How Attribution Can Improve Your Holiday Campaigns

December 10, 2014 — by Edwin Lee    

Timing is everything, especially when it comes to digital holiday marketing campaigns. Consumer spending tends to soar during this time of year, and the 2014 shopping season is no exception. Regardless of whether the purchase takes place in-store or online, digital will play a key role in influencing consumers to take action. A Deloitte survey found that “50% of in-store retail sales, or $345 billion, will be influenced by digital interactions this holiday season.” This is huge for retail marketers who are leveraging omni-channel marketing strategies to engage with their consumers on the channels that they are on.

But how can retailers ensure that their marketing campaigns are optimized to capture the largest share of wallet? One way retailers can guarantee their campaigns are as effective, and efficient, as possible is with omni-channel attribution. We define omni-channel attribution as the ability to associate advertising impressions (across channels) to the outcomes they drive. This ability to attribute user actions to the specific media exposures that influenced those actions is critical to understanding and optimizing the performance of digital marketing efforts.

Marketers looking to close the loop between their programmatically bought media and advanced algorithmic attribution solutions can do so with MediaMath’s Closed Loop Attribution solution, which activates our partners attribution data and uses that information to make the right bid amount at the impression level.

Consider activating custom attribution data this holiday season.


For more information on MediaMath Retail, visit the landing page.

Edwin Lee

Edwin Lee, VP of Global Retail, leads MediaMath’s retail go-to-market strategies. He employs MediaMath technologies to meet global retail business and marketing objectives, developing new programmatic advertising products and custom solutions. Edwin is responsible for global sales and product solutions in the retail vertical. Edwin brings over 19 years of client service, and over 14 years in digital marketing and media, working with global Fortune 500 companies. Prior to MediaMath, Edwin spent nearly 11 years at iCrossing / Proxicom where he lead strategy, creative, web development and digital media teams. Edwin’s interest in technology and media stems from days as a technology management consultant where he transformed companies to act faster and more efficiently through the use of technology.  Prior to that, he got his MBA in General Management from USC and a BA in Quantitative Economics from Stanford. Outside of work and having played competitively at Stanford, Edwin can be found on the golf course, preparing for his Sr. PGA Tour debut.