director/illustrator/storyboarder/designer/educator for animation, film, games, VR/AR
New Work: Shop Till You Drop 80x53 cm, mixed digital media
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Great conversation with Ian on using MTA as a predictive journey as much as a channel optimizer. I asked people on my team to think of our attribution system as a "response object". That's because it can only capture someone's *response* to the Offer in a Channel. Marketers can create a lot of "touches" which is like tapping someone on the shoulder on a train. Some respond, others do not. And yes, I agree with folks who know that the response is a small percent of the original "reach" estimates. That's ok, it's part of the funnel process. From a technical view, attribution is about the data capture to feed current state funnels and the myriad forecasting models.
2024 Adobe Summit Speaker | #attributionguy | Marketo Measure Evangelist | Podcast host of Attribution Time
Today we talk about the T word… that’s right Touchpoints. Josh Hill is not looking to change every marketers outlook on how to approach the conversation around touchpoints but he does bring up a good point as to why “Response” is a better word to use in these MTA conversations. https://lnkd.in/g8qT4ju5
Attribution Time - Ep.18 - AT - Josh Hill
https://www.youtube.com/
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Latest on the RMS blog: Riding the Wave: The Rise of Video Marketing and Strategies for Success Check it out here ⬇️ ⬇️ ⬇️ https://lnkd.in/etPjffVx
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Just finished the course “A Marketer's Guide to Appealing to Younger Generations” by Madecraft and Carlos Gil! Check it out: https://lnkd.in/d5VqQd6y #generationaldifferences #marketingstrategy.
