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The 15 Minute Breakdown: The Answer to Signal Loss

Tinuiti
Tinuiti
1 Mar 2023
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The 15 Minute Breakdown: The Answer to Signal Loss

  1. The Answer to Signal Loss
  2. Today’s Logistics Recording & slides will be in your inbox shortly after the session Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Coordinator
  3. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
  4. Some of Our Clients Our Recognition For commerce leaders of today and the future
  5. Our Speaker NIRISH PARSAD Practice Lead, Emerging Tech
  6. POLL What is your biggest concern regarding signal loss? ● Collecting and using first-party data effectively ● Maintaining customer privacy and compliance with new regulations ● Maintaining the accuracy of attribution and measurement ● Maximizing marketing ROI in a world without third-party cookies
  7. Things That are True ● Meta’s Mighty Mettle | Meta is still on top: U.S.: Facebook 175M MAU / Instagram 143M MAU. | 61% of the eligible audience in the United States use FB (50% Instagram) ● Blue Bubble Bliss | Apple users make and spend more $$$. They are more likely to splurge. | 84% of Gen Z use an iPhone. ● Foster First-Party Fidelity | Regulation + Apple Privacy Framework address 3PD | Collect and use 1PD responsibly
  8. What is Signal Loss? “[A]ds signal loss . . . caused our revenue to be much lower than I’d expected. I got this wrong, and I take responsibility for that.” - Mark Zuckerberg Section header layout
  9. v e v e Apple Sev Signals ered Apple did not block signals on a website. They severed the ability for third party solutions to freely capture that data (like Facebook) and limited a first party solution’s ability to persist that data (like your email platforms). Those signals are still being generated. But, in today’s privacy-by-default world, those severed signals don’t make sense and have nowhere to go and without a solution, upwards to 70% of signals disappear without a trace. This is SIGNAL LOSS s 9 Signal Loss Across the Web (US) Rails, Regulation and Real People 56% Devices are mobile. 57% of those are Apple 53% Browsers are NOT Chrome. And they’re privacy enhanced 47% Operating systems are Apple. Also privacy enhanced by default 39% Users between 16-64 use an ad blocker. Mostly on computers. 5 States started (CO, CT, UT, VA) or enhanced (CA) privacy laws in 2023 Collection is busteds
  10. the 1p pixel is still mighty. we just have to feed it.
  11. What Happens to a Pixel When You Feed it? Section header layout
  12. ^ 12 Facebook Works 90-DAY PILOT RESULTS +54% Increase in ROAS +89% Increase in purchases +122% Increase in revenue off of only a 44% increase in cost -26% Decrease in CPMs +40% Increase in ROAS +43% Increase in purchases +14% Increase in revenue off of only a 19% decrease in cost -7% Decrease in CPMs still All in-platform data from Facebook Skincare Brand Luxury Fashion Brand
  13. 13 Event Match Quality Scores Improved Across the Board Why are EMQ scores important? EMQ scores tell you how well your server events match with customer information. A higher score means a better match and more chance of successful conversions at lower cost. EMQ Scores 10/31/2022 2/2/2023 Improvement Add to Cart 4.5 6.1 36% Page View 4.5 5.9 31% View Content 4.5 5.7 27% Purchase 8.8 8.9 1% 90-DAY PILOT EMQ Scores 11/17/2022 2/2/2023 Improvement Initiate Checkout 4.3 5.9 37% Add to Cart 4.4 5.6 27% Search 4.2 5.2 24% Page View 4.4 5.4 23% View Content 4.3 5.2 21% Subscribe 7.7 7.8 1% Purchase 8.4 8.5 1%
  14. 14 90-DAY PILOT RESULTS Event Match Quality Scores Improved Across the Board EMQ Scores 10/31/2022 2/2/2023 Improvement Add to Cart 4.5 6.1 ⬆36% Page View 4.5 5.9 ⬆31% View Content 4.5 5.7 ⬆27% Purchase 8.8 8.9 ⬆1%1 EMQ Scores 11/17/2022 2/2/2023 Improvement Initiate Checkout 4.3 5.9 ⬆37% Add to Cart 4.4 5.6 ⬆27% Search 4.2 5.2 ⬆24% Page View 4.4 5.4 ⬆23% View Content 4.3 5.2 ⬆21% Subscribe 7.7 7.8 ⬆1%1 Purchase 8.4 8.5 ⬆1%1 Why are EMQ scores important? EMQ scores tell you how well your server events match with customer information. A higher score means a better match and more chance of successful conversions at lower cost.
  15. 15 90-DAY PILOT RESULTS +36% Add to Cart +31% Page View +27% View Content +1% Purchase Event Match Quality Scores Improved Across the Board Skincare Brand +27% Add to Cart +23% Page View +21% View Content +1% Purchase Luxury Fashion Brand
  16. Apple Limits 1P Tracking, Impacting Email. Frances Valentine Abandon Cart Flow Analysis Source: Bronto October 1- December 31 YoY Problem ● Webkit browsers (Safari, all iOS browsers, including Chrome) prevents tracking on first-party cookies past 7 days. Insights ● Blotout captured 703 more contacts than Klayivo was able to capture, contributing to an additional $2.3K in a little over three weeks. ● Customers in the Blotout trigger flow converted 41% higher than customers in the Klaviyo triggered flow. ● Customers in the Blotout flow engaged with content similarly to customers in Klaviyo flow and did not increase the unsubscribe or complaints rate. Key Takeaway ● Enabling the Blotout Abandoned Cart flow captured 21% of the overall abandoned cart revenue, plus strengthened the overall conversion rate. ● Recommend enabling Blotout Browse Abandon and Checkout Abandon flows, expect similar positive results. 12/15/2022 to 1/6/2023 Email KPI Current Abandoned Cart Flow Total Blotout Caught What Klayvio Didn’t Delivered 2,677 703 Klaviyo Revenue $8,712 $2,327 AOV $264.01 $211.54 Conversion Rate 12% 17% Open Rate 93% 86% CTO Rate 11% 10% Unsub Rate 0% 0% Complaint Rate 0% 0%
  17. Apple Limits 1P Tracking, Impacting Email. Luxury Fashion Brand Abandon Cart Flow Analysis Source: Bronto October 1- December 31 YoY Problem ● Webkit browsers (Safari, all iOS browsers, including Chrome) prevents tracking on first-party cookies past 7 days. Insights ● Blotout captured 962 more contacts than Klaviyo, contributing to an additional $4.9K in 49 days. ● Customers in the Blotout trigger flow converted 32% higher than customers in the Klaviyo triggered flow. ● Customers in the Blotout flow had similar engagement, unsub and spam rates as those in Klaviyo flow. Key Takeaway ● Enabling the Blotout Abandoned Cart flow captured 17% of the overall abandoned cart revenue, plus strengthened the overall conversion rate. ● Recommend enabling Blotout Browse Abandon and Checkout Abandon flows, expect similar positive results. 12/15/2022 to 2/2/2023 Email KPI Other Email Marketing Company Abandoned Cart Flow Total Blotout Caught What Other Company Didn’t Delivered 6,594 962 Klaviyo Revenue $22,934 $4,933 AOV $269.82 $290.18 Conversion Rate 13.51% 19.77% Open Rate 93% 98% CTO Rate 11% 9% Unsub Rate 0% 0% Complaint Rate 0% 0%
  18. 18 All in-platform data from Facebook Apple Limits 1P Tracking, Impacting Email. Email KPI Standard Platform Abandoned Cart Flow Fix The Pixel Caught What the ESP Didn’t Delivered 6,594 962 Standard Platform Revenue $22,934 $4,933 AOV $269.82 $290.18 Conversion Rate 13.51% 19.77% 9XX Contacts added to abandoned cart flows that the ESP couldn’t see $5k Additional revenue from 19% High value targets are escaping the ESP -26% Decrease in CPMs Luxury Fashion Brand
  19. How Did We Do It? Section header layout
  20. Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur Infrastructure Infrastructure Infrastructure Infrastructur
  21. Key Takeaways 1. Collection is Busted. Feed the Pixel. 2. Facebook still works. 3. Infrastructure.
  22. Q&A NIRISH PARSAD Practice Lead, Future of the Web
  23. Visit our content hub ➜ 23 Stay informed on the future of digital marketing
  24. You want all the latest marketing insights, but with your stacked schedule, getting through a 60-minute podcast or webinar can seem impossible. Enter Tinuiti’s new 15-Minute Breakdown. In the time you’d spend grabbing a cup of coffee, you can tune in to industry experts as they break down the hottest topics in performance marketing. We’ll cover a different topic each month, so make sure to join us next month for our next topic: how do your media dollars best reach your audiences on streaming?
  25. Thank you!
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