eMarketer Webinar: The Omnichannel Challenge—Cross-Platform Attribution

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

The Current State of
Attribution


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


The task of
assigning
credit where
it is due
might sound
simple, but in
today’s
omnichannel
world, it is
anything but


As a result, few marketers are utilizing
attribution today


And even fewer are performing crossplatform attribution


The Two Main
Attribution Approaches:
Top Down & Bottom Up


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


Only a very
small
handful of
marketers
today are
combining
these two
approaches


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


Four Obstacles to
Successful CrossPlatform Attribution


1) Viewability is a big problem for display
advertisers

“The topic of viewability wasn’t even around a few
years ago, but that’s changed dramatically. Anyone who
understands analytics and the data collected with any
digital campaign knows that 90%-plus of the data
collected is all viewthrough, [that is, 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


A significant portion of impressions will
receive unnecessary attribution


The result:
wasted ad
dollars and
a distorted
view of the
marketing
funnel and
crossplatform
interactions


B2Bs are less reliant on last-click


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


2) The
majority of
marketers
rely on
third-party
cookies to
track and
attribute
desktop
interactions


Assuming most mobile display ads are
served in-app, cookies are a moot point


What can marketers do?

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

 Additional considerations:
 Data management platforms (DMPs)


3) “Mobile” is a complex category
Devices

Platforms

Channels



Smartphones



Android



Web



Tablets



iOS



In-app



BlackBerry



SMS



Windows Phone


Tracking and collecting data from all
mobile touchpoints is nearly impossible

“Mobile is still the bleeding edge of attribution.
Everybody understands that it’s completely relevant to
want to include mobile ad exposure, mobile search
activity, app downloads and usage as part of an
attribution model. But good luck getting good
data streams on that stuff.”
—Pat LaPointe, EVP at MarketShare


But even if
marketers
were to
collect that
data, they
would have
a very
difficult
time pairing
it with an
individual’s
cross-device
actions and
exposures

Device recognition and digital
fingerprinting represent alternatives
 Cookieless, device-tracking tactics relying on device and 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

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


4) Collecting and integrating traditional
media and purchase data is still a hurdle


But offline exposures and data are
necessary for a full-funnel picture

“If you don’t know the degree to which your offline
marketing activities or even external market
influences might have caused changes in
digital activity, then you’ve left yourself wide open
to misattribution and dangerous
conclusions.”
—Pat LaPointe, EVP at MarketShare


Marketers can use tools to fill in the gaps
Traditional Media

In-store and Purchase Data





eReceipts, QR Codes, etc.



Location-based tracking

Set-top box data

Panels


Set-top box and other TV data have
been on marketers minds for years …
… this year, many are actively pursuing access to
such data:
“There’s a lot of testing going on right now. Once that
genie is out of the bottle, it’s going to be tough to put it
back in.”
—Bruce Journey, co-founder and chief customer officer at DataXu

“Set-top box will definitely be the ultimate solution as it
gains more penetration, because it’s electronically
available, and you can get down to much lower levels of
granularity.”
—Paul Bates, VP advertising solutions, Convertro

Keep in
mind that
set-top box
data only
provides a
limited slice
of audience
activity


This year,
expect a
greater
number of
brands and
retailers to
look to
capture instore
actions via
digital
technology


Beacon technology will also be a trend to
watch


Key takeaways
1. Surviving and thriving in an omnichannel
marketing universe will make cross-platform
attribution mandatory.
2. In digital, viewability and issues surrounding
third-party cookies threaten the full-funnel
view, though workarounds are on the horizon.
3. Mobile, traditional media and in-store data can
be hard to access, but mechanisms such as device
recognition and panels and technologies like set-top
boxes and beacons all help to bridge the digital-offline
divide.

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@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)

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Webinars – Thought Leadership

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Twitter, LinkedIn, Facebook

The Remix

Analyst Relations

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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
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• Facebook Targeting
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Your Marketing
Funnel

Success
Metrics
•
•
•
•

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

• Branded Search Lift (%)
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• Leads (#)
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@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

eMarketer Webinar: The Omnichannel Challenge—Cross-Platform Attribution

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