the holy-grail of marketing measurement is mta multi-touch ...€¦ · the holy-grail of marketing...

Theholy-grailofmarketingmeasurementisMTAMulti-TouchAttribution.Andhere’swhyitmattersalot….

June13th 2017,London

ChrisBabayodeManagingDirector,EMEAMobileMarketingAssociation

Meet MMA’s

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“Thatwaymadnesslies…..”

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Letmeintroduceyouto…

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MATT is a community of industry experts committed to:1. Rethinking the world of marketing measurement and attribution2. Seeking to give marketers better measurements, tools and

confidence in connecting marketing to business outcomes.

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OurFirstInitiativeofMATTisMulti-TouchAttribution

Multi-TouchAttribution:Thescienceofusingadvancedanalyticsonuserleveldatatoallocateproportionalcreditacrossagranular listofmarketingtouchpointsacrossmany,andhopefullyall,online&offlinechannels,leadingtoadesiredcustomeroutcome.

ToSummarise:MMA’sgoalfortheMATTMTAinitiativeistohelpmarketers…

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34% 49%

66% 76%

14% 17%

10% 25%

0% 20% 40% 60% 80%

100%

YeswecurentlyuseMTA

Wewillusein6months

Wewillusein12months

Wewillusein18months

Wedontplantouseinthenear

future

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Doesyourcompanycurrentlyusea multitouchattribution(MTA) solutionordoyouplantouseonein thefuture?N=412,TotalSample

Why it matters…We need to transition to unified data and MTA

41%Opportunity

Ourjourneyinbuildingthisproject

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USP&Positioning

EconomicValue&ROI

GettingitRight/Best

CreativeExploratory&Effectiveness

BuildingMeasure-mentTools

Org.Design

Comingin2017

Wave II

WaveI

SMoX Smart Mobile Cross Media Effectiveness

Studies

NorthAmerica

AssociationofNationalAdvertisers

AmericanAssociationofAdvertisingAgencies

Partners

SMoXStatusupdate:10down,1infield2togo

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SMoXapproachisbasedonperson/userleveldata

ExposuretoAdvertisingMedia

Whoyouareandothercontextvariables(whereyouare,haveyoupurchasedbefore,timeoftheday,weather,etc.)

Outcomes

Didyouropinionchange?Didyougotothestore?Didyoubuy?Didyou…?

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SMoXisMTA&WhyitShow’sMobileMatter

AllocationtoMobileintheMix(whenmobile

isdoneright)

ProducesanIncreaseinBrand Metrics

ProducesanIncrease inSalesorProfitof:

AllStudiestoDate

12% to20% ~17% 7%to25%

AndWeStartedtoSeeaPattern.MarketersCouldnoLongerlookatAdstoKnowtheyWorked!

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Branding:AidedAwareness/

$spent*

Sales:ROI

MobileDisplaywithweathertargeting

MobileDisplay

CampaignAverage(acrossallmedia) 100 100

*IndexisbasedonNumberofpeoplewhobecameawareofMagnumper$spent.

200 147175 ZERO

Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation

SMoXSTUDY&RESULTS

M a r c h 2 0 1 7

Inpartnershipwith:

Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation

Goals:1. Quantifyvalueofmobile&businessimpact2. Developnewtargetingopportunities3. Drivechange– highlightingimportanceofMTA

Inpartnershipwith:

Campaignoverview

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MEASUREMENTPARAMETERS

18+auto/homeinsurance

TARGET:

DATACOLLECTION

2016

6/1 8/31

FootTraffic

Awareness(Secondary)

Image

Consideration

Sales

GOALSTraditionalMedia(TV,Radio,OOH,Print):59%

DigitalMedia(Desktop&Mobile):41%

MEDIAANDCREATIVE

MOBILEEXPANDEDEXPERIENCES

EXPANDABLEINTERSTITIALSANIMATEDTKO

VIDEO

CREATIVE:Display(DesktopandMobile)

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0.8

0.85

0.9

0.95

1

1.05

1.1

1.15

0.00% 0.10% 0.20% 0.30% 0.40% 0.50%

SiteLevelCorrelationofClicksToSalesImpact

Correlation=0.2

ClickRate

TotalIncremen

talSales

Fact: Virtually no relationship between click thru and sales

Unchangedin20years1997Correlation=-0.2

Mix:Optimisingwithinmobileandbetterleveragingcreativewouldfurtherimprovemobileimpact

OPTIMALALLOCATIONOFMOBILE INCREMENTAL SALES

13%

W/O optimising

within mobile

MobileIn-AppandBehaviouralTargetingshouldbeleveragedfurther,giventheirefficiency

17%

With optimisation within mobile

4%

Incrementalperformanceiscalculatedvsscenarioofnomobileinthemix14

W/O optimising

within mobile

Improvementsinmobileallocationandcreativewillfurtherboostperformance

7%

With optimisation within mobile

ElementstoBuildingaNewMarketingChannel

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USP&Positioning

EconomicValue&ROI

GettingitRight/Best

CreativeExploratory&Effectiveness

BuildingMeasure-mentTools

Org.Design

Wave II

WaveI

2017 MMA SMARTIES IS LIVE

ElementstoBuildingaNewMarketingChannel

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USP&Positioning

EconomicValue&ROI

GettingitRight/Best

CreativeExploratory&Effectiveness

BuildingMeasure-mentTools

Org.Design

Comingin2017

Wave II

WaveI

ToSummarize:MMA’sgoalfortheMATTMTAinitiativeistohelpmarketers…

34%haveanMTASolution

Negative29NPS

Applyingitto35%of

Campaigns

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41%intendto

haveanMTASolution

MMA’s MTA – The Journey So Far: Phase I & II to Phase III

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MarketerNeeds&Practices

IdentifiedProviders

DevelopedMTA

Landscape

BuiltFramework&Tools

PhaseIIIPhaseI PhaseII

KeyMATTMTADeliverablestoDate

*TheDecisionGuideisavailableformembersonlyathttp://www.mmaglobal.com/matt/education.

TheReport:AcomprehensiveguidetoMTA

MTARFITemplate

ScoringTool:Tohelpwithevaluation

4-PartMATTMTAWebinarSeries

Part 1: Intro to Multi-Touch Attribution

(MTA) Methods

Part 2: Selecting the Best MTA

Provider For Your Needs

Part 3: Making Sense of Attribution

Approaches

Part 4: Leveraging MTA to Improve

Marketing Effectiveness

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Oneofourfirstprojects–MappingMTAdata

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UnifiedUserID

MobileDesktop

SmartTV

• MTArequireslinkingtogether4typesofdataattheuserlevel

• MTAalsoneedsdevicestobemappedtoUnifiedUserIDsso,forexample,theadimpressiononamobiledevicecanlinkedtotheconversiononadesktop

• Eachtypeofdatahassub-types,andeachrequirestheirowntechnologyanddatastrategyforMTAtobesuccessful

LinkableMarketing

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unifieduserID

MobileDesktop

SmartTV

WalledGardens

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unifieduserID

MobileDesktop

SmartTV

Otheraggregatemarketingdata

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unifieduserID

MobileDesktop

SmartTV

So,howdidthestoryend- Conversions

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unifieduserID

MobileDesktop

SmartTV

Profiling,togettotherightuser

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unifieduserID

MobileDesktop

SmartTV

• MTArequireslinkingtogether4typesofdataattheuserlevel

• MTAalsoneedsdevicestobemappedtoUnifiedUserIDsso,forexample,theadimpressiononamobiledevicecanlinkedtotheconversiononadesktop

• Eachtypeofdatahassub-types,andeachrequirestheirowntechnologyanddatastrategyforMTAtobesuccessful

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Client:“We’vegotabudgetof£3m.”

Architect:“4,2,5….itcouldbe£4m.”

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MMA’s MTA – The Journey So Far: Phase I & II to Phase III

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MarketerNeeds&Practices

IdentifiedProviders

DevelopedMTA

Landscape

BuiltFramework&Tools

LaunchingWorkingGroups

SharingFindings

Comingduring2017

PhaseIIIPhaseI PhaseII

DataQuality&AccuracyWorkingGroup

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WhatWeHopetoAccomplish?1. StandardsforDataDisclosureand

Accuracy2. DataReadinessGuidanceforsuccessful

MTA

WhyDoesitMatter?WithoutconfidenceintheunderlyingdataMTAresultsarenottrustworthy,failingtoproperlyimpactmarketinginvestments

WalledGardensWorkingGroup

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WhatWeHopetoAccomplish?LowertheWalledGardensby:

1. Transparencyandverification2. Standardizationofterms&metrics3. Makingadvertisingdata‘linkable’

WhyDoesitMatter?Theonlywaytogainanaccurateviewofwhatisworkingistogainacomplete picture,pavingthewayforAgileMarketing

ToSummarise:MMA’sgoalfortheMATTMTAinitiativeistohelpmarketers…

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TheMMA- heretoleadthegreatesttransformationinmarketingyou’llseeinourgeneration

WatchthisSpaceThankyou

Meet MMA’s

“ThismethodisproventoputmeinexactlythesortofareaIneedtobegettingthesort

ofnumbersIliketohear…”

“Thatwaymadnesslies…..”

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