Walled Garden? Use statistics to break through the walls!
In the world of online marketing, collecting all the data and information about your customers in a single platform is often seen as the holy grail. There are online giants like Google and Facebook who claim to have the appropriate solution to help you achieve this. However, whether you are using Google’s DoubleClick or Facebook’s Atlas, the data remains enclosed in walled gardens. In practice, it is very difficult to unify all your customers’ data in either solution.
Yes, Google Analytics can measure incoming website visitors from Facebook. Tracking Facebook impressions using Google tools, however, is not always possible. Facebook doesn’t (currently) allow you to measure impressions using Google’s floodlight tag, for example. Similarly, it is difficult to track views within YouTube using a standard tracking solution. The inability to track impression data can lead to a misrepresentations of your customer journeys and result in a sub-optimal budget allocation across media channels.
Determining the effectiveness of your media channels is key to making the right marketing decisions. You may already be using multi-touch attribution models to assign your revenues to different touchpoints within your customer journey depending on their effectiveness, but carrying out multi-touch attribution with incomplete data will result in a poor strategy.
Luckily, there’s a solution to this problem. At Objective Partners, we have developed a mathematical model to determine the value of touchpoints that are not directly linked to a conversion path. We named it the Benchmark model, and use it to determine the value of offline media activities such as TV and radio campaigns. This model can also unlock impression data from Facebook and YouTube campaigns to determine their value. Several of our clients are already using this model and gaining valuable new insights into their Facebook and Youtube campaigns, allowing them to optimize investments in these channels.
Are you looking for a way to unlock data from Walled Gardens? Send us a message and we’ll tell you more about our approach!