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David Kaplan is an expert in digital customer acquisition and analytics who faced a major barrier -- what can be done about viewability and attribution.\\xa0 He comes on the show to share how he came into attribution, what this has enabled him to do, and how he overcame the challenges of early adoption.

David Kaplan started his career with the Tribune Company as a sysadmin for a joint venture with America Online. In the early nineties, David became Director of Special Projects for SportsLine, working on some of the earliest sports websites such as Shaq.com and the San-Francisco 49ers. As digital continued its growth, David built out affiliate, paid search and SEO programs for TicketsNow and Discover Financial. In 2009, David took on all digital media responsibilities for Peapod, including aggregating multiple lines of business and integrating a multi-touch attribution platform to become the single source of truth.

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Key takeaways:

[1:26] I introduce today\\u2019s guest, David Kaplan, and invite him to walk us through his career, from starting out as a self-taught developer to creating Shaq\\u2019s website to where he is today: Head of Digital Marketing at GrocerKey.

[4:14] David speaks to the challenges of acquiring customers while he was at Peapod \\u2014 Google Analytics taking credit for conversion where the people never even saw the ad, duplicates, etc. \\u2014 and how he dealt with those before he found attribution.

[6:57] David details the priorities he had when he began his search for an attribution partner, starting with viewability.

[8:36] Today\\u2019s marketing environment is incredibly competitive and the COA is going up, so you definitely need to know what your money is doing! David also touches on the ramifications of customer blindness and resistance.

[10:56] David shares his biggest marketing lessons as well as what his aha moment was, with regard to attribution and how he got Peapod to adopt this new technology.

[15:23] Getting people to believe the numbers was in part about data warehouse matching but also education about a multi-touch process.

[17:10] David explains why the first touch is so important in customer acquisition in non-brand search.

[18:12] In 10 years, David predicts that anyone who is serious and can afford it will be doing attribution.

[19:04] I thank David for coming on the podcast and sharing so much of his experience.

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Be sure to tune in for the next episode and thanks for listening!

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Connect with our guest:

David Kaplan on LinkedIn

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About your host:

Jeff Greenfield is the Co-Founder and Chief Attribution Officer of C3 Metrics. As the chief architect of the platform, Greenfield worked directly with the former CEO and Chairmen of Nielsen to solve advertising\\u2019s attribution problem.

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Greenfield\\u2019s history of technology and marketing initiatives has served blue-chip clients including GlaxoSmithKline, Kimberly-Clark, Sony BMG, Black & Decker, Forest Labs, Plum Creek, and more.

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Prior to co-founding C3 Metrics, Greenfield was a recognized thought leader in the area of Branded Content as the publisher of Branded Entertainment Monthly, a joint effort with VNU Media, detailing industry statistics, gaps, and trends. He\\u2019s been a featured speaker at NAPTE, The Next Big Idea, and a news source in The New York Times, The Washington Post, The Wall Street Journal, ABC, CBS, CNET, and Investor\\u2019s Business Daily. Greenfield studied Biochemistry at the University of Maryland, holds dual degrees from Southern California University of Health Sciences and is an instrument-rated pilot.

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Jeff Greenfield at C3 metrics

Jeff Greenfield on LinkedIn

Jeff Greenfield on Twitter