At Google, David witnessed first-hand the pros and cons of embarking on an attribution program. The pros included a greater focus on data hygiene, better planning and previously undocumented cross-department cooperation. On the downside, David saw how introducing an entirely new measurement strategy negatively impacted compensation plans, trust in the organization's data, and subsequently the ability to act upon it.
In his presentation, David will share advice designed to reduce points of friction arising from the introduction of new measurement initiatives. Topics will include how to communicate change, set goals, recruit talent and overcome objections.
Independent Advisor, Former Google Lead
In 1996, David was asked if he knew how many people were visiting the Web site his company had just launched. That single question sent David's natural curiosity into overdrive. Over the next decade, he became one of the first enterprise-level digital consultants, working with top clients like Ford, Marriott and Anheuser-Busch.
After rewarding stints with Hotels.com/Expedia, and Omniture/Adobe, David was tapped by Google to run their Attribution team, where he spent five years answering challenging marketing questions for the world's largest advertisers. In 2018, David became the VP of Data and Analytics for Zoosk, leading a digital transformation, and helping them achieve a successful merger. Today he advises clients remotely and is proud to serve as a Strategic Advisor to ObservePoint. He also remains involved in advocacy for the autism community.