Most people are constantly browsing multiple social media platforms like pollinating bees, although they may favor one over the others. As media planners seek to understand how to strategize around this promiscuous activity, they often rely on each platform to measure audiences, creating silos of data that do not match each other, and may not match. not be 100%. reliable.
A new report from the audience analysis platform DISQO claims that examining every social feed in its own universe can distort the image and inhibit the effectiveness of the campaign. DISQO conducted a survey of more than 166,000 US consumers in February and March, each of whom voluntarily allowed the company to observe their digital behaviors on Facebook, Instagram, LinkedIn, Twitter, Snapchat and TikTok via devices. mobile and desktop. He revealed that in any given week 44% of people use multiple social platforms, while in any given month that number rises to 62%.
While DISQO offers its own single-source measurement solution as the best way for marketers and planners to optimize campaigns, the report identifies the following issues with using siled measurement sources. They include:
- Inaccurate information that does not capture the overlap on social platforms
- Lower return on ad spend due to poor media optimization with no impact and cross-platform activity
- Lack of confidence, as the planner relies on the social platform for data
- Excessive administrative costs due to compilation and analysis from multiple datasets
The report also offered an example of a hypothetical campaign illustrating the problem. Using a smaller sample of 8,469 adult models across three social platforms, DISQO found that for typical campaigns with at least weekly optimizations over a month or more, the overlap between platforms negatively impacted loyalty. weekly optimization on a given platform.
DISQO used the term “mutant data,” referring to audiences “not exposed” to brand messages on one platform, but who have likely seen it on another. Not separating them creates an artificially high baseline from which to calculate the increase, which in turn results in higher costs and missed revenue opportunities.
Using third-party data (when a customer intentionally shares their data with a business) in a single-source form also negates the persistent problem of cookie and ID depreciation, which is arguably the biggest mess in the business. media planning today.
Michael Hubbard, CEO of independent media agency Media Two Interactive, generally agrees with DISQO’s position. “If you are unable to deduplicate these cookies across multiple platforms, or if you have a full funnel attribution model in place, you are essentially allowing each platform to accept credit for the sale, or brand awareness, or whatever KPIs you follow, âexplained. “Your analytics / marketing dashboards will show 20 sales, but your cash register will only show the one actual sale.”
Hubbard said he wanted DISQO to expand its study to include all media. âYou can’t limit your deduplication to just social media,â he said, adding that âthis should be applied to all media so that not every platform takes credit for one. sale”.