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The number of AD TECH partners used by marketing departments has never been so high, with the presence of historical channels like the Search and the appearance of newer ones like the “native“. For example, at Eulerian, we note that an advertiser has an average of 7 paid channels and 18 partners (up to 35 partners for some) in his marketing mix.
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Investments in Mar tech technologies are not left behind, the DMP is gradually legitimate as a legitimate tool of media optimization when coupled with a logic of performance analysis. Artificial intelligence (AI) players are emerging to offer compelling solutions for campaign optimization through data. According to a study by Gartner (2018) [1], the share of technological investment continues to evolve on the marketing side. Indeed, 64% of surveyed CMOs planned to spend more on marketing technology in 2019.
The pressure on the justification of the ROI is necessarily perceived and the marketing attribution becomes a major challenge. Yet, it remains unclear on the brand side. In 2019, depending on maturity levels, everyone will focus on crossing a step. In this perspective, Artificial Intelligence (AI) will be at first glance more useful than strategic in order to advance in marketing attribution.
To reach this milestone, brands will have to address the following issues in 2019:
# 1 Change the perspective
For the less mature brands, getting out of the last click & finding a perfect attribution view will have to stop being an obsession, they will have to put the weight on the understanding of the attribution. This corresponds to:
- Short-term analyzes: to pilot and read as accurately as possible its daily performance,
- Medium-term actions: to find optimization channels and launch tests in its media mix.
- Longer-term analyzes: to continually monitor the role of its channels in the media path and identify trends of under or over-valuation.
By changing perspective, it will be easier to move forward, to accept a progressive learning process.
# 2 Bring structure
The attribution is a structuring process. Structure the daily control of its performance in order to:
- To be able to read the performance of his levers more accurately,
- Launch contextualized analyzes to test slight budget changes by analyzing the campaign uplitft tests,
- Understand the media path and the role of the channels in order to identify under and over-valuation trends
Here are the steps to structure, to move forward for brands still in the process of learning. Bringing a structure will represent one of the strong stakes of 2019.
#3 Taming the Multi-touch Attribution
After some disappointing first years due in part to excessive expectations, the growing maturity of some advertisers on attribution will finally allow them to go to the Multi-Touch Attribution (MTA). Used in an analytical logic to tame performance biases from Single Touch models, it will help prepare brands for new figures and a real change of direction by turning to an attribution on the Customer Journey.
#4 Consolidate user knowledge
It is sometimes forgotten, but the attribution is based on a consolidation of each user journey. Without a reunited data, the expected analyzes and optimizations will be limited. Advertisers who start on the topic will want to retrieve the impressions in the media path. The more advanced will tackle the significant reconciliation of cross-device and omni-channel journeys.
#5 Launch a people-based attribution
Addressing the right message to the right person at the right time is good, but it’s even better to analyze your media investments in a one-to-one way. As you can see, personalizing the relationship with the user will not be enough, judging the performance of its media investments, by re-integrating the logic of audience in the attribution, will become a major stake for brands with an approach to attribution already structured.
Marketing attribution will be as in any industry that is highly beneficial to AI, but its impact will be limited if advertisers do not address these challenges in 2019. It will then be time, in 2020, to reintegrate the AI into optimization of its media investments by the attribution.
