tina moffett - cross-channel attribution mastery
TRANSCRIPT
Master Measurement: Get Started With Cross-Channel AttributionTina Moffett, Senior Analyst
September 28, 2015
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Agenda
› Consumer and Measurement Trends
› Marketing Performance Measurement Landscape
› Critical Capabilities for Success
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Agenda
› Consumer and Measurement Trends
› Marketing Performance Measurement Landscape
› Critical Capabilities for Success
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Connected bodies
Connected cars
Connected doughnuts?
The world around us has changed . . .
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. . . and mobile accelerated that shift
Source: Forrester’s US Mobile Mind Shift Online Survey, Q3 2013; Forrester Research World Mobile And Smartphone Adoption Forecast, 2014 To 2019 (Global); and Forrester Research World Tablet Adoption Forecast, 2013 To 2018 (Global)
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The age of the customer
A 20-year business cycle in which the most successful enterprises will
reinvent themselves to systematically understand and serve increasingly
powerful customers
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In the age of the customer, individuals are always-addressable…
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Source: Forrester’s North American Technographics Online Benchmark Survey (Part 1), 2015
… and our customers are everywhere across today’s digital ecosystem.
61% of online adults are “always addressable” – using at least 3 internet connected devices from multiple different locations, multiple times a day.
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The spotlight is on analytics make sense of a chaotic customer landscape.
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Base: 170 analytics and measurement professionalsSource: Forrester/Burtch Works Q3 2014 Global State Of Customer Analytics Online Survey
Improve customer retention
Increase customer engagement
Improve data-driven focus of organization
Increase customer acquisition and targeting
Increase marketing performance
25%
26%
36%
41%
42%
Companies use analytics to develop more effective marketing strategies
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Source: 2014 State of Customer Analytics Survey Forrester/Burtch Works
Analytics is a critical priority for marketers and customer insights pros
Top 5 Analytic Techniques Currently Being Used/Piloted
Customer Segmentation 84%
Test and Control Methods 80%
Forecasting Models 75%
Customer Targeting Models 74%
Response or Uplift Models 66%
Bottom 5 Analytic Techniques Currently Being Used/Piloted
Path Analysis/Customer Journey Analysis
47%
Geolocaton Analytics 45%
Social Network Analysis 39%
Next Best Action/Offer Models 35%
In-Marketing Timing Models 29%
Of the following types of customer analytic techniques, which techniques does your organization currently use or plan to use?
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Attribution measurement uses algorithms to calculate marketing effectiveness
ALGORITHMIC ATTRIBUTION uses advanced
models to allocate credit
Organic Search Direct Facebook Direct
Mail PPC
$100
$25 $27 $23 $15 $10Contribution Contribution Contribution Contribution Contribution
Display Ad
Paid Search
AdEmail Online
VideoDirect to
Site
1st interaction 2nd interaction 3rd interaction 4th interaction 5th interaction
54% of marketers currently use/are piloting cross-channel attribution
models
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Marketers and CI pros reap the attribution benefits…
› 92% use advanced attribution to allocate future marketing dollars
› 88% use advanced attribution to gain true performance metrics and insights across different channels.
› 81% use advanced attribution to measure the true attributed cost
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…but face measurement and analytics hurdles
Source: 2014 State of Customer Analytics Survey Forrester/Burtch Works
47% ensuring data quality from various sources
managing data from a variety of sources38%
35% hiring talent to manage measurement and analytics
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Agenda
› Consumer and Measurement Trends
› Marketing Performance Measurement Landscape
› Critical Capabilities for Success
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Marketing tools and service providers can help tackle the attribution problem
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Manage entirely in house
Complement internal resources with an external agency or consultancy
Complement internal resources with our cross channel vendor's professional services group
Complement internal resources with our cross channel vendor's professional services group and an external agency or consultancy
Allow external agency or consultancy to manage the entire analytics process
18%
35%
22%
15%
10%
What is your preferred method of managing cross channel attribution?
Source: 2014 Cross-Channel Attribution Wave SurveyN = 78
Firms rely on partners to help with attribution efforts
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Thought leadership is a key selection criteria
Source: 2014 Cross-Channel Attribution Wave Survey
N = 72
Which of the following are the three most important factors when selecting a cross channel attribution vendor or application?
51% Cross channel attribution methodology and
thought leadership
25% Flexibility of cross channel attribution metrics, reporting, and analysis options
24% Ability to measure a wide range of channels
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Vendors must provide capabilities to elevate attribution insights
Source: Q4 2014 Cross-Channel Attribution Wave
Top 5 attribution capabilities that would be most beneficial to the business
Ability to correlate and analyze the impact of multiple channel dimensions
63%
Real-time cross channel attribution monitoring 58%
Ability to develop A/B and multivariate testing based on attribution results
57%
Ability to plan future marketing efforts based on different scenarios
53%
Ability to generate predictive consumer and prospect analytics based on attribution results
51%
Which of the following attribution platform attributes are or would be most beneficial to your business?
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Agenda
› Consumer and Measurement Trends
› Marketing Performance Measurement Landscape
› Critical Capabilities for Success
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Focus on tangible changes to make a big impact1. Assess your measurement skills.
2. Audit your advertising and marketing technologies.
3. Connect customers across devices using deterministic approaches.
4. Measure the impact of marketing on key metrics, including ROMI.
5. Activate insights by conducting tests. Customer Value.