SAN JUAN, Puerto Rico – Marketers for years have fretted that they weren’t sure whether their advertising was working. With every refinement to media measurement, the goal has been to pinpoint what exactly motivated a consumer to buy something again and again.

“The progression has always been to measure more and more outcomes,” Damian Garbaccio, chief business and marketing officer at Affinity Solutions, said in this interview at the Beet Retreat San Juan.

“We went from age and gender and eyeballs to a little bit more transactional in nature of outcomes being website visitations,” he said, “but we believe the true outcome is the purchase, the transaction.”

His company tracks more than 4,200 brands to help attribute ad campaigns and media outlets that led to an eventual sale. The effort requires collaboration with a variety of other companies.

“By no means are we going to do it alone,” he said, “but as an industry, we feel this is a core and very additive ingredient for next-generation measurement and attribution.”

You’re watching coverage of Beet Retreat San Juan 2023, presented by LiveRamp, Madhive, Magnite, Paramount, T-Mobile Advertising Solutions and VideoAmp. For more videos from the Beet Retreat, please visit this page.