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

The Friedman Group, LLC

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

by Brad Friedman

https://traffic.libsyn.com/thedigitalslice/DS164.mp3

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

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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

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