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Identity and the changing measurement landscape

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Identity and the changing measurement landscape

Marketing is undergoing a monumental shift as third-party cookies are phased out, and the spicket on mobile data is down to a trickle. For most marketers, this ever-changing privacy and identity landscape is leading to seismic shifts in how marketers look at attribution and measurement.

Fortunately, technology companies are investing heavily in alternate identity solutions to be the backbone of future attribution and measurement platforms. In fact, according to the American Marketers Association, over $2 billion is slated to be invested by a host of players to help solve the impending measurement conundrum as cookies and device data are all but phased out.

Identity and measurement bracing for impact

The real impact won’t be felt until 2023 when Google starts phasing out cookies. But, even now, changes led by Apple across both devices and Safari are putting marketers on their back foot as they scramble to decipher attribution and conduct effective measurement studies.

Success in this new unchartered world of measurement will rely on identity and measurement companies to work together to understand channel mix contribution better and devise new tools and methods to associate and attribute conversion data accurately. This already daunting challenge is poised to get exponentially more difficult as the channel mix expands, and tracking signals look less like a spoke and wheel and more like a spider’s web.

In this new web-like framework without cookies, marketers will depend heavily on identity and measurement companies to map, ingest and correctly assign credit to all the different modes and channels in a marketer’s advertising arsenal. At the core of all this, marketers, identity providers, and measurement teams are huddling to find news ways and new IDs to identify, track and make sense of every channel’s contribution to a marketers internal and external channel media mix.

Read next: What is identity resolution?

Overcoming identity and measurement obstacles

Right now, that aspect is becoming increasingly opaque with severe limitations for deciphering when a particular person has viewed an ad, let alone assigning the correct attribution by channel. As part of that $2 billion dollar industry investment, though, a whole host of long-standing measurement players and new entries are making headway. 

The Prohaska Group, a New York-based digital advertising consultancy, is leading the charge to create a landscape of attribution and measurement companies. Working with Prohaska, the below graphic is a snapshot of a larger measurement landscape The Prohaska Group will be releasing later this quarter. 

While Technology companies like those listed here are peddling fast to come up with alternate solutions for measurement and attribution, it’s important to note that according to a recent IAB research study, only 34% of marketers are currently delving into and testing new measurement strategies. The fatigue over this ever-changing identity and measurement landscape is real.  

What marketers can do now to get ahead of the changes

Simplify models. To start, marketers should steer clear of creating multiple models for assigning credit to outside channels and a separate model to give credit within their organization. For you, the marketer, this translates to conducting a sort of marketing mix audit to ideally identify and stop buying from external channels if fair credit for that placement can be found internally.

This can be a hard sell if your team, like most, is focused on meeting overall KPIs and accurately assigning internal credit as part of the same goal. No one wants to potentially upset the apple cart, even if it’s not working optimally.

Align teams and channels. Further, it’s critical to align all the teams on the definitions of internal versus external channels. For instance, is there a clear and agreed-upon understanding within your divisions to separate video orders on a desktop from video orders viewed on a mobile device? Successful marketers are working hard across silos to get their divisions aligned and aiming to synchronize reporting to capture the most accurate attribution model possible.  

Another way marketers are taking charge of their measurement strategies is increasing the investment in data. This data-driven mindset helps build more accurate attribution and measurement models and utilizes more consumer data and modeling to create a more complete picture of your converting audiences.

Audience profiling. Moreover, a data-rich approach better equips marketers to assess and assign the lifetime value (LTV) of a consumer better.

This deeper dive into audience profiling and enrichment is proving to deliver more actionable insights on which audience profiles makes one conversion type more valuable from a lifetime value perspective.

Bidding. Data helps accomplish this by taking into consideration short-term and long-term LTV and targeting those customers or prospects appropriately. Further, these insights related to LTV can be used to train bidding algorithms that favor internal attribution over external channels yielding a higher overall LTV, and less waste on media spend.  

By adopting a more standardized, holistic attribution and measurement strategy, marketers can land on best practices that will set them up for even more success as the Identity and Measurement companies bring more sophisticated solutions to market. Until then, marketers who get their marketing mix house in order now will have a running start as we all head into the murky measurement waters of 2023.


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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Identity and the changing measurement landscape

A leader in the data-driven AdTech space that spans 20 years across both the US and the EU. Ken Zachmann’s worked on the ground floor of a data start-up that yielded an eight-figure exit and served as VP and SVP for two leading digital data firms and saw them through to acquisition in 2017.
In 2018 Ken launched his first consulting firm focused on identity-based solutions and helping companies navigate a cookie-less future. Ken’s background in data and identity resolution, paired with his experience of living and working in both the US and Germany, has afforded him a unique understanding of the complexities of sourcing and building data, identity and measurement solutions.

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MARKETING

Boost Your Traffic in Google Discover

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Boost Your Traffic in Google Discover

2. Understand topical authority: Keywords vs. entities

Google has been talking about topical authority for a long time, and in Discover, it is completely relevant. Traditional SEO includes the use of keywords to position your web pages for a specific search, but the content strategy in Discover should be based on entities, i.e., concepts, characters, places, topics… everything that a Knowledge Panel can have. It is necessary to know in which topics Google considers we have more authority and relevance in order to talk about them.

3. Avoid clickbait in titles

“Use page titles that capture the essence of the content, but in a non-clickbait fashion.” This is the opening sentence that describes how headlines should be in Google’s documentation. I always say that it is not about using clickbait but a bit of creativity from the journalist. Generating a good H1 is also part of the job of content creation.

Google also adds:

“Avoid tactics to artificially inflate engagement by using misleading or exaggerated details in preview content (title, snippets, or images) to increase appeal, or by withholding crucial information required to understand what the content is about.”

“Avoid tactics that manipulate appeal by catering to morbid curiosity, titillation, or outrage.

Provide content that’s timely for current interests, tells a story well, or provides unique insights.”

Do you think this information fits with what you see every day on Google Discover? I would reckon there were many sites that did not comply with this and received a lot of traffic from Discover.

With the last core updates in 2023, Google was extremely hard on news sites and some niches with content focused on Discover, directly affecting E-E-A-T. The impact was so severe that many publishers shared drastic drops in Search Console with expert Lily Ray, who wrote an article with data from more than 150 publishers.

4. Images are important

They say that a picture is worth a thousand words. If you look at your Discover feed, you’ll see most of the images catch your attention. They are detailed shots of delicious food, close-ups of a person’s face showing emotions, or even images where the character in question does not appear, such as “the new manicure that will be a trend in 2024,” persuading you to click.

Google’s documentation recommends adding “high-quality images in your content, especially large images that are more likely to generate visits from Discover” and notes important technical requirements such as images needing to be “at least 1200 px wide and enabled by the max-image-preview:large setting.” You may also have found that media outlets create their own collages in order to have images that stand out from competitors.

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

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Salesforce rolls out new edition of Marketing Cloud for small businesses

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Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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