IF YOU CAN’T BEAT ‘EM, BUY ‘EM: At first glance Walmart is getting it’s eCommerce clock cleaned by Amazon. Like all B&M retailers, Walmart’s core business is under attack by consumers’ behavioral shift towards digital, and only 10% of Walmart’s in-store shoppers also buy online. But that’s not the whole story. Behind the scenes Walmart is investing heavily in eCommere, as noted in the attached Digiday article. Everyone knows about Walmart’s 2016 acquisition of Jet.com for $4B. But did you also know they’ve acquired Bonobos, Moosejaw, and several other niche eTailers. Through these acquisitions Walmart’s eCommerce rev is +63% ytd – not too shabby! And beyond the immediate revenue benefit, Walmart is absorbing code-writing engineers, tech proficiencies, and consumers’ purchase data across several different retail touch points. So while Amazon is currently getting all the headlines as the Retail category killer, Walmart keeps gobbling up the smaller fish in Amazon’s digital pond. Better not go to sleep on these guys!
RATINGS DEFLATE-GATE?: If it’s mid-August it must be just about time for America’s top TV tradition . . . football. But even the mighty NFL isn’t immune to the decline in TV viewership that’s being felt across the entire industry. Last year live game ratings fell 8% vs. the previous year, mostly because people are spending less time sitting in front of TVs in general. That trend appears to be continuing into 2017-18, according to the attached Variety link. For a year-over-year comparison check out the table below. You’ll see the aggregate C3 ratings estimates for 2017-18 next to the 2016-17 C3 numbers. All in, agencies are expecting the NFL’s ratings to drop about 20%. Granted these are just estimates, but it speaks to a broader trend. If King Football is on the long and steady road of TV ratings decline, what does that say about the rest of the lesser network shows out there?
HOUSTON, WE STILL HAVE AN ATTRIBUTION PROBLEM: Finally today, I’d like to leave you with solid bird’s eye perspective on the marketing challenge of attribution. As you know, Last Click Attribution remains the industry standard despite its obvious flaws. Here’s a simple example of the problem – if you visit Cars.com and click on a Ford F150, then connect with the dealership and eventually buy the truck, Cars.com will get full attribution credit for selling the vehicle. Obviously you’d have heard of Ford before going on the site (through decades of branding), probably had your mind set on an F150 (with call-to-action advertising), and maybe did a little online research (searched the internet), before you found the specific truck you wanted on Cars.com. So how can marketers track and give credit to all of these channels through Multi-touch Attribution? That’s the challenge addressed in the attached Digiday link. What’s really cool about this article is that it touches broadly on factors that affect Multi-touch like Data Lakes, Walled Gardens, etc.. So it’s a great fresher on all things attribution.
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