This presentation will reveal exclusive new findings from a survey of leading marketers, including: The data challenges marketers are confronting today The business impact of a complex (and oft-misunderstood) data culture The role of marketing intelligence software in a modern organization How to define and use metrics like customer lifetime value The features marketers wish their current technologies had How to assess your own company’s data maturity A new approach to agile, accessible marketing measurement from Fospha

1. The State of Marketing Measurement,
Attribution and Data Management

2. 1
Today’s Speakers
Clark Boyd
Research Lead
Sam Carter
CEO

3. About Fospha….
We’re expanding rapidly, with an international client base:
2
Partnerships with:
And many more…
We are a part of…..
Blenheim Chalcot is the UK’s leading digital venture builder with
portfolio sales of over £400 million, over 3,000 employees and a
successful track record of over 40 companies.
And many more…

4. 3
Today’s Agenda
• About Fospha
• About the Report
• Scope and Methodology
• Key Findings
• The data challenge today
• More technology often means more complexity
• The business impact of poor consumer understanding
• How businesses are approaching this challenge today
• The data maturity model
• The Fospha solution
• Key Takeaways and Tips
• Q&A
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5. 4
The data opportunity keeps growing
But are businesses any closer to grasping it? Or, are they struggling to keep pace?

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7. 6
About the Report

8. 7
About the Report
• Survey of over 300 marketers to understand their data and
technology challenges as they try to extract insights about
their audience.
• Key questions included:
○ How much of your company’s consumer data do you
believe is processed and analyzed, with the aim of
improving marketing performance?
○ Do you use marketing attribution on your digital
advertising campaigns?
○ Do you believe that the data from your marketing
intelligence platform is impartial?
• The core purpose of the report is to uncover the challenges
brands face today in taking control of their own data to make
better marketing decisions.
• Free to download from ClickZ.com

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Key Findings

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11. 10
The Data Challenge Today

12. “Our data is directionally correct, but I don’t believe
it is as accurate as it could be.”
- Survey respondent, The State of Marketing
Measurement, Attribution and Data
Management

13. 12
How much of your company’s consumer data do you believe is processed
and analyzed, with the aim of improving marketing performance?

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What are the biggest obstacles to more effective usage of
marketing intelligence technology at your organization?
● The most common obstacle to more effective use
of marketing intelligence technology is data
complexity. Marketers struggle to make sense of
their data, which is precisely where their tech
partners should be creating clarity.
● Next is “Difficulty proving the ROI of attribution”,
which is a long-held challenge but one that can -
and should - be resolved today.
● Further challenges include “Lack of budget” and
“Difficulty defining the consumer journey.” In a
true and effective partnership, the right vendor
can help overcome all of these obstacles.

15. 14
Do you use marketing attribution on your digital advertising campaigns?
Only 28% of brands have attribution set up on all digital advertising campaigns.

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How would you rate your organization’s current understanding
of data-driven attribution?

17. 16
More Technology Can Create More
Complexity

18. ● “Most technologies have one or two brilliant core
functionalities, but the rest is there to dress up the
package as something more robust than it actually is.”
- Survey respondent, The State of Marketing
Measurement, Attribution and Data
Management

19. 18
How effective is your company’s use of third-party data to develop an understanding of
your consumers?

20. 19
Do you use a shared metric across departments (such as Customer Lifetime
Value) to measure the effectiveness of marketing campaigns?
Just 17.5% of brands are using a shared metric across departments today.

21. 20
The Business Impact of Ineffective
Consumer Understanding

22. Most common concern about a company’s use of data:
Incomplete data sets.
(ClickZ survey: The State of Marketing Measurement, Attribution and Data Management)

23. 22
Please agree or disagree with the following statement:
Insights from our marketing intelligence platform directly inform our digital strategy.

24. 23
How has attribution technology affected your marketing spend across the following
channels?

25. 24
How Businesses Are Approaching
This Challenge Today

26. “Google has too much control over our data.”
- Survey respondent, The State of Marketing
Measurement, Attribution and Data Management

27. 26
Ecommerce Brands Are Keen on Amazon
Ads
Investment is notable, but not enough to alter the landscape completely - yet.

28. 27
Do you believe that the data from your marketing
intelligence platform is impartial?

29. The one feature marketers wish their technology had:
Easier access to actionable insights.
(ClickZ survey: The State of Marketing Measurement, Attribution and Data Management)

30. 29
What do you look for when assessing marketing intelligence vendors?
(Please select up to three.)

31. 30
The Data Maturity Model

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The Fospha Solution

34. Why is Measurement So Hard?
Because of the complexity of the new customer journey*
*actual Fospha customer journey observed.
£
Facebook
£ PPC
Acquisition
Retention
Display
Affiliate
33
Direct
PPC
PPC
Direct
Direct
Phone

35. The Enemy: Data Siloes
For most businesses, they see that journey like this:
…with siloes of data everywhere.
PPC
Facebook
Direct
£
Acquisition
£
Retention
Affiliate
34
PPC
PPC
Direct
Direct
Display Phone

36. The Enemy: Data Siloes
Managed by siloed teams…
…communicating with the customer from all angles.
Affiliates Team Sales Team CRM Team
PPC
Facebook
SEO
Direct
Phone Email
Instagram
Digital Marketing Team
Display
Affiliate
Brand Team
35

37. Using siloed measurement…
The Enemy: Data Siloes
…with all teams claiming credit for the same conversions.
Affiliates
Report
Google
AdWords
CRMFacebook
Google
Analytics
Email
Automation
PPC Facebook SEO
Direct
Phone Email
Display Instagram
£
Acquisition & Retention
Affiliate
36

38. What if…
You knew the revenue contribution of every
action customers made on their journey to
conversion ?
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39. Capture
Leveraging 20 years of experience in data engineering focused on multi-channel customer intelligence,
Fospha are able to capture and stitch unique, cross-channel, cross-device interactions for each
individual user that arrives on your platform. We then blend online journeys with offline conversions to
create an advanced deterministic identity graph… living within your very own Customer Data
Platform.38
Step 1: Collect data and stitch customer journeys

40. Analyse
Our machine learning engines compute the fractional contribution of every customer interaction,
delivering the data-driven value of each marketing touchpoint. This gives you the confidence to
eliminate wasted spend, identify investment opportunities and re-allocate budget… empowered by
the data and AI-driven tools required to measure and improve ROI
£100
Paid Search
£37.50
SEO
£12.25
Facebook
£21.76
Direct
£9.14
Display
£19.35
39
Step 2: Analyse the data to understand the role everything plays

41. Multi-Touch Attribution
Multi-Touch Attribution (MTA)…
…is the practice of considering all digital
interactions, impressions and clicks
when attempting to calculate the impact
of your media performance.
• MTA allows marketers to identify where
touchpoints have been under or
over-valued by single touchpoint
attribution model, accurately assigning
credit.
• The Fospha platform stitches together
complex, cross-device, cross-channel
customer journeys so that an advanced
MTA model can be run to analyze this
data.
Data Driven Attribution (DDA)…
…refers to Fospha’s algorithmic approach
which utilizes machine-learning to accurately
calculate the fractional credit of each
interaction.
• Fospha’s DDA modelling differs to rules-based
attribution models in the following ways:
o Values every touchpoint based its
contribution to a conversion, across all
channels and devices.
o The model runs off a company’s historical
customer data (both online and offline),
along with cost and revenue data, creating
a single customer view.

42. Common Challenges we Solve…
“How do I reduce my
CPA?”
“What role does
social play in my
conversions?”
“What is my
customer LTV, how
do I reallocate budget
to increase it?”
“Can you show me
which parts of my
spend are playing no
role in any sales?”
“I need to shorten my
sales cycles, how
should I change my
mix to do this?”
“We are planning to
increase digital budget
this year, where should
I put it?”
“Am I over
weighting
affiliates?”
“How can I be more
targeted with my email
campaigns/increase
CTR etc.?”
“I lose track of my
customers when they
move from one
device to another –
can you help me?”
“Where am I
double paying for
customers, how
do I avoid that?”
“Where am I wasting
spend within Paid
Search?”
“Which key words
are driving the
biggest impact,
which ones play
no role at all?”
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Key Takeaways

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Q&A

49. The State of Marketing Measurement,
Attribution and Data Management
13th December, 2018

50. Thank you for joining us!
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