Connecting the Customer Journey from Online to Offline
The blurring lines among search, social, and e-commerce only muddy the water when it comes to determining the customer’s journey to conversion. So, how can advertisers accurately attribute their marketing dollars to customer wins? Increasingly, marketers are turning to a multi-touch attribution strategy that includes both online and offline conversions, thereby moving away from simplistic last-touch attribution models.
Report: Huge Hole in Location Data Market for O2O Attribution
Good news for the whole location-based marketing industry—a new report from location data firm Factual based on a survey of location data buyers finds the field is getting more effective and better at measuring its results. Nearly 9 in 10 marketers said location data is driving more effective campaigns. Eighty-six percent said it’s growing their customer base, and 84% reported higher customer engagement.
However, while use of location-based marketing is set to grow to 94%, only 24% use it or are planning to use it to establish offline attribution.
Heard on the Street, Episode 27: Location & Brand Evolution with Factual, Part 2
Factual, one of many companies in the location intelligence space, emphasizes offline foot traffic and “visitation insights.” Tracking the elusive online-to-offline buying journey is the name of the game, and Factual touts the advantage of a 300-million device observation graph. Factual VP Ocean Fine breaks down her company’s approach to location on our latest podcast.
Good Data vs Bad: How to Decide What to Keep and What to Discard
Unfortunately, there’s no “silver bullet” for separating good data from bad. Instead, organizations should think of data quality as a habit, with “good” data clearly defined and concrete processes in place to harvest what’s valuable and discard what isn’t.
With that in mind, here are three steps to taking unfiltered data and deciding what to keep — and what to throw out — to achieve optimal data accuracy.
Zenreach Attract Connects Online Ads to In-Store Results
Online metrics, like click-through rates and return-on-ad-spend, can quickly show ecommerce retailers how well their digital advertising campaigns are working. But what happens in the real world? The KPIs used in ecommerce mean almost nothing to brick-and-mortar merchants. In fact, digital approximations can actually cause merchants with physical locations to overspend on certain audience segments, while undervaluing others.
That’s something Zenreach is trying to change.
Heard on the Street, Episode 25: Location, Brand Evolution, and Career Lessons, with Factual
Brands want to engage consumers. Though that’s an obvious statement and a universal truth, how it happens is a moving target that shifts with consumer technology. Success in the ad tech world requires intellectual curiosity about emerging tech and a desire to dig into the details.
Factual VP of Agency & Strategic Partnerships Ocean Fine considers that curiosity essential to her success and the victories of any company in ad tech. The latest guest on Street Fight’s Heard on the Street Podcast, she’s inspired by the smartphone’s transformation and advises marketing execs to be attack-ready for all emerging tech.
Freckle IoT Announces Attribution Backed by Fully Compliant First-Party Data
With privacy top of mind for marketers, offline measurement firm Freckle IoT is hitting the market this morning with an expanded attribution product backed by just about the most compliant consumer data on the market. Its compliance is secure because it comes from Killi, a consent management company also founded and headed up by Freckle Founder and CEO Neil Sweeney.
The Role of Location in Attribution
Let’s face it—we are a long way from being able to show that digital campaigns, and most other advertising formats, resulted in specific in-store sales. There are simply too many unconnected data silos to stitch together meaningful and statistically relevant results. The ad seen on TV can’t inform your phone or laptop that it’s also seen the ad, while the point-of-sale system or online checkout can’t notify those previous touch points to confirm the sale occurred. So if the scale of accurate location data prevents it from being a true stand-alone solution for proving attribution, what role will it play?
Government Regulation Is Marketers’ Most Common Concern About Data-Driven Initiatives
Changing political headwinds and increased media attention on data collection and privacy are apparently rattling marketers, who named government regulation as an obstacle to data-driven campaigns more than any other single factor. That’s per a survey of U.S. marketers by Winterberry Group and the Interactive Advertising Bureau, eMarketer reported.
Location Is an Underused Data Layer for Brands Seeking Better ROI
In 2019, we are just scratching the surface of location data’s potential for improving the ROI of advertising and marketing. As we approach the next decade, location intelligence will be a major factor in determining which brands thrive and exist in the many years to come and which ones fall by the wayside by not taking their data seriously enough.
The DOOH Opportunity: How OOH is Becoming a Bigger Piece of the Media Mix Pie
Out-of-Home (OOH) advertising is having a fantastic run. It is the only traditional media channel to consistently grow over the last 10 years and is expected to continue growing in 2019, according to the Outdoor Advertising Association of America.
However, OOH teams are often siloed away from broader digital marketing teams and are categorized differently in budget breakdowns and post-campaign analysis. As the field adapts and evolves, continued separation of digital and OOH teams is going to hinder, rather than help, your efforts and results.
5 Self-Serve Online-to-Offline Attribution Platforms
Marketers with limited budgets are turning to a bevy of self-serve online-to-offline attribution solutions to correlate visitation rates and purchase data with digital campaigns. Utilizing a variety of testing methods for mapping campaign performance and purchases, these platforms are giving marketers the answers they need to justify online ad spend. Here are five examples of online-to-offline attribution platforms that marketers are using right now.
How Marketers Are Making In-Store Metrics More Reliable
In-store marketing platforms are designed to spit out all different types of metrics. Return-on-ad-spend (ROAS), customer acquisition costs (CAC), cost per visit (CPV), and customer lifetime value (CLV) are just a few of the metrics that marketers regularly track. But how reliable are these metrics, and what do they mean for big-picture business growth? The ad tech company S4M is aiming to answer that question. The company recently released a new feature as part of its FUSIO drive-to-store platform.
Half of Organizations Send the Wrong Marketing Messages to Customers
The result of this data deluge? Organizations lack the insight into their customers they desperately need to deliver meaningful experiences, secure sales, and retain customers. New research estimates 48% of them struggle to gain these insights due to the data silos and more than half admit they don’t have a full picture of their marketing data and their customer journey. Â
Given the many challenges marketers are up against, it’s no wonder they struggle to define their customer journeys and optimize customer interactions. Below I offer some advice for those in this data struggle.