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Theholy-grailofmarketingmeasurementisMTAMulti-TouchAttribution.Andhere’swhyitmattersalot….
June13th 2017,London
ChrisBabayodeManagingDirector,EMEAMobileMarketingAssociation
Meet MMA’s
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“Thatwaymadnesslies…..”
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Letmeintroduceyouto…
4 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation
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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5 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation
OurFirstInitiativeofMATTisMulti-TouchAttribution
Multi-TouchAttribution:Thescienceofusingadvancedanalyticsonuserleveldatatoallocateproportionalcreditacrossagranular listofmarketingtouchpointsacrossmany,andhopefullyall,online&offlinechannels,leadingtoadesiredcustomeroutcome.
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ToSummarise:MMA’sgoalfortheMATTMTAinitiativeistohelpmarketers…
6 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation
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34% 49%
66% 76%
14% 17%
10% 25%
0% 20% 40% 60% 80%
100%
YeswecurentlyuseMTA
Wewillusein6months
Wewillusein12months
Wewillusein18months
Wedontplantouseinthenear
future
7 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation
Doesyourcompanycurrentlyusea multitouchattribution(MTA) solutionordoyouplantouseonein thefuture?N=412,TotalSample
Why it matters…We need to transition to unified data and MTA
41%Opportunity
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Ourjourneyinbuildingthisproject
8
USP&Positioning
EconomicValue&ROI
GettingitRight/Best
CreativeExploratory&Effectiveness
BuildingMeasure-mentTools
Org.Design
Comingin2017
Wave II
WaveI
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SMoX Smart Mobile Cross Media Effectiveness
Studies
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NorthAmerica
AssociationofNationalAdvertisers
AmericanAssociationofAdvertisingAgencies
Partners
SMoXStatusupdate:10down,1infield2togo
10
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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%
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AndWeStartedtoSeeaPattern.MarketersCouldnoLongerlookatAdstoKnowtheyWorked!
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Branding:AidedAwareness/
$spent*
Sales:ROI
MobileDisplaywithweathertargeting
MobileDisplay
CampaignAverage(acrossallmedia) 100 100
*IndexisbasedonNumberofpeoplewhobecameawareofMagnumper$spent.
200 147175 ZERO
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Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation
SMoXSTUDY&RESULTS
M a r c h 2 0 1 7
Inpartnershipwith:
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Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation
Goals:1. Quantifyvalueofmobile&businessimpact2. Developnewtargetingopportunities3. Drivechange– highlightingimportanceofMTA
Inpartnershipwith:
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Campaignoverview
16
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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7
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
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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
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ElementstoBuildingaNewMarketingChannel
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USP&Positioning
EconomicValue&ROI
GettingitRight/Best
CreativeExploratory&Effectiveness
BuildingMeasure-mentTools
Org.Design
Wave II
WaveI
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2017 MMA SMARTIES IS LIVE
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ElementstoBuildingaNewMarketingChannel
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USP&Positioning
EconomicValue&ROI
GettingitRight/Best
CreativeExploratory&Effectiveness
BuildingMeasure-mentTools
Org.Design
Comingin2017
Wave II
WaveI
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ToSummarize:MMA’sgoalfortheMATTMTAinitiativeistohelpmarketers…
34%haveanMTASolution
Negative29NPS
Applyingitto35%of
Campaigns
22 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation
41%intendto
haveanMTASolution
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MMA’s MTA – The Journey So Far: Phase I & II to Phase III
23
MarketerNeeds&Practices
IdentifiedProviders
DevelopedMTA
Landscape
BuiltFramework&Tools
PhaseIIIPhaseI PhaseII
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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
25
UnifiedUserID
MobileDesktop
SmartTV
• MTArequireslinkingtogether4typesofdataattheuserlevel
• MTAalsoneedsdevicestobemappedtoUnifiedUserIDsso,forexample,theadimpressiononamobiledevicecanlinkedtotheconversiononadesktop
• Eachtypeofdatahassub-types,andeachrequirestheirowntechnologyanddatastrategyforMTAtobesuccessful
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LinkableMarketing
26
unifieduserID
MobileDesktop
SmartTV
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WalledGardens
27
unifieduserID
MobileDesktop
SmartTV
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Otheraggregatemarketingdata
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unifieduserID
MobileDesktop
SmartTV
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So,howdidthestoryend- Conversions
29
unifieduserID
MobileDesktop
SmartTV
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Profiling,togettotherightuser
30
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
33
MarketerNeeds&Practices
IdentifiedProviders
DevelopedMTA
Landscape
BuiltFramework&Tools
LaunchingWorkingGroups
SharingFindings
Comingduring2017
PhaseIIIPhaseI PhaseII
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DataQuality&AccuracyWorkingGroup
34
WhatWeHopetoAccomplish?1. StandardsforDataDisclosureand
Accuracy2. DataReadinessGuidanceforsuccessful
MTA
WhyDoesitMatter?WithoutconfidenceintheunderlyingdataMTAresultsarenottrustworthy,failingtoproperlyimpactmarketinginvestments
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WalledGardensWorkingGroup
35
WhatWeHopetoAccomplish?LowertheWalledGardensby:
1. Transparencyandverification2. Standardizationofterms&metrics3. Makingadvertisingdata‘linkable’
WhyDoesitMatter?Theonlywaytogainanaccurateviewofwhatisworkingistogainacomplete picture,pavingthewayforAgileMarketing
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ToSummarise:MMA’sgoalfortheMATTMTAinitiativeistohelpmarketers…
36 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation
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TheMMA- heretoleadthegreatesttransformationinmarketingyou’llseeinourgeneration
WatchthisSpaceThankyou
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Meet MMA’s
“ThismethodisproventoputmeinexactlythesortofareaIneedtobegettingthesort
ofnumbersIliketohear…”
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“Thatwaymadnesslies…..”
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