On 12/1/16, Todd Adest (NinthDecimal, VP of Sales) moderated a panel of esteemed individuals at the Brand Innovators Summit in the New York Times building. Sitting on the panel were Erin Everhart (Sr. Manager, Media Strategy & Mobile – The Home Depot), Laston Charriez (Chief Product Officer – Denver Mattress Company – formerly at Western Union, Sara Lee & P&G for 22 years), Haley Rubin – Digital Shopper Media Lead, Heineken (formerly at Diageo & Pepsi), and Eric Toczko (CEO & Founder – ShineOn.com).
The diversity of the panels’ participants gave some great insight to how different verticals go about understanding how content helps guide people through the sales funnel on a consumer’s path to purchase. Each panelist shared their perspectives on how they use content to inspire consumers to take action through e-commerce and in-store. They spoke about how they measured that content for attribution and how do they confirm they executed a successful campaign. The panelists agreed the evolving nature of attribution keeps them in a consistent state of beta and learning as technology advances. When asked about what are they most excited about working on in 2017, the unanimous response was Omni-channel measurement.