Accurately measuring the impact of TV campaigns has become essential than ever. TV Attribution, often referred to as TV Analytics, empowers businesses to understand how their TV commercials drive specific outcomes. However, modern TV Attribution presents several unique challenges that require sophisticated solutions. At Quality Analytics, we recognize these challenges and offer expertise to navigate them effectively.
Key Challenges of Modern TV Attribution
1. Gaining Access to Web Analytics Data
Accessing reliable web analytics data is fundamental to successful TV Attribution. Despite the widespread use of platforms like Google Analytics, obtaining this data can sometimes be problematic.
- Client Reluctance: While 95% of websites utilize Google Analytics, some clients may be hesitant to share their data due to privacy concerns or proprietary reasons.
-
Solutions by Quality Analytics:
- NDA Agreements: We are willing to sign Non-Disclosure Agreements to ensure data security and build client trust.
- Alternative Integrations: Our solutions can integrate with other systems such as Adobe Analytics, call center data, or internal databases.
- Client Communication: We actively engage with clients to demonstrate the value and purpose of our TV Attribution solutions, fostering understanding and cooperation.
2. Formatting and Timely Delivery of Post Logs
Modern TV Attribution relies heavily on accurate and timely post logs (media schedules). However, acquiring and formatting these logs poses significant challenges.
- Access Issues: Although rare, obtaining post logs can sometimes be difficult.
-
Formatting Challenges:
- Legacy Formats: Television data is often delivered via outdated methods like faxes, phone calls, and telegrams.
- Inconsistent Formats: Current post logs come in various formats such as spreadsheets, CSVs, and PDFs, with PDFs being particularly problematic due to their lack of consistency.
-
Solutions by Quality Analytics:
- Managed Services: We offer comprehensive services to scrape and digitize data from inconsistent formats into cohesive Excel-like tables.
- Conversion Tools: For clients who prefer handling formatting, we provide Excel or Python-based conversion tools to streamline the process.
- Rapid Processing: Our team ensures that post logs are formatted and uploaded swiftly, meeting tight deadlines essential for campaign planning.
3. Advanced Website Tagging and Data Quality
Effective TV Attribution requires clean and well-organized web analytics data. However, advanced website architectures can complicate data collection and analysis.
-
Complex Architectures:
- Multiple Domains: Handling multiple domains for the same product can fragment data.
- Diverse Marketing Channels: Various marketing efforts lead to diverse traffic sources and session categorization.
-
Web Analytics Issues:
- Referral Exclusions: Ensuring sessions are correctly defined without overlapping referrals.
- Marketing Channel Categorization: Accurately categorizing traffic into predefined marketing channels.
-
Tagging Challenges:
- Custom KPIs: Tracking specific actions like button clicks, purchases, and form submissions requires custom tagging.
- Technical Barriers: Issues with iframes, single-page applications, and incorrect tracking setups can result in incomplete or inaccurate data.
-
Solutions by Quality Analytics:
- Expert Guidance: We provide expert advice to help clients optimize their tagging setups without directly altering their websites.
- Best Practices: Implementing industry best practices to ensure accurate and reliable data collection.
- Managed Services Support: Offering managed services to assist with complex tagging scenarios when needed.
4. Oversaturated Media Schedules
In highly saturated media environments, attributing incoming calls to specific TV ads becomes increasingly difficult.
- High Volume of Ads: Managing and differentiating between numerous ads running simultaneously can obscure attribution.
- Example Scenario: A national campaign with multiple ads airing every minute creates significant overlap, complicating the attribution process.
-
Solutions by Quality Analytics:
- Consolidated Spend: We recommend consolidating advertising spend into fewer, higher-impact spots to reduce ad saturation and improve attribution accuracy.
- Advanced Spike Analysis: Our TV Analytics utilizes sophisticated spike analysis techniques to isolate and attribute calls accurately even in dense advertising environments.
- Strategic Scheduling: By spacing out ad placements strategically, we ensure that each ad has a clear impact window, enhancing the reliability of attribution data.
5. Long Consideration Windows
Some products require extended periods of consideration before a customer makes a purchase or fills out a form, complicating TV Attribution.
- Delayed Actions: Actions such as calculating home square footage or verifying car VIN numbers create gaps between ad exposure and response.
-
Solutions by Quality Analytics:
- Session-Based Attribution: We track the entire user session, attributing calls to ads even if the response occurs days later.
- Simplified Response Processes: Encouraging clients to streamline response actions (e.g., follow-up calls or additional form steps) ensures closer alignment between ad exposure and call response.
- Extended Attribution Windows: Our system supports extended windows to capture delayed responses, ensuring comprehensive attribution coverage.
Overcoming Challenges with Quality Analytics
At Quality Analytics, we are committed to addressing the challenges of modern TV Attribution through innovative solutions and expert support.
Comprehensive Integration Options
- Flexible Data Sources: We support integration with various analytics platforms, ensuring that no matter your existing setup, TV Attribution can be seamlessly implemented.
- Customizable Solutions: Our tools and services are tailored to meet the unique needs of your client, providing precise and actionable insights.
Advanced Data Processing
- Efficient Data Handling: Our managed services ensure that post logs and web analytics data are processed quickly and accurately, meeting the fast-paced demands of advertising campaigns.
- Robust Algorithms: Utilizing advanced spike analysis and time series forecasting, our TV Analytics accurately attribute calls to the correct TV ads, even in complex environments.
Expert Support and Consultation
- Dedicated Support Team: Our team of experts is always available to assist with data integration, tagging setup, and any other challenges you may encounter.
- Proactive Communication: We work closely with clients to ensure they understand the value and functionality of our TV Attribution solutions, fostering successful implementations.
Conclusion
Modern TV Attribution presents unique challenges, but with the right tools and expertise, these obstacles can be effectively managed. Quality Analytics provides comprehensive solutions that address the complexities of accessing data, formatting post logs, managing advanced website tagging, handling oversaturated media schedules, and accommodating long consideration windows. By partnering with us, you can achieve accurate and actionable TV Attribution, driving better campaign performance and delivering exceptional value to their clients.
Learn more about the challenges in modern TV Attribution by reading the following resources found across the web:
3 Challenges Of Attribution Modeling: The Bad, The Bad And The Ugly
https://martech.org/3-challenges-attribution-modeling-bad-bad-ugly/
Blog-Everything Wrong with TV Measurement: The Attribution Playbook for TV Advertisers
https://www.marketingarchitects.com/blog/everything-wrong-with-tv-measurement
The Challenges to Attribution Modeling in Modern Digital Marketing | by Shreyashkar lal | Medium
https://medium.com/@ishreyashkar06/the-challenges-to-attribution-modeling-in-digital-marketing-d38cdf42ff4
3 most common attribution challenges and how to solve them | The Drum
https://www.thedrum.com/open-mic/3-most-common-attribution-challenges-and-how-to-solve-them
(1) Special Edition: The problem with TV attribution | LinkedIn
https://www.linkedin.com/pulse/special-edition-problem-tv-attribution-marketingarchitects-p93ne/
Television advertisement – Wikipedia
https://en.wikipedia.org/wiki/Television_advertisement#Advertisement_controversies
(1) “TV Attribution” – Misleading Buzzword of the Day | LinkedIn
https://www.linkedin.com/pulse/tv-attribution-misleading-buzzword-day-nancy-smith/