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Advertising Attribution At Online Marketplaces: Marketers Tell Us What Works

Advertising attribution for online marketplaces sales is one of the most challenging areas in brand marketing, particularly for CPG's. Three brand marketing experts share insights.

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Advertising Attribution for online marketplaces sales is one of the most challenging areas in brand marketing, particularly for CPG’s. Three brand marketing experts share insights.

At a recent Portada Live knowledge-sharing event for brand marketers Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle, Guillermo Rivera, VP of Marketing at Merama and Salvador Padron, Director, Sabritas, Ruffles and Mixes Marketing Pepsico, discussed advertising attribution for online marketplaces sales. Below is the gist of what they shared.

Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

“By gathering more data we are able to understand tail effects of what we do with e.g. Walmart and Amazon and the rest of our portfolio. We use etailers’ information and analyze a mix of click and view data. The approach we use depends on the campaign objectives. What is very important is that we establish apple to apple comparisons in order to measure retailer A the same way we measure retailer B and C,” said Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

 

Advertising Attribution: Multitouch Attribution Better than Last-Click

Guillermo Rivera, VP of Marketing Merama.

“My experience with advertising attribution models is that it is better to use multipoint attribution models and not last point or last-click attribution. That said, we like to use 7 days for more consumer impulse driven products and a 14 day lag for hardware, electronics, kitchen appliances etc. We also organize our attribution models by paid media vs. non-paid media and analyze a lot affiliates programs which can provide rich data. We  mix this with the interactions that the customer has with with paid media, including sponsored products,” said Guillermo Rivera, VP of Marketing Merama.

Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

At Pepsico we look at the ROI depending on the type of campaign. Sometimes we look for straight sales and ROI based on run rate and when we actually advertise with specific e-commerce retailers. And then we do our best to isolate variables and understand what is really driving the performance. But it also depends on the initiative’s objectives; sometimes we want to drive sampling through an ecommerce retailer and we want to reach as many people as we can. In this case,  ROI is more of a mid-term objective. We usually assess every marketing initiative through our marketing mix modeling algorithm and sometimes we are not there yet, as getting all the data to obtain a very clear ROI is very complicated,” said Salvador Padron, Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

Check out How Pepsi, Perfetti Van Melle, and Merama Use Content Marketing for E-Commerce

 

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