Solving the Cross-Channel Attribution Problem
Cross-device technology company Drawbridge is partnering up with marketing software provider Kenshoo to help marketers more effectively tie desktop clicks and conversions to mobile activity without relying on consumer login data.
The partnership leverages the Drawbridge Connected Consumer Graph, which includes more than 1.2 billion consumers probabilistically connected across more than 3.6 billion devices. When activated through the Kenshoo Infinity Suite, marketers can make campaign decisions based on insights into customer lifetime value and path to conversion across desktop and mobile.
“With device fragmentation increasing among consumers, marketers have difficulty measuring how advertising impacts the behavior of their customers across devices,” said Rahul Bafna, VP of product management and partnerships at Drawbridge. “Since those journeys often start with a mobile search query and end on tablets and desktops, it’s critical for marketers to use a solution that can understand the consumer across devices.”
It is also important to note that Nielsen found the Drawbridge Connected Customer Graph to be up to 97.3 percent accurate in connecting consumers across devices. Moreover, Kenshoo offers access to nearly 90 percent of mobile ad inventory and offers cross-channel attribution and path-to-conversion technology. Through the partnership, the combined platforms will enable advertisers to understand the interplay of search, social, mobile and display ads, while also optimizing cross-device investments.
“As many as 50 percent of clicks on ads come from smartphones and tablets, yet we know that consumers switch to laptops and desktops to complete transactions, resulting in gaps in attribution,” said, Will Martin-Gill, SVP, Product at Kenshoo. “Our goal is to empower marketers with technology; pairing Kenshoo’s agile marketing software with Drawbridge’s leading cross-device identity solution enables marketers to optimize campaigns based on a clearer picture of the consumer purchase journey.”