How are marketers adapting attribution strategies for true impact?

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Marc S. Pritchard

Chief Brand Officer · Procter & Gamble

Cross-Media Measurement

Marc S. Pritchard says marketers are still working on cross-media measurement, so they can get unduplicated reach and frequency and not waste money; he points to Aquila, a new cross-industry, ANA-funded solution.

The answer starts at 20:22.

George Bonaci

VP of Growth & Demand Gen · Ramp

Second‑Order Attribution

George Bonaci says CMOs and CFOs will push for more nuanced, indirect "second-order" attribution, because the alpha is in what attribution models can't directly measure, and attribution alone would have led him to cancel brand marketing, stunts, direct mail and events.

Aaron Pelander

Chief Brand Officer · Govx

De‑Emphasizing Precise Attribution

Aaron Pelander says the quest for precise attribution is overrated and in many cases an inefficient use of time, because an exact order probably came from 15 different things that happened.

The answer starts at 34:49.

Laura Jones

Chief Marketing Officer at Instacart · Instacart

Portfolio-Level View

Laura Jones says she and her team have been moving toward a portfolio-level view of attribution, to avoid becoming hyper-focused at the channel level and over-rotating on last-touch ROAS.

The answer starts at 6:28.

Paul Caruso M. ED.

Vice President, Head of Digital Marketing · U.S. Bank

Adopting Multi‑Touch Attribution

Paul Caruso M. ED. says US Bank moved from last-touch attribution to multi-touch attribution at user-level identity with TransUnion, allowing a full-funnel investment strategy and in-flight budget optimizations.

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Olivia Kory

Chief Marketing & Strategy Officer · Haus

Machine‑Learning Causal Models

Olivia Kory says they moved away from static incrementality factors and now use a machine learning model to debias attribution data, because the factor approach is a blunt instrument and the business and incrementality change dynamically.