Supporting Your Attribution Strategy with Real-Time Programmatic Display

Series: How Smarter Attribution Leads to Smarter eCommerce Marketing

Last-click attribution, customer journey to conversion model, online marketing optimization, customer lifetime value – if you read our latest blog posts about attribution modeling, you truly are an attribution pro by now. However, there’s even more to it than that. At least when it comes to programmatic display. Read on to learn more about how display advertising can make your attribution strategy work like magic.

Display Advertising via real-time bidding (RTB) is one of the few online marketing channels that allows advertisers to split sales attribution – and hence cost-per-order (CPO) targets – between new and existing customers. What makes this possible is the fact that using programmatic buying, advertisers can address and measure customer activity down to a user-level. This enables advertisers to adjust their investments based on the percentage of new versus existing customers.

How Your Performance Display Partner Can Support Your Optimization Strategy

There are numerous ways in which your performance display partner can support your attribution modeling efforts. A capable vendor will have the following tools at hand.

Custom Segmentation

Thanks to real-time bidding technology, marketers can apply their existing segmentation logics to their display advertising. This allows you to split your campaigns not only into new and existing customer segments, but into numerous other segments, too. For new customers, these segments could be created by splitting campaigns based on source of referral, newsletter subscriptions, or CLV signals such as browsing device. When it comes to existing customers, campaigns can be split by CRM groups (e.g. purchase history), email or newsletter subscriptions, or loyalty status. In order for loyalty campaigns to be successful, programmatic display vendors need to be able to remove purchased products from the recommendation logic.

Bringing Offline Online

For catalogue companies or traditional retailers with offline stores, this is a huge challenge. A capable programmatic display provider is able to incorporate your existing CRM, revenue management, or other first-party data into your online marketing. This allows you to integrate any sale from any channel into your total attribution model.

Multi-Device Capabilities

With HTML5 technologies becoming more popular, your programmatic display provider should be able to customize your display messages across all devices, browsers, platforms and apps. HTML5 dynamic banners make it possible to reach even Flash-free devices, like Apple’s iPhone and iPad, with ads that are personalized for the individual user.

Pricing Transparency

Your display advertising partner should have the same goal as you: generating the maximum amount of sales to a given target CPO. With pricing models based on arbitrage, this may not be the case, so be sure your partner is transparent about all media costs, margins and fees.

Programmatic display advertising offers unique opportunities for making the most of your marketing budget, and smart attribution is the ticket to take advantage of these special features unique to this channel. Implementing an intelligent customer-journey- and CLV-driven attribution model will help marketers leverage its full potential and the true value of dynamic personalization.

Screen Shot 2016-02-22 at 13.27.25Learn more about the different steps in refining attribution models in The Digital Marketer’s Attribution Handbook.