Deck 4: Introduction to Cross Device
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The document discusses Tapad's cross-device insights and their importance in understanding consumer behavior across multiple devices. It highlights the challenges marketers face in tracking media effectiveness and presents Tapad's device graph methodology, which improves attribution and marketing ROI. A case study on Monarch Airlines demonstrates the positive impact of these insights, showing significant improvements in display ROI and the necessity of adapting measurement techniques to evolving consumer behaviors.
Deck 4: Introduction to Cross Device
- 1. CROSS-DEVICE INSIGHTS UNLOCK THE POWER OF DATA AND GET A COMPLETE PICTURE OF YOUR CONSUMERS Drew McCalmont VP, Product Strategy & Operations, Tapad
- 2. AGENDA - OVERVIEW OF TAPAD AND THE DEVICE GRAPH - THE POWER OF COMBINING CROSS-DEVICE AND ATTRIBUTION - MONARCH AIRLINES CASE STUDY
- 3. WHO IS TAPAD? Tapad was founded in 2010 and now operates across North America, EMEA, and APAC 200+ employees with global offices in 15+ cities including HQs in NYC, London, and Singapore Venture-backed startup acquired in February 2016 by Telenor Group for $360mm Tapad Coral data licensing business has over 100 customers globally, including Adobe, Oracle, Omnicom, AppNexus, Turn, The Trade Desk, TubeMogul, Flashtalking
- 4. TIMES ARE A’ CHANGIN’ 1941 2015 12.2s 1.4s 100% 11%
- 5. MARKETERS’ CHALLENGES § Consumer engagement is increasingly fragmented across devices and channels § Brands don’t know which media investments drive conversions § Traditional performance metrics are becoming less and less reliable
- 6. CROSS-DEVICE METHODOLOGIES DETERMINISTIC* PROBABILISTIC Benefits Limitations • Highly precise • A trusted methodology • Limited scale • Data use restrictions (walled gardens) Benefits Limitations • Scale is achievable • Non-PII data usable across entire online ecosystem • Can be less precise • Analytics & attribution can be more complex
- 7. HOW WE BUILD THE DEVICE GRAPH REMOTE ADDRESS: 171.161.199.100:443 DATE: Mon, 22 Aug 2016 22:04:14 GMT COOKIE: TLTSID=57C69D30688410680F1F08119DD1 HOST: www.hotels.com REFERRER: https://www.google.com/ A sighting is when we see a device come into the graph, either through a bid request, page request on your site, or some other action SIGHTING
- 8. HOW WE BUILD THE DEVICE GRAPH A device is a particular browser (e.g. Chrome, Firefox) or mobile ID, such as Google AAID or Apple IDFA DEVICE TPC:AAA AAM:ZZZ BAC:123 BDC:789 FLA:555 IDFA:456
- 9. HOW WE BUILD THE DEVICE GRAPH An edge is a probabilistic assumption that two devices are connected to the same user or household EDGE TPC:AAA AAM:ZZZ BAC:123 BDC:789 FLA:555 IDFA:456 EDGE
- 10. HOW WE BUILD THE DEVICE GRAPH A cluster is a probabilistic assessment of all the devices that belong to a user or household CLUSTER
- 11. HOW WE BUILD THE DEVICE GRAPH A graph is a map of all devices and clusters. Typically we focus on specific segments of the graph for each client and use case GRAPH
- 12. THE NETWORK EFFECT DSPs DMPs MarTechSSPs Publishers & Trading Desks Attribution & Analytics Brands Data Vendors Ad Servers Mobile Location
- 13. >< In-AppIn-App Mobile Web Search Introducing cross-device attribution Tapad device graph unifies the customer journey • By modeling all touchpoints, credit can be attributed across all media Pre-roll video Dynamic Creative Static Attribute credit where it’s due
- 14. >< 14 Cross device attribution case study Key Insights • 38% of visitor IDs were cookie rejecters • 42% of converters were matched to Tapad device graph • 61% of matched converting IDs were bridged (2.0 per User) • Unifying data resulted in a 35% lift in Display ROI* • Deeper insight into vendor performance (not all benefited) • 30% searched for flights on more than 1 device 38% Reject Cookies 42% Match Rate 61% Bridge Rate Key Takeaway • Cross-device + Cookieless are key to accurate insights 2.0 IDs per User 35% Display ROI Lift* *Overall lift was 9% on 26% of converters. When extrapolated to 100% of converters, lift would be 35% Enabled by Tapad Device Graph + Cookieless Tracking by Flashtalking 30% > 1 Device
- 15. >< 15 Enhancing cross-channel measurement Better view of each channel’s contribution • Display and paid search saw big lift in conversions • Affiliates and organic search fell 20% • Enabled more intelligent budgeting
- 16. >< 16 Understanding cross platform buying • Data illuminates mobile’s “assist” role in the customer journey • Enabled Monarch to increase investment in mobile web site
- 17. In Closing… § There's no perfect cross-device methodology… But a better view will improve your ROI § Identity solutions are only valuable if you apply the insights to optimize your marketing § Measurement capabilities need to adapt to ever-changing human behavior
- 18. © 2016 Flashtalking. Confidential and may not be shared without permission. Thank You