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Econsultancy recently held a joint roundtable with Accenture in Singapore on April 4 covering Content, Marketing ROI/Attribution and social media.
The power of roundtable discussions lies both in the diversity of companies grouped around a single table, from B2B to B2C or from local minnow to global brand, as well as the transparency and range of the conversation.
The joint Accenture Interactive and Econsultancy roundtable was no exception, with over 25 companies represented from a mixture of multi-national, to local innovator and from B2C to government sector.
Having worked almost exclusively with retail websites for the last four years, I’ve spent a lot of time analysing data for different channels and trying to attribute value to specific marketing campaigns and projects.
Whilst doing this I’ve found a number of fairly obvious (only when you really think about it) potential threats to everyday attribution that I wanted to share.
At the end of 2012, Google introduced some genuinely cool changes to its Analytics products.
These were the kind of changes that get whoops from the audience when announced at the Google event in California (although in the UK the reception was predictably more… British).
The big thing is a new tracking method: user-centric, multi-sessional, multi-device tracking...
Most ecommerce businesses invest in a range of digital marketing channels, so working out the exact attribution and ROI can be incredibly complex.
For example, the importance of search can often be overstated, as that tends to be the last step on the path to conversion.
To try to develop a better understanding of its marketing attribution, Air New Zealand began using a tag management system two years ago.
The ecommerce team found that the assumptions and investments that it made based on a last-click model were hugely inaccurate, particularly when it came to display.
To find out more about how tag management impacted Air New Zealand’s attribution model, I spoke to UK and continental Europe online channel manager Chris Allison...
There are a few times when we realize that a certain technology is going to change everything about our lives: the first time we used a cell phone, received an email, searched the Internet or downloaded a song. This past Black Friday was the day we realized that mobile shopping would have just that sort of impact.
On Black Friday 2012, one out of every four dollars spent online at retail websites came from a mobile device. This amounts to more than $300 million dollars in one day alone. For those retailers who’ve already embraced mobile, it was a day of celebration, a culmination of their hard work and foresight. For retailers who didn’t get their share of this new mobile world, it’s a wake-up call: Get with the mobile program, or have consumers leave you behind.
Marketing has taken another large turn in its evolution cycle during 2012. The growth of digital and social, the maturing nature of search marketing, and the growth and relationship with content marketing opens up more opportunity for the CMO.
However, with it comes a certain level of complexity when looking at how to structure, attribute, and measure marketing campaigns across your organization.
I have been working with CMOs and CEOs for the past 10 years and suffice to say every marketer has their own model. Some are traditional, others digitally focused, some are brand and product focused, and others are pure content marketers or SEO consultants.
The common challenge they all face is attribution in a multitude of formats.
Attribution is not just an apt term to describe digital marketing interaction.
Two important online retail trends have seemingly emerged thus far this holiday shopping season. One: mobile is here. The other: social as a channel isn't a player.
While few would dare dispute the former, some are not quite ready to buy into the notion that social's impact is barely visible.
The second edition of Econsultancy’s Marketing Attribution Management Buyer’s Guide has just been published, highlighting the latest trends in an area which is proving its worth in an increasingly multichannel and data-driven world.
The buyer’s guide includes profiles of 23 vendors of attribution technology and services, from those with a heritage in web analytics, paid search, tag management and ad serving, to agencies and consultancies offering attribution modelling for their clients.
Advertising guru Sir Martin Sorrel talked about the ‘four grey swans’ affecting the global economy when he released WPPs quarterly figures last week.
Grey swans being known issues and black swans being unknown, unpredictable events. It was Rumsfeld-esque.
If we zoom into our own world there is a long list of things for marketers to be thinking about in a digital world which is changing more rapidly now than at any time in the last ten years.
But for me there is one big 'grey swan' - and that is how we measure value.
Targeting technologies have become more sophisticated over the years, but reaching the right consumers at the right time is still a major focus for advertisers and ad networks.
AT&T's ad network, AdWorks, which the company claims reaches some 181m unique users per month, is planning to roll out a new approach to this long-standing challenge in September.
A key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.
Few topics in online advertising generate more confusion and debate than view-through attribution, and the debate isn’t likely to end anytime soon.
Marketers today are typically including it as part of the overall measuement of their ad campaigns, but still have questions about how to measure its validity, what percentage impact on consumers it is really having and how it is overlapping with the other marketing channels.
In Chango’s newest white paper, “View Through Attribution Exposed: What last touch isn’t telling you”, we’ve tried to put the confusion to rest. Properly used, we believe view-through is a valid metric that can help brands understand the true value of their display campaigns. Let’s start with the basics.