tina moffett - cross-channel attribution mastery

Master Measurement: Get Started With Cross-Channel AttributionTina Moffett, Senior Analyst

September 28, 2015

© 2015 Forrester Research, Inc. Reproduction Prohibited 3

Agenda

› Consumer and Measurement Trends

› Marketing Performance Measurement Landscape

› Critical Capabilities for Success


Agenda





Connected bodies

Connected cars

Connected doughnuts?

The world around us has changed . . .


. . . and mobile accelerated that shift

Source: Forrester’s US Mobile Mind Shift Online Survey, Q3 2013; Forrester Research World Mobile And Smartphone Adoption Forecast, 2014 To 2019 (Global); and Forrester Research World Tablet Adoption Forecast, 2013 To 2018 (Global)


The age of the customer

A 20-year business cycle in which the most successful enterprises will

reinvent themselves to systematically understand and serve increasingly

powerful customers


In the age of the customer, individuals are always-addressable…


Source: Forrester’s North American Technographics Online Benchmark Survey (Part 1), 2015

… and our customers are everywhere across today’s digital ecosystem.

61% of online adults are “always addressable” – using at least 3 internet connected devices from multiple different locations, multiple times a day.


The spotlight is on analytics make sense of a chaotic customer landscape.


Base: 170 analytics and measurement professionalsSource: Forrester/Burtch Works Q3 2014 Global State Of Customer Analytics Online Survey

Improve customer retention

Increase customer engagement

Improve data-driven focus of organization

Increase customer acquisition and targeting

Increase marketing performance

25%

26%

36%

41%

42%

Companies use analytics to develop more effective marketing strategies


Source: 2014 State of Customer Analytics Survey Forrester/Burtch Works

Analytics is a critical priority for marketers and customer insights pros

Top 5 Analytic Techniques Currently Being Used/Piloted

Customer Segmentation 84%

Test and Control Methods 80%

Forecasting Models 75%

Customer Targeting Models 74%

Response or Uplift Models 66%

Bottom 5 Analytic Techniques Currently Being Used/Piloted

Path Analysis/Customer Journey Analysis

47%

Geolocaton Analytics 45%

Social Network Analysis 39%

Next Best Action/Offer Models 35%

In-Marketing Timing Models 29%

Of the following types of customer analytic techniques, which techniques does your organization currently use or plan to use?


Attribution measurement uses algorithms to calculate marketing effectiveness

ALGORITHMIC ATTRIBUTION uses advanced

models to allocate credit

Organic Search Direct Facebook Direct

Mail PPC

$100

$25 $27 $23 $15 $10Contribution Contribution Contribution Contribution Contribution

Display Ad

Paid Search

AdEmail Online

VideoDirect to

Site

1st interaction 2nd interaction 3rd interaction 4th interaction 5th interaction

54% of marketers currently use/are piloting cross-channel attribution

models


Marketers and CI pros reap the attribution benefits…

› 92% use advanced attribution to allocate future marketing dollars

› 88% use advanced attribution to gain true performance metrics and insights across different channels.

› 81% use advanced attribution to measure the true attributed cost


…but face measurement and analytics hurdles

Source: 2014 State of Customer Analytics Survey Forrester/Burtch Works

47% ensuring data quality from various sources

managing data from a variety of sources38%

35% hiring talent to manage measurement and analytics


Agenda





Marketing tools and service providers can help tackle the attribution problem


Manage entirely in house

Complement internal resources with an external agency or consultancy

Complement internal resources with our cross channel vendor's professional services group

Complement internal resources with our cross channel vendor's professional services group and an external agency or consultancy

Allow external agency or consultancy to manage the entire analytics process

18%

35%

22%

15%

10%

What is your preferred method of managing cross channel attribution?

Source: 2014 Cross-Channel Attribution Wave SurveyN = 78

Firms rely on partners to help with attribution efforts


Thought leadership is a key selection criteria

Source: 2014 Cross-Channel Attribution Wave Survey

N = 72

Which of the following are the three most important factors when selecting a cross channel attribution vendor or application?

51% Cross channel attribution methodology and

thought leadership

25% Flexibility of cross channel attribution metrics, reporting, and analysis options

24% Ability to measure a wide range of channels


Vendors must provide capabilities to elevate attribution insights

Source: Q4 2014 Cross-Channel Attribution Wave

Top 5 attribution capabilities that would be most beneficial to the business

Ability to correlate and analyze the impact of multiple channel dimensions

63%

Real-time cross channel attribution monitoring 58%

Ability to develop A/B and multivariate testing based on attribution results

57%

Ability to plan future marketing efforts based on different scenarios

53%

Ability to generate predictive consumer and prospect analytics based on attribution results

51%

Which of the following attribution platform attributes are or would be most beneficial to your business?


Agenda





Focus on tangible changes to make a big impact1. Assess your measurement skills.

2. Audit your advertising and marketing technologies.

3. Connect customers across devices using deterministic approaches.

4. Measure the impact of marketing on key metrics, including ROMI.

5. Activate insights by conducting tests. Customer Value.

forrester.com

Thank you

Tina Moffett+1 [email protected]

tina moffett - cross-channel attribution mastery

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