©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:
©2014 eMarketer Inc.
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
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©2014 eMarketer Inc.
The Current State of
Attribution
©2014 eMarketer Inc.
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
Radio
OOH
In-Store
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©2014 eMarketer Inc.
The task of
assigning
credit where
it is due
might sound
simple, but in
today’s
omnichannel
world, it is
anything but
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As a result, few marketers are utilizing
attribution today
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And even fewer are performing cross-
platform attribution
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The Two Main
Attribution Approaches:
Top Down & Bottom Up
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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
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Only a very
small
handful of
marketers
today are
combining
these two
approaches
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Viewability
Third-party cookies
The mobile morass
Bridging the digital-offline divide
Today’s marketing universe is not set up
for cross-platform attribution
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Four Obstacles to
Successful Cross-
Platform Attribution
©2014 eMarketer Inc.
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
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A significant portion of impressions will
receive unnecessary attribution
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The result:
wasted ad
dollars and
a distorted
view of the
marketing
funnel and
cross-
platform
interactions
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B2Bs are less reliant on last-click
©2014 eMarketer Inc.
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?
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©2014 eMarketer Inc.
2) The
majority of
marketers
rely on
third-party
cookies to
track and
attribute
desktop
interactions
©2014 eMarketer Inc.
Assuming most mobile display ads are
served in-app, cookies are a moot point
©2014 eMarketer Inc.
Two potential solutions:
Cookieless alternatives (e.g., Google’s AdID)
Statistical identification methods
Additional considerations:
Data management platforms (DMPs)
What can marketers do?
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©2014 eMarketer Inc.
3) “Mobile” is a complex category
Devices
Smartphones
Tablets
Platforms
Android
iOS
BlackBerry
Windows Phone
Channels
Web
In-app
SMS
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©2014 eMarketer Inc.
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
©2014 eMarketer Inc.
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
©2014 eMarketer Inc.
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
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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
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4) Collecting and integrating traditional
media and purchase data is still a hurdle
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©2014 eMarketer Inc.
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
©2014 eMarketer Inc.
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
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©2014 eMarketer Inc.
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
©2014 eMarketer Inc.
Keep in
mind that
set-top box
data only
provides a
limited slice
of audience
activity
©2014 eMarketer Inc.
This year,
expect a
greater
number of
brands and
retailers to
look to
capture in-
store
actions via
digital
technology
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Beacon technology will also be a trend to
watch
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©2014 eMarketer Inc.
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.
Twitter – #eMwebinar
© 2014 Bizo, Inc
Multi-Channel
Marketing & Attribution
David Karel VP, Marketing, Bizo
2/20/2014
© 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
@dhkarel @Bizo [email protected]
© 2014 Bizo, Inc
One Perspective Multi-Channel Attribution P
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@dhkarel @Bizo [email protected]
© 2014 Bizo, Inc
Cross-channel Value Attribution in 2 Easy
Steps
#1: Figure out What you want to get
done
#2: Measure That
@dhkarel @Bizo [email protected]
© 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
@dhkarel @Bizo [email protected]
©2014 eMarketer Inc.
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
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