Cuebiq’s mission, as an offline intelligence and measurement company, is to quantify how digital marketing impacts offline consumer behavior. This case study shows how Cuebiq partnered with Experian to continue delivering in-store lift analyses despite signal loss. To achieve this, Cuebiq used Experian’s Activity Feed to resolve digital ad exposures to mobile ad IDs, so that marketers could know the effectiveness of their media campaigns on in-store visits and purchases.
Even as Google backs away from third-party cookie deprecation, the need for flexible, future-proof identity solutions remains. By working with Experian, Cuebiq could help their clients more accurately measure their campaigns and optimize their media.
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 mobile ad IDs (MAIDs), of consumers who visited their clients’ stores. They needed a single technology partner who could collect data across these environments and improve these connections.
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 digital 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
- Increase overlap of offline and online data
- Improving the effectiveness of offline measurement offerings
Activity Feed: The solution to increase match rates
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 digital ad exposure and website activity data to household or individual profiles hourly, helping client’s associate ad exposures to impact by a household or individual. Activity Feed plays a crucial role in overcoming fragmented data and helping marketers accurately measure their cross-channel marketing efforts.
Cuebiq used Activity Feed to resolve exposure data from all environments, even cookieless ones, to a single household or individual and saw significantly higher match rates. Cuebiq received their clients’ ad exposure data resolved to mobile ad IDs (MAIDs) and correlated it to their clients’ in-store visitation and sales. To do so, Cuebiq 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
A solution for measurement across cookied and cookieless environments
Activity Feed is prepared for whatever the future of signal loss holds in store, capable of using third-party cookies and alternative IDs, like UID2.0s, ID5 IDs, hashed emails, and IPs for identity resolution. Experian remains fully committed to exploring a suite of next-generation solutions and prioritizing continued testing of different industry solutions to help customers maintain consumer visibility amidst signal loss. 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.
Contact us
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
Latest posts
Strong Revenue Performance and Thriving Culture Contribute to Industry Recognition NEW YORK, Sept. 15, 2016 /PRNewswire/ — Tapad, the leader in cross-device marketing technology and now a part of Experian, was named a top company on Inc. Magazine’s list of the 5000 fastest-growing private companies in the U.S. In addition, Tapad won the TMCnet 2016 Tech Culture Award. The exclusive Inc. 5000 ranking highlights the fastest-growing privately-held* companies in America. These distinguished companies have achieved success in strategy, service and innovation. TMCnet recognizes talented tech professionals who are committed to building a culture that prioritizes employee growth, collaboration and engagement. Tapad continues to broaden their presence into new markets, having launched in APAC earlier this year, as well as continuing their European expansion. Tapad’s proprietary technology, The Device Graph™ is leveraged by more marketers and brands to understand digital engagement across devices. The company’s rapidly expanding client base includes numerous Fortune 500 company brands as well as all four major advertising holding companies in the U.S. “We have an exceptional team of innovative people who are all working very hard to achieve the kind of results these publications are recognizing,” said Tapad CEO and Founder, Are Traasdahl. “Given that, we have an even greater responsibility to our talent to create an environment that fosters innovation and nurtures open communication. Ultimately, this is how we will continue to reach our very ambitious goals of becoming the world’s leading unified marketing technology provider.” Tapad’s award-winning work culture is defined by its gold-standard benefits which include a six-month parental leave policy, unlimited vacation time, company-sponsored meals and office space designed to facilitate collaboration and open communication. Tapad’s highly talented team has also received multiple customer service awards in 2016. These awards include the iMedia ASPY awards for Best Customer Service and Best Mobile Partner as well as recognition from The Communicator Awards of Excellence in Interactive Media. *Prior to Tapad’s acquisition by Telenor in February 2016. Contact us today
The Tapad Device GraphTM Had Twice the Precision and Three Times the Scale as Next Competitor New York, September 14, 2016 – Just-released findings of a Hotels.com® study revealed that Tapad’s (part of Experian) cross-screen marketing technology achieved the highest levels of precision and scale among competitors. According to the leading online accommodation booking website, after a rigorous, three-and-a-half month vendor analysis, Tapad achieved twice the precision of the next highest-scoring cross-screen offering and three times greater scale. The two other companies evaluated were not named. Said Helene Cameron-Heslop, Senior Manager of Analytics of the Hotels.com brand, “Our team implemented an extremely rigorous vetting of open, cross-screen technology vendors. At the outset, we assumed we would have to compromise on either scale or accuracy – particularly given the importance to our brand of operating in a privacy-safe setting. We were surprised to find a complete package, but Tapad’s Device Graph won out on scale, accuracy and privacy; making our choice of partners very clear.” In another metric critical to the Hotels.com brand, The Tapad Device GraphTM was eight times more “unique” than the next closest offering, meaning Tapad’s graph was found to have a much greater number of connections not seen in any of the other graphs. In addition to precision, uniqueness and scale, the Tapad Device GraphTM was found to have: ● 100% higher recall● 47% more incremental matches● 53% higher North American market coverage● 101% higher F-Score* “A valuable cross-device solution should enable partners to get everything they’re looking for from a single vendor,” said Tapad Founder and CEO, Are Traasdahl. “We are deeply impressed with how thorough Hotels.com was in their vetting, and we confidently tackle the complex challenges of the martech industry thanks to our superior technology. Everyone loves a bake-off, and Tapad is no exception – delivering best-in-class results in areas that really count.” *F-score is a statistical measurement that takes precision and recall together. The calculation is 2*(precision*recall)/precision + recall). It gives you one number instead of two numbers to look at and judge performance. Contact us today
Five Norwegian startups selected to establish U.S. presence NEW YORK, Aug. 15, 2016 /PRNewswire/ — Tapad, the leader in cross-device marketing technology and now a part of Experian, has announced its new entrepreneurial mentorship initiative, the Propeller Program. Five early-stage startups from Norway have been chosen by Are Traasdahl, native of Norway and Tapad’s CEO and founder. The selected companies will share Tapad’s New York City workspace, receive C-level guidance and help establish a U.S. presence. The following companies have been selected to participate in the inaugural Propeller Program – a 12-month program beginning September 19, 2016: Bubbly – Developers of a platform that enables in-store customer feedback with dashboards and tools that facilitate real-time store response BylineMe – A marketplace for freelancers, publishers and brands to connect for content creation and distribution services Eventum – A property-sharing group that digitally assists in securing venues for meetings and corporate events Xeneta – A database that organizes the best contracted freight rates in real time and on demand “We are supporting startups that we feel represent the future of service offerings,” said Traasdahl. “It is with incredible pride that we invite these entrepreneurial teams from Norway to join us in New York Citythis year. Mentorship opportunities for early-stage companies are so important, particularly for those based outside the U.S. I look forward to giving the Propeller Program participants access to the expertise of my seasoned team and to our wide network of resources. Hopefully, it will be a game-changing year for many of them.” Contact us today