Here are just a few ideas on addressing some of the potential generic challenges on tracking sales from digital media post GDPR.
Of course the emphasis is on “generic challenges” as we understand every company might have their own set of issues around sales attribution. Not all five tips might be relevant to you but please feel free to share your concerns with us as we have experts on hand to help.
1. Ramp Up Reporting - Expect changes in maximum date ranges available in reports from tech suppliers.
A recent example of this was DoubleClick limiting certain reports to a maximum date range of 60 days. Invariably there is no point tracking ads without being able to report on them, so it is important to put measures in place, such as running reports more frequently, to reduce any potential reporting gaps post GDPR.
2. Revitalise Branding – Increase the opportunity for people to opt in to receive communications from your brand.
The relationship between a brand and a consumer is more important than ever in a post GDPR world. Brands that consumers trust more, will drive more data opt-ins and thus increase their ability to track digital ads effectively. More data opt-ins will also mean more 1st party data capture. More first party data capture, will mean more precise marketing and ultimately more performance, more tracked digital ads and more conversions.
3. Engage with External Partners - Extend analytics capabilities faster to track digital ads effectively.
According to Dunn & Bradstreet, 65% of leaders engage partners to help them extend their data and analytics capabilities faster and more effectively than they could be using only their own resources. Partnering with external providers can augment your datasets with demographic, technographic, relationship, behaviour and increase capacity to track digital ads effectively.
4. Post-GDPR vs. Pre-GDPR – Before and after performance – how has the Miscellaneous sales code changed
Its probably stating the obvious but comparing like for like changes in reporting Pre and Post-GDPR is critical and investigating any delta’s that begin to exist. It will be important to understand if any deltas are as a result of GDPR or if they are performance related.
5. Probabilistic Modelling – Predictive outcomes by performance modelling by individual media channels is always key to success.
In order to deliver strong Performance marketing results, it’s important to build audiences for targeting. Probabilistic data modelling identifies users by matching them with a known user who exhibits similar browsing behaviour. By aggregating these data points and plugging them into deduplication algorithms, detailed audience profiles can be achieved from incomplete information.