E marketer omnichannel cross platform attribution

©2014 eMarketer Inc.
Lauren T. Fisher
Analyst
F E B R U A R Y 2 0, 2 0 1 4
The Omnichannel Challenge—
Cross-Platform Attribution
Sponsored by:

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

 A method of assigning credit to a particular marketing-
driven interaction or other brand-imposed touchpoint.
What is attribution?
Display
Search
Social
Email
Website
App
SMS
TV
Print
Radio
OOH
In-Store

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 cross-
platform attribution

The Two Main
Attribution Approaches:
Top Down & Bottom Up

Top Down
 Econometrics, marketing mix
modeling
 Commonly used with traditional
media (print, broadcast, etc.)
 Uses GRP/impressions, spend,
sales data, external data to
model attribution
 Budget allocation, media
allocation
The two main approaches to attribution
today
Bottom Up
 Path analysis
 Native to digital
 Uses cookies and other web
data to analyze actual activity
 Optimization, performance

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

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

Four Obstacles to
Successful Cross-
Platform 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, impression-
focused], data. So what that tells you is that 90% of
the data you’re putting into an attribution
model is wrong.”
—Mark Hughes, co-founder and CEO, C3 Metrics

A significant portion of impressions will
receive unnecessary attribution

The result:
wasted ad
dollars and
a distorted
view of the
marketing
funnel and
cross-
platform
interactions

B2Bs are less reliant on last-click

 Invest in a multi-touch model
 Expect to see greater momentum around viewability
standards and measures as the Media Rating Council lifts
its viewability advisory in March 2014
What can marketers do?

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

 Two potential solutions:
 Cookieless alternatives (e.g., Google’s AdID)
 Statistical identification methods
 Additional considerations:
 Data management platforms (DMPs)
What can marketers do?

3) “Mobile” is a complex category
Devices
 Smartphones
 Tablets
Platforms
 Android
 iOS
 BlackBerry
 Windows Phone
Channels
 Web
 In-app
 SMS

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 browser-
specific info to create a unique identifier for that user
 Uses any of the following:
 IP address
 Device type
 Browser type
 OS
 User profile (digital fingerprinting)
 Can be performed on any IP-enabled device (mobile, desktop, TV, etc.)
 Digital fingerprinting leaves a tracing mechanism on the device
and may comb PII info to determine identity

 Log-in, consented data from the likes of Google, Amazon,
NYT, etc.
 Able to track and collect data across devices via browser
sign-in or app usage
Opt-in data provides another avenue for
marketers to track user actions

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
 Set-top box data
In-store and Purchase Data
 eReceipts, QR Codes, etc.
 Location-based tracking
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 in-
store
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.

© 2014 Bizo, Inc
Bizo is how B2B marketers identify and reach their
TARGET AUDIENCE
ONLINE
Bizo Data Solutions Bizo Advertising Solutions
Bizo Audience Data
(Business Data Management Platform) (B2B Targeting Platform)
(120 million business professionals)
BIZO MARKETING PLATFORM
750+ brands use Bizo’s platform to impact every
stage of their sales and marketing funnel
Reach over 90% of US
Business Population
@dhkarel @Bizo contact@bizo.com

© 2014 Bizo, Inc
Buyer’s Journey
sales rep
the lonely
of the buyer’s journey is complete before a salesperson is contacted
Start
Buyer Sales Rep
Finish
10%90%
Source: Forrester

© 2014 Bizo, Inc
One Perspective Multi-Channel AttributionPublicRelations
BillBoards
AnalystRelations
TheRemix
Twitter,LinkedIn,Facebook
BizoBlog
TwitterAdvertising
3rdPartyEmail
Webinars–ThoughtLeadership
BizoBuzz
Bizo.com
EmailNurturing(HouseDB)
BizoRoadShow
Webinars–DemoDays
SEO
PaidSearch
VirtualShows
IndustryConferences
Display&SocialAdvertising

© 2014 Bizo, Inc
Cross-channel Value Attribution in 2 Easy
Steps
#1: Figure out What you want to get
done
#2: Measure That

© 2014 Bizo, Inc
Campaign
Strategy
Your Marketing
Funnel
Success
Metrics
• Branded Search Lift (%)
• Website Content
Engagement Lift (%)
• Targeted Audience
Time on Site Lift (%)
• Cost per New Visitor
• Cost per Page View
• Brand Recall
• Targeted Reach
• Share of Voice (%)
• Targeted Website
Traffic Lift
• Leads (#)
• Cost per lead
• Overall Website Form
Conversion Lift (%)
• Opportunity
Contribution
• Revenue Contribution
Let’s Make it Real: Getting @ Display & Social Program Attribution
• Company Size,
Industry
• Video Targeting
• Company Targeting
• Job Function,
Seniority
• Facebook Targeting
• LinkedIn Targeting
• Marketing
Automation Sync
• CRM Retargeting
• Website Retargeting

Q&A Session
The Omnichannel Challenge—
Cross-Platform Attribution
Sponsored by:
Bizo
You will receive an email
tomorrow with a link to
view the deck and
webinar recording.
Lauren T. Fisher
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
 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

E marketer omnichannel cross platform attribution

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