For B2B companies that have tackled data management strategies and made headway on building attribution models for measurements purposes, the marketing mix is always fluid and based on real-time indicators like audience behavior, engagement and impact on pipeline and revenues. That will be best practice post-pandemic.
“As advertisers look to a future where it’s harder to identify and track users, ecommerce properties have the advantages of shopping and intent data on the targeting side plus closed-loop attribution for measurement and optimization.”. Amazon is by far the largest platform. This year, the company will net $13.18 billion in ecommerce channel ad revenues, up 39.1% from 2019.
Q: Are any attribution ad technologies gaining momentum that will help link and track online activity to offline sales? A: Continuous work is being done to link online-to-offline (O2O) data sets for better audience identification, targeting and measurement. Regarding measurement and attribution, most vendors now realize that multitouch attribution (MTA) for digital is not enough.