TRADERTALK TV

12 July 2013 in ExchangeWire Tradertalk TV 0 Comments

#TraderTalkTV: Darren Goldie, Managing Partner at Havas, Explains How The Agency Approaches Attribution

Attribution plays such a crucial part in the media planning process. But with no standard modelling procedure available, agencies often have to build bespoke models for clients. Here we speak to Darren Goldie, Managing Partner at Havas, who discusses the approach taken by his agency, how programmatic fits in the process and the key role that can be played by partner publishers to help clients achieve campaign objectives.

12 April 2013 in ExchangeWire Tradertalk TV 0 Comments

#TraderTalkTV: Visual IQ's Adit Abhyankar Explains How Attribution is Moving From Analytics to Operations

In this week’s #TraderTalkTV, Visual IQ‘s Adit Abhyankar explains how the conversation around attribution is moving from analytics to operations. Visual IQ addresses the problem of attribution by looking at both direct and cross-channel, digital and offline. Adit breaks down how to action this data from a practitioner’s point of view, holistically, integrating both top-down and bottom-up attribution. Combining the standard, econometric approach with granular digital attribution leads to more informed scenario planning. Moving from merely a statistical approach to actually observing user behaviour at the user level, leads to recommendations at the placement and keyword level — which can be optimised in real-time.

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