AI Mobile Performance Measurement Is Here!
SKAN gaps? Understanding offline (CTV & Influencer) paid media value? MMM? Last touch accuracy? Experiments, AB tests, geo-lift studies?
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| MTA, Attribution-based MMPs | Modern agile MMMs or triangulation systems | MetricWorks | |
|---|---|---|---|
| No user-level data, tag management, etc. |  |  |  |
| Daily model updates | |  | |
| Custom-built code (not open-source, e.g., Robyn, Meridian, etc.) | | | |
| Measure all channels (including offline, influencers, OOH, etc.) | | | |
| Natively built for mobile measurement | | | |
| Seamless one-click integration with mobile cost-aggregation and data collection | | | |
| Scientifically-based, proven to uncover true value of your marketing | | | |
| Facilitates incrementality testing | | | |
| Deep mobile growth expertise to guide your learning agenda creation | | | |
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Measurement explained by Mike Thomas through a Golden State Warriors basketball analogy
TL;DR: Last touch attribution ignores direct causation of factors that contribute to successful conversion. MMM offers a more complete understanding of all contributing touchpoints including ones not attributed by last touch. One easy way to describe this is through an analogy of the Golden State Warriors where we compare basketball to marketing. Effective measurement requires the unification of MMM, experiments and last touch to derive the purest source of truth within your marketing campaigns.
Many performance marketers gravitate towards last touch attribution as a reliable method of measurement. Increased confidence in last touch stems from the security in its output. Last touch provides a definite numeric value that gives marketers a sense of security or comfort in properly allocating budget and ad spend. However, the numeric value of last touch has been proven to be incorrect. Psychologically speaking, one can see why some choose last touch as their measurement method because our human nature seeks reliability in a world where we use constant judgment biases to make key decisions. However, marketers need to realize that last touch is flawed. The output generated by last touch is an assumption that is NOT based on mathematical or scientific reasoning. Last touch fails to correctly credit all channels that led to an effective marketing campaign. It ignores more obscure secondary channels that contribute to successful conversions. It also ignores that a channel can have effects on organics.
Let’s consider a basketball analogy to illustrate the fallacies of last touch. Imagine you are the manager of the Golden State Warriors. There is an upcoming game versus the Sacramento Kings. The starting lineup consists of Steph Curry, Klay Thompson, Andrew Wiggins, Draymond Green and Kevon Looney with a reserve of seven additional bench players.
After an intense game, the Warriors end up beating the Sacramento Kings, 110-107 in a close head-to-head game. Stephen Curry hits the game-winning 3-pointer that seals a solid victory for GSW. After the completion of the game, the stat line for the Warriors starting five appears as follows:
- Steph Curry: 45 points, 4 assists, 4 rebounds, 2 steals, 1 block
- Klay Thompson: 22 points, 4 assists, 11 rebounds, 0 steals, 2 blocks
- Andrew Wiggins: 25 points, 7 assist, 8 rebounds, 3 steals, 0 blocks
- Draymond Green: 5 points, 10 assists, 10 rebounds, 1 steal, 1 block
- Jonathan Kuminga: 0 points, 7 assists, 10 rebounds, 4 steals, 4 blocks
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Only accounting for baskets is an impractical and flawed way of keeping track of performance in basketball. Last touch would only credit the player who scores a basket, ignoring other crucial actions by other players such as assists, rebounds, steals, and blocks. Last touch measurement would only credit Steph Curry (gold trophy with star) for the made basket in the diagram above. Players like Klay Thompson, Andrew Wiggins and Johnathan Kuminga would not receive any credit despite them making valuable contributions that led to the basket. The last touch approach fails to capture all touchpoints (the steal, then the pass, then the drive, then another pass) that led up to Curry shooting the scored basket. The overall impact of each player on the game is simply ignored to arrive at a convenient but over-simplified and flawed conclusion.
In contrast to last touch, MMM (Media Mixed Modeling) would credit the entire team for not only the made basket by Steph Curry but the win over Sacramento. Players like Jonathan Kuminga who didn’t score any baskets but contributed significantly with 7 assists, 10 rebounds, 4 steals, and 4 blocks would receive appropriate credit. MMM is comprehensive in accurately factoring the true contributions and performance of each player, even those who didn’t score points.
Just like basketball, marketing success relies on collective contributions. Marketing effectiveness requires a comprehensive measurement approach that delivers incrementality through a causal learning agenda. This is exactly what MMM is designed to do. MetricWorks has a far superior proprietary version of MMM that is also the only daily cohorted MMM on the market. This means that you can make decisions on a daily basis rather than having to wait for another month or quarter to make a decision. MetricWorks also offers higher accuracy via triangulation that combines the strengths of MMM, experiments and last touch to deliver one trusted source of truth. Change the trajectory of your marketing campaigns today and leave the competition in the dust! It all starts with you scheduling a demo with MetricWorks: https://www.metric.works/demo/
MetricWorks enters into strategic partnership and establishes joint venture with UNICORN to provide unified measurement in Japan
In recent years, as ad technology has evolved and advertising contact points have become more complex, it has become difficult to accurately analyze and understand advertising effectiveness. In particular, when evaluating the results of last-touch measurement using view-through conversions, the accuracy and standards for each medium are ambiguous, there is a lack of consideration for user privacy, and it is difficult to make an integrated evaluation that includes offline advertising. It is believed that there are many issues.
POLARIS, developed by MetricWorks, is a completely new mobile measurement platform that combines last-touch measurement, marketing mix modeling (MMM)*, and verification functions. In addition to not requiring user data such as device IDs, POLARIS enables more accurate performance evaluation than existing evaluation methods, and multiple companies, mainly in Europe and the United States, are currently implementing POLARIS.
“POLARIS” can visualize advertising effectiveness using the same KPI as traditional last-touch measurement in apps, and is also equipped with highly real-time evaluation measurement technology and unique verification functions that increase measurement accuracy, allowing advertising evaluation. While maintaining accuracy, it is possible to perform more essential evaluation analysis, maximizing the effectiveness of marketing and promotions. Additionally, “POLARIS” is the industry’s first platform that can visualize MMM evaluation through daily cohort analysis, facilitating prompt decision-making and operations.
UNICORN has been using POLARIS for some time, but has now entered into a strategic partnership with MetricWorks in order to accelerate efforts to support advertising evaluation in marketing and perform essential advertising evaluation from an advertiser’s perspective. We have established a joint venture company, MetricWorks Japan.
Going forward, we will further strengthen these efforts and contribute to the revitalization of domestic and international promotion and marketing businesses.
UNICORN reduces the time advertisers and advertising agencies spend on “detailed human operations and numerical analysis,” which has traditionally been done, and creates an environment in which they can concentrate on “work that only humans can do.” We will continue to develop services with the mission of further expanding sales of our products and services.
The Adways Group will respond flexibly to market needs, strive to further expand its services, and realize the development of efficient and practical advertising and marketing services in countries around the world.
MetricWorks Japan Co., Ltd. can be reached at: contact@metric-works.jp
*MMM (Marketing Mix Modeling) is a method for quantitatively analyzing the extent to which marketing measures have had an impact.
About UNICORN
Japan’s largest fully automated marketing platform for mobile apps with over 1.5 trillion impressions of monthly purchasable traffic. We predict the value of impressions in real time during RTB transactions with SSPs and automatically bid at the optimal price for each campaign developed on UNICORN. https://uni-corn.net/
About MetricWorks Inc.
Developed the industry’s first and only daily cohort MMM tool “POLARIS”. POLARIS provides mobile marketing and has a track record of increasing clients’ ROAS by an average of 36%. We partner with global companies such as Meta, Google, TikTok, Mobilityware, and Kabam. https://www.metric.works/
About UNICORN Co., Ltd.
Established in 2013 as a wholly owned subsidiary of Adways with the mission of developing new services in the ad tech field. We will develop new services that lead the times with free ideas that are not bound by existing services or stakeholders. https://uni-corn.net/
About Adways Co., Ltd.
Established in 2001. Listed on TSE Mothers in 2006 and on the TSE First Section in 2020. Moved to the TSE Prime Market in 2022. Including agency business that supports comprehensive marketing of apps and web, Japan’s largest affiliate services “JANet” and “Smart-C”, smartphone ad distribution service “AppDriver”, fully automated marketing platform “UNICORN”, etc. Develops ad platform business. In addition, we are involved in a variety of businesses such as planning, developing, and operating apps and content. We are also expanding overseas to countries around the world, mainly in Asia, including Japan. https://www.adways.net/
The full press release in Japanese can be found here: https://www.adways.net/press/adways602.html
Since we are seeing severe impacts around privacy and the ability to measure, we decided to put together a five-part series, together with our friends at GameMakers, to help advertisers really understand the measurement crisis, and explore the different tools and measurement signals available.
GameMaker’s 5-Part Series On The Measurement Crisis
Within a 5-part series, the GameMaker’s podcast with MetricWorks examines effective strategies to address the challenges of measurement in a privacy-first world. The following topics will be discussed:
- an overview of the measurement crisis
- the real state of last touch examining the value it provides marketers
- implementation and use of incrementality testing in a privacy-first world
- an in-depth analysis of MTA 2.0
- and data clean room tools that will impact last-touch attribution models
- a guided roadmap to help advertisers implement proper action measurement success
How MetricWorks Can Help You Overcome The Measurement Crisis
To overcome the measurement crisis, MetricWorks offers a unified measurement platform that is incrementality-based and privacy-safe. No need for device IDs to generate superior performance. Get ahead of the competition today by booking a MetricWorks demo. Empower your marketing team and boost your ROAS with MetricWorks.
Thank you to our friends at GameMakers (including Joseph Kim), Warren Woodward, Andrew Covato and John Wright for producing this valuable content. We hope that you also found this valuable and invite you to connect with us about any questions you may have.
Best,
The MetricWorks Team