Measuring and Attributing Omni-Channel Engagement In a Mobile World
Customers live in an omni-channel world. For example, in one day a customer may learn about a sale from TV, visit the retail store to check out the merchandise, compare prices on their laptop and then make a purchase from the mobile app. Alternatively, they could see an ad for a mobile app on their desktop, and then later install on their mobile. Customers expect a streamlined, fully synchronized user experience. And marketers need to connect the dots, measuring and optimizing their cross channel customer journey wherever possible.
Omni-channel measurement and attribution is a rapidly evolving space. AppsFlyer platform and integrations helps marketers bridge their app and out-of-app touch points (e.g. mobile website, desktop website and physical stores). Marketing does not happen in a silo and AppsFlyer is committed to helping marketers understand and improve their mobile connections and communications with customers in the broader context of their omni-channel marketing.
Why is Omni-Channel Measurement Important?
Making the app/out-of-app connection allows marketers to:
Measure the impact mobile app marketing and engagement has on their other channels. By demonstrating how app promotion campaigns drive real, measurable out-of-app revenue (e.g. in-store purchases), marketers can better show their true value and justify continued budget investment.
Calculate the actual LTV of their app users. When these users go on to purchase items on a desktop site or in-store, their LTV will increase. Making this connection allows marketing to make informed marketing decisions based on the expected [omni-channel] LTV.
Attribute the real-value delivered by the media source that acquired or successfully re-engaged with the app user. For example, If a user went on to purchase items out-of-app, the “responsible” app promotion campaign and media source should be credited with this revenue (assuming it occurred within the attribution window). Typically, there is a lifetime install attribution window, and a 30-day re-engagement window in LTV calculations (to prevent duplication, we mark a re-engagement attribution as ‘Primary’ to enable simple de-duplication with the lifetime install attribution).
Attribute app installs across platforms. Whether this attribution is powered by deep integrations, such as our cross-platform Facebook attribution solution (which will attribute mobile app installs based on viewing or engaging with desktop ads), through our TV attribution solutions or OneLink powered QR codes in in-store signage, our omni-channel attribution solutions allow marketers to measure and optimize their non-mobile media based on their mobile app marketing performance.