The war on attribution (an advertiser's ability to trace consumer actions back to their original point of origin) is getting tougher. Due to the proliferation of devices and content channels, the ability to determine which of those touch points was most important to conversion is increasingly problematic.
Adam Solomon of Pebble Post writes...
Traditionally, to determine whether a consumer converted online, marketers have relied on pixels or scripts placed on a “thank you” page that appears only after a customer has transacted.
This worked well enough in the day of the desktop, but in today’s multiscreen world, conversions are much harder to track. Between third-party cookie blocking and ad blocking, it’s a challenge to tell if the shopper about to make a purchase ever even saw an ad.
He goes on to propose a solution...
One of challenges facing marketers today in this game of connect-the-attribution-dots is that many times the data and information needed to be combined to get the complete attribution picture is in the possession of different parties, each of whom has permission to use such data for certain purposes with specific privacy-compliance restrictions.
What if there was a way for marketers and other parties in the attribution ecosystem, such as credit card companies, loyalty program providers or marketing technology platforms, to securely match, in a privacy-compliant manner, the data elements required to understand which groups of consumers exposed to a campaign ultimately converted.