Cuebiq’s mission, as an offline intelligence and measurement company, is to deliver the most accurate and reliable insights on how digital marketing efforts impact offline consumer behavior. This case study shows how Cuebiq, despite signal loss, partnered with Experian to continue delivering in-store lift analyses. To achieve this, Cuebiq used Experian’s Activity Feed to resolve digital ad exposures to in-store purchases, so that marketers could know the effectiveness of their clients’ media campaigns.
Activity Feed helped Cuebiq increase its match rates by using all the identifiers supported in Experian’s signal-agnostic Digital Graph, reducing its reliance on third-party cookies. By partnering with Experian, Cuebiq could help their clients, marketers, more accurately measure their campaigns and optimize their media.
What is Activity Feed?
Experian’s Activity Feed pulls together fragmented digital event data from all digital channels, including browsers like Safari and Firefox that restrict traditional tracking methods. Activity Feed ingests and ties this digital ad exposure data to household or individual profiles hourly, helping clients associate that data to offline purchase activity made by that household or individual. Activity Feed plays a crucial role in overcoming fragmented data and helping marketers accurately measure their cross-channel marketing efforts.
Challenge: Increasing match rates across digital platforms
Cuebiq wanted to enhance how well they connect digital ad exposures, across web, mobile and connected TV (CTV) to specific mobile ad IDs (MAIDs), of those who visited clients’ stores. They needed a single technology partner who could collect data across these environments and improve these connections, especially as iOS updates, like iOS 14.5, posed potential challenges.
With the ability to resolve exposures to households, individuals, and MAIDs to then facilitate attribution of digital exposures to offline store visitation, Cuebiq could continue to provide accurate reports on how online ads impact offline consumer behavior. This clarity in data enables their clients to fine-tune their marketing strategies.
Cuebiq’s key objectives included:
- Resolving digital exposures to MAIDs
- Increasing overlap of offline and online data
- Improving the effectiveness of offline measurement offerings
Activity Feed: The solution to increase match rates
Cuebiq used Activity Feed to resolve data from cookieless environments like Safari to a single household or individual and saw significantly higher match rates. Cuebiq was able to track cross-channel media exposures, resolve them to MAIDs, and then use the Activity Feed output to correlate in-store visitation and sales to their clients’ media campaigns. Cuebiq also implemented the Experian pixel, which they placed to track all their marketers’ impressions (mobile, CTV, web traffic, etc.). The Experian pixel collects information in real-time, such as:
- Timestamp
- Cookies
- Device ID (MAID/CTV) when available
- IP address
- User-Agent
- Impression ID
“Before we started working with Experian, we couldn’t fully maximize ad views across the complex digital landscape. In just a few weeks, they were able to maximize the match rate across the fragmented digital inventory, solving a huge problem when it comes to cross-channel attribution.”
Luca Bocchiardi, Director of Product, Cuebiq
Results
Activity Feed combines separate data streams and matches them back to a household. This enables Cuebiq to expand household IDs and accurately identify MAIDs that are seen in-store for cross-channel measurement. Over a 21-day period, Cuebiq passed ~1 billion events to Experian. Activity Feed resolved 85% of total events to a household, 91% of which were tied to MAIDs.
By implementing Activity Feed, Cuebiq was successfully able to:
- Gain clearer insights into the success of their client‘s campaigns
- Match consumer engagements in a privacy-compliant manner
- Tell the story of the key performance indicators (KPIs) related to their marketing efforts
Prepare for a cookieless future with higher match rates
Activity Feed is prepared for a cookieless future and uses alternative IDs, like ID5 IDs, hashed emails, and IPs for identity resolution, ensuring no reliance on third-party cookies. Experian remains fully committed to exploring a suite of next-generation solutions and prioritizing continued testing of different industry solutions, including the Google Privacy Sandbox, to help customers prepare for a future without cookies. We’ve identified six viable alternatives to third-party cookies, how these alternatives fall short, and how Experian can help you navigate these alternatives.
“Experian’s customer service is extremely efficient and collaborative. We trust them to keep putting our business first long-term.”
Luca Bocchiardi, Director of Product, Cuebiq
Download the full case study to discover how Cuebiq used Activity Feed to overcome their challenges. Your path to maximizing match rates and resolving data from cookieless environments starts here.
About Cuebiq
Cuebiq is transforming the way businesses interact with mobility data to providing a high-quality and transparent currency to map and measure offline behavior. They are at the forefront of all industry privacy standards, establishing an industry-leading data collection framework, and making it safe and easy for businesses to use location data for innovation and growth.
To learn more, visit their website at www.cuebiq.com
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Dextro clients to achieve increased accuracy in cross-device consumer measurement and engagement NEW YORK, Feb. 6, 2017 /PRNewswire/ — Dextro Analytics, a pure play analytics company that harnesses the power of human learning and artificial reasoning to drive more informed and effective consumer marketing, is partnering with Tapad, the leading provider of unified, cross-screen marketing technology solutions and now a part of Experian. The deal is effective immediately and the scope of the partnership covers North America. Additional terms were not disclosed. Leveraging Tapad's privacy-safe Device Graph™, Dextro Analytics will be able to significantly bolster its insight engine to decode complex customer journeys. Armed with more relevant, actionable insights, marketers can use Dextro's cross-screen, closed-loop measurement systems to reach and engage the right customer at the right time through the right channel. "Being able to accurately map consumer preferences, behaviors and journeys in a privacy-safe and unified way across devices is still one of the biggest pain points for marketers," said Ajith Govind, co-founder of Dextro Analytics. "At the same time, this partnership engages customers with the right message at the right time." "Detecting latent patterns and signals, and tracing backward- and forward-looking behavioral characteristics, are keys to sustaining a competitive advantage in a crowded space," said Manmit Shrimali, co-founder of Dextro Analytics. "With the proliferation of data and devices, connecting the dots is of paramount importance." "Dextro is solving some of the biggest challenges in analytics today," said Pierre Martensson, GM of Tapad's data division. "Our partners consistently see notable improvements in both budget allocation and device optimizations after integrating with the Tapad Device Graph, and I have every confidence that Dextro will be among them." For more information about Dextro Analytics' revolutionary approach to using human learning and artificial intelligence algorithms to solve business and analytical problems, please visit http://dextroanalytics.com/. For more information about Tapad's cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync Contact us today!
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