Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige

Hier ansehen

1 von 46 Anzeige

eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution

Herunterladen, um offline zu lesen

Attribution is essential for marketers looking to plan and optimize media channels in our increasingly fragmented, digitally driven world. But making the move to cross-platform attribution practices comes with significant challenges.
Topics in this webinar include: Why most marketers say attribution is something they need to learn more about; What roadblocks and obstacles impede marketers' ability to properly adopt and implement attribution models; How marketers are implementing attribution methods; How cross-platform attribution is advancing to become a more holistic measure of company success.

Attribution is essential for marketers looking to plan and optimize media channels in our increasingly fragmented, digitally driven world. But making the move to cross-platform attribution practices comes with significant challenges.
Topics in this webinar include: Why most marketers say attribution is something they need to learn more about; What roadblocks and obstacles impede marketers' ability to properly adopt and implement attribution models; How marketers are implementing attribution methods; How cross-platform attribution is advancing to become a more holistic measure of company success.

Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Anzeige

Ähnlich wie eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution (20)

Anzeige

Aktuellste (20)

eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution

  1. 1. © 2016 eMarketer Inc. Made possible by Navigating the Complexities of Cross-Platform Attribution Lauren T. Fisher Senior Analyst October 6, 2016
  2. 2. © 2016 eMarketer Inc. Today’s Agenda  Assess the current state of attribution  Discuss common roadblocks to implementation  Identify future areas of development and advancement
  3. 3. © 2016 eMarketer Inc. What is attribution?  The practice of assigning credit to any advertising- or marketing-driven interaction or other brand-imposed touchpoint
  4. 4. © 2016 eMarketer Inc. The explosion of devices and touchpoints has made cross-platform attribution a must
  5. 5. © 2016 eMarketer Inc. This complexity, among other challenges, has made attribution a significant area of concern for many marketers
  6. 6. © 2016 eMarketer Inc. Those using attribution are still in the minority
  7. 7. © 2016 eMarketer Inc. About half of US companies will shift to multichannel attribution models by 2017  But remember: This is only the number of companies using it for digital media
  8. 8. © 2016 eMarketer Inc. Cross-screen complexities aren’t the only things sidelining marketers  Cost, expertise and organizational silos also delay attribution adoption and usage
  9. 9. © 2016 eMarketer Inc. Roadblocks to Overcome: Setting Up for Attribution Success
  10. 10. © 2016 eMarketer Inc. Interest in more advanced attribution methods is high
  11. 11. © 2016 eMarketer Inc. But getting sign-off on these tools and platforms can be difficult
  12. 12. © 2016 eMarketer Inc. Winning budgets and justifying long-term value can prove tricky, but essential “When it comes to implementing a DMP or an attribution platform, these are new cost items that haven’t necessarily been slotted into the budget mix. How do you fund that? How do you make a case to management that this six-digit investment that probably won’t be up and running at any sort of meaningful scale for six to 13 months is going to pay for itself on the other end of this?” —Rob Griffin, Chief Innovation Officer, Almighty
  13. 13. © 2016 eMarketer Inc. For most, arriving at a ‘single point of truth’ proves a powerful case for attribution
  14. 14. © 2016 eMarketer Inc. But to get there requires companies to make multiple tools and tech work together
  15. 15. © 2016 eMarketer Inc. Achieving full-scale system integration is still an industrywide pursuit
  16. 16. © 2016 eMarketer Inc. Many lack proper coordination and expertise required for such integration
  17. 17. © 2016 eMarketer Inc. But more often, organizational and departmental silos impede proper data share and integrations
  18. 18. © 2016 eMarketer Inc. Data integration and accessibility are key to making attribution work, but so is data quality
  19. 19. © 2016 eMarketer Inc. When it comes to attribution, it’s garbage in, garbage out
  20. 20. © 2016 eMarketer Inc. Common data quality issues marketers must vet for include:  Fidelity of owned and tracked data  Fraud and viewability  Accuracy of purchased data  Compatibility of device-level data; online-to-offline (O2O) data
  21. 21. © 2016 eMarketer Inc. Cross-device and the lack of a universal identifier poses even bigger challenges “Cross-device targeting came ‘to the masses’ in 2015. That resulted in a lot of conversations about deterministic and probabilistic data. But what we still see is that cross-device attribution is still very much in its infancy and there are no standards around it yet. Between what ID you have on one platform vs. what kind of ID you have on another, it ends up becoming very complicated … and the resulting attribution can look entirely different.” —Alan Beiagi, Senior Director, Products, DataXu
  22. 22. © 2016 eMarketer Inc. To combat this and other data quality issues, many utilize first-party data for known users
  23. 23. © 2016 eMarketer Inc. The Attribution To-Do List:  Audit current digital measurement strategy  Identify where sales data is being captured  Take stock of tech  Decide: Is this enough?  If not, choose a vendor
  24. 24. © 2016 eMarketer Inc. Looking Ahead: The Future of Attribution
  25. 25. © 2016 eMarketer Inc. A more cohesive blending of top-down and bottom-up models 1
  26. 26. © 2016 eMarketer Inc. In the past, most marketers have used one of two attribution methods: Top Down  Branding, traditional media (print, TV, etc.)  Econometrics, marketing- mix modeling  Uses GRPs/impressions, spend, sales data, external data to model attribution  Budget allocation and media planning Bottom Up  Native to digital  Path analysis  Uses cookies and other web data to analyze actual activity  Optimization, performance
  27. 27. © 2016 eMarketer Inc. But of late, many seek greater convergence between the two Image credit: Shutterstock
  28. 28. © 2016 eMarketer Inc. Still, such solutions are works in progress “We see a lot of people doing this today, but they’re kind of duct-taping it together and trying to fit a square peg in a round hole. And so marketers are left scratching their heads and wanting to try and figure out how to improve the data discrepancies and how to make user-level and aggregate-level data work together.” —Amy Mitchell, General Manager, Convertro, an AOL company
  29. 29. © 2016 eMarketer Inc. A move to more real-time reporting 2
  30. 30. © 2016 eMarketer Inc. As capabilities improve, rear-view reporting will become a thing of the past
  31. 31. © 2016 eMarketer Inc. The ultimate aim of attribution is to move from this: To this:Company Level Is my advertising/marketing successful? Department Level Was this campaign successful? Team Level Was this tactic successful? Company Level Is my advertising/marketing successful? Department Level Was this campaign successful? Team Level Was this tactic successful?
  32. 32. © 2016 eMarketer Inc. Addressable media is the most malleable at the moment  But long-term, traditional media will become more and more addressable
  33. 33. © 2016 eMarketer Inc. But remember: Automation and algorithms are marketing assets, not marketing absolutes “Oftentimes marketers immediately want to jump to optimizing. Shut that off. Turn that on. Move money from here to here. And they may be reacting to an anomaly and not a true pattern. So there’s definitely a balance in terms of timely data availability and a deep enough and big enough sample to make sound decisions.” —Jon Schulz, CMO, Viant
  34. 34. © 2016 eMarketer Inc. Greater online-to-offline sales attribution 3
  35. 35. © 2016 eMarketer Inc. Attributing all the way down to the sale has become ‘mission critical’
  36. 36. © 2016 eMarketer Inc. Tying online to offline (O2O) may be an imperative, but it’s still a work in progress “Even with just online, being able to connect the dots across different devices and publishers is already hard enough. And to be able to tie online transactions to offline sales is even harder, because a lot of the time advertisers just don’t have the right technologies and tools in order to do so.” —Anh Bui, Product Marketing Manager, Facebook
  37. 37. © 2016 eMarketer Inc. Data matching capabilities are improving, but there are still pitfalls
  38. 38. © 2016 eMarketer Inc. Location data can prove a rich source of O2O info, but its fidelity is increasingly being called into question
  39. 39. © 2016 eMarketer Inc. Example in action: an entertainment client looking to activate monthly paid subscriptions  The goal: Develop a cross-channel, integrated model that drives business results using paid, owned and earned media.  Data in: Primary acquisition KPIs (subscriptions, registrations, monthly active users), paid media (TV, out-of-home, social, online video, display, search), owned and earned media (site traffic, organic social and search, email, PR), competitor media spend, holidays and events, macroeconomic data, company-/industry-specific business metrics.  Model used: Marketing mix modeling (MMM) with ‘nested’ levels for optimization (digital).  Benefits: Determine optimal channel spend; understand how to optimize and execute marketing dollars to maximize subscriptions and lifetime value.
  40. 40. © 2016 eMarketer Inc. Key Takeaways:  Marketers can no longer afford to ignore cross-platform attribution.  Organizational, technological and data quality issues all pose significant challenges to making attribution work.  Blended, more real-time models are now a must.  Tying O2O data will be critical to truly gauge company success.
  41. 41. Ads that workThe retargeting and prospecting platform of choice for more than 25,000 advertisers worldwide.
  42. 42. Do more with first-party data Maximize the value of your customer data with AdRoll. Website and app data Use the AdRoll pixel to leverage your customer data and make it work for you Partner data Easily integrate the data from your CRM lists or favorite marketing apps to power more effective campaigns Opt-in data Take advantage of the AdRoll IntentMap™, the world’s largest opt-in co-op data set, to gain access to valuable new audiences
  43. 43. A solution for every stage of the customer journey Every marketer has three core objectives. ATTRACT Reach new prospects CONVERT Turn prospects into customers GROW Maximize customer lifetime value PROSPECTINGRETARGETING
  44. 44. Prospecting: Reach new, high-quality audiences Attract the prospects that are most likely to be in the market for your products. Your site’s customer behavior is analyzed and matched with similar prospects in the IntentMap Prospects come to your website via ads. With every new customer, Prospecting gets smarter. “AdRoll Prospecting has been a game changer for our marketing team, helping us find new customers at a rate that eclipses those of other platforms. We’ve seen excellent backend quality metrics from these conversions.” —Rob DiNuzzo, demand generation manager at Datadog Your website
  45. 45. Power your campaigns with advanced machine learning BidIQ™, our proprietary algorithm, learns from every bid it makes to buy high impact impressions and meet your performance targets. SCALE 1.2 billion user profiles and growing DIVERSITY An increasingly stronger data set that constantly gathers data across verticals, from SMBs to Fortune 500 companies QUALITY Over 100m variables instantly evaluated per impression (pages visited, time of day, device type, etc.)
  46. 46. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Lauren T. Fisher Navigating the Complexities of Cross-Platform Attribution  Cracking Cross-Device Attribution in 2016: Data Quality, Blended Models and Merging Online-Offline Data  Search and Social Platforms: How Facebook and Others Can Steal Dollars from Search  Making Multichannel Marketing Work: Four Tactics Required for Omnichannel Success  Ad Fraud in the US: How More Sophisticated Methods Are Hurting Mobile, Video and Performance Measurement

×