Steve Latham's Profile

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About

A thought leader in digital media, Steve Latham is the founder and ceo of Encore Media Metrics, which provides advanced campaign measurement, attribution and reporting as an on-demand service to leading brands and agencies. Encore helps marketers look across channels and beyond the last click to optimize spend and maximize ROI. Prior to launching Encore, Steve founded, grew and sold Spur Interactive, a respected digital marketing agency that specialized in strategic planning, execution and measurement of integrated media campaigns. In this role, Steve planned and executed successful campaigns for leading brands, including FedEx Office, Continental Airlines, ConocoPhillips, The Scooter Store, Oracle and many others. Steve is a frequent speaker at industry conferences including DMA11, Search Engine Strategies, OMMA, Online Marketing Summit, and the eMetrics Summit, and his articles have been published by MediaPost, iMedia and Marketing News. Steve is a Harvard MBA with a background in software, private equity and consulting. Of his achievements, he’s most proud of recently being awarded “World’s Best Master” by his two dogs Jake and Callie.

Company or Organization

Encore Media Metrics


Blogs


Steve Latham's Recent Activity

  • Steve Latham wrote a new blog post: The Five Forces Driving Attribution: Media Measurement Comes of Age   9 months, 4 weeks ago

    Advertisers are (finally) looking beyond the last click.  Here is an overview of the Five Forces that are driving adoption (also published by MediaPostin May 2011)

    It’s been 3 years since measurement buzzwords “attribution” and “engagement mapping” emerged with great anticipation and excitement in online advertising.  The idea of looking across digital channels and beyond the last [...]

  • Steve Latham wrote a new blog post: Attribution 101: Full Funnel Media Measurement   10 months, 1 week ago

    The What, Why and How of Online Media Attribution

    Anyone who has ever bought (or sold) display ads is painfully aware of the need for new metrics for online media.  While “last-click wins” may work for paid search, it fails miserably in measuring the impact of display and other media at [...]

  • Steve Latham wrote a new blog post: Measuring ROI: a Primer for Online Marketers   10 months, 3 weeks ago

    As marketing dollars have become more scarce, the importance of measuring ROI and building a business case to support investment has become paramount.  For those seeking to better understand this subject, here’s a “simple” methodology for quantifying value.  In this case, we’ll look at ROS (return on spend = expected revenue divided by cost of [...]