Exciting announcement from TikTok: Crack the Code to Campaign Success with Multi-Touch Attribution!
In a world where consumer journeys have more twists and turns than a thrilling movie plot, the path to purchase is like navigating a maze. Traditional attribution models tend to give all the credit to the last touchpoint right before a purchase.
But here’s the twist: TikTok often serves as the silent influencer in this journey. Shoppers find their inspiration here without even clicking. In fact, a whopping 35% of purchasers, who first discovered a brand on TikTok and later saw an ad, didn’t bother with a click within 28 days.
To make sense of this intriguing customer journey, TikTok is excited to announce a partnership with TransUnion TruAudience™ Marketing Solutions. TransUnion, a leader in data-driven marketing solutions, acquired Neustar in 2021, kicking off this exciting collaboration. Together, TikTok and TransUnion aim to shine a spotlight on marketers’ campaigns, unveiling a treasure trove of insights. It’s like having a secret map to boost performance and squeeze every drop of value from marketing investments. And it’s not just for the big players; businesses of all sizes, from corporate giants to cozy mom-and-pop shops, can tap into TikTok’s power to connect with their audience.\
Imagine this: TikTok consistently ranks in the Top 50th percentile for effectiveness for nearly 100% of TransUnion clients. This remarkable feat has been the norm since they kicked off testing in 2022 across a smorgasbord of industries.
TransUnion’s TruAudience Marketing Attribution solution is like a detective unravelling the mysteries of your customer’s journey. It assigns credit for conversions to multiple touchpoints, giving marketers the lowdown on which channels and tactics are the true MVPs in driving conversions. Plus, it doesn’t stop there. It even pinpoints the specific moments within a channel that work like magic. Savvy advertisers are integrating these insights with their platform data to make holistic decisions that supercharge their advertising strategies. TikTok’s consistent ranking in the Top 50 percentile for effectiveness is the cherry on top, spanning various industries.
TransUnion’s TruAudience Analytics platform zooms in on the impact of your advertising, right down to the nitty-gritty campaign level. It’s like having a microscope for your marketing efforts. With advanced reporting and analytics, advertisers can make savvy decisions about budget allocation across different channels, tweak digital and social tactics on the fly, and analyse how their customers take the scenic route to conversion. Data from all advertisers using multi-touch attribution measurement (TruAudience Analytics) show that, on average, 40% or more of the audiences you reach on TikTok are a rare find—unique and unavailable elsewhere in your media plan.
Take American Eagle Outfitters, for instance. They’ve harnessed the power of TransUnion’s Marketing Attribution solution to pull off real-time media magic tricks. Thanks to their partnership with TikTok and TransUnion, they’ve cracked the code to TikTok’s exceptional multi-touch performance. These insights have opened doors to exciting opportunities, and they’re actively working with the TikTok team to fine-tune their media strategy for even greater business growth. Kudos to them!
Ashley Schapiro, who holds the position of Vice President for Marketing, Media, Performance, and Engagement, expressed “At American Eagle Outfitters, we leverage TransUnion’s Marketing Attribution solution to implement real-time strategic media optimizations. By partnering with TikTok and TransUnion together, we have gained valuable insights into TikTok’s outstanding performance from a comprehensive multi-touch viewpoint. These findings have enabled us to identify areas of opportunity, and we are actively collaborating with the TikTok team to refine our media buying strategy to ensure business growth.”
In the dynamic marketing world, TikTok’s partnership with TransUnion TruAudience™ Marketing Solutions illuminates a path for businesses to uncover insights and maximise their marketing potential. Join us in this adventure to boost business growth with TikTok as your guiding star.
Source: https://www.tiktok.com/business/en/blog/multi-touch-attribution-campaign-measurement