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Blog: Tag: Cross-channel Measurement

How are companies using cross-platform attribution?

Note: For the purposes of this post, the terms cross-platform and cross-channel are used interchangeably.

It’s a bit early, but attribution—specifically cross-channel attribution—just might be the topic of discussion in 2014. Advertisers have been fighting the battle for a while, but things are starting to get serious with the dizzying pace of channel proliferation and ROI accountability on the rise. Attribution is a place many advertisers have turned to track users from channel to channel as they engage with their brand, and to look for insights to help them decide where and how much to spend. Regardless of what advertisers ask from attribution, it struggles to provide the answers.

A recent report from eMarketer, “Cross-Platform Attribution: A Status Report on Overcoming Select Attribution Challenges,” clarifies the issues preventing attribution from delivering on its promise: measuring the cross-channel value of digital ads.

OptiMine CEO Jim Moar is featured in the report, along with several other industry experts, offering his insight into why attribution is flawed with respect to measuring ad value.

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Google PLAs: Mobile clicks and costs are up, but what’s the value

As consumers increasingly adopt mobile search and advertisers optimize Product Listing Ads (PLAs) for delivery on mobile devices, it should surprise no one that the two are converging to drive more clicks (and more revenue) to Google. According to an article in eMarketer, tablets and smartphones grew from 7.8% of PLA clicks in Q1 2013 to 24.3% in Q4. The $1.58 CPC in Q4 was up from the Q1 CPC of $1.18. Although it was $0.06 less than Q3’s $1.64. 

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eMarketer: Approaches to Cross-Platform Attribution

Note: For the purposes of this post, the terms cross-platform and cross-channel are used interchangeably.

Welcome to the second in a series of posts based on eMarketer’s recent report, “Cross-Platform Attribution: A Status Report on Overcoming Select Attribution Challenges.” Post number 1, which you can read here, introduced eMarketer’s definition of attribution and explored its current state of adoption in the market. To sum it up, adoption isn’t good and there are a variety of reasons for the poor numbers. Chief among them, according to some industry experts, are cost and a lack of confidence in ROI—getting it and proving it. 

The cost can be substantial, pushing beyond a million dollars and requiring hundreds of hours of implementation time, but the real kicker is the ROI. For reasons we’ll go into in a future post, attribution is a flawed way to measure ad value as a means of deciding how to allocate ad spend. And those goals—measuring value and allocating spend—are what the two types of attribution studied in the report are attempting to achieve. eMarketer identifies bottom-up (path analysis) and top-down (media mix) as the two ways marketers use attribution. In this post, we’ll look at media mix and path analysis, and the role each plays in measuring value and allocating spend. 

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Obstacles to Cross-Channel Measurement

Editor's Note: The following is the second in a series of interviews with OptiMine CTO Rob Cooley on the subject of measuring the cross-channel value of digital advertising. In the first installment, which can be found here, Rob talked about the importance of measuring cross-channel value and different approaches to solving the problem. In part II, he discusses the obstacles that lay in the way of achieving the goal: measuring how much a particular ad affects the financial performance of another ad. 

When we last sat down, we talked about the effect upper funnel ad impressions have on the conversion performance of lower funnel ads such as search and retargeting. What I’d like to talk about today is the obstacles that lie in the path to measuring cross-ad / or cross-channel value.

Q: If we think about upper funnel impressions and their effect on search alone, measuring the impact of every single ad on every single keyword, easily leads to millions of individual measurement events for an advertiser.

Yes. Let’s say you have a thousand upper funnel ads and you’re trying to measure the impact of those ads on a thousand keywords, you have one million relationships to analyze. What we find the reality to be though, is that they have as many as fifty upper funnel ads. So it isn’t going to be a thousand times a thousand, rather it tends to be fifty times ten thousand or a hundred thousand or more, so you can easily get to a million.

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Have We All Contributed to the Facebook Data Privacy Mess?

In light of the recent data privacy issues at Facebook, marketers need to examine their role, response and contributions to the problem. 

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