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Adobe Omniture Impression Attribution Case Study

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  • 1. Rackspace Hosting Success Story Rackspace optimizes banner ads Leading hosting company increases clickthroughs with targeted ad spendingLocation ChallengeSan Antonio, Texas Rackspace Hosting, a world leader in hosting and cloud computing, allocates a portion of its onlineURL marketing budget to display advertising, particularly to banner ads. The company needed a holistic viewwww.rackspace.com of the role banner ads played in acquiring visitors to its website to continue to confidently dedicate marketing budget to display. “We did not have a comprehensive measurement of our banner ads,” saysIndustry Sameer Khan, web analyst for Rackspace. “We had limited insight into which banners were drivingInternet visitors to our site, which were driving visitors to paid and natural search and then to our site, and whichProducts weren’t contributing to sales or leads at all.”• dobe Genesis used for the A integration between Adobe SiteCatalyst, Adobe Discover, and Solution Eyeblaster MediaMind Rackspace selected Eyeblaster to automate the distribution of its display advertising. Using Adobe®• dobe SiteCatalyst and Adobe A Genesis, powered by Omniture® Rackspace then integrated Adobe SiteCatalyst® powered by Omniture, , , Discover used together to and Adobe Discover, powered by Omniture, with Eyeblaster’s MediaMind, a campaign management and determine the percentage of visitors ad serving platform, to gain insight into the role banner ads played in visitor acquisition. The company came to the site through a banner ad and the percentage who who used Adobe SiteCatalyst and Adobe Discover together to determine the percentage of visitors who came viewed a banner ad and then came to the site through a banner ad and the percentage who viewed a banner ad and then came to the site to the site after clicking on a paid or after clicking on a paid or natural search listing. natural search listing The company then used the integration to create a campaign attribution model. Rackspace assignedResults visitors a score based on how often and how recently they visited the site from a banner ad. These• an now forecast ROAS from C frequency scores helped Rackspace determine the value of different types of visitors so that Khan’s team banner ads with increased accuracy could allocate the appropriate budget to market to those segments.• an now justify allocating more C budget to paid and natural search marketing as well as display Increased clickthroughs from banner ads• ncreased overall clickthroughs I Rackspace can now forecast return on ad spending (ROAS) from banner ads with increased accuracy. from banner ads “Using the Adobe Genesis integration, we know what percentage of banner ads is bringing direct leads and what percentage is bringing visitors to search. Then we can assign budget to these banner ads accordingly, which directly impacts the leads we generate from that channel,” says Khan. Khan also determined that more visitors than he previously thought were visiting the site after viewing a“Using the Adobe Genesis banner ad and then clicking on a paid or natural search result, which allowed him to justify allocating integration, we know what more budget to paid and natural search marketing as well as display. Visitors viewing a banner ad and percentage of banner ads then clicking on a PPC ad have also increased, while overall clickthroughs from banner ads have is bringing direct leads and increased due to more effective channel optimization. what percentage is bringing “With Adobe and Eyeblaster’s MediaMind, we now have additional data to prove that the banner ads are visitors to search. Then we driving more leads and sales,” says Khan. “We have been waiting to see banner impression data can assign budget to these performance for a long time.” banner ads accordingly, which directly impacts the leads we generate from that channel.” Sameer Khan, Web Analyst, Rackspace
  • 2. www.rackspace.comAdobe helps Rackspace increase overallclickthroughs from banner ads.“With Adobe and About Rackspace Hosting Eyeblaster’s MediaMind, Rackspace Hosting is ranked #43 on Fortune magazine’s 100 Best Companies to work for we now have additional in the United States. The company provides its customers a portfolio of hosted IT services, including managed hosting, cloud computing, and email and apps. For more information, visit data to prove that the www.rackspace.com. banner ads are driving more leads and sales. We have been waiting to see banner impression data performance for a long time.”Sameer Khan, Web Analyst, RackspaceFor more informationwww.omniture.comAdobe Systems Incorporated Adobe, the Adobe logo, Adobe Discover, Adobe Genesis, Adobe SiteCatalyst, and Omniture are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.345 Park AvenueSan Jose, CA 95110-2704 © 2010 Adobe Systems Incorporated. All rights reserved. Printed in the USA.USAwww.adobe.com 91026686 7/10

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