Las Vegas used Pandora to promote the electronic dance music (EDM) artists playing in Vegas hotels and clubs in the hope of luring EDM fans to visit the city, and it worked! The campaign, which targeted seven U.S. markets between October 2014 and September 2015, drove a 6% lift in travel to Las Vegas among Pandora listeners. That lift was estimated to generate an additional $110 million in tourism revenue for the city. Pandora came to this discovery by cross-referencing its data of logged-in users with data from Placed, a mobile measurement firm that specializes in location data and online-offline attributions.
What Brands Need To Do
Typically, Placed is focused on providing attribution solutions for retailers to help them link online impressions with store visits, but this campaign proves that Placed can also assist in improving ad measurement and attribution for brands in other industries as well. Similar campaigns can be created for auto brands to track ad effectiveness in driving dealership visits, or for movie studios to see how their ads are driving box office sales. By linking digital ads with offline activities, brands can better understand how their ads are performing and adjust their campaign accordingly.
Full Disclosure: The Lab’s parent agency Interpublic has a minority stake in Placed.
Following the debut of its Audience Marketplace last November, which allowed brands to more easily share their first-party data, Adobe has announced a new Cross-Device Co-op program to further facilitate data cooperation between brands. The company will use contributed logged-in data from any single brand to determine groups of devices owned by an individual or household, and all other brands participating in the co-op program can tap into that data to accurately track and target identified users across those devices. Adobe promises that users can opt out of this tracking and that all users are anonymized.
What Brands Need To Do
As consumers jump from device to device throughout the day, it is important for brand advertisers to figure out how to identify people instead of devices. At the moment, marketers often depend on utilizing Facebook and Google log-ins for cross-device tracking and targeting. This new tool from Adobe should help reduce marketers’ reliance on those platforms and provide brands with improved attribution, more effective targeting capabilities, and an overall better understanding of their audiences.
Facebook introduced a Conversion Lift measurement tool in January 2015 to help brand marketers better understand which parts of their ad campaigns are driving sales. Now it has launched Lift API extending that tool so that advertisers and other third-party measurement partners can create their own studies on lift to pinpoint which ads lead to conversions. Also, Facebook is adding more fields and categories to its ad reporting to reduce confusion in attribution sometimes caused by cookies.
What Brands Need To Do
As Facebook continues to refine its measurement tools, brands can get a clearer view of their campaign performance across channels, learn which ads are working, and adjust their ad budgets accordingly. If your brand is looking for a way to get a better understanding of your Facebook ads, this new API should be worth a try.
For more information on how brands can utilize customer data to better understand shopper behavior and reach shoppers across channels, check out the Boundless Retail section in our Outlook 2016.
Facebook has added point-of-sale insights and other updates to its Atlas ad network to improve its ad measurement and help brands track if their digital ads are driving offline sales. One new feature called “Offline Actions” allows marketers to upload their own point-of-sale data and view it alongside their Atlas ad campaigns, while “Path to Conversion” aims to determine whether ads on desktop or mobile devices drove a digital sale. Atlas, the social network’s ad network that extends beyond Facebook’s own site and apps, will also begin offering video ads by the end of this month.
What Brands Need To Do
Similar to the offline attribution tracking tool that Foursquare introduced last month, the updated Atlas should give brand advertisers a better understanding of how their digital ads are doing, allowing them to adjust their campaigns according to how each channel is performing in terms of driving store visits and conversion rates.
For more information on how retailers can better utilize customer data to connect with shoppers throughout every step of the purchase journey, check out the Boundless Retail section in our Outlook 2016.
Foursquare is launching a new tool named Attribution Powered by Foursquare to help brands connect digital ads to store visits. The tool is built on voluntary and non-incentivized participation by a panel of 1.3 million Foursquare users who leave location-sharing on at all times, allowing Foursquare to track their whereabouts even when the app isn’t active. When brands launch a mobile ad campaign on websites like Yahoo and AOL or various mobile app ad networks, Foursquare sets up a test group and a control group from the aforementioned panel to monitor the effectiveness of those mobile ads in driving consumers to stores.
What Brands Need To Do
Traditionally, brands have had to wait weeks to sync credit card data with campaign data in order to determine attribution. This new tool from Foursquare can help brands link mobile ads with offline behavior, offering a more dynamic look at attribution in real time so they can adjust their campaigns accordingly. If your brand is looking for a way to connect mobile ads to store visits, this new Foursquare product should be worth checking out.
For more information on how brands can better utilize customer data to better understand shopper behavior and reach shoppers across channels. check out the Boundless Retail section in our Outlook 2016.
Read original story on: CNN Money
Mondelez International has inked a global partnership with marketing tech firm ChannelSight to ramp up e-commerce sales across its digital platforms, including brands’ product pages, social media, and video ads.
As a crucial part of this partnership, “Buy Now” buttons will be added to the aforementioned media platforms across 25 global markets to make it easy for sweet-toothed consumers to find and purchase Mondelez products online. After clicking the button, interested consumers will be presented with a list of relevant third-party retailers that stock the specific product being advertised.
It is worth noting that such lists are compiled through ChannelSight’s technology rather than partnerships struck with the retailers, so as to offer prospective customers the best deal available. Although not quite the “one-click” purchase that some major platforms, including Facebook, Twitter, and Amazon, are striving for, it is definitely a step in the right direction for the multinational conglomerate to improve its digital attribution.
Read original article on: Wired
Today, Facebook and IBM announced a new partnership that will see Facebook’s existing ad targeting technology integrated into IBM’s line of retail tools and services. By combining retail data, both online and offline, with Facebook’s user data, the two companies hope to create effectively personalized marketing campaigns that don’t rely on cookies.
The news came just on heels of Facebook’s new deal with Nokia’s Here, as the social media giant doubles down on data-driven ad targeting. With this partnership, new tools would allow targeted ads to be placed directly into individual user’s Facebook feed, while also enabling marketers to go after specific behavioral segments, such as runners, foodies, and new parents. It is clear that Facebook is determined to keep up its momentum in offline attribution through these new partnerships and solidify its leadership in mobile ads in general.
Read original story on: VentureBeat
One year after teasing its arrival at last year’s WWDC, Apple has finally released a beta test for its App Analytic tool for iOS developers. Given that Apple has not been sharing the app user behavior data with any third-party analytics services, this release marks the beginning of huge opportunities for developers and managers to improve attribution of app downloads and learn crucial insights into app users’ behaviors and preferences. It should also be of great help for brands that operate their own mobile apps to adjust their development and marketing efforts accordingly.
Read original story on: TechCrunch
Pound, which stands for Process for Optimizing and Understanding Network Diffusion, is the secret weapon that viral content website BuzzFeed developed in order to track content attribution beyond just counting social media shares and clicks. By tracking content sharing as “an oscillating, anonymous hash in a sharer’s URL as a UTM code”, the tool enables BuzzFeed to track how a story travels between users across social networks or platforms, without collecting personally identifiable information.
A true cross-platform tracking tool, Pound reveals new insights into attribution by tapping into its inherent tree structure that traditional web analytics are unequipped to capture. One major insight Buzzfeed shared is that social networks can drive an entire “downstream cascade” type of sharing. This has led Buzzfeed to develop a different publishing process, in which a core team of people making content pushes that content to different platforms, including the website, the Buzzfeed app, or sometimes YouTube, with varied priority. Moreover, BuzzFeed claims that sponsored content is shared just like regular editorial content.
Read original story on: Digiday
Last week we closely followed the coverage of the Digiday Retail Summit, where executives from the retail world came together to talk about the future of retail and the challenges facing the industry. A lot was discussed, but two themes stood out for us:
Attribution technology still needs work
With the growing number of devices and the dizzying array of ad types, cross-channel attribution keeps fracturing ad measurements. Insiders from the retail industry are increasingly impatient for the attribution technology to be precise enough to pinpoint exactly where their sale is coming from, but it looks like we might still need a few years for it to fully catch up.
Digital retail starts to converge with physical stores
As online commerce starts to circle back into physical space and converge with brick-and-mortar, how to efficiently make both work together poses an ongoing challenge for retailers today. Some are willing to experiment with cutting-edge technologies to tackle the challenge. Lowe’s, for instance, is using 3D virtual-reality rooms in their physical stores that allow customers to see a 3D model of their renovation projects.