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Tina Moffett - Cross-Channel Attribution Mastery

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Tina Moffett - Cross-Channel Attribution Mastery

  1. 1. Master Measurement: Get Started With Cross-Channel Attribution Tina Moffett, Senior Analyst September 28, 2015
  2. 2. © 2015 Forrester Research, Inc. Reproduction Prohibited 3 Agenda › Consumer and Measurement Trends › Marketing Performance Measurement Landscape › Critical Capabilities for Success
  3. 3. © 2015 Forrester Research, Inc. Reproduction Prohibited 4 Agenda › Consumer and Measurement Trends › Marketing Performance Measurement Landscape › Critical Capabilities for Success
  4. 4. © 2015 Forrester Research, Inc. Reproduction Prohibited 5 Connected bodies Connected cars Connected doughnuts? The world around us has changed . . .
  5. 5. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 . . . and mobile accelerated that shift Source: Forrester’s US Mobile Mind Shift Online Survey, Q3 2013; Forrester Research World Mobile And Smartphone Adoption Forecast, 2014 To 2019 (Global); and Forrester Research World Tablet Adoption Forecast, 2013 To 2018 (Global)
  6. 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 The age of the customer A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
  7. 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 In the age of the customer, individuals are always-addressable…
  8. 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Source: Forrester’s North American Technographics Online Benchmark Survey (Part 1), 2015 … and our customers are everywhere across today’s digital ecosystem. 61% of online adults are “always addressable” – using at least 3 internet connected devices from multiple different locations, multiple times a day.
  9. 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 The spotlight is on analytics make sense of a chaotic customer landscape.
  10. 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 Base: 170 analytics and measurement professionals Source: Forrester/Burtch Works Q3 2014 Global State Of Customer Analytics Online Survey 25% 26% 36% 41% 42% Improve customer retention Increase customer engagement Improve data-driven focus of organization Increase customer acquisition and targeting Increase marketing performance Companies use analytics to develop more effective marketing strategies
  11. 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 Source: 2014 State of Customer Analytics Survey Forrester/Burtch Works Analytics is a critical priority for marketers and customer insights pros Top 5 Analytic Techniques Currently Being Used/Piloted Customer Segmentation 84% Test and Control Methods 80% Forecasting Models 75% Customer Targeting Models 74% Response or Uplift Models 66% Bottom 5 Analytic Techniques Currently Being Used/Piloted Path Analysis/Customer Journey Analysis 47% Geolocaton Analytics 45% Social Network Analysis 39% Next Best Action/Offer Models 35% In-Marketing Timing Models 29% Of the following types of customer analytic techniques, which techniques does your organization currently use or plan to use?
  12. 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 Attribution measurement uses algorithms to calculate marketing effectiveness ALGORITHMIC ATTRIBUTION uses advanced models to allocate credit Organic Search Direct Facebook Direct Mail PPC $100 $25 $27 $23 $15 $10 Contribution Contribution Contribution Contribution Contribution Display Ad Paid Search Ad Email Online Video Direct to Site 1st interaction 2nd interaction 3rd interaction 4th interaction 5th interaction 54% of marketers currently use/are piloting cross-channel attribution models
  13. 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 Marketers and CI pros reap the attribution benefits… › 92% use advanced attribution to allocate future marketing dollars › 88% use advanced attribution to gain true performance metrics and insights across different channels. › 81% use advanced attribution to measure the true attributed cost
  14. 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 …but face measurement and analytics hurdles Source: 2014 State of Customer Analytics Survey Forrester/Burtch Works 47% ensuring data quality from various sources managing data from a variety of sources38% 35% hiring talent to manage measurement and analytics
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Agenda › Consumer and Measurement Trends › Marketing Performance Measurement Landscape › Critical Capabilities for Success
  16. 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Marketing tools and service providers can help tackle the attribution problem
  17. 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 18% 35% 22% 15% 10% Manage entirely in house Complement internal resources with an external agency or consultancy Complement internal resources with our cross channel vendor's professional services group Complement internal resources with our cross channel vendor's professional services group and an external agency or consultancy Allow external agency or consultancy to manage the entire analytics process What is your preferred method of managing cross channel attribution? Source: 2014 Cross-Channel Attribution Wave Survey N = 78 Firms rely on partners to help with attribution efforts
  18. 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Thought leadership is a key selection criteria Source: 2014 Cross-Channel Attribution Wave Survey N = 72 Which of the following are the three most important factors when selecting a cross channel attribution vendor or application? 51% Cross channel attribution methodology and thought leadership 25% Flexibility of cross channel attribution metrics, reporting, and analysis options 24% Ability to measure a wide range of channels
  19. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 Vendors must provide capabilities to elevate attribution insights Source: Q4 2014 Cross-Channel Attribution Wave Top 5 attribution capabilities that would be most beneficial to the business Ability to correlate and analyze the impact of multiple channel dimensions 63% Real-time cross channel attribution monitoring 58% Ability to develop A/B and multivariate testing based on attribution results 57% Ability to plan future marketing efforts based on different scenarios 53% Ability to generate predictive consumer and prospect analytics based on attribution results 51% Which of the following attribution platform attributes are or would be most beneficial to your business?
  20. 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Agenda › Consumer and Measurement Trends › Marketing Performance Measurement Landscape › Critical Capabilities for Success
  21. 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Focus on tangible changes to make a big impact 1. Assess your measurement skills. 2. Audit your advertising and marketing technologies. 3. Connect customers across devices using deterministic approaches. 4. Measure the impact of marketing on key metrics, including ROMI. 5. Activate insights by conducting tests. Customer Value.
  22. 22. forrester.com Thank you Tina Moffett +1 212.857.0769 tmoffett@forrester.com

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