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1 May 2023 Copyright © Econsultancy
Marketing is failing at its top priorityStudy findings and research-driven recommendations
In partnership
1 May 2023
Your presenters…
2
Stefan TornquistVP, ResearchEconsultancy@sktornquist
Ben Eason SVP, Client
DevelopmentConversant
Warren StoreySVP, Product
Marketing & InsightEpsilon
1 May 2023 3
About the study…
1 May 2023 4
prioritize providing an integrated experience across devices and media86%
1 May 2023 5
agree that their growth depends on communication with their customers and prospects as individuals75%
1 May 2023 6
believe their competitors are focused on this capability70%
1 May 2023
Our goal is recognition
7
0%
20%
40%
60%
80%
100%
74% 75% 76%84%
“Very important to growth”
Matching customers across multiple devices
Understanding customer behavior
over time
Tailoring message by
channel
Associating conversion events
with marketing
1 May 2023
We’re failing
8
0%
20%
40%
60%
80%
100%
74% 75% 76%84%
14% 12% 13% 10%
Matching customers across multiple devices
Understanding customer behavior
over time
Tailoring message by
channel
Associating conversion events
with marketing
Very important to growth Strong Capability
1 May 2023
Issue #1…knowing what we don’t know
9
report that their organizations have a “single customer view”43%
1 May 2023
Issue #1…knowing what we don’t know
10
Actually have a “single customer view”12%
1 May 2023
Issue #1…knowing what we don’t know
11
34%
37%
35%
45%
27%
38%
52%
42%
56%
62%
71%
79%
77%
100%
100%
100%
100%
100%
= 12%
Personally identifiable CRM data such as address, name and phone
Digital marketing channel data such as site, social, search and email activity
External data appended to consumer profiles (such as demographics)
Historical Purchases
Non personally identifiable data such as device IDs, cookies and IP addresses
Offline marketing channel data such as catalog responses, store visits and loyalty
program activity
Tier 1 Tier 2 Tier 3
1 May 2023
Issue #2…knowing what the left brain is doing
12
9%
11%
32%
34%
14%
2%
0%
19%
51%
28%
0%
0%
14%
36%
46%
We can tie actual online and offline sales back to online marketing programs
We can tie actual online sales back to online marketing programs
We use models to associate results across channels with sales
We do not have mechanism for measuring marketing success
We look at the impact of channels independently, mainly based on click data
Tier 1 Tier 2 Tier 3
1 May 2023
Issue #3…truth and tools
13
The reality of our data management platform does not align with the promises we were sold
38% 52%
6%4%
Strongly agree Agree Disagree Strongly Disagree
1 May 2023
Issue #3…truth and tools
14
Vendors lack the ability to apply test and control measurement consistently across devices and channels
19% 52%
21%8%
Very significant Significant Neutral Somewhat insignificant
1 May 2023
Issue #4…clicks?!
15
Clicks are our primary source of information about all channels, not just search
28% 54%
10%8%
Strongly agree Agree Disagree Strongly Disagree
1 May 2023
Issue #4…clicks?!
16
Internal reluctance to moving away from using proxies such as clicks or predetermined percentages
40% 40%
8%
2%
10%
Very significant Significant Neutral Somewhat insignificant Totally insignificant
1 May 2023
Issue #5…trust
17
Cookie deletion
Ad fraud
Ad blocking
Inability to unify cookies, device ids and IP addresses for a single individual
Limited resources to produce a high volume of personalized creative ads
Limited mobile-user data
Rising privacy concerns
10%
10%
12%
13%
14%
14%
26%
27%
31%
32%
39%
36%
33%
40%
Very significant Somewhat significant
18
WHERE DO YOU FALL?CAN YOUR DIGITAL SOLUTION
Recognize consumers across devices, even before they log in?
Match offline transactions to online marketing?
Build and maintain one view of each consumer—including purchases (on & offline) and cross-screen engagement?
Ensure consumer privacy without compromising meaningful experience?
Measure digital marketing’s impact on online & offline?
19
CONSEQUENCES OF DISJOINTED CONSUMER RELATIONSHIPS
Media inefficiency and wasted spend on broken connections
Limited understanding of the consumer
Poor consumer experience
Incomplete and inaccurate measurement
2020
Speak to people as individuals, instead of devices, cookies or segments.
Have proactive, ongoing conversations, instead of just reacting to a single action they take.
Measure every ad dollar spent, and see an incremental return on each one.
21
Case Study #1Cookies vs. Individuals
2222
Over a 90 day period
44M Cookies & Device Visit BrandCo.com
2323
Over a 90 day period
12.7M Actual BrandCo Customers
44M Cookies & Device Visit BrandCo.com
2424
Over a 90 day period
12.7M Actual BrandCo Customers
44M Cookies & Device Visit BrandCo.com
791M Total Associated Cookies & Devices
25
Over a 90 day period
12.7M Actual BrandCo Customers
44M Cookies & Device Visit BrandCo.com
791M Total Associated Cookies & Devices
62 cookies & devices per person on average25
26
Case Study #2The Ongoing Handshake
27PID# 4567
PID# 1111 PID# 3333+
+
+
COOKIES VS. THE INDIVIDUAL
Recent browsingbrandco/categoryc.com
Recent browsingbrandco/categoryb.com
Recent browsingbrandco/categorya.com
27
28PID# 4567
PID# 4567 PID# 4567
+
COOKIES VS. THE INDIVIDUAL
28
Recent browsingbrandco/categorya.com
brandco/categoryb.com
brandco/categoryc.com
+ +
29
COOKIES VS. THE INDIVIDUAL
• Multiple reintroductions to customer• Multiple offers targeting same unidentified customer29
• No “on/off” switch• Mismatched cadence
Current state:
3030
DEVICE IDENTIFICATION AT THE INDIVIDUAL LEVELONE CONVERSATION ACROSS DEVICES
+
PROFILE ID: 4567
Building consumer understanding and relevant conversations over time
3131
How you match matters
3232
PROBABILISTIC MATCH
Third-party standard household-level match
• Jim Pennell • Trish Pennell (wife)• Mark Pennell (son)• Susan Pennell (sister)
3 cookies avg. for each individual = 12 cookies now associated to Jim Pennell
3 cookies actually relate to Jim Pennell's browser
3333
TRANSACTION-BASED DETERMINISTIC MATCH
Conversant Customer Identification Rate = 92%
Matches Jim to 3 devices: desktop, tablet & mobile
5 unique ID’s associated to Jim across his various devices and browsers
34
MORE SERVICESLESS SCALE & PRECISION
DATAONBOARDER
DSPPROFILES
DMP PROFILES
INTEGRATED PROFILE
POOL
More: Accuracy, Scale, Persistence
& Enriched Profiles
VS
No control of the chain of custody.
FRAGMENTEDSOLUTION
COMMON PROFILE
POOL
35
MAINTAINING CUSTOMER RECOGNITIONINCREASES RETURN & EFFICIENCY
IDENTIFICATION12 Month Buyers 60% Matched = 19.8M
30% = 5.9M
60% = 3.5M
10% = 356K
REACHPast 90 Days
ACCURACYVerified Individual
PERSISTENCE365 Day Retention
70% Matched = 23.1M
40% = 9.2M
95% = 8.8M
76% = 6.7M
IntegratedSolution
FragmentedSolution
33M
18xAudience
36
Comprehensive view of online & offline outcomes
1
Continuous learning & ROAS optimization
3
Actionable insights reflect changing cross-device consumer actions
2
VERIFIED INDIVIDUALS
CONSUMER IMPACT MEASURING CAMPAIGN IMPACTON CONSUMERS, NOT DEVICES
36
FULL VISIBILITY INTO PERFORMANCE
3737
People-centric drives integrated relevant experience
Display
Mobile
Catalog
Search
SocialVideo
Retail
Site
38
THANK YOU
38