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3 Reasons Why Mobile Attribution Should Be a Part of Your Company’s Marketing Stack

Understanding the users and their journey is at the very heart of effective marketing in today’s digital world. Imagine from a fisherman’s perspective, that if they had a fancy pole, but used the wrong bait, fished at the wrong time of day, and cast them in the wrong places, all they would have got is the fancy pole. Metaphorically, marketers also can’t win with just the fancy pole, i.e., a well-designed app. Mobile attribution addresses the exact gap by arming the marketers with the deep, granular data they need to catch the type of fish they want and as many as they want.

Curious how mobile attribution really adds value?

Here’s how:

 Smarter Spend Decisions

Mobile attribution can introduce marketers to a wealth of cross-network data that helps in boosting lifetime value (LTV) and ultimately ROI. If carried out in an authentic and unbiased manner, this data has the potential to optimize the app’s performance by revealing the value of specific channels, ad networks, publishers, campaigns, and even different versions of creatives. Enabling marketers to distinguish the best platforms to spend the budget brings marketers a step closer to making smart spend decisions.

A Universal SDK for An Entire Advertising Ecosystem

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Providing and maintaining an SDK for different apps and networks is a daunting task for app marketers to accomplish. To scale their efforts, eradicate the delay/cost of adding new SDKs, and increase the efficiency of technical resources and the overall app’s performance, a universal SDK comes to the rescue as a viable option. This universal SDK, once integrated with an app, can measure and attribute for all of its ad networks. Thereby, doing all the heavy lifting and connecting advertisers to the entire mobile ecosystem through integrations with multiple of media sources.

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 Prevent Double or Triple Charging with A Trusted Measurement Partner for Mobile Attribution

The most commonly used, last-touch attribution method doesn’t qualify for authenticity. Why? If a campaign is scaled to several ad networks, each network that logged a touch on a multi-touch user journey can claim credit as ad networks only see their contacts. And marketers end up paying double or triple the CPI (cost per install) they should otherwise be paying. An impartial mobile attribution platform equips marketers with authoritative data and locates precisely where the last touch came from. With this insight, marketers pay only the deserving ad network, thereby boosting the overall campaign’s ROI.

To make the broader marketing spend more rewarding, the key for marketers is to leverage and rely on one end-to-end technology that tracks and attributes all sources of paid media. The value that a strong and unbiased mobile attribution provider can bring into the overall marketing strategy and results is incomparable. It equips marketers with data-driven insights and strategies and speeds up the campaign’s progress by shifting its resources’ attention to things beyond attribution. In other words, let the strong attribution platform do the heavy tech lifting and fraud blocking so marketers can focus on strategy and building a strong user base.

Recommended: Consumer Insights: OTT Subscriptions Trounce Traditional Pay-TV Services in 2021

[To share your insights with us, please write to sghosh@martechseries.com]

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