Attempts to measure the impact of digital ad dollars on physical sales often fall flat. Blame it on retail data silos, says Graham Goeppert, VP of digital commerce and media at probiotic soda brand Poppi.
The Kokai upgrade is the culmination of multiyear investments in AI-driven campaign optimization, measurement, reporting and data-sharing partnerships with publishers, CTV platforms and retail media networks.
Although businesses think they are paying the correct affiliate partners, there is huge risk that they’re pumping money into misattributed sources.
True Classic is a dyed-in-the-wool performance marketer. The casual menswear brand is completely “solution-agnostic,” according to its president, Ben Yahalom.
Having one model for assigning credit to outside marketing partners and a separate model for earning credit within your organization is a no-win for marketers and their enterprises – you need a single attribution and measurement strategy. The key is to deploy a unified strategy that works both within your organization and across your mix of media partners, says Rudy Grahn, attribution and measurement global strategy lead at Prohaska Consulting.
