John wallace is the ceo of lift lab, a softwords service company focused on digital media spend optimization. He has his mba and decision science from george washington university. John worked with companies like williamson oma and norstrom, saxteth avenue, eddie bower express, wells fargo. And that became multi touch attribution.
Multi-touch attribution, media mix modeling, matched market testing. Are these the three Ms of marketing measurement (Egad! The alliteration continues!)? Seriously. What's with all the Ms here? Has anyone ever used experimentation to build a diminishing return curve for the impact of a media measurement technique based on how far along in the alphabet the letter of that technique is? Is "M" optimal?! Trust us. You will look back on this description after listening to this episode with John Wallace from LiftLab and find it… at least mildly amusing. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.