Study on the Impact of Cookie vs. People-Based Cross-Device Measurement + Attribution
Datalicious and Facebook answer the key question all marketers and agencies face - how to allocate their marketing and advertising budgets in the most effective way to drive sales and generate ROI in a multi-device world.
In this study, Datalicious analysed >1 billion media touchpoints spread over >80 million purchase paths and >1 million conversions (note: conversions are not equal to purchases here) across three months and three brands to understand the impact of using a people-based multi-touch attribution model compared to a more traditional cookie-based approach.
The Cookie Problem
In a multi-device world where mobile phone penetration has exceeded 100% in some countries (i.e. there are more mobile phones than people with many owning more than one device), the traditional cookie-based tracking methods are prone to understating the true impact of certain channels such as mobile simply because they cannot accurately attribute conversions across devices.
The continued investment increase in mobile marketing shows that most marketers instinctively know how important mobile is for the overall customer journey. However, with accurate people-based cross-device measurement and attribution it is now possible to move on from gut-feeling calls and instead base budget optimization decisions on hard facts - not to mention prove that our instincts where right and use the new insights to adjust our marketing to deliver an overall improved cross-device user experience.