Executives from Facebook, Google and Amazon discuss their strategies for measuring conversions across all marketing channels. As the number of channels have increased, so too has the desire to grow all-channel marketing. All-channel marketing involves marketing across digital and real-life touchpoints—in-store retail, smartphones, tablets, smartwatches—in a cohesive way. Marketers are now trying to figure out how they can attribute conversions across channels.
Executives from Google, Facebook and Amazon discussed all-channel marketing attribution at a panel discussion during Chicago’s Omni.Digital. Here are five things Marketing Newslearned from these marketers on the cutting-edge of all-channel marketing as they discussed ways to accurately measure conversions and solve data-silo problems.
1. Attribution was ‘fundamentally flawed’ until five years ago.
Matching data online and offline is very difficult, but Pellman says marketers have seen success by becoming independent of cookies and becoming part of a “user ID world.” Finding what attribution works best is an exciting part of working at Google, Pellman says, as they are trying to give consumers a broader suite of products and get rid of the “walled garden” approach.
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