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Single-source panel measurement is key to optimizing social media planning - DigiDay

Single-source panel measurement is key to optimizing social media planning - DigiDay | The Marteq Alert | Scoop.it
Using a smaller sample of 8,469 adults’ patterns over three social platforms, DISQO found that for typical campaigns with at least weekly optimizations over a month or more, the overlap among platforms negatively impacted the fidelity of weekly optimization on a given platform.

DISQO used the term “mutant data,” referring to audiences who are “unexposed” to brand messaging on one platform, but have likely seen it on another. Not separating them out creates an artificially high baseline off which to calculate lift, which in turn leads to higher costs and missed revenue opportunity.

Using zero-party data (when a customer intentionally shares his/her data with a company) in single-source form also negates the ongoing issue of cookie and identifier deprecation, which is arguably the biggest mess plaguing media planning today.

Michael Hubbard, CEO of independent media agency Media Two Interactive, generally agrees with DISQO’s position. “If you’re unable to deduplicate those cookies across platforms, or have a full funnel attribution model in place, you’re essentially allowing every platform to accept credit for the sale, or brand awareness, or whatever KPI you were tracking,” he explained. “Your analytics/marketing dashboards will be showing 20 sales, but your cash register will only be showing the one actual sale.”
CYDigital/marteq.io's insight:

This has ALWAYS been an attribution issue, i.e., double-dipping. Behavioral data is really the only means by which to truly capture the customer journey and with it true attribution.

 

Marteq delivers consumer-controlled zero party data so that marketers & researchers can gain deeper consumer insight. https://www.marteq.io #martech #marketing

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Just 36% of Marketers Have a Marketing Attribution Strategy, Says New DemandLab Research

Just 36% of Marketers Have a Marketing Attribution Strategy, Says New DemandLab Research | The Marteq Alert | Scoop.it

DemandLab released new research that reveals how few–only 36%–are utilizing attribution strategies that connect marketing’s value to the bottom line. Those, however, who do have an attribution strategy in place are seeing great success. The survey, fielded in partnership with Ascend2, indicates that while marketers do realize the value of attribution, many are struggling to implement their own strategies.

Key findings from the report include:

  • 95% of marketers who have implemented an attribution strategy are seeing success.
  • Nearly 60% of marketing leaders say revenue attribution enhances their ability to make better decisions, increase campaign effectiveness, and to report on marketing ROI.
  • Despite this, only 36% of marketing leaders have an attribution strategy in place.
CYDigital/marteq.io's insight:

36%. SMH.

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

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How can content marketing get closer to accountable results? - MarTech Cube

How can content marketing get closer to accountable results? - MarTech Cube | The Marteq Alert | Scoop.it
1st step – tracking mechanism: You need to be able to install an effective tracking mechanism. At the most basic level, installing something such as Google Analytics will let you view performance across your site. 
2nd step – tracking links: Next is implementing tracking links within the URLs of your social media campaigns. These coded URLs will help in measuring social-originated conversions and indirect conversions.
3d step – measuring the interaction between the visitor and your content: The reality is that each visitor can interact with your content in their own unique way. That is why behavior flow tracking is needed.

4th step – attribution tracking: Google Analytics has rolled out attribution tracking. Their solution now gives companies the ability to get a little bit more insight into the programs that contributed to the conversion.
CYDigital/marteq.io's insight:

Much of this falls apart with the 4th step: attribution tracking. If you want to learn more about the subject, I strongly recommend reviewing https://www.socialmediaexaminer.com/how-to-track-attribution-facebook-and-google-chris-mercer/

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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87 Marketing Analytics & Performance Attribution Tools

87 Marketing Analytics & Performance Attribution Tools | The Marteq Alert | Scoop.it
CYDigital/marteq.io's insight:

Bookmark for future reference.

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