Navigating the Mobile Measurement Maze: Embracing Change and Overcoming Data Privacy Challenges

Introduction

In recent years, the world of marketing technology has been profoundly impacted by the evolution of data privacy regulations and technology advancements. These changes have forced marketers to adapt and innovate in order to stay ahead of the curve. One area that has been particularly affected is mobile measurement, due to alterations in Apple’s Safari browser and iOS, including the introduction of the App Tracking Transparency (ATT) framework. In this article, we will discuss the challenges faced by marketers due to signal loss and outline actionable steps to counteract these issues.

The Challenge and Opportunity for Marketers on Mobile

Mobile measurement is essential for marketers to evaluate the effectiveness of their campaigns and optimise return on investment. However, data privacy regulations and technological evolutions, such as ATT, have resulted in signal loss, making it increasingly difficult for marketers to measure user engagement accurately. This signal loss leads to a lack of transparency and hinders the ability to make data-driven decisions.

The importance of mobile measurement is underscored by the rapid growth in mobile usage and advertising spend. According to eMarketer, mobile ad spend in the UK is predicted to account for over 70% of total digital ad spend by 2022. Furthermore, research from App Annie indicates that consumers spent an average of 4.2 hours per day on their mobile devices in 2021, a 30% increase compared to just two years earlier.

This shift towards mobile presents both an opportunity and a challenge for marketers. As consumers increasingly rely on mobile devices for communication, entertainment, and shopping, it is crucial for marketers to develop effective mobile marketing strategies. However, the complexities surrounding mobile measurement, compounded by data privacy changes and technological evolution, make it difficult for marketers to accurately gauge campaign performance and optimise their efforts.

A Brief History of Apple Updates: From Intelligent Tracking Prevention to iOS 15

Apple’s commitment to user privacy has manifested in a series of updates that have considerably impacted mobile measurement. Here’s a brief overview of these updates and their implications for marketers:

• Intelligent Tracking Prevention (ITP): Introduced in 2017 with Safari 11, ITP was designed to reduce cross-site tracking by limiting the use of cookies and other website data. ITP has undergone multiple iterations, with each version further restricting tracking capabilities and affecting marketers’ ability to measure user engagement and ad performance.
• iOS 14.5 and App Tracking Transparency (ATT): Launched in 2021, the ATT framework requires app developers to obtain user consent before tracking their activity across apps and websites. This change led to a decrease in the availability of user-level data, making it more challenging for marketers to measure the effectiveness of their campaigns.
• iOS 15: Released in 2021, iOS 15 introduced several privacy enhancements that further impacted mobile measurement. Some of the most notable features include Mail Privacy Protection, which prevents email senders from tracking user engagement, and App Privacy Report, which provides users with a detailed summary of how apps use their data. These changes emphasise the need for marketers to adapt their measurement strategies and prioritise user privacy-centric world.

Counteracting Signal Loss: A Three-Pronged Approach

To overcome the challenges brought on by signal loss, marketers should adopt a three-pronged approach:

1. Improving the signals
2. Identifying new signals
3. Re-imagining the signals of success.

Below, we discuss the three key strategies that can help marketers navigate the mobile measurement maze.

1. Fix the signals: Implement Mobile Measurement Platforms (MMPs) and SKAdNetwork
2. Mobile Measurement Platforms (MMPs) play a vital role in helping marketers collect and analyse data from various sources, allowing for a more holistic view of user engagement. Implementing an MMP can help marketers better understand their audience and make more informed decisions. MMPs offer a range of solutions, including attribution modeling, in-app event tracking, and campaign optimization, which can help counteract signal loss challenges.
3. Additionally, leveraging Apple’s SKAdNetwork can provide marketers with a privacy-centric approach to mobile measurement. The SKAdNetwork is a framework designed to attribute app installs and conversions while maintaining user privacy. By using the SKAdNetwork, marketers can access aggregated and anonymized data to analyse campaign performance, helping to maintain measurement accuracy despite signal loss.
4. Identifying new signals: Explore alternative data sources and privacy-first strategies

As data privacy regulations continue to evolve, marketers must learn to adapt and find alternative sources of data to maintain effective measurement. Some potential sources include:

1. First-party data: Focus on collecting and analysing data directly from your customers, such as website visits, in-app actions, and purchase history. This data can be invaluable for understanding customer behaviour and optimizing campaigns.
2. Contextual targeting: Instead of relying solely on user-level data, consider using contextual targeting based on content, keywords, or categories. This approach can help you reach relevant audiences without infringing on their privacy.
3. Collaborative data sharing: Partner with other companies to create data-sharing agreements that allow for more comprehensive insights while maintaining privacy compliance.
4. Privacy-first strategies: Adopt privacy-preserving technologies, such as differential privacy and federated learning, to analyze data without compromising user privacy.
5. Re-imagining the signals of success: Holistic measurement and advanced attribution models

To stay ahead in the constantly evolving mobile measurement landscape, marketers need to adopt a more holistic approach to measuring marketing performance. Some advanced methods that can provide comprehensive insights include:

1. Regression-based attribution: This method uses statistical analysis to identify the relationships between marketing activities and business outcomes. By examining historical data, regression-based attribution models can help marketers understand the impact of individual marketing channels and tactics on overall performance.
2. Incrementality testing: Incrementality testing involves running controlled experiments to measure the additional impact of marketing campaigns. By comparing the performance of a test group (exposed to marketing activities) with a control group (not exposed), marketers can determine the true incremental lift generated by their marketing efforts.
3. Marketing mixed modeling (MMM): MMM is a sophisticated analytical approach that combines multiple data sources to estimate the effectiveness of marketing channels and tactics across both online and offline environments. By incorporating various factors, such as seasonal trends, competitive actions, and economic conditions, MMM helps marketers optimize their marketing mix and allocate resources more effectively.

Conclusion

The mobile measurement landscape is constantly changing, and marketers must be prepared to adapt and innovate in the face of new challenges. By embracing advanced technology like MMPs and the SKAdNetwork, identifying new signals through alternative data sources, and re-imagining the signals of success with holistic measurement and advanced attribution models, marketers can effectively navigate the mobile measurement maze and continue to make data-driven decisions. The key to success lies in proactively addressing signal loss challenges and prioritising user privacy, ensuring a sustainable future for marketing technology that respects users’ rights and delivers meaningful insights. By adopting a three-pronged approach, marketers can stay ahead in the game and drive lasting impact in an increasingly privacy-centric world.