Deck 4: Introduction to Cross Device
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Cross Device Insights by Drew McCalmont, Tapad If you would like a copy of this presentation, please email your contact at Tapad.
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Deck 4: Introduction to Cross Device
- 1. CROSS-DEVICE INSIGHTS UNLOCK THE POWER OF DATA AND GET A COMPLETE PICTURE OF YOUR CONSUMERS Drew McCalmont VP, Product Strategy & Operations, Tapad
- 2. AGENDA - OVERVIEW OF TAPAD AND THE DEVICE GRAPH - THE POWER OF COMBINING CROSS-DEVICE AND ATTRIBUTION - MONARCH AIRLINES CASE STUDY
- 3. WHO IS TAPAD? Tapad was founded in 2010 and now operates across North America, EMEA, and APAC 200+ employees with global offices in 15+ cities including HQs in NYC, London, and Singapore Venture-backed startup acquired in February 2016 by Telenor Group for $360mm Tapad Coral data licensing business has over 100 customers globally, including Adobe, Oracle, Omnicom, AppNexus, Turn, The Trade Desk, TubeMogul, Flashtalking
- 4. TIMES ARE A’ CHANGIN’ 1941 2015 12.2s 1.4s 100% 11%
- 5. MARKETERS’ CHALLENGES § Consumer engagement is increasingly fragmented across devices and channels § Brands don’t know which media investments drive conversions § Traditional performance metrics are becoming less and less reliable
- 6. CROSS-DEVICE METHODOLOGIES DETERMINISTIC* PROBABILISTIC Benefits Limitations • Highly precise • A trusted methodology • Limited scale • Data use restrictions (walled gardens) Benefits Limitations • Scale is achievable • Non-PII data usable across entire online ecosystem • Can be less precise • Analytics & attribution can be more complex
- 7. HOW WE BUILD THE DEVICE GRAPH REMOTE ADDRESS: 171.161.199.100:443 DATE: Mon, 22 Aug 2016 22:04:14 GMT COOKIE: TLTSID=57C69D30688410680F1F08119DD1 HOST: www.hotels.com REFERRER: https://www.google.com/ A sighting is when we see a device come into the graph, either through a bid request, page request on your site, or some other action SIGHTING
- 8. HOW WE BUILD THE DEVICE GRAPH A device is a particular browser (e.g. Chrome, Firefox) or mobile ID, such as Google AAID or Apple IDFA DEVICE TPC:AAA AAM:ZZZ BAC:123 BDC:789 FLA:555 IDFA:456
- 9. HOW WE BUILD THE DEVICE GRAPH An edge is a probabilistic assumption that two devices are connected to the same user or household EDGE TPC:AAA AAM:ZZZ BAC:123 BDC:789 FLA:555 IDFA:456 EDGE
- 10. HOW WE BUILD THE DEVICE GRAPH A cluster is a probabilistic assessment of all the devices that belong to a user or household CLUSTER
- 11. HOW WE BUILD THE DEVICE GRAPH A graph is a map of all devices and clusters. Typically we focus on specific segments of the graph for each client and use case GRAPH
- 12. THE NETWORK EFFECT DSPs DMPs MarTechSSPs Publishers & Trading Desks Attribution & Analytics Brands Data Vendors Ad Servers Mobile Location
- 13. >< In-AppIn-App Mobile Web Search Introducing cross-device attribution Tapad device graph unifies the customer journey • By modeling all touchpoints, credit can be attributed across all media Pre-roll video Dynamic Creative Static Attribute credit where it’s due
- 14. >< 14 Cross device attribution case study Key Insights • 38% of visitor IDs were cookie rejecters • 42% of converters were matched to Tapad device graph • 61% of matched converting IDs were bridged (2.0 per User) • Unifying data resulted in a 35% lift in Display ROI* • Deeper insight into vendor performance (not all benefited) • 30% searched for flights on more than 1 device 38% Reject Cookies 42% Match Rate 61% Bridge Rate Key Takeaway • Cross-device + Cookieless are key to accurate insights 2.0 IDs per User 35% Display ROI Lift* *Overall lift was 9% on 26% of converters. When extrapolated to 100% of converters, lift would be 35% Enabled by Tapad Device Graph + Cookieless Tracking by Flashtalking 30% > 1 Device
- 15. >< 15 Enhancing cross-channel measurement Better view of each channel’s contribution • Display and paid search saw big lift in conversions • Affiliates and organic search fell 20% • Enabled more intelligent budgeting
- 16. >< 16 Understanding cross platform buying • Data illuminates mobile’s “assist” role in the customer journey • Enabled Monarch to increase investment in mobile web site
- 17. In Closing… § There's no perfect cross-device methodology… But a better view will improve your ROI § Identity solutions are only valuable if you apply the insights to optimize your marketing § Measurement capabilities need to adapt to ever-changing human behavior
- 18. © 2016 Flashtalking. Confidential and may not be shared without permission. Thank You