Attention Isn't Attribution
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Attention Isn't Attribution
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A 20-foot gesture-reactive LED wall greets you at Nespresso's new NYC flagship. Swirl your finger, the latte art swirls back. Does any of it sell a single pod?
David spotted a LinkedIn post on the display, plus a pointed take from Dave Haynes of Sixteen:Nine calling it expensive digital wallpaper. The hosts weigh the earned-media halo and the TikTok factor against the harder math — dwell, attribution, and what's still happening on day sixty.
In this episode:
- Press and influencer coverage is real value — but attention still isn't attribution
- The content time bomb: plan for day two and day sixty, not just opening day
- A/B testing a giant wall — swirls vs. sale offers, and what each actually tells you
- Why measuring the whole store — tasting bar, classes, baristas — beats measuring the screen alone
Big questions: Is a beautiful store experience that can't prove ROI a marketing win or a business failure? And does swirling your finger on a giant screen actually make you want more coffee?
Tell us at pixelsplaceandpurpose@gmail.com, and follow Pixels, Places & Purpose wherever you listen.
Hosted by David Title of Bravo Media and Manny Almagro, Chief Innovation Officer at Marks, A Propelis Company.