin.com/company/the-friedman-group-llc

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Website: https://friedmansocialmedia.com

Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

Here's the equipment we use and recommend:

Heil PR-40 Dynamic Studio Recording Microphone http://amzn.to/2hWshL8

Heil Sound PRSM Champagne Shockmount http://amzn.to/2hUMVen

Heil Sound PL-2T Overhead Broadcast Boom http://amzn.to/2hXTvB1

RODE Videomic Shotgun Microphone https://amzn.to/3cZp2fD

Logitech C920 Webcam http://amzn.to/2hNhiQk

Roland R-05 Digital Recorder http://amzn.to/2zZ2vN4

Neewer 6×9 foot Green Screen https://amzn.to/35G4K6u

Elgato Key Light https://amzn.to/3ial9Fg

LED Lighting Kit https://amzn.to/35GBPiW

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These products and more can be found at our Amazon Store Front
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We highly recommend you use TubeBuddy to up your YouTube game!
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Launch your video Membership course or subscription website community with Uscreen. Uscreen helps creators like you build and grow their online video business with membership sites. See what you can do with Uscreen! https://friedmansocialmedia.com/uscreen

AFFILIATE LINKS
Thank you for trusting me with my honest opinion on future purchases you may make after listening to this podcast. I am always completely transparent with you. As a friend of The Friedman Group, LLC you allow me to be able to use affiliate/referral links when suggesting items for purchase. Please know I am a customer myself or have done sufficient research to feel comfortable sharing these links with you. When you click on a link and purchase the item I may receive a small “commission.” This allows me to continue to provide you with quality content and doesn't affect you in any way at checkout.

Not every link is a referral link and some appear here because my guest spoke about them and I want to make it easy for you to check 'em out. Thank you!

Ep 143: Say Goodbye To Cookies: The Future Of Digital Advertising

by Brad Friedman | The Digital Slice

Ep 143: Say Goodbye To Cookies: The Future Of Digital Advertising

by Brad Friedman

Say Goodbye To Cookies: The Future Of Digital Advertising

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Join Brad Friedman and Jeff Greenfield as they chat about the demise of the cookie and the strategies and technology marketers will use to remain innovative.

Jeff Greenfield is an entrepreneur with three decades of strategy, growth and marketing experience building and leading teams, emphasizing innovative marketing enabled by new technology.

Prior to co-founding Provalytics to build the next generation of Attribution, Greenfield led buy-side strategy, sales, and development at WideOrbit.

Prior to WideOrbit, Greenfield was the COO & co-founder of C3 Metrics, a leading multi-touch Attribution platform with clients including JP Morgan, US Bank, Hertz, Nestle, Peapod, Carhartt, Edward Jones and Fender. His technical innovations include real-time digital viewability measurement, integrated linear and OTT television measurement and the creation of a cookie-less identifier. Greenfield developed & led all GTM strategies, including conferences, the ‘This Is Attribution’ podcast, and an Attribution Certification program and grew the team to 55 with 171% YOY growth, leading to being named to Deloitte’s 2018 Technology Fast 500.

His extensive work with the Media Ratings Council led to accreditation for viewability and the creation of attribution accreditation, the first for the industry for which he was recognized at the Market Research Council, where he was named a ‘Star of Attribution’ by Sequent Partners.

Prior to C3 Metrics, Greenfield founded 1st Approach, a branded entertainment agency focused on the convergence of technology and growth marketing, where he served GlaxoSmithKline, Kimberly-Clark, Sony BMG, Black & Decker, Forest Labs and more. His creations include Verizon’s Effie award-winning ‘How Sweet The Sound,’ Medicis Pharmaceutical’s branded tour and online contest, Land Watch, the first marketplace for rural land on behalf of Plum Creek Timber/Weyerhaeuser, and Position Solutions, one of the first SaaS search engine optimization platforms.

Greenfield started his career building a chiropractic clinic, which scaled via word-of-mouth marketing by adopting a philosophy of treatment first, where no one was turned away, regardless of ability to pay, which is detailed in Chapter 5 of Buzzmarketing: Get People To Talk About Your Stuff.

Featured at hundreds of conferences, including NAPTE, NAB, Mediapost, BANFF, MASB, ANA and TVOT, with thought leadership appearing in the NY Times, The Washington Post, The Wall Street Journal, Bloomberg, ABC, CBS, and Investor’s Business Daily.

Greenfield studied Biochemistry at the University of Maryland, interned at the National Institutes of Health, and obtained his Doctor of Chiropractic (DC) and BS in Human Biology from Southern California University of Health Sciences. He is an instrument-rated pilot and a performing member of the Magic Castle in Hollywood.

In this Episode:

Jeff talks about analyzing data to determine if your marketing is working.
Jeff discusses cookies going away under the guise of privacy. .
Jeff says there are a lot of new advertising mediums out there where there are no clicks.
Jeff talks about how marketing efforts may take days or weeks to have an impact.
Jeff also says that the digital ecosystem for advertising is changing for the better for advertisers.

Quotes from this Episode:
“What's happening is that all of these companies are realizing that the value is in their data that they have.” – Jeff Greenfield
“It used to be the internet was what we would call the open web.” – Jeff Greenfield
“One of the things that digital marketing has, has kind of shifted for advertisers is the belief that you buy ads to generate clicks and those clicks lead to sales.” – Jeff Greenfield
“So what smaller advertisers can do today is add that additional column for impressions and start checking that out.” – Jeff Greenfield
“As a marketer today, you end up making decisions based on only 20 to 30 percent of the data and it's all like bottom of the funnel.” – Jeff Greenfield

Resources:

Jeff Greenfield:
LinkedIn: Jeff Greenfield
Website: Provalytics

We are sponsored by the Lomi Composter. Use “digitalslice” at checkout to save $50. Lomi is the world’s first Smart Waste kitchen composter. You too can have a cleaner, more sustainable home.

This podcast is brought to you by Magai. The tool we use for our AI needs. Magai is 12 AI apps in one. There's just one subscription to access all the best AI models. Get Magai right here, https://friedmansocialmedia.com/magai

Our favorite Social Media Management Tool is AgoraPulse
https://friedmansocialmedia.com/agora

Libsyn is the Host of The Digital Slice Podcast. Just use our Libsyn code SLICE at https://friedmansocialmedia.com/libsyn to get up to 2 months of free podcasting service with Libsyn! Get your show on Apple Podcasts, get critical show-building stats—Libsyn even does video!

Streamyard is the tool we use to stream to all major platforms simultaneously directly from a browser. We also use Streamyard to record The Digital Slice Podcast because of its ability to provide us with crystal clear audio and 1080p video. Sign up today for free at https://friedmansocialmedia.com/streamyard

And, here's the link to my calendar for the two slots I have open to give you a sample coaching session: Coaching Session With Brad

Brad Friedman

Twitter:

@BradFriedman

@FriedmanGrp

Facebook: https://www.facebook.com/thefriedmangroup

LinkedIn:

https://www.linkedin.com/in/bfriedman/

https://www.linkedin.com/company/the-friedman-group-llc

Youtube: https://www.youtube.com/friedmansocialmedia

Website: https://friedmansocialmedia.com

Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

Here's the equipment we use and recommend:

Heil PR-40 Dynamic Studio Recording Microphone http://amzn.to/2hWshL8

Heil Sound PRSM Champagne Shockmount http://amzn.to/2hUMVen

Heil Sound PL-2T Overhead Broadcast Boom http://amzn.to/2hXTvB1

RODE Videomic Shotgun Microphone https://amzn.to/3cZp2fD

Logitech C920 Webcam http://amzn.to/2hNhiQk

Roland R-05 Digital Recorder http://amzn.to/2zZ2vN4

Neewer 6×9 foot Green Screen https://amzn.to/35G4K6u

Elgato Key Light https://amzn.to/3ial9Fg

LED Lighting Kit https://amzn.to/35GBPiW

Desk Mounting Stand https://amzn.to/3qanNxM

These products and more can be found at our Amazon Store Front
https://www.amazon.com/shop/bradfriedman

We highly recommend you use TubeBuddy to up your YouTube game!
TubeBuddy https://www.tubebuddy.com/TheFriedmanGroup

Launch your video Membership course or subscription website community with Uscreen. Uscreen helps creators like you build and grow their online video business with membership sites. See what you can do with Uscreen! https://friedmansocialmedia.com/uscreen

AFFILIATE LINKS
Thank you for trusting me with my honest opinion on future purchases you may make after listening to this podcast. I am always completely transparent with you. As a friend of The Friedman Group, LLC you allow me to be able to use affiliate/referral links when suggesting items for purchase. Please know I am a customer myself or have done sufficient research to feel comfortable sharing these links with you. When you click on a link and purchase the item I may receive a small “commission.” This allows me to continue to provide you with quality content and doesn't affect you in any way at checkout.

Not every link is a referral link and some appear here because my guest spoke about them and I want to make it easy for you to check 'em out. Thank you!

Ep 088: A Blueprint For Scaling Your Business

by Brad Friedman | The Digital Slice

Ep 088: A Blueprint For Scaling Your Business

by Brad Friedman

A Blueprint For Scaling Your Business

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Join Brad Friedman and Jon Morris as they chat about a blueprint for scaling your business, that emphasizes spending money for sales and marketing.

Jon Morris is the founder & CEO of Ramsay Innovations and a serial entrepreneur. Prior to Ramsay, he established Rise Interactive in 2004, with prize money from his second-place finish in the University of Chicago’s prestigious New venture Challenge. Over the next 16 years he grew Rise from a one-person shop to one of the largest independent marketing agencies in the world, selling in 2018. While pondering his next move, he realized that he was most energized when connecting and helping fellow entrepreneurs grow their businesses.

Ramsay Innovations is the product of this inspiration. Like at Rise, Jon developed a proprietary, tech-enabled approach for surfacing hidden financial insights that drive critical business decisions. Ramsay Innovations’ mission is to transform marketing agencies by providing them with world-class, agency-specific finance management and strategic planning at a fraction of the cost.

In his spare time, Jon enjoys spending time with his wife, three daughters, and two dogs. He loves soccer, having played on his alma mater’s team, Kenyon College, and he now coaches his daughter’s two soccer teams.

In this Episode:

Jon talks about the importance of understanding your gross margin, when you want to grow your business.
Jon talks about determining your net revenue and then the cost to support that revenue for your clients.
Jon talks about automating as many processes as you can.
Jon talks about the two question test.
Jon also talks about the 4 goals every business should have every year.

Quotes from this Episode:
“Your number one sales goal should be to never lose a client due to performance.” – Jon Morris
“If growth is important to you, then you have to spend a large percentage of your revenue on sales and marketing.” – Jon Morris
“I'm a huge believer in building technology and trying to automate as many of these processes as you possibly can.” – Jon Morris
“If you want to grow your business, but you don't put any money into sales and marketing, you're probable not gonna grow.” – Jon Morris
“And if you go and invest, you know, in high risk investments and that rainy day fund disappears, well then you put your own business at risk.” – Jon Morris

Resources:

Jon Morris:
LinkedIn: Ramsay Innovations
LinkedIn: Jon Morris
Facebook: Ramsay Innovations
Twitter: Ramsay Innovations
YouTube: Ramsay Innovations
Website: Ramsay Innovations

And, here's the link to my calendar for the two slots I have open to give you a sample coaching session: Coaching Session With Brad

Brad Friedman

Twitter:

@BradFriedman

@FriedmanGrp

Facebook: https://www.facebook.com/thefriedmangroup

LinkedIn:

https://www.linkedin.com/in/bfriedman/

https://www.linkedin.com/company/the-friedman-group-llc

Youtube: https://www.youtube.com/friedmansocialmedia

Website: https://friedmansocialmedia.com

Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

Here's the equipment we use and recommend:

Heil PR-40 Dynamic Studio Recording Microphone http://amzn.to/2hWshL8

Heil Sound PRSM Champagne Shockmount http://amzn.to/2hUMVen

Heil Sound PL-2T Overhead Broadcast Boom http://amzn.to/2hXTvB1

RODE Videomic Shotgun Microphone https://amzn.to/3cZp2fD

Logitech C920 Webcam http://amzn.to/2hNhiQk

Roland R-05 Digital Recorder http://amzn.to/2zZ2vN4

Neewer 6×9 foot Green Screen https://amzn.to/35G4K6u

Elgato Key Light https://amzn.to/3ial9Fg

LED Lighting Kit https://amzn.to/35GBPiW

Desk Mounting Stand https://amzn.to/3qanNxM

These products and more can be found at our Amazon Store Front
https://www.amazon.com/shop/bradfriedman

Our favorite Social Media Management Tool is AgoraPulse
https://friedmansocialmedia.com/agora

We highly recommend you use TubeBuddy to up your YouTube game!
TubeBuddy https://www.tubebuddy.com/TheFriedmanGroup

Libsyn is the Host of The Digital Slice Podcast. Just use our Libsyn code SLICE at https://friedmansocialmedia.com/libsyn to get up to 2 months of free podcasting service with Libsyn! Get your show on Apple Podcasts, get critical show-building stats—Libsyn even does video!

Streamyard is the tool we use to stream to all major platforms simultaneously directly from a browser. We also use Streamyard to record The Digital Slice Podcast because of its ability to provide us with crystal clear audio and 1080p video. Sign up today for free at https://friedmansocialmedia.com/streamyard

Launch your video Membership course or subscription website community with Uscreen. Uscreen helps creators like you build and grow their online video business with membership sites. See what you can do with Uscreen! https://friedmansocialmedia.com/uscreen

Be sure to sign up for the Brad Bot at TheBradBot.com To get reminders when I go live on Facebook and to receive freebies and other content from The Friedman Group, LLC.

AFFILIATE LINKS
Thank you for trusting me with my honest opinion on future purchases you may make after listening to this podcast. I am always completely transparent with you. As a friend of The Friedman Group, LLC you allow me to be able to use affiliate/referral links when suggesting items for purchase. Please know I am a customer myself or have done sufficient research to feel comfortable sharing these links with you. When you click on a link and purchase the item I may receive a small “commission.” This allows me to continue to provide you with quality content and doesn't affect you in any way at checkout.

Not every link is a referral link and some appear here because my guest spoke about them and I want to make it easy for you to check 'em out. Thank you!