Deck 4.5 Case Study: Cross Device Attribution
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The document discusses the importance of cross-device attribution in marketing, highlighting a case study showing key insights such as 38% of visitors rejecting cookies and a 35% increase in ROI from display ads when unifying customer data across devices. It notes that understanding user behavior across devices is crucial for effective marketing strategies and improving conversion rates. Additionally, the document emphasizes the need for cookieless tracking to enhance match and bridge rates.
Deck 4.5 Case Study: Cross Device Attribution
- 1. © 2016 Flashtalking. Confidential and may not be shared without permission. 25% 15% 30% 15% 15% Making Cross Device Attribution Work Robert Foulkes, Monarch Airlines Steve Latham, Flashtalking March 2017
- 2. © 2016 Flashtalking. Confidential and may not be shared without permission. >< In-AppIn-App Mobile Web Search Applying cross-device to attribution Using Tapad’s Device Graph and fTrack to unify the customer journey… Pre-roll video Dynamic Creative Static …we can attribute credit where it’s due
- 3. © 2016 Flashtalking. Confidential and may not be shared without permission. >< 3 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) • 30% of users visited website(s) on more than 1 device • Unifying data resulted in a 35% lift in Display ROI* (not all vendors benefited) 38% Reject Cookies 42% Match Rate 61% Bridge Rate Takeaways: • Cross-device insights are becoming increasingly important • Cookieless tracking enables higher match & bridge rates 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% 30% > 1 Device
- 4. © 2016 Flashtalking. Confidential and may not be shared without permission. >< 4 Understanding cross device behaviour • Industry standard booking %’s - but data is needed back up assumptions • Cross device data illuminates mobile’s role in the customer journey