The holy-grail of marketing measurement is MTA Multi-Touch ...€¦ · The holy-grail of marketing...
Transcript of The holy-grail of marketing measurement is MTA Multi-Touch ...€¦ · The holy-grail of marketing...
Theholy-grailofmarketingmeasurementisMTAMulti-TouchAttribution.Andhere’swhyitmattersalot….
June13th 2017,London
ChrisBabayodeManagingDirector,EMEAMobileMarketingAssociation
Meet MMA’s
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“Thatwaymadnesslies…..”
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Letmeintroduceyouto…
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MATT is a community of industry experts committed to:1. Rethinking the world of marketing measurement and attribution2. Seeking to give marketers better measurements, tools and
confidence in connecting marketing to business outcomes.
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OurFirstInitiativeofMATTisMulti-TouchAttribution
Multi-TouchAttribution:Thescienceofusingadvancedanalyticsonuserleveldatatoallocateproportionalcreditacrossagranular listofmarketingtouchpointsacrossmany,andhopefullyall,online&offlinechannels,leadingtoadesiredcustomeroutcome.
ToSummarise:MMA’sgoalfortheMATTMTAinitiativeistohelpmarketers…
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34% 49%
66% 76%
14% 17%
10% 25%
0% 20% 40% 60% 80%
100%
YeswecurentlyuseMTA
Wewillusein6months
Wewillusein12months
Wewillusein18months
Wedontplantouseinthenear
future
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Doesyourcompanycurrentlyusea multitouchattribution(MTA) solutionordoyouplantouseonein thefuture?N=412,TotalSample
Why it matters…We need to transition to unified data and MTA
41%Opportunity
Ourjourneyinbuildingthisproject
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USP&Positioning
EconomicValue&ROI
GettingitRight/Best
CreativeExploratory&Effectiveness
BuildingMeasure-mentTools
Org.Design
Comingin2017
Wave II
WaveI
SMoX Smart Mobile Cross Media Effectiveness
Studies
NorthAmerica
AssociationofNationalAdvertisers
AmericanAssociationofAdvertisingAgencies
Partners
SMoXStatusupdate:10down,1infield2togo
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SMoXapproachisbasedonperson/userleveldata
ExposuretoAdvertisingMedia
Whoyouareandothercontextvariables(whereyouare,haveyoupurchasedbefore,timeoftheday,weather,etc.)
Outcomes
Didyouropinionchange?Didyougotothestore?Didyoubuy?Didyou…?
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SMoXisMTA&WhyitShow’sMobileMatter
AllocationtoMobileintheMix(whenmobile
isdoneright)
ProducesanIncreaseinBrand Metrics
ProducesanIncrease inSalesorProfitof:
AllStudiestoDate
12% to20% ~17% 7%to25%
AndWeStartedtoSeeaPattern.MarketersCouldnoLongerlookatAdstoKnowtheyWorked!
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Branding:AidedAwareness/
$spent*
Sales:ROI
MobileDisplaywithweathertargeting
MobileDisplay
CampaignAverage(acrossallmedia) 100 100
*IndexisbasedonNumberofpeoplewhobecameawareofMagnumper$spent.
200 147175 ZERO
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SMoXSTUDY&RESULTS
M a r c h 2 0 1 7
Inpartnershipwith:
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Goals:1. Quantifyvalueofmobile&businessimpact2. Developnewtargetingopportunities3. Drivechange– highlightingimportanceofMTA
Inpartnershipwith:
Campaignoverview
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MEASUREMENTPARAMETERS
18+auto/homeinsurance
TARGET:
DATACOLLECTION
2016
6/1 8/31
FootTraffic
Awareness(Secondary)
Image
Consideration
Sales
GOALSTraditionalMedia(TV,Radio,OOH,Print):59%
DigitalMedia(Desktop&Mobile):41%
MEDIAANDCREATIVE
MOBILEEXPANDEDEXPERIENCES
EXPANDABLEINTERSTITIALSANIMATEDTKO
VIDEO
CREATIVE:Display(DesktopandMobile)
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0.8
0.85
0.9
0.95
1
1.05
1.1
1.15
0.00% 0.10% 0.20% 0.30% 0.40% 0.50%
SiteLevelCorrelationofClicksToSalesImpact
Correlation=0.2
ClickRate
TotalIncremen
talSales
Fact: Virtually no relationship between click thru and sales
Unchangedin20years1997Correlation=-0.2
Mix:Optimisingwithinmobileandbetterleveragingcreativewouldfurtherimprovemobileimpact
OPTIMALALLOCATIONOFMOBILE INCREMENTAL SALES
13%
W/O optimising
within mobile
MobileIn-AppandBehaviouralTargetingshouldbeleveragedfurther,giventheirefficiency
17%
With optimisation within mobile
4%
Incrementalperformanceiscalculatedvsscenarioofnomobileinthemix14
W/O optimising
within mobile
Improvementsinmobileallocationandcreativewillfurtherboostperformance
7%
With optimisation within mobile
ElementstoBuildingaNewMarketingChannel
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USP&Positioning
EconomicValue&ROI
GettingitRight/Best
CreativeExploratory&Effectiveness
BuildingMeasure-mentTools
Org.Design
Wave II
WaveI
2017 MMA SMARTIES IS LIVE
ElementstoBuildingaNewMarketingChannel
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USP&Positioning
EconomicValue&ROI
GettingitRight/Best
CreativeExploratory&Effectiveness
BuildingMeasure-mentTools
Org.Design
Comingin2017
Wave II
WaveI
ToSummarize:MMA’sgoalfortheMATTMTAinitiativeistohelpmarketers…
34%haveanMTASolution
Negative29NPS
Applyingitto35%of
Campaigns
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41%intendto
haveanMTASolution
MMA’s MTA – The Journey So Far: Phase I & II to Phase III
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MarketerNeeds&Practices
IdentifiedProviders
DevelopedMTA
Landscape
BuiltFramework&Tools
PhaseIIIPhaseI PhaseII
KeyMATTMTADeliverablestoDate
*TheDecisionGuideisavailableformembersonlyathttp://www.mmaglobal.com/matt/education.
TheReport:AcomprehensiveguidetoMTA
MTARFITemplate
ScoringTool:Tohelpwithevaluation
4-PartMATTMTAWebinarSeries
Part 1: Intro to Multi-Touch Attribution
(MTA) Methods
Part 2: Selecting the Best MTA
Provider For Your Needs
Part 3: Making Sense of Attribution
Approaches
Part 4: Leveraging MTA to Improve
Marketing Effectiveness
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Oneofourfirstprojects–MappingMTAdata
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UnifiedUserID
MobileDesktop
SmartTV
• MTArequireslinkingtogether4typesofdataattheuserlevel
• MTAalsoneedsdevicestobemappedtoUnifiedUserIDsso,forexample,theadimpressiononamobiledevicecanlinkedtotheconversiononadesktop
• Eachtypeofdatahassub-types,andeachrequirestheirowntechnologyanddatastrategyforMTAtobesuccessful
LinkableMarketing
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unifieduserID
MobileDesktop
SmartTV
WalledGardens
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unifieduserID
MobileDesktop
SmartTV
Otheraggregatemarketingdata
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unifieduserID
MobileDesktop
SmartTV
So,howdidthestoryend- Conversions
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unifieduserID
MobileDesktop
SmartTV
Profiling,togettotherightuser
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unifieduserID
MobileDesktop
SmartTV
• MTArequireslinkingtogether4typesofdataattheuserlevel
• MTAalsoneedsdevicestobemappedtoUnifiedUserIDsso,forexample,theadimpressiononamobiledevicecanlinkedtotheconversiononadesktop
• Eachtypeofdatahassub-types,andeachrequirestheirowntechnologyanddatastrategyforMTAtobesuccessful
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Client:“We’vegotabudgetof£3m.”
Architect:“4,2,5….itcouldbe£4m.”
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MMA’s MTA – The Journey So Far: Phase I & II to Phase III
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MarketerNeeds&Practices
IdentifiedProviders
DevelopedMTA
Landscape
BuiltFramework&Tools
LaunchingWorkingGroups
SharingFindings
Comingduring2017
PhaseIIIPhaseI PhaseII
DataQuality&AccuracyWorkingGroup
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WhatWeHopetoAccomplish?1. StandardsforDataDisclosureand
Accuracy2. DataReadinessGuidanceforsuccessful
MTA
WhyDoesitMatter?WithoutconfidenceintheunderlyingdataMTAresultsarenottrustworthy,failingtoproperlyimpactmarketinginvestments
WalledGardensWorkingGroup
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WhatWeHopetoAccomplish?LowertheWalledGardensby:
1. Transparencyandverification2. Standardizationofterms&metrics3. Makingadvertisingdata‘linkable’
WhyDoesitMatter?Theonlywaytogainanaccurateviewofwhatisworkingistogainacomplete picture,pavingthewayforAgileMarketing
ToSummarise:MMA’sgoalfortheMATTMTAinitiativeistohelpmarketers…
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TheMMA- heretoleadthegreatesttransformationinmarketingyou’llseeinourgeneration
WatchthisSpaceThankyou
Meet MMA’s
“ThismethodisproventoputmeinexactlythesortofareaIneedtobegettingthesort
ofnumbersIliketohear…”
“Thatwaymadnesslies…..”
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