People-based attribution gets an holistic view from AppsFlyer
|Richard Harris in Mobile Tech Tuesday, February 19, 2019|
People-based attribution isn't anything new, but more marketing companies are adopting it as a sure-fire way to laser focus their mobile advertising& marketing efforts. AppsFlyer is the latest to include it into its suite of products.
AppsFlyer says it has expanded people-based attribution on its platform to provide one holistic view of the customer journey across multiple touchpoints, connected devices, digital platforms, and media channels. They are using their giant insights data collection from 8.4 billion of the world’s connected devices to advance in people-based attribution. It will provide marketers with enriched access to data on all digital touchpoints and enhanced visibility throughout the user journey, creating fresh opportunities for brands to engage in personalized, meaningful interactions with audiences based on measurable behavior.
According to Forrester research, 65 percent of online purchases now involve toggling between multiple devices. With over 20 billion connected devices worldwide, people-based attribution helps marketers make sense of today’s extremely fragmented customer journey by connecting the dots and generating intelligent insights into how users interact with brands across mobile and web.
"AppsFlyer is our source of truth when it comes to attribution,” said Sadie Daryan, Global Head of Display & App Marketing at eBay. “We have gained full 360-degree insight to our user acquisition activity while lowering our costs. No marketing tech stack is complete without AppsFlyer.”
What is people-based attribution anyway?
Think of it like this, it's a way for advertisers to figure out the entire journey a consumer takes that led them to buy something. In the old days finding the path the consumer took to get to your product online was much easier. A click came from a source, that in-turn could be tracked to a download, and even conversion to buy something. But mobile, and other sources such as single page applications on the web have put a kink in the attempt to know where people are coming from, thus "masking" some of the marketing flow - and costing marketers additional dollars because they fly blinder in a sense.
Hoping to fill the gaps left by other attribution methods, AppsFlyer’s people-based attribution enables marketers to avoid inaccuracies and duplication of users, while offering fresh visibility into navigation and behavior across apps, the web and throughout the digital landscape. Armed with these unparalleled insights into brand interactions and the path to purchase, marketers can optimize their campaigns and maximize the impact of each customer touchpoint.
The travel app and airfare company Hopper, which has long used AppsFlyer’s attribution platform to help inform campaigns and fuel its data-driven marketing innovations, welcomed the people-based attribution product.
“Advancing people-based attribution is a natural next step for AppsFlyer. Their mastery in mobile attribution has been a major key to the success of our mobile campaigns and is an essential component of our marketing tech stack,” said Simon Lejeune, Head of User Acquisition at Hopper. “While the true potential of holistic, people-based attribution has yet to be fully realized, we look forward to AppsFlyer expanding its expertise in mobile to the digital world and beyond, bringing about a new world of possibilities for marketers to have better, more meaningful interactions with consumers.”
One initial feature in AppsFlyer’s suite of people-based attribution products is Smart Banners, helping marketers create the perfect trigger point along the customer journey and convert web traffic into highly engaged, loyal mobile app users. The feature is powered by AppsFlyer’s OneLink technology, which ensures that a user is taken to the most relevant page within their app, based on their initial intent, creating a seamless user experience.
Denitsa Georgieva, Head of Acquisition Marketing at mobile-first car rental service, Virtuo, said: "Being able to connect the dots between web and mobile is essential for our business. In today's multi-channel and multi-device world, identifying precisely how customers are interacting with our brand has been a huge pain point for us. AppsFlyer's people-based attribution is going to change the way we do marketing, giving us insights we've never had access to before."