New research by global marketing data specialists Datalicious in conjunction with Facebook Australia has revealed a huge rise in the importance of mobile browsing for online shopping, as well as a need for new tools to understand consumers’ behaviour online.
The study, titled The Cookie Crumbles, used anonymised data collected through Atlas tracking tags that measured usage across devices, browsers and apps. The data included media consumption as well as online behavioural data, including any conversions.
According to the study, mobile directly impacts 52 per cent of conversions – a rate 1.8 times greater than previously thought. Datalicious estimates that smarter marketing could allow businesses to deliver the same number of sales while saving between 10 to 30 per cent of their advertising budget, while also providing a better user experience for the customer.
The study analysed over 1.2 million conversions and 87 million purchase paths, and revealed big gaps in data currently being used for measurement. The data revealed that the average person used three cookies, meaning many companies may therefore be overestimating their digital reach by this proportion.
Key findings from the study:
- Each participant had on average three distinct cookies on their path to conversion, indicating three different devices or browser combinations.
- On average, there were 22 paid touch points prior to a conversion.
- Cookie-only measurement missed 38 per cent of unique touch points per person.
- 72.5 per cent) of all the missing touch points happened on a mobile device.
- Close to 40 per cent of all touch points in the journey to conversion are lost through cookie-only tracking.
- 45 per cent of all customer journeys had exposure to advertisements that were across two or more devices.
- In a cookie-only approach, only 29 per cent of conversions are attributed to mobile devices, compared to 52 per cent attributed to mobile devices in the people-based measurement. That’s on average a 1.8 times increase in credit given to mobile.
- Mobile was the best platform for creating consumer awareness, whilst desktop computers provided the most effective way to close the customer journey.
Microsoft’s Build conference for developers that took place yesterday showcased several important additions to the US tech giant’s PC software that will soon be released to the public. During the presentation, which was live-streamed for audiences all around the world, the company revealed their plans for various programs such as Teams. Microsoft will soon be […]
Australia’s ad watchdog Ad Standards has released its annual Review Of Operations that provides an insight into advertising complaint statistics and key areas of work in 2021. Some 4675 advertising complaints were lodged last year, 33 per cent more than in 2020. The Ad Standards Community Panel considered a total of 315 cases and upheld […]
Cision, a communications platform helping public relations and marketing professionals around the world understand, influence and amplify their stories, released its annual State of the Media report with responses from more than 3800 journalists from 17 global markets to understand challenges faced in a marketplace that is rapidly evolving, and how public relations can support […]
Alan Manly (main photo), OAM, is the CEO of Universal Business School Sydney (UBSS) and author of The Unlikely Entrepreneur. In this guest post, Manly offers tips from turning that side hustle into entrepreneurial greatness… Over the past few years, the success of leading businesses and entrepreneurs has been thrust into the spotlight like we […]
Collective Campus, Australian innovation consultancy and start-up accelerator, is spinning off Metarise – a web3 venture fund and tokenized start-up accelerator focused on bringing web3 projects to life across Asia-Pacific. Having run numerous web2 accelerators in partnership with brands such as Microsoft, Village Roadshow, Charter Hall, and Mills Oakley, Metarise’s ANZ Launchpad will be run […]
The popular video sharing platform TikTok is showing agencies its unique potential as a place to share their products with its latest #TikTokMadeMeBuyIt campaign, which is becoming increasingly appealing with audiences and users. During the pandemic, TikTok became one of the breakout social media outlets, rapidly rising in account numbers as people all across the […]
Music streaming service Spotify has created a new way for marketers to reach their target audiences with the launch of Call-To-Action (CTA) cards, a series of clickable, interactive companion display units for audio ads. Powered by Spotify’s Streaming Ad Insertion (SAI) technology, these CTA cards will be tied to the audio ads that Spotify users […]
InMobi, a provider of content, marketing, and monetisation technologies that help businesses fuel growth, announced expanded charters for the local team in Australia and New Zealand (ANZ) today. Including the expansion of Richard O’Sullivan’s (main photo) role as VP & general manager, ANZ to double-hat and become VP of Agency Partnerships in Asia Pacific (APAC). […]
BrandCrowd, the online creative marketplace that helps start-ups, businesses and entrepreneurs find and create their perfect logo, has today unveiled data and insights that showcase the impact of the pandemic on logo designs. The data compares sales of 44,000 logos from March 2021 to March 2022 in a bid to paint a clear picture of […]
Broadsheet Media has bolstered its sales and partnerships team with two senior promotions following a stream of new client wins and a significant growth period for the independent Australian publisher. Christina Voss and Michila Macleod take on new leadership roles as part of the senior leadership team, led by general manager Sian Whitaker. Christina Voss […]
To celebrate the return of the bold new Doritos 3D Crunch chip range across Australia, PepsiCo has partnered with Snapchat and Akcelo to create a personalised Augmented Reality (AR) experience that gives millions of users across the country the opportunity to experience the new 3D Dorito Chip in an innovative and personalised way. The puffed-up […]