Location Driven O2O Attribution

In a marketing ecosystem that is getting increasingly complex and number-driven, everyone wants to get attribution right. It forms the very core of marketing decision-making today. So the challenge is not of intent. Then why has attribution remained an area that still needs tremendous unlearning and relearning even in 2017? The challenge is availability of or access to the right data sets to get attribution right.

The challenge is that of knowledge, of what marketers know or don't know in order to execute effective attribution models. A large number of marketers we speak to say that defining the online customer journey is the biggest barrier to effective attribution. A far larger share of marketers finds it challenging to see the online-to-offline journeys of consumers as a unified entity.

Key Challenges in Attribution

Among other challenges that marketers face in attribution include:

• The sheer complexity of data in a world with too many customer touch-points – from TV to OOH, digital and mobile ads to social media conversations and conversions
• Disparate data sources that further add to the complexity
• Lack of trust in data
• Lack of skill in turning such humongous amounts of data to comprehensive, actionable insights

However, the ability to track consumer journey is the biggest challenge of all. Consumers too are not making it any easier for brands to view their journeys. The number of touch-points keeps increasing, as does the complexity of visualizing their journey as they switch between online and offline mediums.

What This Means for Marketers

These pain points ensure that while the accountability for marketers increases by leaps and bounds in the new-age marketing ecosystem, nobody is empowering them with a comprehensive set of tools for them to achieve these new goalposts. When they have online data, they don't have the offline counterpart for it.

They have been struggling to move away from half-baked attribution models like last click, not because they don't want to but rather, because they don't have the tools for modern attribution models that take into account actual dollar and cent value of their marketing investments. They are struggling to find data sources that don't get questioned. And along with all of this, they are also struggling to ensure they are on the right side of the ethical grey areas of accessing consumer data.

We will tell you this – it is much harder being a marketer in 2017 as compared to the glorious Madison Avenue and Wall Street era of the 1970s when marketing was just starting to come into its own. And that's why we knew that the ecosystem needed a tool that made sense in 2017, not in the 1970s.

What We Did About It

Over the last couple of years, we have been gathering these specialized insights from marketers. The obvious narrative is that the lines between online and offline consumer journeys and online and offline brand and consumer connections continue to blur in Asia. Brands and consumers may have gone digital but that hasn't taken away from the important of their offline journeys. Traditional advertising platforms like OOH and TV aren't getting any less important any time soon. And digital platforms too continue to grow, one new app, one new social platform, one new smartphone feature at a time.

What marketers around Asia needed at this turning point of sorts was a foolproof attribution model that takes care of this high decibel flux in the marketing ecosystem. But before the model itself, they needed a trusted data partner. That's how the idea of LifeSight emerged.

The LifeSight Solution

LifeSight is an effort in solving the pain points of effective attribution strategy through out the online and offline journeys of consumers and the brands that are going after their mindshare. With LifeSight, marketers now have:

• A single view into consumers' online and offline journeys, including brand new nuances like location, transaction as well as browsing histories and other online parameters
• A single data source for every conceivable form of consumer data to develop this single view into their customer journey
• A trustworthy source of proprietary, valid, and ethical consumer data
• A skilled partner to apply deep analytics and segmentation sciences on this data to turn them to actionable insights

That's right. LifeSight is pioneering sound attribution models for marketers by solving every single pain point they face in the process. You always had the intent to revamp and make your attribution strategy as effective as it needs to be. Now you have the tools too. Are you ready to level up?