{"id":12977,"date":"2022-06-02T10:25:32","date_gmt":"2022-06-02T10:25:32","guid":{"rendered":"https:\/\/customlytics.com\/its-the-end-of-the-attribution-world-as-we-know-it-and-we-feel-fine\/"},"modified":"2022-07-07T13:15:45","modified_gmt":"2022-07-07T13:15:45","slug":"new-attribution-world","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/new-attribution-world\/","title":{"rendered":"It\u2019s the end of the attribution world as we know it (and we feel fine)"},"content":{"rendered":"\t\t
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Author: Steffen Meyer, Mobile Marketing Content Specialist<\/em><\/h3>
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Customlytics\u2019 Marketing Tech Lead Adam Griffiths is very clear when it comes to the current development in performance marketing<\/span><\/a>: \u201cAttribution as we currently see it is dying.\u201d<\/p>

According to him, the next two years will be very interesting for marketers, since they have to adapt more and more to privacy initiatives by companies as well as privacy laws.<\/p>

The most famous shift in this regard was Apple\u2019s introduction of ATT<\/span><\/a>, giving users the chance to prevent IDFA tracking and basically forcing marketers to use the company\u2019s proprietary but less data-revealing SKAdNetwork (if all these terms make you feel dizzy, read this blogpost to understand the basic principles<\/span><\/a>).\u00a0<\/p>

Now Google jumps on the bandwagon with its \u201cPrivacy Sandbox\u201d initiative<\/span><\/a> which will \u201climit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID\u201c, as it is written in Google\u2019s official announcement<\/span>.<\/a><\/p>

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Predictive marketing makes sense of anonymized data<\/h2>

\u201cWe are getting a lot of anonymized data now\u201d, says Adam. \u201cYou no longer have individual key insights on users, so we have to adapt.\u201c\u00a0<\/p>

One way for him is utilizing predictive marketing: This means, an artificial intelligence scans through masses of data looking for behavior patterns and predicting future actions based on these patterns. Bluntly put: When someone books a trip to the beach, maybe he wants to order sunscreen as well?<\/p>

While naturally being a tech guy Adam focuses on the tech side, there are other opinions out there on how to deal with the new attribution world.<\/p>

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Long-term brand building, trust and creative work-arounds<\/h2>

Some voices in the industry actually sound relieved that marketers have to shift their focus away from data towards the basics of marketing, which is: to tell stories and to build a long-term brand.<\/p>

While brand building certainly stays an important topic, some argue<\/span><\/a> that trust-building should play a central role, too. According to this view, the marketing industry has to be more transparent in how it uses the data, reducing customers\u2019 skepticism. Question is, though, what this means in practical terms.<\/p>

In a recent podcast interview<\/span><\/a>, Customlytics\u2019 CEO Christan Eckhardt shares his view on the future of marketing and predicts \u201ca second spring\u201d for older channels like television or even print.\u00a0<\/p>

He reasons that many companies had invested in performance marketing because of measurability. But since measurability is more or less gone and no channel has proper tracking anymore, budgets will shift towards classic methods.<\/p>