Untangling Conversion Optimisation across Facebook, Google and Amazon

How do you manage the challenge of attributing revenue to marketing across distinct platforms such as Facebook, Google and Amazon? This is exactly the topic addressed in this fireside conversion at eCommerce Expo 2019, London with leaders from digital marketing; Nick Cudahy of All Response Media, Lucy Allen of Dialect Inc, Alexander Hawkesworth of GroupM and our own Keith O’Reilly, Bionic’s Chief Product Officer. This session was kindly facilitated by Bionic’s Steve Doyle.

Watch the conversation here:

 
 

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As data regulation and consumer concerns around privacy become more prevalent coupled with an era where the big walled gardens consolidate their positions; how do marketers effectively and efficiently address consumers across different channels? As digital marketers, we want to be able to continue to advertise across the various platforms available to us, but the fact that these platforms don’t play nicely together (and certainly won’t share data) creates real challenges for us.

Lucy Allen describes her experience working with an Amazon closed-beta which enabled attribution of sales on Amazon from view-through on ads from external platforms. The insights provided by this was transformative to the way her agency purchases media on behalf of their clients. However, she describes the lack of integration with Facebook in this project as a “gaping hole” that was ultimately “the real killer” for her and her clients on the project.

Nick Cudahy’s agency is focused on performance and highlights how their clients don’t have a choice between Google and Facebook but have to use both. This created two major problems for them. Firstly, was the inability to have a single view of what was actually driving performance for clients. And secondly, the separation of the data led to difficulties in having meaningful conversations about what would drive incrementality.

Nick describes how he worked with Bionic to create an automated solution for his agency which connected Facebook activity with Doubleclick as the single source of truth and then to optimise Facebook based on this unified view of campaign performance. This enabled him to reduce errors and effort in delivering cross-platform campaigns. But more importantly it enabled him to determine where were the opportunities for incrementality. This allowed them to deliver significant improvements in performance and to help their clients scale.

As we look to the future for more unified digital marketing, Alex outlines the recent movements towards a single ID across the walled gardens, which has the potential to both address privacy concerns and enable marketers to operate effectively. He advocates for the industry to get behind a single managed token as suggested by the IAB recently. This has the potential to eliminate the current situation where there are many thousands of tracking tokens.

Keith draws our attention to the growing shift towards “people-based marketing” and advocates for a peaceful co-existence of what happens inside the walled gardens and a unified customer view across the platforms. While there will always be the silos, Keith sees a continued role for an organisation like Bionic that acts independently to get the walled gardens to “play nice” with each other, creating integration points between them to enable marketers improve performance across them. 

If you would like to find out more about this topic and how Bionic can help you untangle conversion optimisation across the major platforms, please don’t hesitate to get in touch.

Brendan Hughes