Why You Should Care About Attribution: AdRoll

Why You Should Care About Attribution: AdRoll
SHARE
THIS



It may not be the sexiest topic in ad tech, but for too long marketers have been using the last-click attribution model where the last point of call before a customer purchases something gets all the credit. In this opinion piece, Cat Prestipino, marketing director for retargeting company AdRoll, calls out those who still use it.

Attribution is one of the most difficult topics in the digital advertising industry and there is no ‘one size fits all’ model. In fact, I’d take it a step further and say that there is still no method that is 100 per cent accurate.

There are quite few ‘off the shelf’ methods that marketers can use as a stepping stone to a more sophisticated model, yet according to our 2016 State of the Industry report, 52 per cent of Aussie marketers are still using the outdated and inaccurate single-click method.

For far too long marketers have used last-click as an easy to explain to the board, ‘good enough’ attribution method. One of the best analogies I have ever heard for last click is that you wouldn’t give 100 per cent of the credit of a trip to the cinema to the guy or gal that sold you the ticket, all they did was help you decide where to sit. You’d have to take into account, the trailer you watched on YouTube, the review you read and the banner ad that popped up on your screen.

View through conversations are an essential part of the journey. When was last time you personally clicked on an ad? My bet is that it certainly wasn’t anytime recently, ComScore research shows 8 per cent of internet users account for 85 per cent of clicks. When was the last time you saw an ad then looked up the product or brand? My guess is, all the time! So doesn’t it make sense that at the very least that ad deserves to be credited a bit?

Why should you care about attribution?

Essentially, so you don’t waste budget on digital channels that are not performing. The benefit of having a true understanding of your customer’s journey to purchase is that you get an idea of which channels are worth investing further budget into and which ones maybe aren’t pulling their weight.

Australia has a high performance marketing culture, mostly because we have smaller budgets and need to show solid ROI. Getting digital marketing attribution as close to perfect as possible is a great way for marketers to show how digital advertising is helping move the needle on the company’s bottom line.

Why should technology vendors care about attribution?

You might be wondering why AdRoll cares so much about attribution? For us it would be great if last click was the answer, retargeting is quite often the last in a chain of other touch points on a customer’s journey to conversion. The simple answer is that current methods are just not accurate.

We have faith in our products and want our customers to be able to accurately report on their digital channels. And with 49 per cent of Australian marketers saying that the future of attribution is better multi-touch tracking, it’s important to us to do our part in educating and helping solve for the issue.

When it comes to finding the correct attribution method for your brand, a range of factors need to be need to be thought through. What are your business goals? Are you working with flexible vendors that will work with you or do they have a set strategy in place? Do you have buy in from your C-Suite or board? What is the size of your digital spend? How many vendors to you work with?

The list is long but worth working through in order to ensure you’re getting as much out of your online marketing mix as possible.

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.