5 Things Marketers Must Know About All-Channel Marketing from Facebook, Google and Amazon

20 september 2016
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allchannel

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.

 Paul Pellman, the director of Google Attribution 360, says attribution has changed a lot over the last five years. In fact, he said it was “fundamentally flawed” until 2011, but has always had promise due to a massive amount of available data. Now, marketers are finding better ways to attribute conversions.

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.

Bron en volledig artikel American Marketing Association

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