Best Practices for Mobile ROI Measurement

In today’s business environment, many marketers are using mobile media to connect brands with consumers. For marketers, measuring the return of these mobile marketing programs is still elusive. Even with the several mobile monitoring tools there is the constant struggle how to link mobile marketing activities with overall business and marketing strategies. In particular, we see marketers are struggling with evaluating the return of mobile marketing initiatives relative to other marketing communication activities.

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Stitching Digital Data Together Successfully

To date there have been several discussions around the appropriate way to provide attribution across various digital tactics to understand the return on digital investments. In fact, several advertisers have asked us for Best Practices for linking digital data together, across display, video, search, social and digital relationship marketing activities. But, before we model attribution correctly, we must make sure that data we are gathering is the right data collected in the right way to build out an effective attribution model.

Considering the effort we put into collecting, normalizing, and transforming these disparate data sources into a single data cube, we must provide two data cube outcomes. First, we must be able to use our data cube for digital optimization. Second, we must be able to use our data cube for mix-models or other attribution models to understand the role of digital in the overall marketing mix. Both are essential for the digital marketing and analytics leader and both must done using the same data cube to ensure any investement is not wasted.