Page 10 - AeM_September_2019

RESEARCH, ANALYSIS & TRENDS

Advanced Data Modeling optimizes

advertising budgets strikingly

Worldwide almost one-third of digital media budgets are Support comes from real-time cross-device identity
programmatically invested. While these numbers may management: with the right technology, cookies can be
sound promising, let me ask you: “How do you really associate with the appropriate device IDs. Even before
know if your programmatic ad campaign is successful?” the cookie is deleted again, they connected the
Yes, the answer is “with attribution models”, that show consumer to his/her other devices and can be
you on which channels your campaigns are most addressed consistently. In a time when consumers
successful. jump from device to device, real-time cross-device
identity management is key.
The times of John Wanamaker, the "pioneer in
marketing" are over, who said in the early 20th century: With Advanced TV, programmatic advertising and
"Half the money I spend on advertising is wasted; the attribution are already going hand in hand, as
trouble is I don't know which half." With Programmatic programmatic advertising is constantly evolving and
Advertising, Wanamaker most probably would have getting more and more important for Connected TV and
been able to analyze and increase his success today. OTT. Thanks to the Internet-enabled TV devices,
With smart attribution models - such as lookalikes - marketers can access new measurement data that
brands find the right audience easily and appeal to closes the circle between advertising and sales.
consumers who are interested in the products and Ultimately, it is about tracking the consumer's path to
services. the buying decision - and influencing it by pleasing the
customer.
With Advanced Data Modeling, reaching new target
groups is going on top one step further: although Thanks to the wealth of data, marketers are not only
consumers switch between their Internet-enabled aware of which mobile phone, laptop and tablet belong
devices several times a day, successful brands should to the respective consumer - the Connected TV is now
still be able to follow their path, in order to finally find out also in the customer profile. All this is possible thanks
which ad placement has led to the purchase and which to Unique Device ID. With the help of the IP connection
was punished only with disinterest. or the mobile network, brands can clearly assign all
consumer activities. Television used to be a problem
Clearly, attribution models are essential for any area for data analysis, but Advanced TV allows
successful programmatic campaign, since they help targeted television advertising to be programmatically
measuring ad placements to the fullest. However, broadcasted and effectively measured, strongly
programmatic technology runs the risk of marketers supporting the attribution models.
losing themselves in the small-scale and paying only
attention to the daily and weekly numbers and the The way through the data labyrinth may initially be
growth of ongoing campaigns. Instead, they should have rocky, but with a technology expert on the side, brands
a clear vision for the long-term goals and plan for the can figure out which channels deliver the desired
quarterly or annual growth. Again, this is where the right results for their campaign and how they build on them
attribution model comes into play, that allows marketers to make the right decisions long term. Ultimately, it's
to fully focus on understanding the relationships between about focusing on the metrics that matter most. ◊
consumers and their mobile devices.

By Daniela La Marca
10 September 2019 - Marketing Automation, Analytics & Attribution