case study: WEIGHT WATCHERS
COOKIELESS TRACKING & DEVICE INSIGHTS
With the continued rise of cookie blocking and deletion, advertisers are struggling to accurately track attribution. Further complicating this task is the growing cross- device behavior of their audience. Weight Watchers sought a sophisticated approach to match its audience across devices and to measure conversions influenced by digital media.
Weight Watchers partnered with Flashtalking to activate Encore Attribution. In order to attribute more conversions where cookies are unreliable, Flashtalking implemented FTrack cookie-less tracking paired with cross-device insights from Tapad.
Measuring and optimizing digital media is becoming increasingly difficult. It requires a new approach to aggregating, cleansing, enhancing and organizing data, along with sound, validated models for analyzing the data. Most importantly, results must be presented in a way that are easy to understand and interpret with clear, actionable recommendations for reducing waste and optimizing both media and creative to make the most of our budget. That’s what we got from Flashtalking—our partner in success. We enabled FTrack cookie-less tracking and Tapad cross device insights and were able to see an additional 79% of conversions attached to digital media touch points.
— Assistant Digital Manager, Weight Watchers