Measurement Insights

Marketing Measurement in an Increasingly Privacy-Oriented World

Apple’s recent announcement, that the upcoming iOS 14 software will include enhanced customer data privacy controls, is just one example of a broader industry trend towards more customer control.

Although Apple has now walked back the full roll out of these controls, marketers should still assume it will become increasingly difficult to connect individual customers with media touch pointsMarketers should understand the implications of this on their marketing measurement approach and adjust strategies accordingly.

Implications for Marketers 

With Apple’s release of iOS 14 comes a new challenge for marketers. When released, users will be required to opt-in to provide permission for marketers and marketing technology to collect data and track users through the device’s advertising identifier (IDFA). The assumption is that most users will not opt in, and therefore IDFA availability will decrease. Technology solutions that primarily use IDFA as the device ID to measure or target customers within the iOS ecosystem should expect the efficacy of their tools to decrease. Marketers utilizing these tools may see an impact to their program effectiveness and new limitations on what strategies are possible. All marketers should expect this trend to continue and need to explore alternative methods to track customers and measure performance. 

In response to this growing trend, Ovative’s Marketing Analytics Platform (MAP) incorporates a Media Mix Model (MMM) to measure marketing channel impact. MMM is not dependent on individual customer paths to measure media efficacy. Rather, the model leverages historical spend and sales data to isolate the impact of marketing variables on revenue and other KPIs.  When combined with Multi-Touch Attribution (MTA), predicted customer values, and incrementality measures, MAP is able to assign business value to each factor affecting marketing performance across all customer touchpoints. As customer level data becomes more limited, insights from our MTA model will become more directional based on the smaller customer data sets and sample sizes. By using MMM, MTA, and in-market testing in concert, Ovative balances the strengths and weaknesses of each tool and ensures our clients are not overly dependent on any one capability. 

Prepare for Success 

In today’s privacy-centered environment, an overreliance on customer level data puts marketers in a risky position. Ovative is partnering with clients to future-proof their measurement approaches. Get in touch to explore the optimal marketing measurement approach for your business. 

Ovative is a digital-first media and measurement firm seeking to transform the measure of marketing success. At Ovative, we help brands move the needle. We are curious. We value your brand. We want to see you succeed. Connect with us to learn more!


Lillian Smith

Senior Analyst, Paid Social

About the Author

Lillian is a Senior Analyst on the Paid Social team at Ovative.

Dale Nitschke

Dale Nitschke

CEO & Founder

About the Author

Dale is the Founder and CEO of Ovative. After years of operating a large omni-channel business and leading a customer data initiative, Dale knew there was an opportunity to create a marketing firm that helped clients become more customer centric and drove better performance outcomes. A gap existed between business consultancies and advertising agencies that modern marketing approaches demand. He also believed that a strong, healthy culture could attract and develop smart, talented team members. In 2009, he formed Ovative to bring media, measurement, and consulting together under one roof to enable an enterprise approach that drives more revenue and grows clients’ customer base.

Prior to founding Ovative in 2009, Dale spent 23 years at Target Corporation where he served as President of Target.com and grew the ecommerce business from start-up stage to a $1 billion+ business and established the foundation of Target’s Guest database capabilities. Previously he served as SVP Merchandising at the Department Store Division of Dayton Hudson. Dale has advised retailers and brands globally on business, growth, marketing, and measurement transformation strategies.

Outside of Ovative, Dale is a leader on topics including business strategy, change management, and team leadership. He serves on the board of Allergy Amulet and on the Dean’s Advisory Board of the Wisconsin School of Business at UW-Madison.  He enjoys spending time with his family, up north in northern Wisconsin, playing golf, and cheering on Wisconsin sport teams.

Seth Brand

Senior Manager, Consulting

About the Author

Seth is a Senior Manager on the Consulting team at Ovative.

Amanda McCann

Senior Manager, Consulting

About the Author

Amanda is a Senior Manager on the Consulting team at Ovative, specializing in Retail Media Networks.

Jenny Reinke

Senior Analyst, Measurement Solutions

About the Author

Jenny is a Senior Analyst on the Measurement Solutions team at Ovative.

Annie Zipfel

Executive Vice President, Media

About the Author

Annie is the Executive Vice President of Media at Ovative. She oversees delivery and growth across paid and owned media (digital, traditional, and retail media) and creative services.

Annie has more than 30 years of experience in media, brand management, insights/analytics, marketing, and product. She has also developed large, high-performing teams and built new measurement capabilities. Annie led the marketing team at Andersen Windows & Doors, leading the digital, social, content, customer insights, and creative functions. Prior to that, Annie served in multiple marketing leadership roles at Starbucks, REI, Target, and General Mills, with a keen focus on brand, media, insights, analytics, and measurement.

Annie is an industry leader in brand management, customer insights, e-commerce, social media, and analytics. She enjoys hiking, traveling, cooking, fishing, and spending time with her sweet dog and two sons.

Bonnie Gross

Executive Vice President, Talent Services

About the Author

Bonnie is the Executive Vice President of Talent Services at Ovative. She is responsible for attracting and retaining top talent and creating a culture in which our team thrives personally and professionally. Under Bonnie’s leadership, Ovative has defined an industry leading leadership and development program and transformed our approach to talent recruitment with a focus on diversity, equality and inclusion. Prior to her current role, Bonnie led Ovative’s Client and Business Development team overseeing client satisfaction and new growth opportunities.

Before joining Ovative in 2014, Bonnie spent 13 years at Target Corporate as the VP of digital and Digital Marketing where she led the launch of Cartwheel, an industry-leading social shopping application. Bonnie was the VP of Marketing for Fingerhut for 15 years prior to joining Target.

Leander Cohen

Analyst, Consulting

About the Author

Leander Cohen is an Analyst on the Consulting team at Ovative.

Will Silva

Analyst, Measurement Solutions

About the Author

Will is an Analyst on the Measurement Solutions team at Ovative.

Sarah Chang

Sarah Chang

Analyst, Consulting

About the Author

Sarah Chang is an Analyst on the Consulting team at Ovative.

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