Media Mix Models for Digital Display, Affiliate and Search with Tag Management

May 19, 2011—5:15 pm

About the Session

Topic: Media Mix Models for Digital Display, Affiliate and Search with Tag Management

Marketers are discovering that attribution is the tip of the iceberg. To fully appreciate the  contribution that each form of media and marketing has on overall sales and profitability, marketers are turning to tag management vendors who can supply both an infrastructure for tag management as well as a common cookie for the purposes of unified reporting.  You can’t model media data without common reporting definitions and tag management is one way to simplify the aggregation of data into one warehouse. Publishers need to understand the desire of advertisers to allocate budgets optimally, and advertisers need to understand that media interaction effects exist, particularly between non-search media and search.  Consumers don’t spontaneously search for products and services. Searchers consume advertising messages and often turn to their favorite search engine, either in real-time or on a delayed basis.  This session will discuss some interesting ways to think about the media mix once there is a solid data set available. 


About the Speaker

Kevin LeeKevin Lee,

CEO at,, Founder SEMPO BOD

Kevin Lee Didit Founder. Chairman & CEO, has been an acknowledged Search Engine Marketing (SEM) expert since 1995. Kevin’s years of SEM expertise provide the foundation for Didit’s proprietary Maestro search campaign technology which in 2008 was extended beyond search campaign management into an auction media platform facilitating the integration of exchange-based display media. Didit’s unparalleled results and client profit lift have earned Didit recognition not only among marketers but also as part of the 2007 Inc 500 (#137) as well as a #12 position on Deloitte’s Fast 500 for 3 years running. Kevin’s “Paid Search Strategies” column for ClickZ is read by thousands, and his books are widely praised. Kevin’s most recent book: Search Engine Advertising both books include a code redeemable for $200 in free Microsoft Advertising (adCenter) ad credits for new US advertisers.

A founding board member of SEMPO and its first elected Chairman Kevin is also active as a speaker at top conferences including SES, SMX, DMA Annual, Internet Retailer and more. The Wall St. Journal, Business Week, The New York Times, Bloomberg, CNET, USA Today, San Jose Mercury News and other press quote Kevin regularly and he educates the next generation of digital marketers by lecturing at NYU, Columbia, Fordham and Pace Universities. Kevin’s expertise is also valued by Wall Street he has briefed analysts and clients of JP Morgan, RBC, UBS, Piper Jaffray, Goldman Sachs, Citicorp & others. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan with his wife (a New York Psychologist) and kids.  Kevin was recognized as an Ernst & Young Entrepreneur Of The Year® 2008 and 2009 Award Finalist in Metro New York Area and received the 2008 Direct Marketing Club of New York, Mal Dunn Leadership Award.