Media buyers face many tough decisions—long term gains vs. short term sacrifices, cost benefits vs. drawbacks, even how to measure whether a choice is successful. For media buying decision-makers in France, considering changing attribution models comes with its own set of barriers.
This spring, IDG Connect surveyed over 250 marketers on their measurement strategies and tactics. The results are illuminating: a clear view into what’s working, what’s not, and what’s next for cross-channel analytics.
The resulting report, “Seeing the Forest for the Trees: Unified Analytics for Modern Marketing,” analyzes these findings and provides actionable insights, including:
A wide variety of organizations are investing significant resources into analytics tools that help them attribute marketing campaigns to different devices and channels. According to an October 2015 eMarketer forecast, more than half of US companies are expected to use multichannel attribution models by 2017. Data from B2B research firm IDG reveals that many of these same executives worry about challenges holding back their attribution efforts.
What is this report?
A new annual benchmarking study exploring how
digital marketing and media practitioners are using
audience data, and how they intend to evolve their
data‐centric practices in the year ahead
What is this research intended to do?
Help practitioners benchmark their own practices
and provide perspective on rapidly evolving industry
priorities and developments, helping stakeholders
plan their future initiatives
How were these findings compiled?
As 2016 ramps up, marketers can count on one thing: Change. After
a tumultuous 2015, this year promises its own challenges, shifts, and
emerging technologies. Ever interested in staying ahead, Rocket Fuel
polled industry decision makers to learn what they’re anticipating in 2016,
and how they’re planning to adapt. Based on their data and our analysis,
here are 10 predictions for 2016.
Marketers have always acknowledged the benefits of accounting for every marketing channel and brand-imposed touchpoint, but in spite of such awareness, adoption of these types of practices has been slow and labored. But a shift is occurring, finally pulling attribution into the spotlight when it comes to marketer priorities.
Data is from September 2015 Econsultancy report titled "State of Marketing Attribution in Asia Pacific" sponsored by Datalicious as cited in company blog. 422 client-side and supply-side marketing professionals were surveyed online during May-June 2015. 99% of respondents were based in Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore and Thailand.
Marketing attribution is difficult even in advanced digital advertising markets. In Asia-Pacific, according to June 2015 research, many firms are not acting on what learnings they have—and even more are not carrying out attribution activities at all. The main reason is a lack of knowledge.
As firms increasingly rely on online media to acquire consumers, marketing managers rely on online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for synergy or dynamics. These issues can easily lead firms to overspend on some actions and thus waste money and/or underspend in others, leaving money on the table.
The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework
The Internet has given rise to many new forms of advertising. Scientific studies have focused on individual reactions to specific advertising forms in isolation and have offered little guidance for aggregate-level budget allocation decisions, which are typically based on simple rules. This article compares the long-term effectiveness of nine forms of advertising—seven online and two offline—by means of a structural vector autoregressive model and restricted impulse responses.