decoding the marketing attribution · 6/15/2011 · digital attribution challenges - 2013 neustar,...
TRANSCRIPT
DECODING THE MARKETING ATTRIBUTION ROULETTE
Wes Benel Director, Sales Engineering Neustar
THE PLAYERS
Michael Kaushansky EVP, Chief Data Officer Havas Media
Chris Magpayo Senior Director, Loyalty & Offers Visa
Larry Kavanagh CEO CohereOne
Wes Benel Director, Solutions Engineering Neustar Moderator
DECODING THE MARKETING ATTRIBUTION ROULETTE
CROSS-CHANNEL ATTRIBUTION
“The practice of using advanced statistical approaches to allocate proportional credit to marketing communications and media activity across all channels, which ultimately leads to the desired customer action.”
Forrester Research, 2014.
MULTI-TOUCH ATTRIBUTION IS COMING OF AGE...
NOT YET. THERE ARE STILL A LOT OF GAMBLERS OUT THERE
ONLY 54% OF MARKETERS USE OR ARE PILOTING ATTRIBUTION MODELING1
12014 State of Customer Analytics Survey by Forrester/Burtchworks
HOW ARE YOU DOING CROSS-CHANNEL ATTRIBUTION TODAY?
7
THE MYTH: ATTRIBUTION = MEDIA MIX MODELING
SAME?
WHAT ARE THE DIFFERENCES BETWEEN THESE TWO?
43.4%
42.4%
38.9%
38.9%
33.8%
32.3%
26.3%
25.3%
DIGITAL ATTRIBUTION CHALLENGES - 2013
Neustar, AdAge White Paper, September 2013
Matching online campaigns to online and offline conversions
Reconciling data from disparate sources (online, offline, CRM, marketing automation systems)
Staffing necessary to do the analysis
Difficulty in tracking cross-device/cross-platform advertising and marketing exposure
A lack of consensus on the “right” methodology to measure attribution
Proving the case for incremental budget for measurement and technology
Limited or nonexistent user data from social media
Applying weighting to different marketing campaigns
Greatest Challenges Related to Digital Attribution Measurement
WHAT ARE THE MOST IMPORTANT CHALLENGES FOR CROSS-CHANNEL ATTRIBUTION TODAY?
THE LANDSCAPE FOR ATTRIBUTION IS CHANGING
The Independents
Media + Attribution (recent acquisitions)
AOL +
Convertro
Google +
adometry
Rakuten DC Storm
ClearSALEing Ebay Enterprise
Visual IQ MarketShare Marketing Evolution
SELECTING AN ATTRIBUTION VENDOR? DON’T FORGET ABOUT IDENTITY
“When a consistent identifier is not available, user-specific attribution is not possible.”
IAB Attribution Primer, 2012.
DO YOU HAVE ANY TIPS WHEN EVALUATING ATTRIBUTION SOLUTIONS?
LET’S LOOK INTO THE FUTURE…
Store
Direct Mail
Call Center
Known Interactions
Website
Mobile
Social
Desktop
TV
Unknown Interactions
IoT
Others?
Media Efficiency
Message Control
Balance Customer Journey
WHAT DOES THE “GOLD STANDARD” OF ATTRIBUTION MODELING LOOK LIKE IN NEXT 3-5 YEARS
Q&A
THANKS!