November 2024: Rockerbox Goldmine

Welcome to this month’s Rockerbox Goldmine! We’re excited to share the latest updates and insights designed to empower your marketing strategy. This edition covers a range of topics: from our new Clickstream Dataset that provides unparalleled visibility into user journeys, to thought leadership insights on bridging media and creative through data. Dive into our featured product, explore recent industry news, and get ready for our upcoming webinars where we’ll unpack the future of marketing measurement.

Featured Product: Clickstream Dataset

Gain Full-Funnel Visibility into User Journeys

Rockerbox’s Clickstream Dataset provides marketers with a comprehensive view of on-site user behavior, capturing every interaction—not just conversions. Here’s how it stands out:

See Beyond Conversions: Includes upper-funnel actions and non-conversion behavior, helping you spot bottlenecks and optimize the entire user journey.
Granular Attribution: Connects each session back to specific channels, campaigns, and creatives through Rockerbox’s marketing tiers structure, for a clear view of what drives engagement.
Actionable Metrics: Access insights like cost-per-visit and conversion rate, integrated directly with Rockerbox’s Spend and MTA reports—no extensive engineering needed.
Comprehensive and Connected: A single dataset bringing together attribution, session continuity, and marketing insights, designed for a complete perspective on onsite performance.

Ready to dive deeper into your data?
Discover how Rockerbox’s Clickstream Dataset can transform your marketing approach by offering detailed, actionable insights at every funnel stage. Contact us to learn more!

Thought Leadership Spotlight: Bridging the Gap Between Media and Creative with Attribution

It’s all too common for media and creative teams to operate independently. Will Burghes, Rockerbox’s Head of Professional Services, has been diving into how attribution can help bridge this gap and improve creative strategies in his three part series over on the blog. Here are some key takeaways:

Making Creative and Media Work Together
Attribution isn’t just about tracking conversions. By mapping the entire customer journey, it gives marketers insights into what messaging works best at different stages. Whether it’s catching attention early on or driving the final conversion, attribution helps make sure creative is hitting the mark.
Going Beyond Basic Segments
Instead of broad, one-size-fits-all audience segments, attribution data allows brands to dig deeper, revealing how different groups engage across channels. This enables more targeted creative that speaks to real customer behaviors and preferences.
Boosting Loyalty with Cohort Insights
Attribution, when combined with cohort analysis, gives a new perspective on what drives long-term loyalty. Brands can see which campaigns truly resonate and keep customers coming back, allowing them to fine-tune creative strategies for better engagement and retention.
Creating a Journey That Flows
From the first ad to the final sale, attribution shows which channels and messages work best at each stage of the funnel. It’s about delivering the right creative, at the right time, in a way that feels natural and effective.

Catch the full series below:

Part1: Driving Creative Strategy with User Journey Mapping

Part 2: Using Attribution to Build Rich Consumer Segments

Part 3: Using Attribution to Understand Customer Cohorts

PRODUCT MANAGER SPOTLIGHT: Emily Shreero

This month, we’re excited to highlight one of our incredible Product Managers, Emily Shreero! Emily joined the Rockerbox team in 2020, working directly with customers to solve their complex marketing measurement challenges. She then took this deep customer understanding to her work as a Product Manager, where her work unlocks data-driven decisions by making data both available and actionable to marketers. Her previous experience includes managing marketing campaigns and ad products for a publisher, giving her a direct experience in the types of challenges she helps marketers solve through the Rockerbox product.

Emily was the PM responsible for the Clickstream Dataset. Her favorite thing about the Clickstream product is the ability to measure granular performance across the full conversion funnel to understand behavior of converters and non-converters alike.

ON THE BLOG

The Expansion of Marketing Measurement

Insight: Traditional attribution alone can’t provide a full picture of performance. This blog explores how a layered approach—combining Multi-Touch Attribution (MTA), Marketing Mix Modeling (MMM), and testing—gives marketers both detailed insights and a broad view to make more effective decisions.

Why Rockerbox Outshines Google Analytics for Advanced Measurement

Insight: Unlike GA4, Rockerbox provides a truly comprehensive view by integrating data across digital, offline, and walled garden channels. With Multi-Touch Attribution and offline attribution capabilities, Rockerbox empowers marketers to fully understand and optimize every part of the customer journey.

Rockerbox Named a Leader in Snowflake's 2025 Modern Marketing Data Stack

Insight: We are thrilled to announce that Rockerbox has been recognized as a Leader in Snowflake's 2025 Modern Marketing Data Stack report. This accolade highlights our commitment to providing cutting-edge solutions that empower marketers to make data-driven decisions and optimize media investments. By leveraging Snowflake's AI Data Cloud ecosystem, Rockerbox enables businesses to centralize and analyze their marketing data, driving growth and enhancing campaign effectiveness.

Why MMM Refreshes Are Optimal at a Monthly Cadence

Insight: Keeping your Marketing Mix Modeling (MMM) on a monthly refresh schedule strikes the perfect balance between accuracy and efficiency. Updating more frequently has limited benefits and demands significant resources, while monthly updates allow for strategic, data-driven insights without overwhelming your team. For faster, tactical adjustments, pairing MMM with Multi-Touch Attribution (MTA) ensures a well-rounded approach.

Navigating the Shift from Lower-Funnel Success to Upper-Funnel Investment

Insight: As brands seek growth beyond direct-response channels, investing in upper-funnel strategies like Connected TV (CTV), podcasts, and direct mail becomes essential. However, these channels often lack the immediate feedback loops of lower-funnel tactics, making accurate measurement crucial. Rockerbox addresses this challenge by providing comprehensive insights across the entire marketing funnel, enabling brands to confidently invest in upper-funnel activities and drive sustainable growth.

IN THE NEWS

The Future of Publishing Without Google’s Dominance

With Google facing antitrust actions, publishers may soon regain more control over their revenue and content, opening doors to a more diverse, competitive digital ecosystem.

Paramount and Nielsen's Dispute Reshapes TV Measurement

Paramount Global's decision to end its contract with Nielsen and adopt VideoAmp for viewership metrics marks a significant shift in TV measurement. This move challenges Nielsen's longstanding dominance and may prompt other broadcasters to explore alternative measurement solutions.

Rethinking Attribution Models in Digital Advertising
As marketers rely more on MMM, recent studies reveal flaws and potential platform biases, urging a more critical approach to attribution.

Upcoming Webinars

Rockerbox Unified Measurement: The Power of Data Foundation and Attribution
Date & Time: November 14, 2024, at 2 p.m. ET
Panel: Rick O'Toole, CTO/Co-Founder at Rockerbox, Tylynn Pettrey, VP of Data Science at Chalic, and Julie Noble, Director of Data Analytics at Away.

Learn how to build a centralized data foundation that supports real-time Multi-Touch Attribution (MTA) and helps optimize cross-channel strategies. Perfect for data-focused marketers looking to create a scalable “Marketing Control Center.”

Calibrating Marketing Attribution: A Practical Guide to Using MMM and Testing
Date & Time: December 3, 2024, at 1 p.m. ET
Panel: Will Burghes, Head of Professional Services at Rockerbox, and Aoun Jafarey, Senior VP, Client Solutions & Data Science at Publicis Collective

Explore how Marketing Mix Modeling (MMM) and incrementality testing can refine attribution accuracy, helping you prioritize channels and maximize ROI. This session offers practical tips for calibration to boost measurement precision.

Aligning Marketing Strategy with Unified Measurement for 2025
Date & Time: December 17, 2024, at 2 p.m. ET
Hosts: Ron Jacobson and Rick O'Toole Rockerbox Founders

A look at hour the Rockerbox founders see the future of marketing measurement as we enter into 2025.

That’s all for now, until next time!
The Rockerbox Team