This document discusses the challenges of measuring marketing performance using proxy metrics like clicks and leads, and proposes a people-based measurement approach. It notes that people use multiple devices and touchpoints along their purchase journey, making attribution complex. The key points are:
1) Traditional metrics don't account for people interacting across channels and devices, so performance is mismeasured.
2) A people-based approach uses identity management to stitch together touchpoints into complete cross-device purchase paths.
3) This allows for improved attribution modelling to accurately allocate credits for awareness, engagement and sales across different marketing activities.
Grant Munro (Speaker) Senior Vice President, Shutterstock Custom, Shutterstock
With increased digital media consumption, comes increased expectations. Brands are challenged on a daily basis to share engaging visual media across all social channels. In this imagery-driven environment, we have seen video come out on top as the most valued type of content. While video is expected to continue to grow, another major consideration is the increased importance of personalization. Personalization requires brands to look at content differently. How do you scale the required content while meeting the personalization needs that brands are looking for? This talk will discuss strategies that brands are using to localize and personalize content as it becomes an increasingly crucial element of consumer engagement and loyalty.
Grant Munro (Speaker) Senior Vice President, Shutterstock Custom, Shutterstock
With increased digital media consumption, comes increased expectations. Brands are challenged on a daily basis to share engaging visual media across all social channels. In this imagery-driven environment, we have seen video come out on top as the most valued type of content. While video is expected to continue to grow, another major consideration is the increased importance of personalization. Personalization requires brands to look at content differently. How do you scale the required content while meeting the personalization needs that brands are looking for? This talk will discuss strategies that brands are using to localize and personalize content as it becomes an increasingly crucial element of consumer engagement and loyalty.
20/20 Insights: Mobile Marketing Predictions from 20 Marketing LeadersDialogTech
We asked 20 influencers - marketers, product experts, analysts, and journalists - to share their vision of the future of mobile marketing. Scroll through their predictions, then join the conversation on Twitter using the hashtag #DT2020.
Case study analysis how real-time digital interactions generated additional value &increased customer engagement.
O priložnostih in ovirah pri ugotavljanju ustrezne vrednosti ter izpostavljanju možne rešitve, ki jih prinaša sodobna tehnologija.
Prezentacija je bila predstavljena v okviru 19. slovenske marketinške konference 2014 v Portorožu.
Millions of people are looking for products and services every day. When they search, they want to find businesses near them that can learn more about and buy from. With so much competition our there, this presentation looks at local became such an important focus and how to make sure you get found whether you have one location or one thousand.
Engage Shoppers Through Unparalleled Social AmplificationRachel Benson
“Engage Shoppers through Unparalleled Social Amplification.”
Social engagement with shoppers along the path to purchase is a top digital priority for marketers, but local execution is formidable. Learn how to make it easy through the latest techniques and technologies.
YOU’LL LEARN HOW TO:
- Identify and precisely target the right audiences using the latest social approaches
- Deliver the right messages at the right place at the right time along the social landscape
- Fully leverage your content assets in the social domain
- Attribute in-store sales, ROI and cost savings to social engagement
For more information, contact:
marketing@shoplocal.com
info@blinqmedia.com
Succes van e-retail valt of staat met een goede analyse en interpretatie van de cijfers. comScore weet als geen ander hoe de vertaalslag gemaakt dient te worden van pure cijfers naar een kloppende marketingstrategie, met als doel een stijgende winstgevendheid. Henk Pleiter presenteert comScore’s review van de Nederlandse online retail economie. Hierin zal hij o.a. een overzicht geven van dé e-commerce trends in 2010. Henk laat zien welke veranderingen er hebben plaatsgevonden in het koopgedrag van online klanten vanaf 2008 t/m 2010. Daarnaast wordt het koopgedrag demografisch geanalyseerd, o.a. op basis van geslacht en inkomen. En natuurlijk kan een analyse over de houding van klanten ten aanzien van de huidige staat van de economie niet achterwege blijven. In zijn functie als Business Development Manager heeft Henk jarenlange ervaring in Audience-centric web metrics en Webanalytics.
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...signalhq
Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know it
In this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.
It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.
How Marketers are Making a 49% ROI Mistake - and They Don't Even Know ItDialogTech
We found that marketers could be making a 49% ROI mistake by omitting one simple thing from how they measure and optimize their marketing: phone calls. Learn more about our research.
Google Analytics 10 Step Audit
How to Ensure Accurate Insights
for Better Business Reporting and Traffic Analysis
in Your Google Analytics
Website Traffic, Transactions
Where Visitors Come From and How They Behave On-Site
Website Business
Audit Google Analytics regularly. Good Analytics data provides the actionable framework to build business logic and make the smartest marketing decisions. Quality Assurance testing is essential to good data. Provide a sensible dashboard for this intelligence, and speak knowledgeably about revenue, with verifiable facts and trends. Speaking the language of business is something that your customer (likely an E-Com manager, or Operations Executive, or Product manager), will understand and appreciate. These business people cannot operate profitable websites blindly (at least, not for long)! Give them the data they need to gain insights to inform decisions.
Audit with breadth (sitewide tag survey) and depth (filters, tags, segments). Audit frequently. Remember, any time a developer makes a change, or a content writer edits copy, or an E-Com manager adds new products, the Analytics is subject to change and therefore, verification.
1. Google Analytics Code Audit
2. Site Search Tracking
3. Bounces by Type of Traffic - Paid, New and Returning Visitors Bounce Rate
4. Account Filters
5. URL Tagging
6. Mobile Website and Conversion Tracking
7. Macro AND Micro Conversions
8. Custom Reports to Maximize Revenue
9. Unify Results for Easier Interpretation - URL Canonicalization and Rewrite
10. Traffic Source: Not Provided - Apply What You DO Know to Make Sense of What You Don\'t
Tip #1: Funnels: Product Page Add to Cart vs Category Page Add to Cart performance
Tip #2: Google Intelligent Alerts - just plain smart!
Tip #3: Tools & Resources
Before you can create a killer dashboard to monitor and measure your online marketing effectiveness, companies like yours need to first do some prep work:
1) Outline your objectives and goals (if you don't know where you're going, any path will take you there)
2) Choose the right measurement framework
3) Establish your KPI's (metrics directly tied to your business objectives)
4) Create an implementation roadmap (which KPI's you should monitor first)
5) Select the tools that will power your dashboard (a mix of free, paid, and internally created reports)
How to Leverage Customer Data for Successful Paid Media Campaigns: The ROI of...Tinuiti
According to Forbes, only 13% of companies have a high degree of confidence that they are maximizing their available customer data. A marketers’ greatest tool is customer data, as it provides critical insights, makes marketing teams more effective, and allows brands to tailor support to each individual customer. Tune in to our webinar as we unpack how to properly leverage technology to unify first, second, and third party data to map your customers’ journey, connect off and online touchpoints, and advance your marketing strategy to increase your ROI on paid media efforts.
A Whole New Approach to Audiences in Today’s Privacy LandscapeTinuiti
From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.
20/20 Insights: Mobile Marketing Predictions from 20 Marketing LeadersDialogTech
We asked 20 influencers - marketers, product experts, analysts, and journalists - to share their vision of the future of mobile marketing. Scroll through their predictions, then join the conversation on Twitter using the hashtag #DT2020.
Case study analysis how real-time digital interactions generated additional value &increased customer engagement.
O priložnostih in ovirah pri ugotavljanju ustrezne vrednosti ter izpostavljanju možne rešitve, ki jih prinaša sodobna tehnologija.
Prezentacija je bila predstavljena v okviru 19. slovenske marketinške konference 2014 v Portorožu.
Millions of people are looking for products and services every day. When they search, they want to find businesses near them that can learn more about and buy from. With so much competition our there, this presentation looks at local became such an important focus and how to make sure you get found whether you have one location or one thousand.
Engage Shoppers Through Unparalleled Social AmplificationRachel Benson
“Engage Shoppers through Unparalleled Social Amplification.”
Social engagement with shoppers along the path to purchase is a top digital priority for marketers, but local execution is formidable. Learn how to make it easy through the latest techniques and technologies.
YOU’LL LEARN HOW TO:
- Identify and precisely target the right audiences using the latest social approaches
- Deliver the right messages at the right place at the right time along the social landscape
- Fully leverage your content assets in the social domain
- Attribute in-store sales, ROI and cost savings to social engagement
For more information, contact:
marketing@shoplocal.com
info@blinqmedia.com
Succes van e-retail valt of staat met een goede analyse en interpretatie van de cijfers. comScore weet als geen ander hoe de vertaalslag gemaakt dient te worden van pure cijfers naar een kloppende marketingstrategie, met als doel een stijgende winstgevendheid. Henk Pleiter presenteert comScore’s review van de Nederlandse online retail economie. Hierin zal hij o.a. een overzicht geven van dé e-commerce trends in 2010. Henk laat zien welke veranderingen er hebben plaatsgevonden in het koopgedrag van online klanten vanaf 2008 t/m 2010. Daarnaast wordt het koopgedrag demografisch geanalyseerd, o.a. op basis van geslacht en inkomen. En natuurlijk kan een analyse over de houding van klanten ten aanzien van de huidige staat van de economie niet achterwege blijven. In zijn functie als Business Development Manager heeft Henk jarenlange ervaring in Audience-centric web metrics en Webanalytics.
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...signalhq
Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know it
In this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.
It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.
How Marketers are Making a 49% ROI Mistake - and They Don't Even Know ItDialogTech
We found that marketers could be making a 49% ROI mistake by omitting one simple thing from how they measure and optimize their marketing: phone calls. Learn more about our research.
Google Analytics 10 Step Audit
How to Ensure Accurate Insights
for Better Business Reporting and Traffic Analysis
in Your Google Analytics
Website Traffic, Transactions
Where Visitors Come From and How They Behave On-Site
Website Business
Audit Google Analytics regularly. Good Analytics data provides the actionable framework to build business logic and make the smartest marketing decisions. Quality Assurance testing is essential to good data. Provide a sensible dashboard for this intelligence, and speak knowledgeably about revenue, with verifiable facts and trends. Speaking the language of business is something that your customer (likely an E-Com manager, or Operations Executive, or Product manager), will understand and appreciate. These business people cannot operate profitable websites blindly (at least, not for long)! Give them the data they need to gain insights to inform decisions.
Audit with breadth (sitewide tag survey) and depth (filters, tags, segments). Audit frequently. Remember, any time a developer makes a change, or a content writer edits copy, or an E-Com manager adds new products, the Analytics is subject to change and therefore, verification.
1. Google Analytics Code Audit
2. Site Search Tracking
3. Bounces by Type of Traffic - Paid, New and Returning Visitors Bounce Rate
4. Account Filters
5. URL Tagging
6. Mobile Website and Conversion Tracking
7. Macro AND Micro Conversions
8. Custom Reports to Maximize Revenue
9. Unify Results for Easier Interpretation - URL Canonicalization and Rewrite
10. Traffic Source: Not Provided - Apply What You DO Know to Make Sense of What You Don\'t
Tip #1: Funnels: Product Page Add to Cart vs Category Page Add to Cart performance
Tip #2: Google Intelligent Alerts - just plain smart!
Tip #3: Tools & Resources
Before you can create a killer dashboard to monitor and measure your online marketing effectiveness, companies like yours need to first do some prep work:
1) Outline your objectives and goals (if you don't know where you're going, any path will take you there)
2) Choose the right measurement framework
3) Establish your KPI's (metrics directly tied to your business objectives)
4) Create an implementation roadmap (which KPI's you should monitor first)
5) Select the tools that will power your dashboard (a mix of free, paid, and internally created reports)
How to Leverage Customer Data for Successful Paid Media Campaigns: The ROI of...Tinuiti
According to Forbes, only 13% of companies have a high degree of confidence that they are maximizing their available customer data. A marketers’ greatest tool is customer data, as it provides critical insights, makes marketing teams more effective, and allows brands to tailor support to each individual customer. Tune in to our webinar as we unpack how to properly leverage technology to unify first, second, and third party data to map your customers’ journey, connect off and online touchpoints, and advance your marketing strategy to increase your ROI on paid media efforts.
A Whole New Approach to Audiences in Today’s Privacy LandscapeTinuiti
From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.
According to Gartner, each year businesses see 1/5th of their marketing budgets go to waste due to inaccurate data and reporting that leads to ineffective marketing decisions and under-performing campaigns. In this presentation, we will guide you through a proven and efficient process that standardizes the tracking and measurement of marketing campaigns. By eliminating siloes, boosting productivity, and addressing existing and future data accuracy challenges, this approach ensures reliable insights that drive informed decisions and deliver higher marketing return on investment (ROI).
Convenience is king, with billions of products available at the push of a button, how does your business compete? Professional services, retail, wellness, and more are all being bought, sold, and delivered with more frequency than ever. Are you providing a smooth experience for your customers and clients online?
More and more people are doing all their online activities from a smartphone. With more competitive information available than ever before, consumers are better educated on the numerous providers available. Finding, building, and maintaining online client relationships is now a necessity. If your online experience does not make it easy for them, they will go elsewhere.
With a cohesive strategy, a well-designed website, and traffic generating activities including paid ads and organic social media, you can Make It Easy for your customers to find and buy from you.
According to Gartner, each year businesses see 1/5th of their marketing budgets go to waste due to inaccurate data and reporting that leads to ineffective marketing decisions and under-performing campaigns. In this presentation, we will guide you through a proven and efficient process that standardizes the tracking and measurement of marketing campaigns. By eliminating siloes, boosting productivity, and addressing existing and future data accuracy challenges, this approach ensures reliable insights that drive informed decisions and deliver higher marketing return on investment (ROI).
This seminar featured speakers for Top Floor and Google talking about how the digital marketing landscape has changed -- and how leading marketers are evolving their approach.
Making data actionable: A look at the power of people-driven data in activati...Ray Poynter
Innovation is impacting every part of our lives, with smartphones making the world available from our pocket. But can we say the same for market research? As researchers, providing access to data from new sources like customer data platforms, could be considered the equivalent of sticking a kid in a candy store. Exciting yes, but completely overwhelming for some. Technological development in our industry is often focused on how a business can create the latest program or app to benefit their business. However, the very fact that this technological development is becoming a technological dependence for consumers means market research is already benefiting. Or rather, it should be. The innovation has occurred, now we need to tap into this wealth of data.This paper will look at how and what can be appended to existing research projects. It will share tangible examples of ways researchers, marketers, and advertisers alike can tap into the already innovative consumer and leverage the ocean of data they are generating – all while maximizing the investment being made in their survey research. Most importantly, it will leave the audience with better understanding of how to activate research-derived segments through programmatic advertising and how clients can derive incremental value from the investment they’re already making in survey-based research.
How is channel marketing evolving now that the value of consumer data is more...Grace Russell
The explosion of consumer data brings a lot of opportunity to the table, however with increased understanding of it's value, consumers want a lot more for it: individualised conversations, predictive personalisation, hyper convenience - and they want this across their preferred channels, on days and at times that suit them. They want a ‘customer-first’ value exchange, and if that’s not received they will find it somewhere else.
Through “conversion tracking” in GA4 and your CRM, you can track and measure the impact of each of your digital marketing efforts, including paid advertising, social media, emails, website content and your CRM to determine how each touchpoint contributes to successfully converting leads throughout the enrollment journey.
This presentation will provide pro tips you can use to determine what’s working and what’s not and will leave you with actionable strategies to drive sustainable increases in enrollment.
Similar to People Based Measurement Attribution in Automotive (20)
Inspiring change through art - how underwater sculptures reduce the barrier to become a citizen scientist and inspire collective climate action.
Sources:
https://www.moua.com.au/
https://www.abc.net.au/news/2022-11-03/climate-of-the-nation-report-australian-attitudes-climate-change/101606374
https://www.carbonbrief.org/analysis-global-co2-emissions-could-peak-as-soon-as-2023-iea-data-reveals/
https://www.asc.upenn.edu/sites/default/files/2021-07/e3eff4_f9429b1d5e644365afa9ba68ba35298c.pdf
https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0276367
https://www.statista.com/chart/27632/prevalence-of-selective-news-avoidance/
https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2022-06/Digital_News-Report_2022.pdf
https://hbr.org/2020/04/how-to-persuade-people-to-change-their-behavior
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The What, Why & How of 3D and AR in Digital Commerce
People Based Measurement Attribution in Automotive
1. People Based Measurement
Christian Bartens Thomas Gage
Managing Director, Datalicious Gage Consulting
November 8, 2017
Automotive Attribution Summit
Boca Raton, Florida
4. Confidential and Proprietary5
How are my
media partners
performing?
How can I
optimize cross
channel tactics?
What media
mix is optimal?
What incremental
return am I getting?
17. Confidential and Proprietary18
Solution: People-Based Measurement
Purchase Path
§ Challenges related to building an exhaustive quality purchase path
that measures real people interacting across channels and devices
Purchase Attribution
§ Challenges related to establishing and distributing
the value that real people generated over time
TV Display Dealer Print Search Website Leads Sales Profit LTCV
$500 $2,000 $1,500 $4,000?% ?% ?% ?% ?% ?%
18. Confidential and Proprietary
The future of measurement
is identity 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
19
Purchase Path: People Have Many IDs
PII IDs
CRM ID
Google
Cookie ID
Facebook
People ID
iOS ID
Android
ID
IP
Address
[...]
19. Confidential and Proprietary20
Purchase Path: People Use Multiple Devices
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 Dealer Print Search Website $2,000
Device 1 Display
Device 2 Search Website $2,000
20. Confidential and Proprietary21
Purchase Path: People Use Multiple Devices
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 Dealer Print Search Website $2,000
Device 1 Display
Device 2 Search Website $2,000
Source http://data.li/2krpbPF
21. Confidential and Proprietary22
Purchase Path: People Still Visit Dealers
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 $2,000
Dealer
22. Confidential and Proprietary23
Purchase Path: People Inside 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
23. Confidential and Proprietary24
Purchase Path: People Inside 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
24. Confidential and Proprietary25
Purchase Path: People Interaction 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 Dealer Print Search Website $2,000
25. Confidential and Proprietary26
Purchase Path: People Interaction 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 Dealer Print Search Website $2,000
Source http://data.li/2yL25FG, http://data.li/2krKlNl
26. Confidential and Proprietary27
Purchase Attribution: People Convert Offline
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 50-60% for US
TV Display Dealer Print Search Website
$2,000
27. Confidential and Proprietary
Purchase
Path
Equifax
Consumer
Universe
Dealer
Car Sales,
Leads
3rd Party
Car Sales,
Registrations
Cleaning,
Matching,
Removing PII
Deterministic
Cross-Device
ID Matching
Economic,
Media Etc
Segments
Website,
App Events
VINs
PII
VINs
PII
Offline Person ID
Anonymized PII
Attribution
Modelling
Probabilistic
Cross-Device
ID Matching
Online Person IDs
Match Partner IDs
IP to ZIP+4
IP to Lat/Long
Timestamp
Offline Person ID
ZIP+4
Reports,
Dashboards
28
Cookie IDs
Device IDs
IP Address
Match Partner IDs
Advertising
Events
Cookie IDs
Device IDs
IP Address
Match Partner IDs
Ads SalesAttribution
Offline Person ID
Household ID
28. Confidential and Proprietary
Purchase
Path
Equifax
Consumer
Universe
Dealer
Car Sales,
Leads
3rd Party
Car Sales,
Registrations
Cleaning,
Matching,
Removing PII
Deterministic
Cross-Device
ID Matching
Economic,
Media Etc
Segments
Website,
App Events
VINs
PII
VINs
PII
Offline Person ID
Anonymized PII
Attribution
Modelling
Probabilistic
Cross-Device
ID Matching
Online Person IDs
Match Partner IDs
IP to ZIP+4
IP to Lat/Long
Timestamp
Offline Person ID
ZIP+4
Reports,
Dashboards
29
Cookie IDs
Device IDs
IP Address
Match Partner IDs
Advertising
Events
Cookie IDs
Device IDs
IP Address
Match Partner IDs
Ads SalesAttribution
Offline Person ID
Household ID
50-60%
90-100%
25-35%
29. Confidential and Proprietary30
What? You Cannot Match 100% of Sales?
Source http://data.li/2iAet4Y
Gallup
500/Survey/Day
Pew Research
1,500/US Survey
Say there are 40m
car sales per year
in the US of which
~17m are new car
sales so 25-35%
of that would be
10-14m sales
matched per year
or 27-28k per day
– a huge sample!
32. Confidential and Proprietary33
Purchase Attribution: Allocating Sales Credits
TV Display Dealer Print Search Website Leads Sales Profit LTCV
0% 0% 0% 0% 100% 0% $500 $2,000 $1,500 $4,000
20% 25% 25% 25% 25% 0% $500 $2,000 $1,500 $4,000
30% 10% 10% 10% 40% 0% $500 $2,000 $1,500 $4,000
A% B% C% D% E% F% $500 $2,000 $1,500 $4,000
Many different out of the box models but all wrong …
Only accurate way is a custom model …
33. Confidential and Proprietary34
Purchase Attribution: Model People’s Behavior
Hidden Markov Modell (HMM) proven to be most effective
§ Uses visible events to approximate hidden customer journey states
§ Does not make unrealistic assumptions about consumer habits
§ Accounts for negative experiences or barriers that detract people
34. Confidential and Proprietary35
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
§ I.e. sell the same amount
of cars with 10-30% less
media spend
Source http://data.li/2krDzas
35. Confidential and Proprietary36
Reinvested Savings From Waste Drive Growth
Ads Sales Ads Sales Ads Sales
Spend Waste Reinvest Sales Incremental
Current Attributed Optimized
Waste Reinvest
Grow
36. Thank You
Questions
Christian Bartens Thomas Gage
Managing Director, Datalicious Gage Consulting
November 8, 2017
Automotive Attribution Summit
Boca Raton, Florida