• Like

Adometry Attribute Marketing Analytics

  • 1,054 views
Uploaded on

The increasing complexity of the digital marketing landscape has bankrupted the promise of digital marketing’s improved measurability. Rather than navigate the complexity to figure out the right …

The increasing complexity of the digital marketing landscape has bankrupted the promise of digital marketing’s improved measurability. Rather than navigate the complexity to figure out the right metric to measure and optimize against, marketers have resorted to depending on meaningless metrics such as click-through rates (CTR) or faulty attribution methodologies such as “last click.” Further complicating measurement is the cross interaction between online and offline worlds where visitors who are exposed to offline marketing go online to make purchases or vice-versa.

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,054
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
11
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. The increasing complexity of the digital marketing landscape has bankrupted the promise ofdigital marketing’s improved measurability. Rather than navigate the complexity to figure outthe right metric to measure and optimize against, marketers have resorted to depending onmeaningless metrics such as click-through rates (CTR) or faulty attribution methodologies suchas “last click.” Further complicating measurement is the cross interaction between online andoffline worlds where visitors who are exposed to offline marketing go online to make purchasesor vice-versa.Adometry Attribute is a true cross-channel marketing measurement solution that helpsadvertisers manage and measure their media spend across their entire technology stack,unifying silos of data, providing continuous performance improvement and yielding greaterreturns on ad spend. Through advanced data mining techniques built on top of impeccablescience and robust technology innovations that solve big data challenges, Attribute helpsmarketers achieve optimal results.Breakdown Silosof DataThe challenge for mostmarketers is that theirdata resides in multiplesystems with no easy wayto tie everything together.Adometry Attribute makesit easy to onboard all ofthe data across these silosand organize it to makeanalysis feasible.Attribute can ingest the following data using log files, API’s or tags:Remarkable Results through Advanced AttributionAdometry Attribute™A Leader in Forrester’sInteractive AttributionWave™ 2Q 2012A Leader in Forrester’sInteractive AttributionWave™ 2Q 2012Online Data Offline DataOnline spend data on channels such assearch, display, email, affiliate, social, mobileOffline spend across all channels such asTV, Radio, PrintOnline exposure data at individual user levelOffline exposure data at individualhousehold (HH) levelAudience segmentation data from dataproviders or internal CRM systemsExogenous data such as seasonality, stockand economic indicesOnline sales data including soft conversions In-store sales dataAdometryAttribute™Offline ConversionsMobileSocialEmailDirect MailSearchDisplayTVPrintRadio@
  • 2. See the Complete Picture: Analyze Cross-Channel InteractionsIn contrast to simple rules-based attribution solutions, Adometry Attribute relies on data to drivecross-channel attribution. Using the most granular data available measurably improves theaccuracy of results. With Attribute, marketers can focus on analyzing performance, growingrevenues, improving brand awareness metrics, and driving financial results through improved ROI.Attribution that Works the Way You DoAdometry Attribute visualizes data with three personas in mind: CMOs, media planners orbuyers, and research analysts.• Marketing executives can gain top-level insights by creating custom dashboards and viewsbased on their key performance indicators (KPIs.)• Buyers and planners can see how current campaigns are performing, plan new campaignsthat eliminate bottom performers and optimize their campaigns in real-time by makingincremental shifts in campaign budgets.• Research analysts may use the intuitive UI and/or Excel spreadsheets to dig deeperand understand the true reasons (and cross channel interactions) behind the performanceof their media.ADOMETRY ATTRIBUTEOutput Automatically to DSPs& Search ManagementInput Automation from Media PartnersExclusive ReachAd & Audience VerificationFunnel Stage AnalysisViewabilityReporting LabsFrequency CappingMedia ModelerGLEANINSIGHTSMONITORCAMPAIGNSIMPROVE PERFORMANCEAdometryAttribute™MONITOR CAMPAIGNSIMPROVEPERFORMANCEGLEANINSIGHTSAdometryAttribute™Create Media Campaign
  • 3. Understand Your Target AudienceAdometry has partnered with market-leading customer segmentation solutions plus CRMsystems to ingest data. This allows clients to understand the reach, frequency and performanceof their marketing across audience and customer segments and additionally lets them:• Segment audiences and measure their responses to targeted messaging• Improve conversion rates by reaching the right audience in the right channel using the rightcreative at the right time• Understand and leverage the triggers that create repeat buyersMinimize WasteAdometry Attribute is the only attribution platform that integrates viewability into its results. Adsnever seen because they were below the fold or never served are removed from attributionresults, driving a 10%-to-20% reduction in wasted ad spend. Using Attribute, clients can:• Verify that all display impressions purchased were actually served, viewed by a human, andthat viewers were part of the campaign’s target audience• Decide to cut sub-optimal spend by implementing frequency capping or eliminating channelswith high negative overlap liftOptimize Ad SpendThe complexity of cross-media interactions is too challenging to be analyzed and managedmanually; it requires sophisticated technology to automate the process and makerecommendations for media buyers and planners. Attribute offers:• Verify Fully automated optimization recommendations of in-flight and next planning periodcampaigns, and buy-line items, that incorporate complete cross-channel interactions andnon-linear response curves• Full support for constraint scenarios for optimizing KPI’s across spend, reach and conversions• A what-if scenario planning tool – the Media Modeler™ – that allows planners and buyersto include contractual or policy-based constraints in their media plans and implement thecustomized modificationsOnlining Offline ConversionsBy linking online and offline consumer behaviors, Attribute lets marketers perform attributionanalysis on the impact of online marketing events to offline purchases. Marketers can evaluatethe effects of any online marketing channel: display, search, affiliate, email, social, and more,on both online and offline purchases. Attribute can also connect online activity with offlinemarketing, giving marketers visibility into how these efforts are working with digital campaigns toinfluence both online and offline purchases.
  • 4. Adometry, Inc.6801 N. Capital of Texas Hwy.Lakewood Center II, Suite 250Austin, TX 787311-866-512-5425info@adometry.comAbout AdometryAdometry, Inc. redefines marketing analytics by combining and interpreting previously silo-ed sources of big data togenerate actions that improve return on advertising spend and increase sales. Through its SaaS-based attributionplatform, Adometry processes tens-of-billions of marketing touch points from online and offline media channelsfor some of the world’s largest advertisers to identify the true consumer purchase journey. Adometry’s scientificallyproven methodology and flexible, easy-to-implement solution generates the industry’s most accurate insights, in theshortest amount of time. Headquartered in Austin, Texas, Adometry is privately held and backed by Austin Ventures,Sierra Ventures, Shasta Ventures and Stanford University. For more information, visit www.adometry.com.Copyright 2013. Adometry and Click Forensics are registered trademarks of Adometry, Inc. Adometry Attribute is a trademark of Adometry, Inc.All Rights Reserved. 0413Using Attribution with Real-Time BiddingAttribute’s automated integration enhancement improves theperformance of DSP, network and real-time bidding platformsby combining its attribution modeling with buying platformoptimization. Clients using Attribute with a certified purchasingpartner will have access to its data, and can optimize accordinglyto generate better results.Daily Attribution for Real-Time BiddingIncorporating attribution data into real-time bidding platformsrequires a scalable, robust platform capable of running dailyattribution. Adometry Attribute is capable of running billionsof impressions daily, allowing clients to make more efficientdecisions about media buys and offering new ways to reachtarget audiences.Next StepsTo get started or to learn more about using Adometry Attribute,contact your Adometry Sales Director. Questions? ContactAdometry: info@adometry.comDataWarehousingPredictiveModelingReal-Time BidsFractionalConversions oreCPA perBid ItemCost, ContextAutomated DailyDSP’sImpression BidManagementPushPullKeyword BidManagementBID