Mobile has changed the Consumer Journey
Today’s consumer journey is omni-channel and non-linear
Drive sales, increase revenue and succeed in a mobile first world
Better measurement methodology leads to better outcomes
These stats alone demonstrate why we need to evolve when it comes to measurement in the mobile era.
- Did you know that 91% of the people who could buy your product don’t click on your ads?
- Or that broad age and gender targeting is only 53% accurate?
- Or that campaigns optimized for clicks instead of conversions cost 2.4X more per conversion?
That’s because older metrics, like clicks and cookies, aren’t good proxies for value, because a click on an ad doesn’t always correlate to a sale or an uptick in brand awareness.
Relying on older metrics costs more and drives fewer conversions — they just can’t keep pace with the shifts happening around us.
Percentage of people who could buy your product but don’t click on your ads1.
Broad targeting [demographic/demography/demo-centric] is only 53% accurate2.
Cost increase per conversion for campaigns optimized for clicks vs. conversions3.
1 Facebook Internal Data, Lift Studies, Feb 2017
2 Nielsen Q3 2017
3 Facebook data, global, March 2017
The new journey requires people- based measurement
- Plan for people first: If you care about how people react to the messages, start by basing measurement on people. We should shift from proxy metrics like cookies, clicks and conversions to long-term growth metrics like high-value actions and eventually customer value.
- Focus on learning: Measure the metrics that matter. Shift from outdated models like last-click attribution and observational lift, to more accurate and sophisticated models like multi-touch attribution and experimental design lift tests.
- Compare across everything: Metrics should be comparable across all channels. Trade siloed, short-term measurement for always-on holistic campaign measurement that allows you to test, compare, optimize and grow both your campaigns and your business over time.