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1330 omma metrics sponsored lunch adometry
 

1330 omma metrics sponsored lunch adometry

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  • MAIN POINT: Adometry is about improving results for online advertising. Standard “who are we” pitch. Points to make: we evolved from the web analytics space and were founded by a team trying to fight click fraud we have since expanded our expertise by working with the world ’s largest online advertisers, ad networks, and publishers we ’ve been the pioneer in comprehensive ad analytics, which encompasses many things you’re already familiar with the purpose of this presentation is to share our definition of AD ANALYTICS and discuss it ’s importance to your business
  • The most important slide. Why? Defines Ad Analytics Highlights a key differentiator / advantage for CF. - Everyone is familiar with Omniture or Google Analytics. Can you imagine trying to run a web site without information about how many visitors, what they looked at, conversion rate, etc.? Impossible. So how can you run a display campaign without knowing who you reached, how effectively, whether they saw the ad, whether it had an effect? That ’s Ad Analytics. Other solutions on the market try to do “attribution” by looking at the visitors and/or conversions. That ignores 99.9% of the data. Early customers have told us that CFAA is superior because it considers 100% of the impression data in performing attribution calculations.
  • MAIN POINT: Explain fractional attribution
  • Key Insights: Display attributed conversions jumps from 7% to 20% when fractional attribution is applied. Display is more effective than last event attribution would suggest, and as a result display Cost Per Conversion decreases by 62%!
  • The results from Adometry's fractional attribution model become the input for the automated campaign optimization module. It provides recommendations to help you optimize your campaigns to reach a specific goal (e.g. more conversions, more unique converted visitors, larger reach) by reallocating your existing spend between your current buys.   The optimization recommendations can be applied to your traditional buys or used for RTB buying through the Vivaki Audience on Demand platform. The function that maps these inputs to optimization targets is a very complicated non-linear function, which our technology is able to learn.  Our optimization feature also allows the user to limit the % change in the number of impressions for each site and ad placement.  So users can test optimization on a smaller scale.
  • MAIN POINT: Adometry has the “big data” experience and IP (intellectual property) to make our customers successful. Credibility building. Why should you believe we ’re the leader? The market says so. process billions of impressions and clicks over the past 5 years recognized by customers, analysts, and press as an industry pioneer and leader have you ever heard of eBay? Microsoft? Facebook?
  • Would you like an Order Agreement now?
  • The function that maps these inputs to optimization targets is a very complicated non-linear function, which our technology is able to learn.  Our optimization feature also allows the user to limit the % change in the number of impressions for each site and ad placement.  So users can test optimization on a smaller scale.

1330 omma metrics sponsored lunch adometry 1330 omma metrics sponsored lunch adometry Presentation Transcript

  • Steve O’Brien VP, Marketing OMMA Metrics SF July 21, 2011
  • About Adometry Confidential Founded 2006 Austin, TX The leading provider of ad analytics, delivering actionable insight to improve the performance of online advertising
  • What’s Ad Analytics? Not web analytics 99.9% + 0.1% 0.1% Ad Analytics Considers 100% of Web Audience
  • So What? Ad analytics value for interactive marketers
  • Attribution A fractional attribution model
  • It’s a Team Effort
  • Understanding Cross Channel Performance Adometry fractional attribution vs. “last event” Display CPA -62% Display Conversions 2.77X Channel Total Conversions (Ad Server) Total Conversions Attributed Adometry Attributed Conversions Last Event Conversions CPA (Fractional) CPA (Ad Server) Organic Search 1,710 1,508.0 36.66% 37.06% $0.00 $0.00 Email 762 413.0 10.04% 16.51% $0.00 $0.00 Paid Search 1,801 1,352.0 32.86% 39.03% $88.87 $83.06 Display 341 841.0 20.44% 7.39% $147.91 $393.41
  • So What? How does this help me?
  •  
    • Adometry Attribution Index
    • A relative measure of how important an attribute is for driving conversions compared to other similar attributes (campaign, creative, placement, site etc…)
        • e.g. Attribution Index for Campaign “XYZ” = 5.69, means it is 5.69 times as likely to drive conversions as an average campaign.
    Campaign abc Campaign XYZ Campaign def Campaign RST Campaign OPP Campaign LMN Campaign dig Campaign eve Campaign sum Campaign fall
  • Optimize Campaigns In-flight Recommendations and expected impact
  • Conclusions
    • Attribution alone is unimportant
      • Fractional
      • Full funnel
      • Dynamic
      • Cross channel
      • Appropriate
      • Introducer, Influencer, Assister, Converter
    • Actionable attribution  Optimization
      • Make money
      • Save money
      • Improve results
  • About Adometry Proven Technology Proven Customer Relationships
      • First use of data mining & machine learning
      • Processing BILLIONS clicks/month
        • Click score: currency of the CPC industry
      • Pioneered the use of effectiveness metrics
    • Improving display ad ROI
      • Advanced development in ad analytics
        • Audience verification
        • Dynamic fractional attribution
        • Cross channel optimization
  • Thank You
  • Adjustments Explained in Marketing Terms Buying strategy & targeting tactics
  • “ Full Funnel” Attribution Typically Falls Short Forrester definition: “The practice of measuring the correct partial value of each interactive ad that drove a desired outcome .” Awareness Consideration Favorability Intent Action Conversions Branded display Search Performance display Social, video E-mail, social
  • Converted Visitors Don’t Tell The Whole Story Just 0.1% Ignored data Ignored data “ Converted paths” shows what happened prior to conversion event Totally absent: Causality – what contributed to the conversion? Optimization – how can we increase conversions?
  • Why Adometry?
    • Better data
      • Built on a verification platform
      • Analyzes 100% of display impression data
    • Better science
      • Data driven attribution via data mining, predictive modeling
      • Dynamic cross-channel fractional attribution
    • Actionable optimization
      • Specific, campaign-level recommendations
      • Automated, projected benefit