PODCAST: Learn from this iMedia Summit podcast how marketers can navigate through the media mix and tap into econometric modeling.

Martin Wesley, president and founder of BlackFoot Inc., argues that most analysis of advertising is overly fixated on the final click or page view that leads to a conversion, often ignoring the fact that up to 75 percent of conversions are supported by prior marketing. 

What has created this problem? Wesley lists market conditions that include:

• Continued media fragmentation
• No industry standards for data architecture
• Digital marketing on the rise
• Media dollars continuing to shift to the digital arena
• And clients who have embraced many technology providers across a channel mix

Hear Wesley's insights how marketers can navigate through the media mix and tap into econometric modeling.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

GET THE PODCAST

• [RSS] Add the iMedia Podcast feed to your RSS aggregator and have the show delivered automatically (MP3)


• [MP3] Download the show (MP3)

Speaker(s): Martin Wesley, president and founder of BlackFoot Inc.

Format: 00:26:02, 12.2 MB, MP3