Attribution

57% of marketers: Top priorities are cross-channel measurement and attribution

John Koetsier

It’s a good time to be a marketer. And it’s a good time to be MobileBest.

eMarketer says that 2017’s top priority for 57.1% of marketers is “cross-channel measurement and attribution.” In fact, it’s the only priority among 12 listed that more than half of marketers consider a key focus.

eMarketer on cross-channel attribution

Interestingly, an additional 43% said that “cross-channel audience identification/matching” was a key initiative as well.

That’s good timing, because TUNE is all in on what we call MobileBest.

“We are building people-centric products for 2017 that integrate marketing and advertising seamlessly,” TUNE CEO Peter Hamilton said recently in a white paper. “The result is a database of record for prospects and customers that marketing and advertising efforts can draw from, feed, and enrich simultaneously, which synchronizes martech and adtech.”

The goal is simple.

First, marketers want to understand all the touchpoints on the buyer’s journey.

An interstitial ad here, an email there, a Facebook share later, a mobile web hit after, and maybe an app install somewhere in the mix … along with conversations, third-party information, reviews, blog posts, influencer touches, and potentially thousands of additional moments of opportunity.

And second, marketers want to fully understand their interactions with existing customers.

If they call, will a representative have context for the conversation? If they message, will the bot platform understand that this is a high-value customer? If they buy something, does the adtech stack know it, and stop sending them ads retargeting against products they’ve already purchased? If they show up in your physical location, will you be able to connect that visit back to a coupon, campaign, or ad?

All marketers want perfect information on their customers, and no marketer will ever get it. Click To Tweet

But sophisticated cross-platform attribution gives marketers enough information to know what’s working. To understand which elements have impact, and how that impact translates into sales. To know where both prospects and customers live — on mobile, in apps, on the web, in email, in chat, on social, on smart devices.

And it does so while protecting both prospect and customer privacy.

For marketers, the result is seamless comprehension of the entire customer journey across both web and apps … and beyond. For advertisers, the result is unparalleled ability to know what levers and dials contribute to their results. Both are then able to apply that knowledge to smarter and smarter future campaigns.

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Author
John Koetsier

As Mobile Economist at TUNE, I forecast and analyze trends affecting the mobile ecosystem. I've been a journalist, analyst, and corporate executive, and have chronicled the rise of the mobile economy. Before joining TUNE, I built the VB Insight research team at VentureBeat and managed teams creating software for partners like Intel and Disney. In addition, I've led technical teams, built social sites and mobile apps, and consulted on mobile, social, and IoT. In 2014, I was named to Folio's top 100 of the media industry's "most innovative entrepreneurs and market shaker-uppers.” I live in British Columbia, Canada with my family, where I coach baseball and hockey, though not at the same time.