October 2024: Rockerbox Goldmine

Welcome to the October edition of The Rockerbox Goldmine! As we head into Q4, we have some exciting updates, including the launch of our Testing solution, thought leadership from our CEO Ron Jacobson, new partner integrations, and more. Let’s dive into the latest news, insights, and events from Rockerbox.

FEATURED PRODUCT: Introducing Testing – Rockerbox’s Incrementality Solution

With all the changes in marketing measurement, understanding the true impact of your marketing dollars has never been more crucial. That’s why we’re excited to announce the launch of Rockerbox Testing, a solution built to help you uncover the true incremental value of your campaigns.

Why does Testing matter?
In a crowded digital landscape, not all campaigns are created equal, and some may simply be benefiting from existing demand. Through incrementality testing, you can understand the lift generated by each campaign and use that data to optimize your spend moving forward.

By understanding incrementality, you can:

Optimize Your Spend: Allocate your marketing budget to the channels and tactics that deliver real growth, reducing waste and maximizing return on investment.
Validate Your Strategies: Confirm which campaigns are genuinely contributing to your business goals, allowing you to double down on what works and pivot away from what doesn’t.
Drive Informed Decisions: Use data-driven insights to guide strategic decisions and improve performance across all channels.

Explore how Rockerbox Testing can help you improve your marketing effectiveness by measuring what really works:
Learn more about Rockerbox Testing here

THOUGHT LEADERSHIP: Why Multi-Touch Attribution Excels in Credit Distribution But Fails in Causality

Rockerbox CEO Ron Jacobson recently appeared on the Humans of Martech podcast, where he shared his perspective on the strengths and weaknesses of Multi-Touch Attribution (MTA). Ron emphasized how MTA has historically been successful at distributing credit among marketing touchpoints, but it falls short when it comes to understanding causality—the true drivers behind conversions.

What’s the problem with MTA?
MTA assigns value to multiple touchpoints in a customer’s journey, which can be helpful for understanding how different channels contribute to a conversion. However, Ron pointed out a critical flaw in the MTA model: it doesn’t tell you which touchpoints are actually causing conversions. In other words, MTA can help you track where your customers are interacting with your brand, but it won’t tell you whether those interactions are driving incremental value.

The Rockerbox Approach
At Rockerbox, we believe in a more holistic approach that combines MTA with methodologies like Marketing Mix Modeling (MMM) and Testing. This triangulated approach allows marketers to get a fuller picture of not just where customers are engaging, but which channels are truly making a difference. By incorporating incrementality testing, Rockerbox clients can better understand causality and make more informed decisions about where to invest their marketing dollars.

Want to dive deeper into this topic?
Listen to the full podcast here

CSM SPOTLIGHT: Patrick Reed

This month, we’re excited to highlight one of our incredible Customer Success Managers, Patrick Reed! Patrick joined our CS team in 2023 after several years of leveraging Rockerbox as a customer focused on paid acquisition & marketing measurement at a high-growth DTC startup. Previous experience also includes managing end-to-end operations at Walmart eCommerce for a $XXm P&L.

Patrick loves being a CSM because it allows him to work on a range of use cases across a variety of customer business models, provides a unique vantage point into the broader adtech space, and encourages big picture decision making.

In addition to working closely with clients to help them get the most out of Rockerbox, Patrick will be sharing his expertise in an upcoming webinar this Thursday. If you’re interested in hearing more from him about preparing for the 2024 holiday season and optimizing your campaigns with Rockerbox, be sure to tune in.

ON THE BLOG

The Challenge of Cross-Media Measurement: Navigating the Shift to Digital and Connected TV

Insight: Cross-media measurement is increasingly complex as advertisers shift to digital and CTV, requiring unified metrics to understand how each platform contributes to campaign performance. Rockerbox’s triangulated approach of MMM, MTA, and Testing helps solve these challenges by optimizing media investments and revealing key insights like diminishing returns in OTT spending.

Overcoming Challenges in Measuring Affiliate Marketing Impact
Insight: In this blog post, we address the common hurdles marketers face when trying to measure the impact of affiliate marketing. From tracking to reporting, learn how to overcome these challenges with practical strategies and Rockerbox’s advanced tools.

Preparing for the 2024 Holiday Season
Insight: The holiday season is fast approaching, and it’s critical to have the right strategies in place to maximize your marketing impact. In this post, we share key insights and strategies to help you prepare for the busiest time of the year.

IN THE NEWS

Here’s a look at what’s happening in the world of adtech and marketing:

Netflix Expands Advertiser Capabilities
Netflix has closed a successful upfront and is expanding its advertiser offerings, providing brands with even more ways to engage their audiences.
Read more
Your Brand Deserves Better Than Last-Click
Snapchat takes a stance against last-click attribution, advocating for more sophisticated measurement models that truly reflect marketing impact.
Read more
Google’s Ad-Tech Antitrust Case Wraps Up
The long-anticipated Google ad-tech antitrust case has concluded, with major implications for the future of digital advertising. Here’s what marketers need to know.
Read more
IAB and MRC Collaborate on Attention Measurement
In an exciting development, the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) are working together to create new standards for attention measurement, a key metric for marketers.
Read more

UPCOMING EVENTS

Thursday Webinar: Don't miss this week’s webinar featuring our own Patrick Reed and Ashley Parducci from tvScientific. Join us as we explore strategies for optimizing your holiday campaigns with Rockerbox’s data-driven solutions. Register now here!
Beauty Connect – October 28-30, LA
Shoptalk Fall – October 16-18, Chicago

That wraps up this month’s Rockerbox Goldmine! Keep an eye on your inbox for more updates, and don’t hesitate to reach out to our team if you have any questions. We’re here to help you navigate the ever-evolving world of marketing measurement.

-The Rockerbox Team