Sean Nowlin, Senior Display Media Manager, PPC Associates
Attribution is a key component to any successful display campaign. This is especially important when dealing with multiple display partners. Before planning your next (or first) campaign, think about how to set yourself up for success. That means thorough planning, proper tracking, and readable results. Pick the best mix of partners that will bring unique reach and ability to hit your goals. Consider using a third party ad server or (if PPC and/or social is already a part of your marketing mix) a cross-channel attribution service to help give credit where credit is due. And most importantly, make sure to monitor results during and after the campaign. How else can you make sure everything is performing well? Good planning and tracking will lead you there. All of this is for naught without good attribution.
Sean Nowlin has worked in the sales and marketing industry since 2000. Before joining PPC Associates in February 2012, he spent three years running display campaigns for Progressive Insurance, a top-10 digital advertiser. Sean’s display expertise consists of managing premium publisher relationships, ad networks, Demand Side Platforms, ad verification, and Online Behavioral Advertising compliance.