Solution Briefs

6 Reasons Site-side Analytics Tools Fall Short for Attribution

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Copyright © 2019 The Nielsen Company. Confidential and proprietary. Moira Freeman, Product Marketing Manager Contributors: Vijay Sankar, Solution Architecture Lead Marketers use an array of tools to manage their data and campaigns, including analytics applications, customer relationship management (CRM) software, marketing automation solutions, data management platforms (DMPs), and more. In fact, on average, marketers use more than 12 different tools for campaign management, and some use more than 30. 1 Site-side (a.k.a. client-side) analytics applications like Google or Adobe Analytics, which are used to track, analyze and report on web-based performance data, are often part of the marketing stack. However, many marketers feel there is still a gap when it comes to optimizing paid, owned and earned media and marketing campaigns across channels and devices. Multi-touch attribution (MTA) solutions like Nielsen Visual IQ fill this gap by providing marketers with a de-duplicated, cross- channel view of the consumer journey at the user-level, and optimized media plan predictions. The idea of implementing marketing attribution may seem like a big step; one of the biggest barriers to MTA implementations, in fact, is the status quo. However, relying on a site-side tool for attribution could be resulting in missed optimization opportunities and wasted media spend. In this article, we will explore six reasons why. 1. OWNED-MEDIA BASED Site-side analytics tools are used by digital marketers to measure page-level analytics and direct, organic and referral traffic to their owned media, such as their website, social accounts, and applications on desktop and mobile. However, marketing organizations are increasingly allocating spend to owned, paid and earned media across addressable (display, video, social, email, affiliate, etc.) and non-addressable (offline direct mail, mobile in-app, etc.) channels. Site-side tools are unable to provide visibility into the performance of the marketing team's entire portfolio, which promotes data silos, leads to inconsistent performance data, and can make it difficult to understand each channel's contribution to the bottom line. Without a holistic understanding of performance, marketing teams risk misallocating budget to underperforming channels. With a much broader scope of measurement, MTA provides marketing teams with a single source of truth for marketing performance. In addition to owned media, Nielsen Visual IQ measures paid and earned media types so marketers can 1 1 Oetting, Jami. "Too Many Tools? New Data on the Complexity of Marketing Technology." https://blog.hubspot.com/, 27 July 2017, blog.hubspot.com/agency/tools-data-complexity-marketing-technology. Accessed 2 Jan. 2019. NIELSEN VISUAL IQ

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