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Future of Digital Measurement Attribution

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Future of Digital Measurement Attribution

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Future of Digital Measurement Attribution

  1. 1. Confidential and Proprietary FUTURE OF DIGITAL MEASUREMENT Christian Bartens, Managing Director Datalicious – Marketing Data Specialists
  2. 2. Confidential and Proprietary2 Future of Digital Measurement = All Media Majority of global media consumption (by week) will soon be digital Important to build measurement tools and techniques that are future proof and (are starting to) solve the measurement challenges of tomorrow – today
  3. 3. Confidential and Proprietary3 Purchase Path vs Purchase Attribution Purchase path § Challenges related to building an exhaustive purchase path Purchase attribution § Challenges related to establishing and distributing generated value TV Display Branch Print Search Website Leads Sales Profit LTCV $100 $1,000 $500 $2,000?% ?% ?% ?% ?% ?%
  4. 4. Confidential and Proprietary4 Key ‘Digital’ Measurement Challenges Purchase path § Cross-device tracking § Touch point quality § Location tracking § Walled gardens § Identity management Purchase attribution § Offline sales § Attribution models Unified measurement
  5. 5. Confidential and Proprietary5 Purchase Path: Cross-Device Consumers increasingly use multiple devices and apps along the purchase path This requires different measurement strategies to ID consumers across devices and apps so individual touch points can be combined into one single cross-device purchase path Datalicious study revealed that combining paths across devices lengthens the path by 38%, attributes 1.8x more sales to mobile equaling +142% percent for Facebook ads TV Display Branch Print Search Website $1,000 Device 1 Display Device 2 Search Website $1,000
  6. 6. Confidential and Proprietary6 Purchase Path: Cross-Device Consumers increasingly use multiple devices and apps along the purchase path This requires different measurement strategies to ID consumers across devices and apps so individual touch points can be combined into one single cross-device purchase path Datalicious study revealed that combining paths across devices lengthens the path by 38%, attributes 1.8x more sales to mobile equaling +142% percent for Facebook ads TV Display Branch Print Search Website $1,000 Device 1 Display Device 2 Search Website $1,000 Source http://data.li/2krpbPF
  7. 7. Confidential and Proprietary7 Purchase Path: Touch Point Quality Just because ad impressions were served doesn’t mean … § They were not blocked – Ad blocking – eMarketer reports that ad blocker penetration reaches 30-35% in the US § They were actually viewed – Ad view-ability – Marketing Charts reports ad view-ability to be between 45-60% in the US § They were actually viewed by a human person – Ad fraud – Datalicious study suggests twice as high as thought or 15-20% in the US Filtering out ineffective ads can reduce ROI by >100% TV Display Branch Print Search Website $1,000
  8. 8. Confidential and Proprietary8 Purchase Path: Touch Point Quality Just because ad impressions were served doesn’t mean … § They were not blocked – Ad blocking – eMarketer reports that ad blocker penetration reaches 30-35% in the US § They were actually viewed – Ad view-ability – Marketing Charts reports ad view-ability to be between 45-60% in the US § They were actually viewed by a human person – Ad fraud – Datalicious study suggests twice as high as thought or 15-20% in the US Filtering out ineffective ads can reduce ROI by >100% TV Display Branch Print Search Website $1,000 Source http://data.li/2krKlNlSource http://data.li/2yL25FG
  9. 9. Confidential and Proprietary9 Purchase Path: Location Tracking Physical branch interactions are still important touch points Challenge is sourcing and then connecting the location data to the path Various (mostly still untested) possible approaches § Walk-in counters and inclusion via Media Mix Model (MMM) § Latitude/longitude tracking via mobile ad servers, browsers or mobile apps § Proximity tracking or triangulation via in-store free Wi-Fi or Bluetooth beacons Problem remains how to connect location data set to main path data set § Solution will be a combination of PII to device advertising ID and IP address matching TV Display Print Search Website $1,000 Branch
  10. 10. Confidential and Proprietary10 Purchase Path: Walled Gardens Purchase Path Google Facebook iOS […] Walled gardens opening § Facebook Clean Rooms, APIs § Google Ads Data Hub § Access via trusted partners such as Datalicious, Equifax Walled gardens closing § Apple iOS Tracking Prevention – Technical R&D challenge
  11. 11. Confidential and Proprietary11 Purchase Path: Walled Gardens Purchase Path Google Facebook iOS […] Walled gardens opening § Facebook Clean Rooms, APIs § Google Ads Data Hub § Access via trusted partners such as Datalicious, Equifax Walled gardens closing § Apple iOS Tracking Prevention – Technical R&D challenge Source http://data.li/2kqPAwR
  12. 12. Confidential and Proprietary The future of measurement is identify management § To facilitate the stitching of touch points across platforms, devices, etc People can easily amass hundreds of IDs across time and different ad platforms Deterministic and probabilistic user ID matching is crucial 12 Purchase Path: Identity Management Persistent User ID PII IDs CRM ID Google Cookie ID Facebook People ID iOS ID Android ID IP Address [...]
  13. 13. Confidential and Proprietary The future of measurement is identify management § To facilitate the stitching of touch points across platforms, devices, etc People can easily amass hundreds of IDs across time and different ad platforms Deterministic and probabilistic user ID matching is crucial 13 Purchase Path: Identity Management Persistent User ID PII IDs CRM ID Google Cookie ID Facebook People ID iOS ID Android ID IP Address [...] Source http://data.li/2krpbPF
  14. 14. Confidential and Proprietary14 Purchase Attribution: Offline Sales What if all research and ads are online but the sale offline? § Reality is that online drives offline and vice versa § Cannot just attribute sales to online we can track online Important to match offline sales to online campaign activity § Requires PII of sales to be matched to cookies and IP addresses § Combined cookie and IP address match rate between 30-50% for US TV Display Branch Print Search Website $1,000
  15. 15. Confidential and Proprietary15 Purchase Attribution: Attribution Models TV Display Branch Print Search Website Leads Sales Profit LTCV 0% 0% 0% 0% 100% 0% $100 $1000 $500 $2000 20% 25% 25% 25% 25% 0% $100 $1000 $500 $2000 30% 10% 10% 10% 40% 0% $100 $1000 $500 $2000 A% B% C% D% E% F% $100 $1000 $500 $2000 Many different out of the box models but all wrong … Only accurate way is a custom model …
  16. 16. Confidential and Proprietary16 Unified Measurement Traditionally online and offline measurement are separate § Offline = Media Mix Modelling (MMM) § Online = Multi-Touch Attribution (MTA) Online and offline can no longer be measured in isolation Need for integrated unified online offline approach § Media Mix Modell (MMM) – Determines optimal spend at channel level, seasonality and baseline § Multi-Touch Attribution (MTA) – Allocates optimal channel spend by week/month down to ad/keyword level
  17. 17. Confidential and Proprietary17 Seems Complicated – Why Bother? Because Forrester suggests – and we can confirm – that unified marketing measurement and resulting optimization can easily yield 10-30% media efficiencies in the 1st year … Source http://data.li/2krDzas
  18. 18. Confidential and Proprietary THANK YOU! Questions? 18

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