Marketing Attribution: New Tech, New Trends, New Thinking

1. Marketing Attribution: New Tech, New Trends, New Thinking Lauren T. Fisher Principal Analyst October 5, 2017

2. Agenda • The current state of cross-platform attribution adoption • The data, tools and tech required to make advanced attribution work • Five best practices for ensuring greater success #eMwebinar Made possible by

3. The Current State of Cross-Platform Attribution

4. For today’s marketer, figuring out budgeting and the right channel mix are no longer simple mathematical exercises #eMwebinar Made possible by

5. This goes for both marketers with and without existing marketing attribution practices “Mature marketers who are doing [attribution] at the channel level recognize that’s got to change. They know consumers are interacting with their brand on a bunch of different channels, and if they’re only looking at one channel at a time, at some point it loses its effectiveness.” —Wayne Townsend, President, Technology, Epsilon #eMwebinar Made possible by

6. Not surprisingly, attribution is a top concern among digital advertisers this year #eMwebinar Made possible by

7. Marketers who have yet to transition to a holistic view are in the vast minority 6% Portion of marketers worldwide who say they have a complete view of their customers across every touchpoint, including those owned by third-party partners or vendors Source: CMO Council, “Empowering the Data-Driven Customer Strategy: Addressing Customer Engagement from the Foundation Up”; in partnership with RedPoint Global, March 2017 #eMwebinar Made possible by

8. Most are still early in making the shift #eMwebinar Made possible by

9. In fact, just half of US companies use multichannel attribution for digital marketing #eMwebinar Made possible by

10. Making Attribution Work: The Data, Tools and Tech

11. As focus shifts to a holistic view, the spotlight moves from individual channels to the audience #eMwebinar Made possible by

12. To identify the right data and tools needed to move forward with that view, ask yourself: • What does a complete picture of a user look like? • What has that user been exposed to? • What did the user do? VishOza Director, Product Marketing Convertro #eMwebinar Made possible by

13. Answering these questions inevitably leads marketers to a host of data sources and inputs #eMwebinar Made possible by

14. Identity plays an important role in stitching together the cross-screen picture #eMwebinar Made possible by

15. A cross-device audience view is critical, though not widely used at the moment #eMwebinar Made possible by

16. These and other tech tools must be integrated into the larger attribution model #eMwebinar Made possible by

17. Tech and data barriers aren’t the only obstacles on the path to integration #eMwebinar Made possible by

18. Five Things Savvy Marketers Know About Holistic Attribution

19. 1 They know a perfect solution doesn’t exist

20. Today’s models aren’t designed to 100% support a cross-platform, audience-centric view • Top Down • Marketing Mix Model • Aggregate view • Budgeting, media planning • Bottom Up • Digital Attribution • Impression-level view • Optimization #eMwebinar Made possible by

21. On their wish list for an ideal solution: • Inclusion of all digital, traditional and physical touchpoints • Audience-level view of those touchpoints • Insights for budget allocation • Real-time optimization capabilities • Actionable outputs for all levels of the organization #eMwebinar Made possible by

22. But we’re just not there yet “Depending on your scenario, you’re getting to that source of truth on a variety of inputs. You know there are these gaps … and you understand these gaps. Knowing there isn’t one tool that can actually be the source of truth, you have multiple tools to paint a picture.” —Noah Singer, Product Marketing Manager, Attribution, Facebook #eMwebinar Made possible by

23. Methods for making it work: Integrating multiple tools Relying on a primary attribution platform, plus additional systems and reporting tools for a more holistic picture Building internal solution Staffing for and building an internal attribution model custom-designed to answer the right questions “The limitation of models we’ve seen is that we have yet to find [a holistic] one that we really feel comfortable with. When I say, ‘holistic,’ I mean digital and traditional together so that we can really see what is truly driving conversions. We have really good tools to measure single channels, but it’s hard to see that unified picture.”—Bruce Millard, Vice President, Digital and Customer Innovation, Safelite AutoGlass #eMwebinar Made possible by

24. 2 They know how to get their organization on board

25. Many set out to implement holistic attribution practices feeling like this: #eMwebinar Made possible by

26. Many of their greatest challenges are organizational ones #eMwebinar Made possible by

27. The biggest determinant of success: Top-level buy-in #eMwebinar Made possible by

28. Without that buy-in from above, it’s difficult to achieve buy-in throughout the organization “In the ideal scenario, everything is collaborative.If I lose a dollar from my budget and you gain a dollar for your budget and we end up with $10 more in revenue, then we all win. In a not-so-well-functioning scenario, you have people questioning that model and not believing it. And you can have fights about the magnitude of any shifts in budget.” —Ben Bloom, Senior Digital Strategist, Mapp Digital #eMwebinar Made possible by

29. 3 They know what needs to be done in-house

30. For many brands and marketers, customer analytics is already an in-house practice • Marketing tech, like attribution, is also on the docket #eMwebinar Made possible by

31. Some, like Rue La La, are looking to own the entire attribution practice: • Move to bring all tools and functions in-house • Desire to move off of reliance on third parties for data and analytics outputs • Staff to fully analyze, interpret and execute on findings “Building the right team in-house allows us to stay on top of what our customers are asking for. You have a much deeper understanding of what the customer wants, what her pain points are and what’s going to make her happy.”—Melissa Studzinski, Head of Customer Engagement and Loyalty, Rue La La #eMwebinar Made possible by

32. Others are pursuing more customized solutions • Still may use third-party tools and systems for reporting • Seeking more customized use of those tools • Staffing internally to make the most of that output “The analytics team isn’t just doing the back-end measurement of what happened. They want this kind of access so they can determine what happened, but they can also do a cause-effect analysis and then inform the front-end team to say, ‘We need to do it differently, because this is what the data is telling us.’” —Jon Schulz, CMO, Viant #eMwebinar Made possible by

33. 4 They know the customer is the key to success

34. Focusing attribution models on customers, not channels, can have companywide effects “The biggest thing you’d expect to see in a company that’s having success with attributionis they’re likely identifying high-performing customer segments that are addressable, and they’re now reorganizing their company, their budgetand in some cases, maybe even their merchandising.” —Tony Zito, CEO, Rakuten Marketing #eMwebinar Made possible by

35. Here again, audience data and identity solutions providers are critical #eMwebinar Made possible by

36. Taking an audience-led approach can have the following benefits: • Real-time audience insights and optimization • Audience intel for future campaign planning • Insight into the value of all customer-facing touchpoints on audiences #eMwebinar Made possible by

37. 5 They know measuring success requires real business drivers, not channel-specific KPIs

38. For many, the hardest part of proving marketing ROI is figuring out the right KPIs #eMwebinar Made possible by

39. Goal alignment should ultimately match objectives #eMwebinar Made possible by

40. Without that alignment, marketers are unable to properly optimize and understand campaigns “When you look at a customer journey, what you realize is that if you look at anything through the lens of one channel, or if you try and optimize for that channel, you can actually block progress down that customer journey path.” —Wayne Townsend, Epsilon #eMwebinar Made possible by

41. Key Takeaways: • Migrating toward a more holistic attribution practice is hard but necessary for today’s world. • The perfect tool does not exist, but marketers can still make the most with what’s out there, and many are doing so with greater internal investment. • But they can’t do that without organizational buy-in. • An audience-fed lens can yield valuable budgeting and optimization information. • Ultimately, success requires everyone rowing in a single direction toward a larger KPI. #eMwebinar Made possible by

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47. Lauren T. Fisher Marketing Attribution: New Tech, New Tools, New Trends Marketing Attribution 2017: Five Best Practices Integrating TV, Digital and In-Store Data: The Pursuit of a True Omnichannel Customer View Marketing Technology 2017: Putting Customer Data at the Center Cross-Device Targeting: A More Holistic Customer View and a More Compelling Audience Experience