In the rapidly evolving world of marketing, synthesizing information across various channels is essential. This need has spurred debate on triangulation and interoperability in marketing analytics. Marketers now question how to integrate these methodologies effectively—or if they should be used at all. Interoperability, the seamless collaboration between different systems to maximize data utility, offers clear benefits. Conversely, triangulation, which uses multiple methods to validate findings, is often criticized for its complexity and potential for non-actionable insights. Both have been dominating the marketing zeitgeist, and this blog explores why they are frequently mentioned together—despite one being a mere buzzword and the other genuinely adding value and deserving its buzz. In this blog, we will explore both the benefits of interoperability and critically examine whether triangulation truly adds value or complicates the process without delivering clear benefits.
Understanding Interoperability in Marketing
Interoperability in marketing refers to the capacity to integrate and function cohesively across varied platforms, measurement systems, and standards. This concept extends beyond mere technical compatibility; it involves the seamless integration of strategies, data analytics, customer insights, and campaigns across multiple platforms to create a more unified and effective marketing approach. Interoperability enables marketers to leverage interconnected systems that work synergistically, thereby enhancing the overall efficiency and impact of marketing efforts.
This concept is paramount, particularly in the video advertising realm, due to the diverse range of measurement methodologies and currencies that exist today. Each platform or network might have its own unique system for calculating reach and frequency, which can create significant challenges for marketers.
For example, NBC may count impressions differently than other networks, while social media platforms like Facebook and TikTok apply their specific definitions to an impression. This variability complicates the execution of cohesive marketing strategies and deals, as marketers cannot seamlessly operate with multiple incompatible currencies and metrics.
Importance of Interoperability in Marketing
The essence of interoperability in marketing is to establish a “single source of truth” that enables a common language across an advertiser’s portfolio of investments. This harmonization is critical because it allows for consistent measurement and evaluation of campaign performance across different channels and platforms. By adopting interoperable standards, marketers can more accurately gauge the effectiveness of their campaigns, make more informed decisions, and enhance the efficiency of their marketing efforts.
The industry is increasingly recognizing the necessity of interoperability. There is a growing call for standardized measurement practices that can bridge the gaps between different platforms and networks. Implementing interoperable systems helps mitigate the confusion and inefficiencies that arise from disparate measurement methods, fostering a more streamlined and coherent approach to marketing. This shift towards interoperability not only benefits marketers in terms of reliability and clarity but also underpins the broader industry’s evolution towards more integrated and accountable advertising practices.
The Concept of Triangulation in Marketing
Triangulation in marketing refers to the practice of utilizing multiple measurement methodologies to verify and validate findings. This involves combining different approaches such as click-based attribution, multi-touch attribution (MTA), and marketing mix modeling (MMM) to gather insights.
Each measurement technique brings its unique strengths and use cases. Click-based attribution, for instance, focuses on direct interactions leading to conversions, while MTA aims to account for the impact of various marketing touches throughout the customer journey. MMM provides a broader, macro-level analysis, integrating data from multiple channels to offer a holistic view. Native testing tools within individual platforms also contribute valuable data, making it essential to match the right tool to the specific business question at hand.
Is Triangulation Effective?
In recent times, the push for triangulation has become even more pronounced, especially among MTA providers. As the marketing landscape evolves, these providers seek to stay relevant and profitable by offering a range of measurement solutions under one roof. However, the effectiveness of combining these measurement tools to gain truly strategic and actionable insights is a futile effort.
Despite the noise surrounding triangulation, measurement tools like click-based attribution, multi-touch attribution (MTA), and MMM each have their specific use cases. When these tools are triangulated to validate the success of a past investment or strategy, they often leave you wondering, “How does this actually inform my future investment decisions?” This approach ultimately leads to complexity, confusion, and overly granular insights that do not provide actionable guidance for future strategies.
We suggest that a holistic approach is essential when utilizing these tools. Instead of relying on granular, retrospective insights, it’s important to use each tool for its specific purpose, enabling more strategic and forward-looking decision-making.
| Approach | Use Case |
| Market Mix Modeling (MMM) | Broad, cross-channel comparisons (e.g., Facebook vs. Google vs. TV). Ideal for macro insights. |
| Native Testing Tools | Tactical campaign refinements (e.g., best ad creative on TikTok). Conversion lift tests provide granular, in-channel optimization data. |
| Geo Experimentation | Balance of cross-channel consistency and reasonable granularity. More precise than MMM but broader than platform-specific tests. |
Striking the Right Balance
As marketers navigate the complexities of an increasingly fragmented landscape, the debate between interoperability and triangulation continues to shape industry conversations. While interoperability offers the promise of a unified and coherent approach, providing a “single source of truth,” triangulation often adds unnecessary complexity and can obscure clear insights.
The key lies in adopting a balanced approach. Marketers should leverage interoperability to establish a common framework for measurement, ensuring consistency and clarity across platforms. At the same time, they should avoid relying on triangulation, which can complicate decision-making and detract from actionable, forward-looking insights. By integrating interoperable systems thoughtfully and using measurement tools for their specific strengths, marketers can optimize their strategies for both current effectiveness and future growth. The ultimate goal should always be to simplify decision-making and drive actionable, forward-looking insights.
How Keen Can Help?
Keen is an interoperable measurement solution and marketing mix provider, dedicated to helping marketers gain data-driven and future-focused insights. Keen leverages interoperability to offer a highly precise decision-making platform that allows users to optimize their marketing strategies effectively. This approach ensures decisions are data-driven and validated from multiple perspectives, aligning with the unique needs of each business.
The Keen Platform’s interoperable nature enables brands to integrate their existing data and measurement practices seamlessly, facilitating future scenario planning and forecasting. This integration is especially crucial as the marketing industry evolves beyond click-based and MTA metrics, driven by privacy changes from tech giants like Apple and Google. Keen’s flexibility allows users to incorporate their standard approaches into a cohesive and comprehensive analysis.
By focusing on a holistic view of marketing channels, Keen transforms marketing from an expense into a profit center, driving business growth. Want to see for yourself how our predictive models can transform your marketing strategy? Start your 14-day free trial now!
