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Marketing Attribution—New Tech, New Trends, New Thinking



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As the mandate for more advanced attribution practices increases, those making the transition struggle to navigate through the sea of technologies, platforms, data sets and strategies necessary for success. Topics in this webinar include: Where marketers stand on the journey toward more advanced attribution methods; What technologies and data sets are required to obtain a cross-platform view; What tips and best practices marketers can follow to ensure greater success.

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Marketing Attribution—New Tech, New Trends, New Thinking

  1. 1. © 2017 eMarketer Inc. Made possible by Marketing Attribution: New Tech, New Trends, New Thinking Lauren T. Fisher Principal Analyst October 5, 2017
  2. 2. © 2017 eMarketer Inc. Agenda  The current state of cross-platform attribution adoption  The data, tools and tech required to make advanced attribution work  Five best practices for ensuring greater success #eMwebinar Made possible by
  3. 3. © 2017 eMarketer Inc. The Current State of Cross-Platform Attribution
  4. 4. © 2017 eMarketer Inc. For today’s marketer, figuring out budgeting and the right channel mix are no longer simple mathematical exercises #eMwebinar Made possible by
  5. 5. © 2017 eMarketer Inc. This goes for both marketers with and without existing marketing attribution practices “Mature marketers who are doing [attribution] at the channel level recognize that’s got to change. They know consumers are interacting with their brand on a bunch of different channels, and if they’re only looking at one channel at a time, at some point it loses its effectiveness.” —Wayne Townsend, President, Technology, Epsilon #eMwebinar Made possible by
  6. 6. © 2017 eMarketer Inc. Not surprisingly, attribution is a top concern among digital advertisers this year #eMwebinar Made possible by
  7. 7. © 2017 eMarketer Inc. Marketers who have yet to transition to a holistic view are in the vast minority 6%Portion of marketers worldwide who say they have a complete view of their customers across every touchpoint, including those owned by third-party partners or vendors Source: CMO Council, “Empowering the Data-Driven Customer Strategy: Addressing Customer Engagement from the Foundation Up”; in partnership with RedPoint Global, March 2017 #eMwebinar Made possible by
  8. 8. © 2017 eMarketer Inc. Most are still early in making the shift #eMwebinar Made possible by
  9. 9. © 2017 eMarketer Inc. In fact, just half of US companies use multichannel attribution for digital marketing #eMwebinar Made possible by
  10. 10. © 2017 eMarketer Inc. Making Attribution Work: The Data, Tools and Tech
  11. 11. © 2017 eMarketer Inc. As focus shifts to a holistic view, the spotlight moves from individual channels to the audience #eMwebinar Made possible by
  12. 12. © 2017 eMarketer Inc. To identify the right data and tools needed to move forward with that view, ask yourself:  What does a complete picture of a user look like?  What has that user been exposed to?  What did the user do? Vish Oza Director, Product Marketing Convertro #eMwebinar Made possible by
  13. 13. © 2017 eMarketer Inc. Answering these questions inevitably leads marketers to a host of data sources and inputs #eMwebinar Made possible by
  14. 14. © 2017 eMarketer Inc. Identity plays an important role in stitching together the cross-screen picture #eMwebinar Made possible by
  15. 15. © 2017 eMarketer Inc. A cross-device audience view is critical, though not widely used at the moment #eMwebinar Made possible by
  16. 16. © 2017 eMarketer Inc. These and other tech tools must be integrated into the larger attribution model Attribution Model Linking Solution: Data onboarder, ID graph, etc. Channel Platforms: Paid, owned and earned (digital, physical and traditional) Audience Data: CRM, DMP, transactional and loyalty data; third- party data #eMwebinar Made possible by
  17. 17. © 2017 eMarketer Inc. Tech and data barriers aren’t the only obstacles on the path to integration #eMwebinar Made possible by
  18. 18. © 2017 eMarketer Inc. Five Things Savvy Marketers Know About Holistic Attribution
  19. 19. © 2017 eMarketer Inc. They know a perfect solution doesn’t exist 1
  20. 20. © 2017 eMarketer Inc. Today’s models aren’t designed to 100% support a cross-platform, audience-centric view Top Down Marketing Mix Model  Aggregate view  Budgeting, media planning Bottom Up Digital Attribution  Impression-level view  Optimization #eMwebinar Made possible by
  21. 21. © 2017 eMarketer Inc. On their wish list for an ideal solution:  Inclusion of all digital, traditional and physical touchpoints  Audience-level view of those touchpoints  Insights for budget allocation  Real-time optimization capabilities  Actionable outputs for all levels of the organization #eMwebinar Made possible by
  22. 22. © 2017 eMarketer Inc. But we’re just not there yet “Depending on your scenario, you’re getting to that source of truth on a variety of inputs. You know there are these gaps … and you understand these gaps. Knowing there isn’t one tool that can actually be the source of truth, you have multiple tools to paint a picture.” —Noah Singer, Product Marketing Manager, Attribution, Facebook #eMwebinar Made possible by
  23. 23. © 2017 eMarketer Inc. Methods for making it work: Building internal solution Staffing for and building an internal attribution model custom-designed to answer the right questions Integrating multiple tools Relying on a primary attribution platform, plus additional systems and reporting tools for a more holistic picture “The limitation of models we’ve seen is that we have yet to find [a holistic] one that we really feel comfortable with. When I say, ‘holistic,’ I mean digital and traditional together so that we can really see what is truly driving conversions. We have really good tools to measure single channels, but it’s hard to see that unified picture.” —Bruce Millard, Vice President, Digital and Customer Innovation, Safelite AutoGlass #eMwebinar Made possible by
  24. 24. © 2017 eMarketer Inc. They know how to get their organization on board 2
  25. 25. © 2017 eMarketer Inc. Many set out to implement holistic attribution practices feeling like this: #eMwebinar Made possible by
  26. 26. © 2017 eMarketer Inc. Many of their greatest challenges are organizational ones #eMwebinar Made possible by
  27. 27. © 2017 eMarketer Inc. The biggest determinant of success: Top-level buy-in #eMwebinar Made possible by
  28. 28. © 2017 eMarketer Inc. Without that buy-in from above, it’s difficult to achieve buy-in throughout the organization “In the ideal scenario, everything is collaborative. If I lose a dollar from my budget and you gain a dollar for your budget and we end up with $10 more in revenue, then we all win. In a not-so-well- functioning scenario, you have people questioning that model and not believing it. And you can have fights about the magnitude of any shifts in budget.” —Ben Bloom, Senior Digital Strategist, Mapp Digital #eMwebinar Made possible by
  29. 29. © 2017 eMarketer Inc. They know what needs to be done in-house 3
  30. 30. © 2017 eMarketer Inc. For many brands and marketers, customer analytics is already an in-house practice  Marketing tech, like attribution, is also on the docket #eMwebinar Made possible by
  31. 31. © 2017 eMarketer Inc. Some, like Rue La La, are looking to own the entire attribution practice:  Move to bring all tools and functions in-house  Desire to move off of reliance on third parties for data and analytics outputs  Staff to fully analyze, interpret and execute on findings “Building the right team in-house allows us to stay on top of what our customers are asking for. You have a much deeper understanding of what the customer wants, what her pain points are and what’s going to make her happy.” —Melissa Studzinski, Head of Customer Engagement and Loyalty, Rue La La #eMwebinar Made possible by
  32. 32. © 2017 eMarketer Inc. Others are pursuing more customized solutions  Still may use third-party tools and systems for reporting  Seeking more customized use of those tools  Staffing internally to make the most of that output “The analytics team isn’t just doing the back-end measurement of what happened. They want this kind of access so they can determine what happened, but they can also do a cause-effect analysis and then inform the front-end team to say, ‘We need to do it differently, because this is what the data is telling us.’” —Jon Schulz, CMO, Viant #eMwebinar Made possible by
  33. 33. © 2017 eMarketer Inc. They know the customer is the key to success 4
  34. 34. © 2017 eMarketer Inc. Focusing attribution models on customers, not channels, can have companywide effects “The biggest thing you’d expect to see in a company that’s having success with attribution is they’re likely identifying high-performing customer segments that are addressable, and they’re now reorganizing their company, their budget and in some cases, maybe even their merchandising.” —Tony Zito, CEO, Rakuten Marketing #eMwebinar Made possible by
  35. 35. © 2017 eMarketer Inc. Here again, audience data and identity solutions providers are critical Attribution Model Linking Solution: Data onboarder, ID graph, etc. Channel Platforms: Paid, owned and earned (digital, physical and traditional) Audience Data: CRM, DMP, transactional and loyalty data; third- party data #eMwebinar Made possible by
  36. 36. © 2017 eMarketer Inc. Taking an audience-led approach can have the following benefits:  Real-time audience insights and optimization  Audience intel for future campaign planning  Insight into the value of all customer-facing touchpoints on audiences #eMwebinar Made possible by
  37. 37. © 2017 eMarketer Inc. They know measuring success requires real business drivers, not channel-specific KPIs 5
  38. 38. © 2017 eMarketer Inc. For many, the hardest part of proving marketing ROI is figuring out the right KPIs #eMwebinar Made possible by
  39. 39. © 2017 eMarketer Inc. Goal alignment should ultimately match objectives #eMwebinar Made possible by
  40. 40. © 2017 eMarketer Inc. Without that alignment, marketers are unable to properly optimize and understand campaigns “When you look at a customer journey, what you realize is that if you look at anything through the lens of one channel, or if you try and optimize for that channel, you can actually block progress down that customer journey path.” —Wayne Townsend, Epsilon #eMwebinar Made possible by
  41. 41. © 2017 eMarketer Inc. Key Takeaways:  Migrating toward a more holistic attribution practice is hard but necessary for today’s world.  The perfect tool does not exist, but marketers can still make the most with what’s out there, and many are doing so with greater internal investment.  But they can’t do that without organizational buy-in.  An audience-fed lens can yield valuable budgeting and optimization information.  Ultimately, success requires everyone rowing in a single direction toward a larger KPI. #eMwebinar Made possible by
  42. 42. Performance Marketing Platform for +30,000 customers in over 150 countries accounting for +$300M in ad spend
  43. 43. Your customer data is your most valuable marketing asset Advertise more effectively connecting your data. Customer information AdRoll helps you act on Buyer intent CRM data Cross-device data Customer data most marketers act on Demographic Geographic Vertical
  44. 44. Personalized Ads High performing, auto-customized ads to accelerate lead pipeline movement Target Connect with key prospects & discover new quality leads Personalize Nurture leads faster with precisely tailored ads Measure Show pipeline impact and alignment in your source of truth CRM Name: Joe Urbano Company: Lemon Aid Cyber Security Stage: Discovery Title: VP of Marketing Geo: N AMER - WEST IntentMap History: Multiple product pages Events: Whitepaper downloaded No demo signup SIGN UP FOR A CUSTOM DEMO uses to grow their customer base. SIGN UP FOR A CUSTOM DEMO Over 25,000 VPs of Marketing see results with Learns what we’re all about: Should Lemon Aid Cyber Security?
  45. 45. AdRoll’s Account-Based Marketing Platform B2B Marketing goals The AdRoll Platform ATTRACT Create awareness and demand at accounts that need your business NURTURE Speed up the buying process with the right content at the perfect time GROW Increase the lifetime value of your current customers PIPELINE ACCELERATOR Speed up the time it takes for a lead to activate as a customer GROWTH MULTIPLIER Land and expand into new departments, and upsell your closed/won opportunities LEAD LOCATOR Uncover new contacts at target accounts, and find new high-value accounts
  46. 46. Data to Deliver Better Business Impact Together, with your CRM data and the AdRoll IntentMap, you’ll get more precise targeting and see better performance.
  47. 47. © 2017 eMarketer Inc. 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: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: 800-405-0844 or Lauren T. Fisher Marketing Attribution: New Tech, New Tools, New Trends  Marketing Attribution 2017: Five Best Practices  Integrating TV, Digital and In-Store Data: The Pursuit of a True Omnichannel Customer View  Marketing Technology 2017: Putting Customer Data at the Center  Cross-Device Targeting: A More Holistic Customer View and a More Compelling Audience Experience