Sponsored Content: With Google and Facebook offering their own standalone solutions (to measure only their own media) and with Snap’s 2017 purchase of Placed, anyone in the market of competing for share, will need, at minimum, the same tools as the next guy, writes Freckle’s Neil Sweeney.
Website analytics are the most popular means of evaluating local marketing for multi-location brands. While that’s a logical tactic for analyzing digital marketing and advertising effectiveness, it hardly presents the full picture of multichannel marketing or online-to-offline attribution.
Attribution “is the metric that all brands and media verticals are moving to as it solves a number of gaps in the market.” says Freckle IoT’s Neil Sweeney. He believes measuring how branding strategy is working is becoming just as important as brand visibility.
Last week’s Street Fight Summit showcased a variety of research on local marketing. Analysts showed evidence of mobile’s impact and improving its performance, and reinforced that companies selling marketing tech and services must address ROI and attribution.
The future of retail and attribution is evolving quickly and allowing brands for the first time to have a better understanding of how effective their advertising is. While the search for in-store attribution is at the top of the every marketer’s wish list it’s important that all know the strengths and weaknesses of each methodology.
Retailers using Swirl’s platform can now connect “verified” real world store visits to Facebook ad impressions and more accurately measure the direct impact that Facebook ad campaigns are having on the way consumers move around inside their stores.
Sponsored Content: The companies who prove that their media is better at driving in-store visits will reap the benefits. Measurement will not come from the vendor itself but rather from third-party measurement firms decoupled both from the buying and selling of advertising and from the platforms on which the media runs.
There are a number of tools already available for marketers looking to decide which hyperlocal ads are working best, many of which go beyond basic click-through rates and engagement rates to generate a complete picture of advertising successes and misses.
Andrew Osmak talks with us about how the company has been evolving under his leadership over the past six months, where he sees the white spaces in call and data analytics, and why a tracked phone number can be a more valuable data point than a form-fill on a website.
“Based on the growth and adoption that Placed is seeing across its clients, we’d expect that by the end of 2016, attribution will be a default on status for the majority of advertisers where they have an offline conversion event,” said the company’s CEO David Shim.
To many in the industry, the idea of making connections between marketing impressions and dollars spent seems like it could be the holy grail — giving proof positive to businesses that their marketing dollars are well-spent, and unlocking further budget.
A lot of local marketing companies are operating in the shadow of prior practices and companies that created a lot of distrust in the market, says Moz CEO Sarah Bird, who will be a speaker at Street Fight Summit West next week: “Part of the vision of online-to-offline attribution is to overcome that snake oil effect and build trust so you can point to data.”
The company’s CEO Jon Carder says that when you can prove attribution to local marketers, their rate of attrition drops dramatically: “It just gets incredibly better because there’s proof of how well the advertising’s working.” Empyr’s solution for attribution connects credit card information with mobile impressions.
Now more than ever, conversions are the metric used to measure the value of every pit stop along the customer journey as it moved across multiple devices and channels. Displacement-based attribution strategies help marketers stay in step with consumers.
Foursquare’s Attribution Solution a Step in the Right Direction, but Still Leaves Gaps for Marketers
Foursquare—the location-based social network that now calls itself a “location intelligence” company—recently stepped into the analytics business. The company’s entree is a product called Attribution Powered by Foursquare that is intended to help brands measure how media impacts foot traffic in brick-and-mortar locations. To fuel this intelligence, the company pulls data from a panel of […]
Seventy-nine percent of consumers say they research prices online before making purchases in person. Without the ability to identify which digital channels are most effective, merchants have no opportunity to optimize their strategies or understand the growth opportunities within online channels.
Marketers face a number of big challenges today. One is pinpointing their audiences as they move from device to device — and then from platform to platform on those different devices. Another is making sense all of the data consumers generate in the scores of micro-interactions they have every day across the devices and platforms they use. A third is online-to-offline attribution. The partnership with IRI that PlaceIQ announced today is a step toward tackling these hurdles.