Category Archives: attribution

DAA Chicago Symposium 2013

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Connecting the Dots: Optimizing the Customer Experience in an Omnichannel Worldhttp://media.marketwire.com/attachments/201203/22739_DAALogo_VertRGB.jpg

Tuesday, September 17, 2013
10:30 – 12:00pm Student & Entry Level Primer
12:00 – 1:00pm Registration, Networking & Exhibit Browsing
1:00 – 5:30pm Symposium
5:30 – 7:00pm Cocktails & Reception

The Mid-America Club
200 E Randolph Drive, 80th Floor
Chicago, Illinois 60601

http://www.digitalanalyticsassociation.org/symposium2013-chicago

TagMan Finds Google Analytics Discrepancies

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Quick thoughts on the recent findings from TagMan



Perhaps advertisers and agencies will start thinking more about the rampant data collection and measurement conflicts-of-interest rampant in the Googleplex…or maybe just more shrugs.

    Calling All Analytics Vendors and Ad Networks

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    There has been an incredible amount of interest and enthusiasm the Viewthrough.org effort from across the ad technology stack, evolving into a real grass-roots Viewthrough Measurement Consortium. Many thanks to all those who have taken the time to share their considerable insights, ideas and candid feedback.


    LEARNINGS SO FAR
    Below are some key learnings gathered from throughout this process:

    • Nobody is happy about clickthrough measurement and its inherent biases
    • With the DAA and IAB doing their own thing and the emergence of ad viewability as the latest bright shiny object, viewthrough measurement continues to be looked over
    • Most everyone wants better viewthrough measurement but are unsure how to push this forward on their own
    • Many digital advertising companies across the ad tech stack are already measuring viewthrough but don’t necessarily label it viewthrough or they are not breaking it out in their reports today.  
      • Reasons include that it is confusing to clients/agencies that are still focused on last-click attribution; also, that there is that lack of standard definitions, i.e. mention viewthrough and get ready to teach.


    It is apparent that analytics and advertising vendors are seeking a meaningful way to report passive display media response. It should be a concern to everyone that many ad networks do not get credit for viewthrough performance today, itself a by-product of slimy performance networks and cookie-stuffing. While the bigger Viewthrough.org strategy evolves (advocacy, research, standards, best practices), there is a definitely tangible step that is low-cost and be taken today.

    NEXT STEP: VIEWTHROUGH SCORECARD
    Vendors that are already reporting on passive post-exposure response to display media (beyond clickthroughs) ought to consider letting the industry know.Whether it is raw viewthrough visits, a viewthrough rate or viewthrough conversions, now is the time and this is the place.

    Below is the current list of vendors known to the Viewthrough Measurement Consortium that provide analytics/reports that specifically containing viewthrough performance:

    POST COMMENTS OR SEND FEEDBACK FOR UPDATES.

    Digital Channel Attribution…A Cheat Sheet

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    Last click, last touch, first touch, fractional…Adometry, TagMan, Visual IQ, Convertro, Omniture, C3 and ClearSaleing…there is no shortage of techniques and vendors claiming to have the right solution for digital marketers today.

    Forrester recently released their The Forrester Wave™: Cross-Channel Attribution Providers, Q2 2012 and got most of it right. However, as a recent and current practitioner of digital attribution analysis they curiously weighted market share over real-time data collection – strange!

    In any case, if you are still struggling to understand the the various attribution methods used in digital marketing channel analysis and want to avoid the painful learning curve, take a look at the simple vendor-neutral hype-free cheat sheet.

    What do you think? Send your feedback!
    Download Digital Attribution Cheat Sheet r3.1

    Early take on Post-impression Viewthrough: Lilypad White Paper

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    An oldie but goodie:

    White paper about Streams Lilypad analytics tool that I wrote back in 1996. Oddly, the industry has become search obsessed and has barely advanced with respect to post-impression and viewthrough tracking since then. DoubleClick for Agencies (DFA), Atlas and MediaPlex all measure viewthroughs; ComScore routinely provides research about this passive asynchronous behavior.

    Well, How did they Get Here?

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    For those who know me, the notion of online media measurement and Internet ad performance has been an interest since the Web 1.0 days. With the 1995 launch of Lilypad by my old firm, Streams Online Media Development, we set out to offer the industry and our clients tracking software that could tell just how people were finding their Web site. Heck, I wrote what we found in the Lilypad White Paper.
    Good News
    I recently saw a demo of a very promising service that tracks latent branding (viewthrough) from online publicity sources. The methodology makes sense and that means it is now possible to see, how they got there. It is also patent-pending.
    Using this novel approach, accountability and quantifiable results is no longer then domain of paid online media. Earned and social media can be monitored and probably in your existing site metrics tool, too. Yes, you read correctly: view-through from unpaid mentions – regardless of source and sans le click. Whether from news stories, Facebook, Twitter, long-tail blogs or YouTube video AND without the user clicking on a parameter-embedded hyperlink (old 80% reliable). The same methodology could also validate paid media placement in some situations.
    End-to-End Attribution?
    With this novel and unprecedented solution, the most measurable and accountable medium will better allow apples-apples comparison’s of media effectiveness spanning paid marketing channels: affiliates, search, display email and of course offline measure engagement, conversion events, etc…It then becomes potentially possible to view the various touchpoints and even optimal sequence that bring consumers to make purchase or other tangible decisions.
    Predictions
    The Winners will be savvy public relations/media relations firms with an online bent and corporate PR departments and even the cottage industry of social media experts…assuming they are delivering results. The Losers will be ineffective providers and probably search gurus.
    Why? The real rainmakers will finally have definitive quantitative proof of the value of their efforts…those living off the last click…not so much.
    Analytics teams should brace themselves for having more on their plate.