Volume 4, Issue 1 - January, 2014
By Bill Muller, Editor
Thanks to the growing adoption of marketing attribution solutions in 2013, brands have become more sophisticated in their approach to measuring return on investment. As a new year begins, the question on your mind might be, “what’s next?” Let’s take a closer look at some of the biggest trends impacting marketing performance measurement in 2014.
Incorporating Mobile for More Holistic Measurement
The proliferation of mobile devices has forever changed the marketing landscape and how consumers find and connect with brands. With its broad reach and precise targeting capabilities, mobile seems to offer many advantages for marketers. But in practice, linking the activity and marketing touchpoints of users across devices so that their entire journey — not just the part that takes place on their PC — can be tracked and analyzed remains a key challenge. In the coming year, look for a new set of cross-device attribution tools that will enable you to not only map a user’s exposure to various marketing touchpoints across all devices, but also to leverage that insight to optimize cross-device campaigns in a way that maximizes your marketing spend and meets your specific campaign objectives.
The Rise of the Data Scientist
While attribution can have a profound impact on marketing effectiveness, it’s not a plug-and-play solution that can be immediately installed and made operational. Two of the biggest impediments to adopting advanced attribution include the traditional siloed structure of marketing organizations around individual channels, and a lack of practical expertise applying the insights derived from advanced analytics. To help address these challenges, expect to see the growth of a relatively new analytic role within the marketplace in the coming year: the data scientist. This marketing professional will not only be an analytics expert with the ability to take advanced analytics insights, contextualize them to your organization and use them to power decision-making, but will also have the skills and expertise to drive the changes within your organization needed to support advanced measurement.
Organizing Behind Omni-Channel Marketing
2014 will see a dramatic rise in the number of brands focusing on their omni channel marketing strategy development; specifically, the intelligent use of multi-channel data to create relevant experiences and dialogs with customers across online, offline and mobile channels. Realizing this omni-channel vision requires harnessing massive amounts of marketing interaction data — often residing in numerous siloed systems — in order to achieve an integrated, end-to-end view of customers’ interactions with your brand. In the coming year, expect more and more marketers to take advantage of cross channel attribution technology that integrates with data management platforms (DMPs) and programmatic buying platforms as the foundation of their omni-marketing strategy. Such integrations will not only provide you with a deeper level of audience intelligence required to deliver personalized, contextually relevant customer experiences across multiple channels and devices, but also enable you to instantly operationalize those insights for more effective optimization across your entire marketing ecosystem.
2014 is here, and with it, new and innovative approaches to marketing measurement that are poised to change the future of marketing. Don’t miss your opportunity to capitalize on these trends and take your brand and your business to new heights this year.
Click here to subscribe to The Visual IQ monthly e-newsletter.