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Four Marketing Measurement Trends to Watch

Volume 4, Issue 12 - December, 2014

Ben Sidebottom, Director, Solution Architecture, EMEA, Visual IQ

With the explosion of marketing channels and resulting data, marketers face an increasingly complex challenge of delivering personalized, contextually relevant experiences for each customer, while ensuring that every marketing dollar spent is effectively contributing to the bottom line. Advanced attribution has become an enabler of success, providing a sophisticated approach to measuring, optimizing and activating marketing campaigns. But the world of attribution measurement is constantly evolving. Here are four key trends to watch in the coming year:

First-Party Data Will Become Critical

To truly engage with consumers, you need to deliver highly relevant, personalized messages to each potential customer. In 2015, the ability to leverage first-party data stored in your customer relationship management (CRM) and enterprise data warehouse (EDW) systems will become essential for building customized audience targeting strategies. By using this data in combination with advanced attribution, you can gain a much richer understanding of the “right” audiences to target, what products or services are most relevant to them, when they are most likely to buy, and the optimal combination of marketing tactics needed to convert them.

Investment in Cross-Device Advertising Will Continue to Grow

As advertising dollars continue to shift from desktop to mobile, first-party data can also help you overcome the limitations posed by cookies when it comes to tracking consumers across multiple devices. For instance, when an individual uses their email address to log into their respective accounts across mobile, tablet and desktop, this data can be used to connect the same individual as they move across devices. By combining this cross-device mapping approach with advanced attribution, you can gain insight into the true effectiveness and ROI of any combination of media, whether served on a desktop, tablet, or mobile device, and make spend decisions based on those insights.

Cookies Will Live On

Despite the limited capabilities of cookies to connect a single user to a number of different devices, the “death of the cookie” will remain overhyped hyperbole in the coming year. Even with the proliferation of mobile devices and cross-platform marketing, cookies still remain the most commonly used technology to collect anonymous data about a user’s browsing behavior, and adopting alternative mechanisms will take time. However, going into 2015, expect to see user-based tracking supplement cookie-based tracking as the mechanism through which audiences can be targeted. A user-based approach provides more accurate data on consumers as they interact on the web, mobile devices and third party websites, enabling you to create personalized, relevant experiences that engage consumers in the right place, at the right time and with the right message in order to drive a conversion.

Media Spend Will Continue to Focus on Programmatic

Investment in programmatic media buying will continue to increase in 2015, particularly as these platforms enhance audience targeting with first-party data and other real-time third-party signals, such as sporting events and weather. In addition, as the popularity of online video content continues to grow, so will the buzz around programmatic video. Although the wholesale move from TV to digital video is unlikely, 2015 will see increased investments in programmatic video advertising as a tool for generating greater audience insights and the ability to reach consumers across multiple platforms and devices.

But while overall investment in programmatic will increase, expect the amount of inventory purchased per advertiser to decrease. First and third-party data enrichment increases the value of the inventory – and thus the cost per impression (CPM) – by enabling advertisers to better target their audiences. However, it also enables buyers to be more selective in their purchase. Look for advertisers to spend more on high impact buys, while purchasing less inventory overall.

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