SlideShare uma empresa Scribd logo
1 de 40
Baixar para ler offline
F E B R U A R Y 2 0,

2014

The Omnichannel Challenge—
Cross-Platform Attribution

Sponsored by:

Lauren T. Fisher
Analyst
©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

Twitter – #eMwebinar
©2014 eMarketer Inc.
The Current State of
Attribution

©2014 eMarketer Inc.
What is attribution?

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

Radio
TV
Website

Search

Display

Email

Print
In-Store

Social
SMS

App

OOH

Twitter – #eMwebinar
©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

©2014 eMarketer Inc.
As a result, few marketers are utilizing
attribution today

©2014 eMarketer Inc.
And even fewer are performing crossplatform attribution

©2014 eMarketer Inc.
The Two Main
Attribution Approaches:
Top Down & Bottom Up

©2014 eMarketer Inc.
The two main approaches to attribution
today
Top Down

Bottom Up





Path analysis



Native to digital

Econometrics, marketing mix
modeling



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



Uses cookies and other web
data to analyze actual activity



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



Optimization, performance



Budget allocation, media
allocation

Twitter – #eMwebinar
©2014 eMarketer Inc.
Only a very
small
handful of
marketers
today are
combining
these two
approaches

©2014 eMarketer Inc.
Today’s marketing universe is not set up
for cross-platform attribution
 Viewability
 Third-party cookies
 The mobile morass
 Bridging the digital-offline divide

Twitter – #eMwebinar
©2014 eMarketer Inc.
Four Obstacles to
Successful CrossPlatform 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, impressionfocused], 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

Twitter – #eMwebinar
©2014 eMarketer Inc.
A significant portion of impressions will
receive unnecessary attribution

©2014 eMarketer Inc.
The result:
wasted ad
dollars and
a distorted
view of the
marketing
funnel and
crossplatform
interactions

©2014 eMarketer Inc.
B2Bs are less reliant on last-click

©2014 eMarketer Inc.
What can marketers do?

 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

Twitter – #eMwebinar
©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.
What can marketers do?

 Two potential solutions:
 Cookieless alternatives (e.g., Google’s AdID)
 Statistical identification methods

 Additional considerations:
 Data management platforms (DMPs)

Twitter – #eMwebinar
©2014 eMarketer Inc.
3) “Mobile” is a complex category
Devices

Platforms

Channels



Smartphones



Android



Web



Tablets



iOS



In-app



BlackBerry



SMS



Windows Phone

Twitter – #eMwebinar
©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 browserspecific 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
Twitter – #eMwebinar
©2014 eMarketer Inc.
Opt-in data provides another avenue for
marketers to track user actions
 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

Twitter – #eMwebinar
©2014 eMarketer Inc.
4) Collecting and integrating traditional
media and purchase data is still a hurdle

Twitter – #eMwebinar
©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

In-store and Purchase Data





eReceipts, QR Codes, etc.



Location-based tracking

Set-top box data

Panels

Twitter – #eMwebinar
©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 instore
actions via
digital
technology

©2014 eMarketer Inc.
Beacon technology will also be a trend to
watch

Twitter – #eMwebinar
©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 eMarketer 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

750+ brands use Bizo’s platform to impact every
stage of their sales and marketing funnel

BIZO MARKETING PLATFORM
Bizo Data Solutions
Reach over 90% of US
Business Population

Bizo Advertising Solutions

(Business Data Management Platform)

(B2B Targeting Platform)

Bizo Audience Data
(120 million business professionals)

@dhkarel @Bizo

contact@bizo.com
© 2014 Bizo, Inc
the lonely

sales rep
Buyer

90%

Sales Rep

10%

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

Finish

Buyer’s Journey
@dhkarel @Bizo

Source: Forrester

contact@bizo.com
© 2014 Bizo, Inc
@dhkarel @Bizo
Paid Search

SEO

Display & Social Advertising

Industry Conferences

Virtual Shows

Webinars – Demo Days

Email Nurturing (House DB)

Bizo Road Show

Bizo.com

Bizo Buzz

Webinars – Thought Leadership

3rd Party Email

Twitter Advertising

Bizo Blog

Twitter, LinkedIn, Facebook

The Remix

Analyst Relations

Bill Boards

Public Relations

One Perspective Multi-Channel Attribution

contact@bizo.com
© 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

contact@bizo.com
© 2014 Bizo, Inc
Let’s Make it Real: Getting @ Display & Social Program Attribution
Campaign
Strategy
• Company Size,
Industry

• Video Targeting
• Company Targeting

• Job Function,
Seniority

• Facebook Targeting
• LinkedIn Targeting

Your Marketing
Funnel

Success
Metrics
•
•
•
•

Brand Recall
Targeted Reach
Share of Voice (%)
Targeted Website
Traffic Lift

• Branded Search Lift (%)
• Website Content
Engagement Lift (%)

• Targeted Audience
Time on Site Lift (%)

• Cost per New Visitor
• Cost per Page View
• Marketing

Automation Sync

• CRM Retargeting
• Website Retargeting

• Leads (#)
• Cost per lead
• Overall Website Form
Conversion Lift (%)

• Opportunity

Contribution

• Revenue Contribution

@dhkarel @Bizo

contact@bizo.com
© 2014 Bizo, Inc
Q&A Session
The Omnichannel Challenge—
Cross-Platform Attribution

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

Lauren T. Fisher
You will receive an email
tomorrow with a link to
view the deck and
webinar recording.

 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
800-405-0844 or webinars@emarketer.com

Sponsored by:

Bizo
©2014 eMarketer Inc.

Mais conteúdo relacionado

Mais procurados

eMarketer Webinar: Mobile Advertising—Five Things You Need to Know Now
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know NoweMarketer Webinar: Mobile Advertising—Five Things You Need to Know Now
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know NoweMarketer
 
eMarketer Webinar: Demystifying Mobile Attribution
eMarketer Webinar: Demystifying Mobile AttributioneMarketer Webinar: Demystifying Mobile Attribution
eMarketer Webinar: Demystifying Mobile AttributioneMarketer
 
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016eMarketer Webinar: B2B Marketing Automation—What’s New in 2016
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016eMarketer
 
Social Listening for US Brands—Deriving Actionable Insights from Conversations
Social Listening for US Brands—Deriving Actionable Insights from ConversationsSocial Listening for US Brands—Deriving Actionable Insights from Conversations
Social Listening for US Brands—Deriving Actionable Insights from ConversationseMarketer
 
eMarketer Webinar: Maximizing your B2B Content Marketing ROI
eMarketer Webinar: Maximizing your B2B Content Marketing ROIeMarketer Webinar: Maximizing your B2B Content Marketing ROI
eMarketer Webinar: Maximizing your B2B Content Marketing ROIeMarketer
 
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...eMarketer
 
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...eMarketer
 
eMarketer Webinar: US Election 2016—Spotlight on Digital Advertising, Data an...
eMarketer Webinar: US Election 2016—Spotlight on Digital Advertising, Data an...eMarketer Webinar: US Election 2016—Spotlight on Digital Advertising, Data an...
eMarketer Webinar: US Election 2016—Spotlight on Digital Advertising, Data an...eMarketer
 
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015eMarketer
 
eMarketer Webinar: Key Trends in Social Advertising
eMarketer Webinar: Key Trends in Social AdvertisingeMarketer Webinar: Key Trends in Social Advertising
eMarketer Webinar: Key Trends in Social AdvertisingeMarketer
 
2.0 Challenges For Retail Banks
2.0 Challenges For Retail Banks2.0 Challenges For Retail Banks
2.0 Challenges For Retail BanksBouwe Kuik
 
eMarketer Webinar: Social Marketing Trends for 2016
eMarketer Webinar: Social Marketing Trends for 2016eMarketer Webinar: Social Marketing Trends for 2016
eMarketer Webinar: Social Marketing Trends for 2016eMarketer
 
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...eMarketer
 
Marketing Attribution—New Tech, New Trends, New Thinking
Marketing Attribution—New Tech, New Trends, New ThinkingMarketing Attribution—New Tech, New Trends, New Thinking
Marketing Attribution—New Tech, New Trends, New ThinkingeMarketer
 
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer
 
eMarketer Webinar: Marketing Technology—The Developments That Matter the Most...
eMarketer Webinar: Marketing Technology—The Developments That Matter the Most...eMarketer Webinar: Marketing Technology—The Developments That Matter the Most...
eMarketer Webinar: Marketing Technology—The Developments That Matter the Most...eMarketer
 
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017eMarketer
 
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...eMarketer
 
eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015
eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015
eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015eMarketer
 
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...eMarketer
 

Mais procurados (20)

eMarketer Webinar: Mobile Advertising—Five Things You Need to Know Now
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know NoweMarketer Webinar: Mobile Advertising—Five Things You Need to Know Now
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know Now
 
eMarketer Webinar: Demystifying Mobile Attribution
eMarketer Webinar: Demystifying Mobile AttributioneMarketer Webinar: Demystifying Mobile Attribution
eMarketer Webinar: Demystifying Mobile Attribution
 
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016eMarketer Webinar: B2B Marketing Automation—What’s New in 2016
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016
 
Social Listening for US Brands—Deriving Actionable Insights from Conversations
Social Listening for US Brands—Deriving Actionable Insights from ConversationsSocial Listening for US Brands—Deriving Actionable Insights from Conversations
Social Listening for US Brands—Deriving Actionable Insights from Conversations
 
eMarketer Webinar: Maximizing your B2B Content Marketing ROI
eMarketer Webinar: Maximizing your B2B Content Marketing ROIeMarketer Webinar: Maximizing your B2B Content Marketing ROI
eMarketer Webinar: Maximizing your B2B Content Marketing ROI
 
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...
 
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...
 
eMarketer Webinar: US Election 2016—Spotlight on Digital Advertising, Data an...
eMarketer Webinar: US Election 2016—Spotlight on Digital Advertising, Data an...eMarketer Webinar: US Election 2016—Spotlight on Digital Advertising, Data an...
eMarketer Webinar: US Election 2016—Spotlight on Digital Advertising, Data an...
 
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015
 
eMarketer Webinar: Key Trends in Social Advertising
eMarketer Webinar: Key Trends in Social AdvertisingeMarketer Webinar: Key Trends in Social Advertising
eMarketer Webinar: Key Trends in Social Advertising
 
2.0 Challenges For Retail Banks
2.0 Challenges For Retail Banks2.0 Challenges For Retail Banks
2.0 Challenges For Retail Banks
 
eMarketer Webinar: Social Marketing Trends for 2016
eMarketer Webinar: Social Marketing Trends for 2016eMarketer Webinar: Social Marketing Trends for 2016
eMarketer Webinar: Social Marketing Trends for 2016
 
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...
 
Marketing Attribution—New Tech, New Trends, New Thinking
Marketing Attribution—New Tech, New Trends, New ThinkingMarketing Attribution—New Tech, New Trends, New Thinking
Marketing Attribution—New Tech, New Trends, New Thinking
 
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
 
eMarketer Webinar: Marketing Technology—The Developments That Matter the Most...
eMarketer Webinar: Marketing Technology—The Developments That Matter the Most...eMarketer Webinar: Marketing Technology—The Developments That Matter the Most...
eMarketer Webinar: Marketing Technology—The Developments That Matter the Most...
 
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
 
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...
 
eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015
eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015
eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015
 
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
 

Destaque

Whitepaper-Omnichannel-Marketing-Automation-US-English
Whitepaper-Omnichannel-Marketing-Automation-US-EnglishWhitepaper-Omnichannel-Marketing-Automation-US-English
Whitepaper-Omnichannel-Marketing-Automation-US-EnglishChris Ortega, MBA
 
eMarketer Webinar: Omnichannel Retail—Seven Trends in 2015
eMarketer Webinar: Omnichannel Retail—Seven Trends in 2015eMarketer Webinar: Omnichannel Retail—Seven Trends in 2015
eMarketer Webinar: Omnichannel Retail—Seven Trends in 2015eMarketer
 
Understanding User Journey using Google Analytics (360)
Understanding User Journey using Google Analytics (360)Understanding User Journey using Google Analytics (360)
Understanding User Journey using Google Analytics (360)Dmitry Klymenko
 
eBay's Journey to Delivering Omnichannel Inspiration at Global Scale: 5 Learn...
eBay's Journey to Delivering Omnichannel Inspiration at Global Scale: 5 Learn...eBay's Journey to Delivering Omnichannel Inspiration at Global Scale: 5 Learn...
eBay's Journey to Delivering Omnichannel Inspiration at Global Scale: 5 Learn...MarTech Conference
 
Visual_IQ_Data_Driven_Marketing_eBook
Visual_IQ_Data_Driven_Marketing_eBookVisual_IQ_Data_Driven_Marketing_eBook
Visual_IQ_Data_Driven_Marketing_eBookSumeet Vermani
 
OmniChannel Retail Best Practices for Brands and Retailers
OmniChannel Retail Best Practices for Brands and RetailersOmniChannel Retail Best Practices for Brands and Retailers
OmniChannel Retail Best Practices for Brands and RetailersStephany Gochuico
 

Destaque (7)

Whitepaper-Omnichannel-Marketing-Automation-US-English
Whitepaper-Omnichannel-Marketing-Automation-US-EnglishWhitepaper-Omnichannel-Marketing-Automation-US-English
Whitepaper-Omnichannel-Marketing-Automation-US-English
 
eMarketer Webinar: Omnichannel Retail—Seven Trends in 2015
eMarketer Webinar: Omnichannel Retail—Seven Trends in 2015eMarketer Webinar: Omnichannel Retail—Seven Trends in 2015
eMarketer Webinar: Omnichannel Retail—Seven Trends in 2015
 
Understanding User Journey using Google Analytics (360)
Understanding User Journey using Google Analytics (360)Understanding User Journey using Google Analytics (360)
Understanding User Journey using Google Analytics (360)
 
eBay's Journey to Delivering Omnichannel Inspiration at Global Scale: 5 Learn...
eBay's Journey to Delivering Omnichannel Inspiration at Global Scale: 5 Learn...eBay's Journey to Delivering Omnichannel Inspiration at Global Scale: 5 Learn...
eBay's Journey to Delivering Omnichannel Inspiration at Global Scale: 5 Learn...
 
Visual_IQ_Data_Driven_Marketing_eBook
Visual_IQ_Data_Driven_Marketing_eBookVisual_IQ_Data_Driven_Marketing_eBook
Visual_IQ_Data_Driven_Marketing_eBook
 
Omnichannel Commerce Best Practices
Omnichannel Commerce Best PracticesOmnichannel Commerce Best Practices
Omnichannel Commerce Best Practices
 
OmniChannel Retail Best Practices for Brands and Retailers
OmniChannel Retail Best Practices for Brands and RetailersOmniChannel Retail Best Practices for Brands and Retailers
OmniChannel Retail Best Practices for Brands and Retailers
 

Semelhante a eMarketer Webinar: The Omnichannel Challenge—Cross-Platform Attribution

E marketer omnichannel cross platform attribution
E marketer omnichannel cross platform attributionE marketer omnichannel cross platform attribution
E marketer omnichannel cross platform attributionAdCMO
 
eMarketer Webinar: Mobile Ad Effectiveness
eMarketer Webinar: Mobile Ad EffectivenesseMarketer Webinar: Mobile Ad Effectiveness
eMarketer Webinar: Mobile Ad EffectivenesseMarketer
 
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer
 
E marketer webinar_cross-device_targeting_challenges_near-term_possibilities
E marketer webinar_cross-device_targeting_challenges_near-term_possibilitiesE marketer webinar_cross-device_targeting_challenges_near-term_possibilities
E marketer webinar_cross-device_targeting_challenges_near-term_possibilitieseMarketer
 
eMarketer Webinar: Key Digital Trends for 2014
eMarketer Webinar: Key Digital Trends for 2014eMarketer Webinar: Key Digital Trends for 2014
eMarketer Webinar: Key Digital Trends for 2014eMarketer
 
eMarketer Webinar: 7 Social Media Ad Trends for 2014
eMarketer Webinar: 7 Social Media Ad Trends for 2014eMarketer Webinar: 7 Social Media Ad Trends for 2014
eMarketer Webinar: 7 Social Media Ad Trends for 2014eMarketer
 
Digital Advertising Trends—Programmatic, Big Data, Native, Viewability
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityDigital Advertising Trends—Programmatic, Big Data, Native, Viewability
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
 
eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution
 eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution
eMarketer Webinar: Navigating the Complexities of Cross-Platform AttributioneMarketer
 
eMarketer Webinar: Key Trends in Mobile Advertising
eMarketer Webinar: Key Trends in Mobile AdvertisingeMarketer Webinar: Key Trends in Mobile Advertising
eMarketer Webinar: Key Trends in Mobile AdvertisingeMarketer
 
The Survivalist's Guide to Data-Driven Marketing
The Survivalist's Guide to Data-Driven MarketingThe Survivalist's Guide to Data-Driven Marketing
The Survivalist's Guide to Data-Driven MarketingMarketo
 
eMarketer Webinar: Cross-Device Targeting—The Challenges and Near-Term Possib...
eMarketer Webinar: Cross-Device Targeting—The Challenges and Near-Term Possib...eMarketer Webinar: Cross-Device Targeting—The Challenges and Near-Term Possib...
eMarketer Webinar: Cross-Device Targeting—The Challenges and Near-Term Possib...eMarketer
 
eMarketer Webinar: Financial Services 2015 Outlook—Mobile Comes into Focus
eMarketer Webinar: Financial Services 2015 Outlook—Mobile Comes into FocuseMarketer Webinar: Financial Services 2015 Outlook—Mobile Comes into Focus
eMarketer Webinar: Financial Services 2015 Outlook—Mobile Comes into FocuseMarketer
 
Welcome by Mobile Bootcamp Host
Welcome by Mobile Bootcamp HostWelcome by Mobile Bootcamp Host
Welcome by Mobile Bootcamp HostiMedia Connection
 
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead GeneMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead GeneMarketer
 
eMarketer Webinar: Digital Advertising Trends for 2013
eMarketer Webinar: Digital Advertising Trends for 2013eMarketer Webinar: Digital Advertising Trends for 2013
eMarketer Webinar: Digital Advertising Trends for 2013eMarketer
 
Digital Advertising Trends for 2013
Digital Advertising Trends for 2013Digital Advertising Trends for 2013
Digital Advertising Trends for 2013PhoneTrack
 
Emarketer digital advertising_trends2013
Emarketer digital advertising_trends2013Emarketer digital advertising_trends2013
Emarketer digital advertising_trends2013Dmitriy Aleshin
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, AdobeLinkedIn
 
Digimarketing for Tourism. Presented at University of the Sunshine Coast
Digimarketing for Tourism. Presented at University of the Sunshine CoastDigimarketing for Tourism. Presented at University of the Sunshine Coast
Digimarketing for Tourism. Presented at University of the Sunshine CoastIan Fenwick, Digital Marketing
 

Semelhante a eMarketer Webinar: The Omnichannel Challenge—Cross-Platform Attribution (20)

E marketer omnichannel cross platform attribution
E marketer omnichannel cross platform attributionE marketer omnichannel cross platform attribution
E marketer omnichannel cross platform attribution
 
eMarketer Webinar: Mobile Ad Effectiveness
eMarketer Webinar: Mobile Ad EffectivenesseMarketer Webinar: Mobile Ad Effectiveness
eMarketer Webinar: Mobile Ad Effectiveness
 
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
 
E marketer webinar_cross-device_targeting_challenges_near-term_possibilities
E marketer webinar_cross-device_targeting_challenges_near-term_possibilitiesE marketer webinar_cross-device_targeting_challenges_near-term_possibilities
E marketer webinar_cross-device_targeting_challenges_near-term_possibilities
 
eMarketer Webinar: Key Digital Trends for 2014
eMarketer Webinar: Key Digital Trends for 2014eMarketer Webinar: Key Digital Trends for 2014
eMarketer Webinar: Key Digital Trends for 2014
 
eMarketer Webinar: 7 Social Media Ad Trends for 2014
eMarketer Webinar: 7 Social Media Ad Trends for 2014eMarketer Webinar: 7 Social Media Ad Trends for 2014
eMarketer Webinar: 7 Social Media Ad Trends for 2014
 
Digital Advertising Trends—Programmatic, Big Data, Native, Viewability
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityDigital Advertising Trends—Programmatic, Big Data, Native, Viewability
Digital Advertising Trends—Programmatic, Big Data, Native, Viewability
 
eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution
 eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution
eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution
 
Mobile Ad Effectiveness
Mobile Ad EffectivenessMobile Ad Effectiveness
Mobile Ad Effectiveness
 
eMarketer Webinar: Key Trends in Mobile Advertising
eMarketer Webinar: Key Trends in Mobile AdvertisingeMarketer Webinar: Key Trends in Mobile Advertising
eMarketer Webinar: Key Trends in Mobile Advertising
 
The Survivalist's Guide to Data-Driven Marketing
The Survivalist's Guide to Data-Driven MarketingThe Survivalist's Guide to Data-Driven Marketing
The Survivalist's Guide to Data-Driven Marketing
 
eMarketer Webinar: Cross-Device Targeting—The Challenges and Near-Term Possib...
eMarketer Webinar: Cross-Device Targeting—The Challenges and Near-Term Possib...eMarketer Webinar: Cross-Device Targeting—The Challenges and Near-Term Possib...
eMarketer Webinar: Cross-Device Targeting—The Challenges and Near-Term Possib...
 
eMarketer Webinar: Financial Services 2015 Outlook—Mobile Comes into Focus
eMarketer Webinar: Financial Services 2015 Outlook—Mobile Comes into FocuseMarketer Webinar: Financial Services 2015 Outlook—Mobile Comes into Focus
eMarketer Webinar: Financial Services 2015 Outlook—Mobile Comes into Focus
 
Welcome by Mobile Bootcamp Host
Welcome by Mobile Bootcamp HostWelcome by Mobile Bootcamp Host
Welcome by Mobile Bootcamp Host
 
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead GeneMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
 
eMarketer Webinar: Digital Advertising Trends for 2013
eMarketer Webinar: Digital Advertising Trends for 2013eMarketer Webinar: Digital Advertising Trends for 2013
eMarketer Webinar: Digital Advertising Trends for 2013
 
Digital Advertising Trends for 2013
Digital Advertising Trends for 2013Digital Advertising Trends for 2013
Digital Advertising Trends for 2013
 
Emarketer digital advertising_trends2013
Emarketer digital advertising_trends2013Emarketer digital advertising_trends2013
Emarketer digital advertising_trends2013
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
 
Digimarketing for Tourism. Presented at University of the Sunshine Coast
Digimarketing for Tourism. Presented at University of the Sunshine CoastDigimarketing for Tourism. Presented at University of the Sunshine Coast
Digimarketing for Tourism. Presented at University of the Sunshine Coast
 

Mais de eMarketer

eMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TVeMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TVeMarketer
 
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...eMarketer
 
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...eMarketer
 
eMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to KnoweMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to KnoweMarketer
 
Webinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading BrandsWebinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading BrandseMarketer
 
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement eMarketer
 
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the HypeeMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the HypeeMarketer
 
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...eMarketer
 
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...eMarketer
 
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer
 
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017eMarketer
 
B2B Personalization—How to Deliver Custom Experiences to Buyers
B2B Personalization—How to Deliver Custom Experiences to BuyersB2B Personalization—How to Deliver Custom Experiences to Buyers
B2B Personalization—How to Deliver Custom Experiences to BuyerseMarketer
 
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving RecapeMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving RecapeMarketer
 
eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017eMarketer
 
eMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the HypeeMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the HypeeMarketer
 
eMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for MarketerseMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for MarketerseMarketer
 
eMarketer Webinar: Artificial Intelligence—The Future Is Already Here
eMarketer Webinar: Artificial Intelligence—The Future Is Already HereeMarketer Webinar: Artificial Intelligence—The Future Is Already Here
eMarketer Webinar: Artificial Intelligence—The Future Is Already HereeMarketer
 
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...eMarketer
 
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...eMarketer
 
eMarketer Webinar: Programmatic Advertising—Rising Investment and New Realities
eMarketer Webinar: Programmatic Advertising—Rising Investment and New RealitieseMarketer Webinar: Programmatic Advertising—Rising Investment and New Realities
eMarketer Webinar: Programmatic Advertising—Rising Investment and New RealitieseMarketer
 

Mais de eMarketer (20)

eMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TVeMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TV
 
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
 
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
 
eMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to KnoweMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
 
Webinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading BrandsWebinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading Brands
 
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
 
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the HypeeMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
 
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
 
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
 
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
 
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
 
B2B Personalization—How to Deliver Custom Experiences to Buyers
B2B Personalization—How to Deliver Custom Experiences to BuyersB2B Personalization—How to Deliver Custom Experiences to Buyers
B2B Personalization—How to Deliver Custom Experiences to Buyers
 
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving RecapeMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
 
eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017
 
eMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the HypeeMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the Hype
 
eMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for MarketerseMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for Marketers
 
eMarketer Webinar: Artificial Intelligence—The Future Is Already Here
eMarketer Webinar: Artificial Intelligence—The Future Is Already HereeMarketer Webinar: Artificial Intelligence—The Future Is Already Here
eMarketer Webinar: Artificial Intelligence—The Future Is Already Here
 
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...
 
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...
 
eMarketer Webinar: Programmatic Advertising—Rising Investment and New Realities
eMarketer Webinar: Programmatic Advertising—Rising Investment and New RealitieseMarketer Webinar: Programmatic Advertising—Rising Investment and New Realities
eMarketer Webinar: Programmatic Advertising—Rising Investment and New Realities
 

Último

TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 

Último (20)

TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 

eMarketer Webinar: The Omnichannel Challenge—Cross-Platform Attribution

  • 1. F E B R U A R Y 2 0, 2014 The Omnichannel Challenge— Cross-Platform Attribution Sponsored by: Lauren T. Fisher Analyst ©2014 eMarketer Inc.
  • 2. 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 ©2014 eMarketer Inc.
  • 3. The Current State of Attribution ©2014 eMarketer Inc.
  • 4. What is attribution?  A method of assigning credit to a particular marketingdriven interaction or other brand-imposed touchpoint. Radio TV Website Search Display Email Print In-Store Social SMS App OOH Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 5. The task of assigning credit where it is due might sound simple, but in today’s omnichannel world, it is anything but ©2014 eMarketer Inc.
  • 6. As a result, few marketers are utilizing attribution today ©2014 eMarketer Inc.
  • 7. And even fewer are performing crossplatform attribution ©2014 eMarketer Inc.
  • 8. The Two Main Attribution Approaches: Top Down & Bottom Up ©2014 eMarketer Inc.
  • 9. The two main approaches to attribution today Top Down Bottom Up   Path analysis  Native to digital Econometrics, marketing mix modeling  Commonly used with traditional media (print, broadcast, etc.)  Uses cookies and other web data to analyze actual activity  Uses GRP/impressions, spend, sales data, external data to model attribution  Optimization, performance  Budget allocation, media allocation Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 10. Only a very small handful of marketers today are combining these two approaches ©2014 eMarketer Inc.
  • 11. Today’s marketing universe is not set up for cross-platform attribution  Viewability  Third-party cookies  The mobile morass  Bridging the digital-offline divide Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 12. Four Obstacles to Successful CrossPlatform Attribution ©2014 eMarketer Inc.
  • 13. 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, impressionfocused], 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 Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 14. A significant portion of impressions will receive unnecessary attribution ©2014 eMarketer Inc.
  • 15. The result: wasted ad dollars and a distorted view of the marketing funnel and crossplatform interactions ©2014 eMarketer Inc.
  • 16. B2Bs are less reliant on last-click ©2014 eMarketer Inc.
  • 17. What can marketers do?  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 Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 18. 2) The majority of marketers rely on third-party cookies to track and attribute desktop interactions ©2014 eMarketer Inc.
  • 19. Assuming most mobile display ads are served in-app, cookies are a moot point ©2014 eMarketer Inc.
  • 20. What can marketers do?  Two potential solutions:  Cookieless alternatives (e.g., Google’s AdID)  Statistical identification methods  Additional considerations:  Data management platforms (DMPs) Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 21. 3) “Mobile” is a complex category Devices Platforms Channels  Smartphones  Android  Web  Tablets  iOS  In-app  BlackBerry  SMS  Windows Phone Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 22. 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.
  • 23. 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.
  • 24. Device recognition and digital fingerprinting represent alternatives  Cookieless, device-tracking tactics relying on device and browserspecific 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 Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 25. Opt-in data provides another avenue for marketers to track user actions  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 Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 26. 4) Collecting and integrating traditional media and purchase data is still a hurdle Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 27. 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.
  • 28. Marketers can use tools to fill in the gaps Traditional Media In-store and Purchase Data   eReceipts, QR Codes, etc.  Location-based tracking Set-top box data Panels Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 29. 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.
  • 30. Keep in mind that set-top box data only provides a limited slice of audience activity ©2014 eMarketer Inc.
  • 31. This year, expect a greater number of brands and retailers to look to capture instore actions via digital technology ©2014 eMarketer Inc.
  • 32. Beacon technology will also be a trend to watch Twitter – #eMwebinar ©2014 eMarketer Inc.
  • 33. 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 eMarketer Inc.
  • 34. Multi-Channel Marketing & Attribution David Karel VP, Marketing, Bizo 2/20/2014 © 2014 Bizo, Inc
  • 35. Bizo is how B2B marketers identify and reach their TARGET AUDIENCE ONLINE 750+ brands use Bizo’s platform to impact every stage of their sales and marketing funnel BIZO MARKETING PLATFORM Bizo Data Solutions Reach over 90% of US Business Population Bizo Advertising Solutions (Business Data Management Platform) (B2B Targeting Platform) Bizo Audience Data (120 million business professionals) @dhkarel @Bizo contact@bizo.com © 2014 Bizo, Inc
  • 36. the lonely sales rep Buyer 90% Sales Rep 10% of the buyer’s journey is complete before a salesperson is contacted Start Finish Buyer’s Journey @dhkarel @Bizo Source: Forrester contact@bizo.com © 2014 Bizo, Inc
  • 37. @dhkarel @Bizo Paid Search SEO Display & Social Advertising Industry Conferences Virtual Shows Webinars – Demo Days Email Nurturing (House DB) Bizo Road Show Bizo.com Bizo Buzz Webinars – Thought Leadership 3rd Party Email Twitter Advertising Bizo Blog Twitter, LinkedIn, Facebook The Remix Analyst Relations Bill Boards Public Relations One Perspective Multi-Channel Attribution contact@bizo.com © 2014 Bizo, Inc
  • 38. Cross-channel Value Attribution in 2 Easy Steps #1: Figure out What you want to get done #2: Measure That @dhkarel @Bizo contact@bizo.com © 2014 Bizo, Inc
  • 39. Let’s Make it Real: Getting @ Display & Social Program Attribution Campaign Strategy • Company Size, Industry • Video Targeting • Company Targeting • Job Function, Seniority • Facebook Targeting • LinkedIn Targeting Your Marketing Funnel Success Metrics • • • • Brand Recall Targeted Reach Share of Voice (%) Targeted Website Traffic Lift • Branded Search Lift (%) • Website Content Engagement Lift (%) • Targeted Audience Time on Site Lift (%) • Cost per New Visitor • Cost per Page View • Marketing Automation Sync • CRM Retargeting • Website Retargeting • Leads (#) • Cost per lead • Overall Website Form Conversion Lift (%) • Opportunity Contribution • Revenue Contribution @dhkarel @Bizo contact@bizo.com © 2014 Bizo, Inc
  • 40. Q&A Session The Omnichannel Challenge— Cross-Platform Attribution 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 Lauren T. Fisher You will receive an email tomorrow with a link to view the deck and webinar recording.  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 800-405-0844 or webinars@emarketer.com Sponsored by: Bizo ©2014 eMarketer Inc.