Marketers Need KPIs by Campaign, Channel & Individual, MediaCom’s Lampert

To succeed in a cross-device world, advertisers should develop personalized experiences for each screen with messages tailored to the device and, when possible, to the consumer, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV. That kind of ecosystem needs more complex measurement and also attribution, he adds. “How can […]

 
 

Better Attribution Methods a Must in Cross-Channel World, MediaCom’s Lampert

As consumers interact with ads across platforms, brands increasingly need to better understand attribution across those channels, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV about multi-platform marketing strategies. Given the changes in consumption, the industry needs a streamlined analytics approach to cross-channel behaviors, he says. “If we […]