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8 Takeaways from IDG Connect’s Unified Analytics for Modern Marketing Webinar

By July 6, 2016 November 15th, 2019 No Comments

We released a comprehensive report along with IDG Connect analyzing how marketers are measuring marketing effectiveness this May. The report contains results from a survey we conducted of 250 marketing professionals, offering a real-world glimpse into what’s working and what’s not.

We also hosted a webinar with IDG Connect’s Bob Johnson to get additional insight and color into our findings. You can listen to the complete recording here, but here are some of the highlights.

The evolution of programmatic. Our analysis clearly showed the shift toward programmatic advertising, including increasing interest in media automation and a growing focus on efficiency.
Shift towards programmatic channels is evident in Conversion Logic survey with IDG Connect

So. Many. Tools. Marketers are overwhelmed with measurement tactics and KPIs. Each of these offers specific information, but none provide an overall view into cross-channel efficiency.
Marketers struggle with a unified view of marketing and use many silo-ed tools for analytics

Marketers are still struggling to measure performance, period. With all of these tools, half of marketers are reporting on basic metrics. This surprised us, and indicates that measurement in general still has room for tremendous growth within the marketing function.
At-least 50% marketers need basic metrics like web traffic and media efficiency, as revealed in Conversion Logic survey with IDG Connect

Marketing Data is not the issue. Marketers don’t just have adequate amounts of data, they are overwhelmed with it. Quantity isn’t the problem – it’s fragmentation. Single channel measurement, matching offline and online metrics, channel spend allocation, and identifying baseline/brand equity contribution all feed into this challenge.

Data hygiene can help. The first step to overcoming these challenges is to get control of your data analytics. This includes:
o Identifying tracking goals, objectives, and dimensions
o Stronger data governance around sourcing, granularity, and taxonomy
o Exploring complementary martech systems

Obstacles to attribution are largely organizational. Marketing attribution can address many of these challenges as well, but marketers perceive significant obstacles to its deployment. These are less grounded in technology, and more in organizational processes to support attribution.
Perceived challenges to attribution deployment range from staff skills to integration with existing methods, as revealed in Conversion Logic survey with IDG Connect

Attribution means different things to different people. The industry lacks a clear definition of what attribution is and does. We spent a fair amount of time on this in the webinar, with Bob providing some helpful clarity around the different attribution models and how they compare.
Attribution modeling approaches explained. Last touch, Rules/ Heuristics where rules based on sequence, weightage etc is allowed. Statistical model based on algorithms like linear regression.Machine learning Predictive Ensemble with multiple algorithms for better predictive performance.

Ease of use is the most important element of an attribution solution. This one did not surprise us. So many attribution tools are so complex as to be almost worthless. Our respondents told us that ease of use and implementation are the top two qualities that they are searching for in a solution. In a nutshell, practitioners and CMOs need to be able to use the thing.
Ease of use is the number 1 concern, followed by ease of implementation and baseline metrics requirement. A right attribution partner would be able to help overcome fears and ease the process.

We closed the webinar by taking a deeper dive into the “how” – not just why attribution solves these challenges, but precisely how it adds value. Watch the recording for Bob’s insight into this topic, as well as additional analysis and detail on the highlights covered above.

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