CMDC Media Digest, 2015-2016
68 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL The waywardness of this linear channel approach was laid bare by a recent Think With Google Consumer Barometer report which showed prior to a purchase 45 of users research online yet only 23 complete their purchase online compared to 66 in store Google and Facebook have both invested heavily in evolving their cross channel measurement solutions whether calculating store visits using location data Google Store Visits or determining cross channel conversion lift via hashed customer lists Facebook Conversion Lift In addition to these two juggernauts we are also seeing a wealth of new data stitching tools entering the Canadian market with the promise of integrated measurement solutions across both platforms and channels This area is still in its infancy but is definitely one to watch INTEGRATED ATTRIBUTION AN EMERGING APPROACH For several years our industry has maintained a strict division between top down measurement such as marketing mix modelling and bottom up efforts such as digital tracking and attribution At the heart of this split is the nature of the data sets the latter is underpinned by connected data touchpoints strung together with cookies or user IDs the former estimates influence and outcomes from mostly distinct data sources by employing advanced statistical models One of the significant shifts we are witnessing is the convergence of these two approaches through players like Googles Adometry AOLs Convertro and Visual IQ media measurement which combine machine learning and digital attribution techniques to deliver performance insights at speed across offline and online channels These solutions remain mostly only accessible to early adopters with significant scale but we expect wider adoption as competition heats up and prices decrease There is no doubt that we are heading into a new era of media measurement and performance insight It is one which will require strategic technological and data fluency to navigate The promise of this new chapter is ultimately to measure people not cookies to understand performance holistically rather than in narrow channel silos The omni channel consumer is already here and measurement must and will follow DIGITAL MEASUREMENT COMMENTARY
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