Our IAB FYI series continued on Thursday 23rd May with cross-device measurement in the spotlight. The event featured expert insights on the role analytics plays for digital native brands, an assessment of where our region stands in the move towards cross-device measurement, and a closing session on how to effectively gain an understanding of a consumer’s cross-device journey. The event featured experts from M&C Saatchi, ClassPass, Carousell, Bloomberg, Tapad, Essence, GfK Asia, and Dentsu Aegis Network.

Here are some key takeaways from the event:

Using the right data is key

  • It all starts with setting the right objectives and figuring out the right attribution partner for your needs.
  • In order to understand how best to interact with consumers, the right data points have to be tracked.
  • A big part of retention is understanding the right communication flow for users and data helps companies understand the level of interaction users have with a service.

Cross-Device is in a state of infancy in the region, but growing rapidly

  • While the benefits of cross-device attribution is clear, many in the region still struggle with executing a cross-device strategy.
  • Digital native brands are leading the way, but traditional media has a lot of catching up to do.
  • There is no common currency for cross-device measurement and there are different success metrics across various media channels. This hampers adoption of cross-device strategy.

Data silos are (still) slowing us down

  • Data is fragmented – companies hold onto their own data and don’t want to share it with their partners, but expect partners to share their data with them.
  • Silos exist on the online, offline, platform, and device level.
  • However, cross-device attribution and strategies might also be the solution for bridging silos by bringing the right data points together.
  • The industry should focus on investing more into the ability to unify and better understand attribution across devices, as this will have higher yields in the long run.

100% attribution is impossible and expectations need to be managed

  • The promise of digital was that every user interaction can be tracked, allowing more precise attribution; in reality, it is impossible to establish causality between different interactions outside of controlled test environments.
  • Total attribution has to consist of a combination of media market modelling and multi-touch attribution, but without the right data they are limited in what they can offer.
  • Multi touch attribution can simply be too slow for programmatic too, and the question needs to be asked if constructing a user journey actually servers a purpose.