<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=857029864630621&amp;ev=PageView&amp;noscript=1 https://www.facebook.com/tr?id=857029864630621&amp;ev=PageView&amp;noscript=1 ">




When cookies are terminated: What is the best solution for media attribution analysis?

When cookies are terminated: What is the best solution for media attribution analysis?



Written by Henning Tunsli

Henning Tunsli

Marketing agencies, advertisers and media companies are desperately looking for alternatives due to the ongoing termination of the worldwide tracking technology, called “cookies”. A recent study (2022) by the tech company AdForm, shows that advertisers consider it crucial to find alternatives to the third-party cookie, but as many as 45% of them have discovered any alternative solutions.

 

This global change also affects the insight industry as cookies were widely used to analyse and report “uplift” in perception (of the brand) and actual behaviour (traffic to landing site). We had to find alternative methodologies that can give advertisers a clear view on how media spending impact perception (upper funnel), traffic and sales.

 

Over the last five years, we have seen technology that is based on algorithms and shows the entire journey you and I have had from media channel to media channel before we end up in a suggested online store. With media attribution, we want to know how much traffic and ultimately sales each individual media channel creates, and then calculate the return on the investment. That was a great technology that could report which media worked early in the journey (trigger media), which media kept the journey alive and which media converted to a purchase (closing media). It had some weaknesses; it could only attribute online media and not all media houses agreed to put pixels on ads in their medium. Nevertheless, this was an innovation that revolutionized media attribution analysis for both media agencies and advertisers.

 

This technology is no longer applicable. The termination of cookies and the General Data Protection Regulation (GDPR) in Europe have forced the global browser suppliers to stop supporting cookies for third parties, among them, the market insight industry. However, it should be mentioned that such tools were not widespread in the Nordic countries, so we cannot state that it is a big "loss" at least for the Nordic agencies and advertisers. Most marketing people are probably happily unaware that these tools existed. However, they were common among global brands working across countries.

What is the solution now for those who want to understand the business impact on media spending? We have good news in that regard. The solution is closer than you think. It is a solution / methodology that It offers benefits that the "old" technology did not have; It can calculate the sales effect on both online and offline media. It can also offer attribution to both online and offline sales channels.

 

We would argue that traffic and sales modelling based on econometric / multivariate analysis of anonymized data is the best solution in the years to come. We have had the method for many decades and it has probably been used for solving other challenges such as supply chain management and production process optimization rather than marketing challenges. Now is the time for marketing departments and the analytics industry to wake up and recruit data specialists and statisticians who understand multivariate analysis. In 2022, we have technology that supports these methods in both Norway (Penetrace), Denmark (Blackwood7) and Finland (SellForte). There is no need to travel across the ocean to the United States to find technology that can do this job efficiently. Purchase short-distance technology and you will also get a service device and knowledge transfer that Americans can only dream for.

 

The head of the master's program in Business Analytics at BI Norwegian Business School, Auke Hunneman, confirms that modelling is the best way to ensure good attribution analysis in the future where we use anonymized data and can support both offline and online media and sales channels. An attribution analysis based on econometric modelling will tell you exactly how much sales you have received from each media channel in a set period. It will then be able to give you "cost to revenue" and ROI per media channel. At the same time, the technology will calculate the recommended media spend to achieve a given turnover (or number of new customers) and not at least how the money should be distributed on each media channel. If you put this into your decision-making process, you should expect an improvement in ROI of 5-20 percent depending on the industry, target group and market share.

When cookies are terminated: What is the best solution for media
attribution analysis?
Marketing agencies, advertisers and media companies are desperately
looking for alternatives due to the ongoing termination of the worldwide
tracking technology, called “cookies”. A recent study (2022) by the tech
company AdForm, shows that advertisers consider it crucial to find
alternatives to the third-party cookie, but as many as 45% of them have
discovered any alternative solutions.
This global change also affects the insight industry as cookies were widely
used to analyse and report “uplift” in perception (of the brand) and actual
behaviour (traffic to landing site). We had to find alternative
methodologies that can give advertisers a clear view on how media
spending impact perception (upper funnel), traffic and sales.
Over the last five years, we have seen technology that is based on
algorithms and shows the entire journey you and I have had from media
channel to media channel before we end up in a suggested online store.
With media attribution, we want to know how much traffic and ultimately
sales each individual media channel creates, and then calculate the return
on the investment. That was a great technology that could report which
media worked early in the journey (trigger media), which media kept the
journey alive and which media converted to a purchase (closing media). It
had some weaknesses; it could only attribute online media and not all
media houses agreed to put pixels on ads in their medium. Nevertheless,
this was an innovation that revolutionized media attribution analysis for
both media agencies and advertisers.
This technology is no longer applicable. The termination of cookies and the
General Data Protection Regulation (GDPR) in Europe have forced the
global browser suppliers to stop supporting cookies for third parties,
among them, the market insight industry. However, it should be
mentioned that such tools were not widespread in the Nordic countries, so
we cannot state that it is a big "loss" at least for the Nordic agencies and
advertisers. Most marketing people are probably happily unaware that
these tools existed. However, they were common among global brands
working across countries.

What is the solution now for those who want to understand the business
impact on media spending? We have good news in that regard. The
solution is closer than you think. It is a solution / methodology that It offers
benefits that the "old" technology did not have; It can calculate the sales
effect on both online and offline media. It can also offer attribution to both
online and offline sales channels.
We would argue that traffic and sales modelling based on econometric /
multivariate analysis of anonymized data is the best solution in the years
to come. We have had the method for many decades and it has probably
been used for solving other challenges such as supply chain management
 
and production process optimization rather than marketing challenges.
Now is the time for marketing departments and the analytics industry to
wake up and recruit data specialists and statisticians who understand
multivariate analysis. In 2022, we have technology that supports these
methods in both Norway (Penetrace), Denmark (Blackwood7) and Finland
(SellForte). There is no need to travel across the ocean to the United
States to find technology that can do this job efficiently. Purchase short-
distance technology and you will also get a service device and knowledge
transfer that Americans can only dream for.
The head of the master's program in Business Analytics at BI Norwegian
Business School, Auke Hunneman, confirms that modelling is the best way
to ensure good attribution analysis in the future where we use anonymized
data and can support both offline and online media and sales channels. An
attribution analysis based on econometric modelling will tell you exactly
how much sales you have received from each media channel in a set
period. It will then be able to give you "cost to revenue" and ROI per media
channel. At the same time, the technology will calculate the recommended
media spend to achieve a given turnover (or number of new customers)
and not at least how the money should be distributed on each media
channel. If you put this into your decision-making process, you should
expect an improvement in ROI of 5-20 percent depending on the industry,
target group and market share.
 

2

When cookies are terminated: What is the best solution for media
attribution analysis?
Marketing agencies, advertisers and media companies are desperately
looking for alternatives due to the ongoing termination of the worldwide
tracking technology, called “cookies”. A recent study (2022) by the tech
company AdForm, shows that advertisers consider it crucial to find
alternatives to the third-party cookie, but as many as 45% of them have
discovered any alternative solutions.
This global change also affects the insight industry as cookies were widely
used to analyse and report “uplift” in perception (of the brand) and actual
behaviour (traffic to landing site). We had to find alternative
methodologies that can give advertisers a clear view on how media
spending impact perception (upper funnel), traffic and sales.
Over the last five years, we have seen technology that is based on
algorithms and shows the entire journey you and I have had from media
channel to media channel before we end up in a suggested online store.
With media attribution, we want to know how much traffic and ultimately
sales each individual media channel creates, and then calculate the return
on the investment. That was a great technology that could report which
media worked early in the journey (trigger media), which media kept the
journey alive and which media converted to a purchase (closing media). It
had some weaknesses; it could only attribute online media and not all
media houses agreed to put pixels on ads in their medium. Nevertheless,
this was an innovation that revolutionized media attribution analysis for
both media agencies and advertisers.
This technology is no longer applicable. The termination of cookies and the
General Data Protection Regulation (GDPR) in Europe have forced the
global browser suppliers to stop supporting cookies for third parties,
among them, the market insight industry. However, it should be
mentioned that such tools were not widespread in the Nordic countries, so
we cannot state that it is a big "loss" at least for the Nordic agencies and
advertisers. Most marketing people are probably happily unaware that
these tools existed. However, they were common among global brands
working across countries.

What is the solution now for those who want to understand the business
impact on media spending? We have good news in that regard. The
solution is closer than you think. It is a solution / methodology that It offers
benefits that the "old" technology did not have; It can calculate the sales
effect on both online and offline media. It can also offer attribution to both
online and offline sales channels.
We would argue that traffic and sales modelling based on econometric /
multivariate analysis of anonymized data is the best solution in the years
to come. We have had the method for many decades and it has probably
been used for solving other challenges such as supply chain management
 
and production process optimization rather than marketing challenges.
Now is the time for marketing departments and the analytics industry to
wake up and recruit data specialists and statisticians who understand
multivariate analysis. In 2022, we have technology that supports these
methods in both Norway (Penetrace), Denmark (Blackwood7) and Finland
(SellForte). There is no need to travel across the ocean to the United
States to find technology that can do this job efficiently. Purchase short-
distance technology and you will also get a service device and knowledge
transfer that Americans can only dream for.
The head of the master's program in Business Analytics at BI Norwegian
Business School, Auke Hunneman, confirms that modelling is the best way
to ensure good attribution analysis in the future where we use anonymized
data and can support both offline and online media and sales channels. An
attribution analysis based on econometric modelling will tell you exactly
how much sales you have received from each media channel in a set
period. It will then be able to give you "cost to revenue" and ROI per media
channel. At the same time, the technology will calculate the recommended
media spend to achieve a given turnover (or number of new customers)
and not at least how the money should be distributed on each media
channel. If you put this into your decision-making process, you should
expect an improvement in ROI of 5-20 percent depending on the industry,
target group and market share.

2

When cookies are terminated: What is the best solution for media
attribution analysis?
Marketing agencies, advertisers and media companies are desperately
looking for alternatives due to the ongoing termination of the worldwide
tracking technology, called “cookies”. A recent study (2022) by the tech
company AdForm, shows that advertisers consider it crucial to find
alternatives to the third-party cookie, but as many as 45% of them have
discovered any alternative solutions.
This global change also affects the insight industry as cookies were widely
used to analyse and report “uplift” in perception (of the brand) and actual
behaviour (traffic to landing site). We had to find alternative
methodologies that can give advertisers a clear view on how media
spending impact perception (upper funnel), traffic and sales.
Over the last five years, we have seen technology that is based on
algorithms and shows the entire journey you and I have had from media
channel to media channel before we end up in a suggested online store.
With media attribution, we want to know how much traffic and ultimately
sales each individual media channel creates, and then calculate the return
on the investment. That was a great technology that could report which
media worked early in the journey (trigger media), which media kept the
journey alive and which media converted to a purchase (closing media). It
had some weaknesses; it could only attribute online media and not all
media houses agreed to put pixels on ads in their medium. Nevertheless,
this was an innovation that revolutionized media attribution analysis for
both media agencies and advertisers.
This technology is no longer applicable. The termination of cookies and the
General Data Protection Regulation (GDPR) in Europe have forced the
global browser suppliers to stop supporting cookies for third parties,
among them, the market insight industry. However, it should be
mentioned that such tools were not widespread in the Nordic countries, so
we cannot state that it is a big "loss" at least for the Nordic agencies and
advertisers. Most marketing people are probably happily unaware that
these tools existed. However, they were common among global brands
working across countries.

What is the solution now for those who want to understand the business
impact on media spending? We have good news in that regard. The
solution is closer than you think. It is a solution / methodology that It offers
benefits that the "old" technology did not have; It can calculate the sales
effect on both online and offline media. It can also offer attribution to both
online and offline sales channels.
We would argue that traffic and sales modelling based on econometric /
multivariate analysis of anonymized data is the best solution in the years
to come. We have had the method for many decades and it has probably
been used for solving other challenges such as supply chain management
 
and production process optimization rather than marketing challenges.
Now is the time for marketing departments and the analytics industry to
wake up and recruit data specialists and statisticians who understand
multivariate analysis. In 2022, we have technology that supports these
methods in both Norway (Penetrace), Denmark (Blackwood7) and Finland
(SellForte). There is no need to travel across the ocean to the United
States to find technology that can do this job efficiently. Purchase short-
distance technology and you will also get a service device and knowledge
transfer that Americans can only dream for.
The head of the master's program in Business Analytics at BI Norwegian
Business School, Auke Hunneman, confirms that modelling is the best way
to ensure good attribution analysis in the future where we use anonymized
data and can support both offline and online media and sales channels. An
attribution analysis based on econometric modelling will tell you exactly
how much sales you have received from each media channel in a set
period. It will then be able to give you "cost to revenue" and ROI per media
channel. At the same time, the technology will calculate the recommended
media spend to achieve a given turnover (or number of new customers)
and not at least how the money should be distributed on each media
channel. If you put this into your decision-making process, you should
expect an improvement in ROI of 5-20 percent depending on the industry,
target group and market share.

 

 

 

 


Speak to a marketing expert today

BOOK A MEETING NOW