3 Things the Most Advanced Marketers and Their Agencies Are Doing Today

3 Things the Most Advanced Marketers and Their Agencies Are Doing Today

3 Things the Most Advanced Marketers and Their Agencies Are Doing Today. ‘Which part of the media campaign worked best? It’s easy to justify pouring money into the marketing channel that has the clearest direct link to revenue, even if a TV ad drove that search query in the first place. We, in the ad tech industry, have done a pretty bad job at coming up with a good alternative to last click or last ad seen. What about all the ads I saw during the college basketball tournament, delivered on a national broadcast, with no household or cookie-level tracking? Many of the most effective ads still can’t be tracked. Because the marketing attribution path is missing some pretty big pieces, it hasn’t become the killer app. Here are three things I see advanced marketers and their agencies doing today: 1. Get the media agency closer to offline sales metrics When I worked for a large consumer goods company, we had amazing data about sales of every single product: By SKU, by shelf, by store, by zip code. Yet most media agencies and their tech partners get little visibility into this depth of data.

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Making the most of offline measurement

When something is overwhelming and complex, people gravitate to simple solutions. For example, free trade and immigration are messy issues at the forefront of this year’s presidential race. Yet ‘build a wall’ has emerged the fix-all campaign promise from a leading candidate.

Knee-jerk answers to nuanced problems are easy to mock, but a similar thing happens in marketing all the time. ‘Which part of the media campaign worked best? Well, the empirical multi-touch attribution model is pretty complicated, so what’s the last ad someone saw or clicked?’

Google, among others, has built an empire based on being the last click before a sale. It’s easy to justify pouring money into the marketing channel that has the clearest direct link to revenue, even if a TV ad drove that search query in the first place.

We, in the ad tech industry, have done a pretty bad job at coming up with a good alternative to last click or last ad seen. I think our failure stems from a belief that the answer is always, “We need more data.”

In the ideal world, a marketer could measure every single advertising touch point on every single consumer, and then determine what actually drove success. And if you look at the recent innovations in ad tech, such as cross-device and beacons, many of the new offerings try and solve that challenge.

But if we’re all honest with each other, there are still giant gaping holes in our collective data set. Did anyone track the subway ads for Seamless I saw this morning? What about all the ads I saw during the college basketball tournament, delivered on a national broadcast, with no household or cookie-level tracking?

Many of the most effective ads still can’t be tracked. Some will never be trackable. One of my favorite cocktail party anecdotes—the cocktail parties I go to are clearly not that fun—is that for all the perceived growth in e-commerce, people still spend an…

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