San Francisco, California, United States
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Articles by Sable
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Identity Part II: Speaking of The “Who Cares”
Identity Part II: Speaking of The “Who Cares”
By Sable M.
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Where Are We with Identity? (Nope, nothing about Lady Whistledown)
Where Are We with Identity? (Nope, nothing about Lady Whistledown)
By Sable M.
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Reaching your shoppers, or their surrogates?
Reaching your shoppers, or their surrogates?
By Sable M.
Activity
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Kathy and I were delighted to welcome some of our very special Beet peeps to our home in Lakeville, Connecticut on Saturday night for our pre…
Kathy and I were delighted to welcome some of our very special Beet peeps to our home in Lakeville, Connecticut on Saturday night for our pre…
Liked by Sable M.
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Learn to train an LLM with distributed data while ensuring privacy using federated learning in a new two-part short course, Intro to Federated…
Learn to train an LLM with distributed data while ensuring privacy using federated learning in a new two-part short course, Intro to Federated…
Liked by Sable M.
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Don’t get distracted. Stay the course. Great POV from the newly minted InfoSum CEO Lauren Wetzel who chatted with Beet.TV about the recent shift in…
Don’t get distracted. Stay the course. Great POV from the newly minted InfoSum CEO Lauren Wetzel who chatted with Beet.TV about the recent shift in…
Liked by Sable M.
Experience & Education
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Epsilon
View Sable’s full experience
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Licenses & Certifications
Publications
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Current Issues in Attribution & How to Overcome Them
I-COM
Right now Attribution is one of those tricky subjects that marketers find themselves disillusioned with. When the first attribution tools were coming to market we believed that the holy grail of digital and data-driven marketing was coming to fruition. However, as we moved into implementation, and the management of these systems, the issues became apparent.
This paper walks us through the issues we all face every day – data quality, the landscape of vendors, and how to address data outside…Right now Attribution is one of those tricky subjects that marketers find themselves disillusioned with. When the first attribution tools were coming to market we believed that the holy grail of digital and data-driven marketing was coming to fruition. However, as we moved into implementation, and the management of these systems, the issues became apparent.
This paper walks us through the issues we all face every day – data quality, the landscape of vendors, and how to address data outside of the more easily measured ecosystem. It also looks at how to holistically approach measurement and to understand the role that attribution plays.Other authors -
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The Essential Guide to Marketing Mix Modeling and Multi-Touch Attribution
IAB
As the digital ecosystem rapidly evolves, Multi-Touch Attribution (MTA) is gaining noticeable traction among forward-thinking digital players in our industry. Many advertisers, however, have been using Marketing Mix Modeling (MMM) for much longer and are hesitant to move beyond this tried and true methodology.
The conversation is ongoing over which of the two is better, with arguments ranging from turnaround time to granularity, cost, and actionability. Despite the debate, we believe that…As the digital ecosystem rapidly evolves, Multi-Touch Attribution (MTA) is gaining noticeable traction among forward-thinking digital players in our industry. Many advertisers, however, have been using Marketing Mix Modeling (MMM) for much longer and are hesitant to move beyond this tried and true methodology.
The conversation is ongoing over which of the two is better, with arguments ranging from turnaround time to granularity, cost, and actionability. Despite the debate, we believe that these two approaches are not mutually exclusive and could be complementary when used correctly. In fact, several companies have applied their own unified approach to combine the benefits of both MMM and MTA.
To address this topic, the IAB Measurement & Attribution Committee assembled a working group, conducted an industry-wide survey, and convened an expert panel to understand the adaptation and the applications of these two approaches to bring clarity to the marketplace confusion. This paper focuses on answering the following:
-Why and how to use MMM and MTA together
-What to expect from MMM and MTA including restrictions, and tradeoffs
-How to choose a solutions providerOther authors -
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Embracing Outcome-Based Measurement For Growth
MediaPost
See publicationIn our society, ad-supported content enables a free internet; it is incumbent on the industry to pursue outcome-based measurement in order to prove and improve the value of our advertising efforts. While not an easy task, abandoning vanity metrics and embracing outcome-based measurement is the right thing to do, because it’s good for growth. After all, it’s the outcome that counts.
Honors & Awards
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IAB Service Excellence Award 2018
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The ARF Board of Curators 2015-2019
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2018 ARF David Ogilvy Awards Category Jury
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Speaker at ARF Leadership Lab: “Targeting the Needle in the Haystack- Targeting the right consumer for your message”
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Keynote Speaker, Women in Nielsen Annual Leadership Conference: From Mad Men to Silicon Valley- Navigate The Digital World with Confidence
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Author and Presenter of cross-platform research “TV + Mobile Video: The Secret Weapon to Strengthen Your Ad Dollars” for ARF Re:Think 2015
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Judging Committee of Advertising Research Foundation (ARF) Audience Measurement 2015
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ARF West Panel Speaker: Keep Up With the Fastest-Growing Channels: Expert Perspectives
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Leadership, IAB Member of the Month
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Judging Committee of Advertising Research Foundation (ARF) Re:Think 2015
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Presenter at the IAB Cross-Screen Town-Hall: “TV & Mobile: The Complete Picture,” 2014 Professional affiliations and Recognitions
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IAB Service Excellence Award 2013 for Optimizing Ad Effectiveness
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Languages
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Chinese
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English
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Organizations
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Advertising Research Foundation (ARF)
Co-Chair of Cross-platform Council; Women in Tech Advisory Board; Advisor, Young Pros West; Board of Curators
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i-COM Global
Co-chair of Attribution Committee; Joint CDO/CAO Council
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Interactive Advertising Bureau (IAB)
Co-chair, Measurement & Attribution Committee, 2016 Mobile Marketplace Advisory Board, Research Council Advisory Board, Emerging Innovation Taskforce, Data Measurement Working Group, Mobile Video Working Group
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The Media Rating Council (MRC)
Member of Board of Directors, Digital Committee, OOH Committee and TV Committee
Recommendations received
38 people have recommended Sable
Join now to viewMore activity by Sable
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Rarely does one get to participate in a forum that bridges industry, policy, and academia. Very humbled and honored to have presented some industry…
Rarely does one get to participate in a forum that bridges industry, policy, and academia. Very humbled and honored to have presented some industry…
Liked by Sable M.
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Ever felt a little less than satisfied at work and started to consider a pivot point? This topic has come up frequently this past week with friends,…
Ever felt a little less than satisfied at work and started to consider a pivot point? This topic has come up frequently this past week with friends,…
Liked by Sable M.
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Love this CT4V! Thanks Andy Plesser for having me up and congrats on a great event and great content. . #IWorkforGM
Love this CT4V! Thanks Andy Plesser for having me up and congrats on a great event and great content. . #IWorkforGM
Liked by Sable M.
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A massive thank you to the Beet.TV team - Andy Plesser, Lisa Granatstein, Katy Charles, Phil Ardizzone, Kristy Bauer - for inviting the Coalition for…
A massive thank you to the Beet.TV team - Andy Plesser, Lisa Granatstein, Katy Charles, Phil Ardizzone, Kristy Bauer - for inviting the Coalition for…
Liked by Sable M.
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#Cookies are here to stay! #PrivacySandbox is dead! Neither of these statements is true. Google’s announcement yesterday (https://lnkd.in/e2pR7Dpp)…
#Cookies are here to stay! #PrivacySandbox is dead! Neither of these statements is true. Google’s announcement yesterday (https://lnkd.in/e2pR7Dpp)…
Liked by Sable M.
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Super provocative statement 😂: I could care less if cookies are alive and thriving. It’s not a sustainable model for anyone but the platform pushing…
Super provocative statement 😂: I could care less if cookies are alive and thriving. It’s not a sustainable model for anyone but the platform pushing…
Liked by Sable M.
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"When your husband returns from the grocery store and you asked him what he bought, he doesn't say "I bought with credit card." -- Liane Nadeau on…
"When your husband returns from the grocery store and you asked him what he bought, he doesn't say "I bought with credit card." -- Liane Nadeau on…
Liked by Sable M.
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Llama 3.1 models, particularly the 405B parameter variant, have been released today as open-source models designed to compete directly with best…
Llama 3.1 models, particularly the 405B parameter variant, have been released today as open-source models designed to compete directly with best…
Liked by Sable M.
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