NinthDecimal location intelligence company deploys what it calls "the first multi-touch attribution solution sector (MTA) for measuring pedestrian traffic ". This approach takes a more holistic approach. Look at the different points of contact of consumers and their impact on offline visits.
David Staas, president of NinthDecimal, said the company already had "200 live customers with 500 different campaigns" and that brands and agencies. Staas calls the MTA approach a "fundamental overhaul of pedestrian traffic measurement."
New generation location analysis. The company views MTA as the next evolution of campaign measurement and analysis. It differs from "traditional" multi-touch approaches in its relative simplicity (quick configuration) and offline measurement capability.
NinthDecimal also states that it is the company's only multi-touch offering in terms of location, intelligence and location analysis. competing peers, including Foursquare / Placed, PlaceIQ, GroundTruth, Factual, Blis, Cuebiq, ThinkNear, Ubimo and others.
In recent years, mobile location data has been increasingly used to measure the impact of a single digital channel or sometimes two channels on offline consumer actions and incremental visits some stores. In this way, he brought new information about the audience and new data on the effectiveness of the media, connecting the digital and physical worlds. However, there has always been a near superficial attribution problem with online offline analytics focused on the impact of a single channel or campaign. NinthDecimal brings a broader perspective and wider attribution framework to digital measurement and soon to cross-channel measurement (traditional and digital media).
Multiple weighting. According to the company, "the MTA approach applies fractional credit for visits to each relevant customer contact point … Brands can use MTA-based information to optimize audience segments , creations and other aspects of their marketing or content, in order to have the greatest impact possible. true business metrics such as revenue and customer growth. "
In the traditional location analysis, there is a monitoring and exposure methodology, as well as a follow-up assignment window (example: exposed individuals). in the countryside (mobile, video, display) have they manifested in a store within 30 days?). Brands and agencies can then understand the gradual increase in load and optimize the campaigns generating pedestrian traffic and sometimes sales in stores.
Many more variables in the mix. The MTA approach examines "backward" various categories of data – audiences, creatives, publishers, and media touchpoints – before the offline visit. The supports are weighted according to an algorithm and the data are aggregated (in millions of impressions / exposures). NinthDecimal and its customers can then see which publishers, media and creatives have global impact offline and on which audiences.
NinthDecimal claims to obtain data from a wide range of sources and claims to consult 270 million devices a month. Through direct relationships with data partners, it can measure television, search, social networks, display, video, display and print media. It also states that it now has more than 200 audience attributes that marketers can target and optimize.
Why we should care. Most digital marketers still use an attribution method at the first or last touch, not to mention a more complex location analysis. Most companies have long wanted to assign multi-touch, but its configuration is complex and often unreliable because it is based on abstract formulas that may or may not reflect the actual behavior of the consumer. Combining data from MTA visits and store visits will potentially solve some of these issues for brands, retailers and others who care about mapping and media optimization based on actual business results.
About the Author
Greg Sterling is a collaborative editor at Search Engine Land. He wrote a personal blog, Screenwerk, about the connection between digital media and consumer behavior in the real world. He is also Vice President of Strategy and Knowledge for the Local Search Association. Follow him on Twitter or find him on Google+.