emarketer webinar: the omnichannel challenge—cross-platform attribution

©2014 eMarketer Inc.

Lauren T. Fisher

Analyst

F E B R U A R Y 2 0, 2 0 1 4

The Omnichannel Challenge—

Cross-Platform Attribution

Sponsored by:


Agenda

The current state of attribution

The two main approaches to cross-platform

attribution

Four obstacles to successful cross-platform

attribution

Tactics for overcoming those obstacles

Twitter – #eMwebinar


The Current State of

Attribution


A method of assigning credit to a particular marketing-driven interaction or other brand-imposed touchpoint.

What is attribution?

Display Search

Social

Email Website

App

SMS

TV

Print

Radio

OOH

In-Store



The task of

assigning

credit where

it is due

might sound

simple, but in

today’s

omnichannel

world, it is

anything but


As a result, few marketers are utilizing

attribution today


And even fewer are performing cross-

platform attribution


The Two Main

Attribution Approaches:

Top Down & Bottom Up


Top Down

Econometrics, marketing mix modeling

Commonly used with traditional media (print, broadcast, etc.)

Uses GRP/impressions, spend, sales data, external data to model attribution

Budget allocation, media allocation

The two main approaches to attribution

today

Bottom Up

Path analysis

Native to digital

Uses cookies and other web data to analyze actual activity

Optimization, performance



Only a very

small

handful of

marketers

today are

combining

these two

approaches


Viewability

Third-party cookies

The mobile morass

Bridging the digital-offline divide

Today’s marketing universe is not set up

for cross-platform attribution



Four Obstacles to

Successful Cross-

Platform Attribution


1) Viewability is a big problem for display

advertisers

“The topic of viewability wasn’t even around a few

years ago, but that’s changed dramatically. Anyone who

understands analytics and the data collected with any digital campaign knows that 90%-plus of the data

collected is all viewthrough, [that is, impression-

focused], data. So what that tells you is that 90% of

the data you’re putting into an attribution

model is wrong.”

—Mark Hughes, co-founder and CEO, C3 Metrics



A significant portion of impressions will

receive unnecessary attribution


The result:

wasted ad

dollars and

a distorted

view of the

marketing

funnel and

cross-

platform

interactions


B2Bs are less reliant on last-click


Invest in a multi-touch model

Expect to see greater momentum around viewability standards and measures as the Media Rating Council lifts its viewability advisory in March 2014

What can marketers do?



2) The

majority of

marketers

rely on

third-party

cookies to

track and

attribute

desktop

interactions


Assuming most mobile display ads are

served in-app, cookies are a moot point


Two potential solutions:

Cookieless alternatives (e.g., Google’s AdID)

Statistical identification methods

Additional considerations:

Data management platforms (DMPs)

What can marketers do?



3) “Mobile” is a complex category

Devices

Smartphones

Tablets

Platforms

Android

iOS

BlackBerry

Windows Phone

Channels

Web

In-app

SMS



Tracking and collecting data from all

mobile touchpoints is nearly impossible

“Mobile is still the bleeding edge of attribution.

Everybody understands that it’s completely relevant to

want to include mobile ad exposure, mobile search

activity, app downloads and usage as part of an attribution model. But good luck getting good

data streams on that stuff.”

—Pat LaPointe, EVP at MarketShare


But even if

marketers

were to

collect that

data, they

would have

a very

difficult

time pairing

it with an

individual’s

cross-device

actions and

exposures


Device recognition and digital

fingerprinting represent alternatives

Cookieless, device-tracking tactics relying on device and browser-specific info to create a unique identifier for that user

Uses any of the following:

IP address

Device type

Browser type

OS

User profile (digital fingerprinting)

Can be performed on any IP-enabled device (mobile, desktop, TV, etc.)

Digital fingerprinting leaves a tracing mechanism on the device and may comb PII info to determine identity



Log-in, consented data from the likes of Google, Amazon, NYT, etc.

Able to track and collect data across devices via browser sign-in or app usage

Opt-in data provides another avenue for

marketers to track user actions



4) Collecting and integrating traditional

media and purchase data is still a hurdle



But offline exposures and data are

necessary for a full-funnel picture

“If you don’t know the degree to which your offline

marketing activities or even external market

influences might have caused changes in

digital activity, then you’ve left yourself wide open

to misattribution and dangerous

conclusions.”

—Pat LaPointe, EVP at MarketShare


Marketers can use tools to fill in the gaps

Traditional Media

Set-top box data

In-store and Purchase Data

eReceipts, QR Codes, etc.

Location-based tracking

Panels



Set-top box and other TV data have

been on marketers minds for years …

… this year, many are actively pursuing access to

such data:

“There’s a lot of testing going on right now. Once that

genie is out of the bottle, it’s going to be tough to put it

back in.”

—Bruce Journey, co-founder and chief customer officer at DataXu

“Set-top box will definitely be the ultimate solution as it

gains more penetration, because it’s electronically

available, and you can get down to much lower levels of

granularity.”

—Paul Bates, VP advertising solutions, Convertro


Keep in

mind that

set-top box

data only

provides a

limited slice

of audience

activity


This year,

expect a

greater

number of

brands and

retailers to

look to

capture in-

store

actions via

digital

technology


Beacon technology will also be a trend to

watch



Key takeaways

1. Surviving and thriving in an omnichannel

marketing universe will make cross-platform attribution mandatory.

2. In digital, viewability and issues surrounding

third-party cookies threaten the full-funnel

view, though workarounds are on the horizon.

3. Mobile, traditional media and in-store data can

be hard to access, but mechanisms such as device recognition and panels and technologies like set-top boxes and beacons all help to bridge the digital-offline divide.


© 2014 Bizo, Inc

Bizo is how B2B marketers identify and reach their

TARGET AUDIENCE ONLINE

Bizo Data Solutions Bizo Advertising Solutions

Bizo Audience Data

(Business Data Management Platform) (B2B Targeting Platform)

(120 million business professionals)

BIZO MARKETING PLATFORM

750+ brands use Bizo’s platform to impact every

stage of their sales and marketing funnel

Reach over 90% of US Business Population

@dhkarel @Bizo [email protected]

© 2014 Bizo, Inc

Buyer’s Journey

sales rep the lonely

of the buyer’s journey is complete before a salesperson is contacted

Start

Buyer Sales Rep

Finish

10% 90%

Source: Forrester


© 2014 Bizo, Inc

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© 2014 Bizo, Inc

Cross-channel Value Attribution in 2 Easy

Steps

#1: Figure out What you want to get

done

#2: Measure That


© 2014 Bizo, Inc

Campaign Strategy

Your Marketing Funnel

Success Metrics

• Branded Search Lift (%)

• Website Content

Engagement Lift (%)

• Targeted Audience Time on Site Lift (%)

• Cost per New Visitor

• Cost per Page View

• Brand Recall

• Targeted Reach

• Share of Voice (%)

• Targeted Website Traffic Lift

• Leads (#)

• Cost per lead

• Overall Website Form Conversion Lift (%)

• Opportunity Contribution

• Revenue Contribution

Let’s Make it Real: Getting @ Display & Social Program Attribution

• Company Size, Industry

• Video Targeting

• Company Targeting

• Job Function, Seniority

• Facebook Targeting

• LinkedIn Targeting

• Marketing Automation Sync

• CRM Retargeting

• Website Retargeting



Q&A Session

The Omnichannel Challenge— Cross-Platform Attribution

Sponsored by:

Bizo

You will receive an email tomorrow with a link to

view the deck and webinar recording.

Lauren T. Fisher

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:

Cross-Platform Attribution: A Status Report on

Overcoming Select Attribution Challenges

Multichannel Attribution: What Retailers Need to Know

Key Digital Trends for 2014

Data Management Platforms: Using Big Data to Power

Marketing Performance

The Effectiveness of Geotargeted Mobile Ads: How

Location-Based Data Pumps up Performance

To learn more: www.emarketer.com/products

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