Beyond Last Touch: Understanding Campaign Effectiveness

Date: Feb 26, 2013 1:00 EST (10:00PST)

Speakers:
David Grant, Principal Product Manager, Quantcast
Jessie Mamey, Media Director, WebMetro

Quantcast

“I know that half of my advertising is wasted, I just don’t know which half.” John Wanamaker’s famous words still hit home to many of us digital marketers. Digital advertising has introduced both new challenges and opportunities with regard to attribution. With every touch point along the path to purchase being highly measurable, advertisers must cope with a flood of data in an attempt to understand the metrics that truly matter.

The challenge is especially critical for evaluating the impact of driving new customers into the purchase funnel – which cannot be properly measured with a last touch approach. If last touch is ineffective for understanding the value of display advertising, what metrics should marketers be using to evaluate and optimize their investments?

In this webinar, Quantcast Principal Product Manager, David Grant & Jessie Mamey, Media Director, WebMetro, will provide an overview of the current challenges in understanding the effectiveness of display advertising and highlight the shortcomings of many common approaches. They will also share real case study data to illustrate how to better account for the contribution of display ads in driving your qualified prospects to action.

Attend this webcast and learn:

  • What the current challenges are in understanding the effectiveness of online display advertising.
  • How to apply a new approach to get the best understanding of the metrics driving your prospects to take action.
  • How to best optimize your investments through real case study concepts and data.

Sponsored by Quantcast
Quantcast measures and organizes the world’s audiences in real-time so advertisers can buy, sell and connect with the people who matter most to them. Ranked Fast Company‘s # 3 Most Innovative Company on the Web for 2010, the company is used by the top 10 media agencies in the US, the world’s largest brands and more than half of the top advertising supported publishers. Quantcast connects the planning, buying, and media fulfillment processes, delivering the marketplace’s most consistent and accountable audiences. Launched in 2006, Quantcast is headquartered in San Francisco and backed by Founders Fund, Polaris Venture Partners, Revolution Ventures and Cisco Systems. Come Get Quantified™ at www.quantcast.com.

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