When one of the most innovative digital marketing firms needed to help a top 10
global automotive company improve its national online marketing and advertising campaigns, it knew where to turn. Understanding that proper measurement is the key to improving any online marketing campaign, the agency tapped some of the most
advanced attribution technologies on the market to help.
In the second installment of Adometry's Marketing Attribution Webinar Series we examine the importance of a good data foundation and the key considerations when collecting and integrating data into your advanced attribution platform. In this brief and informative session, you learn how to define unified tracking across URL parameters and begin prepping data sets, dynamically integrate tracking with ad servers, validate your data to make sure tracking is working properly and incorporate data from offline channels like TV, Direct Mail, and Call Centers.
Taking your marketing performance measurement to the next level requires pulling all the pieces together to get greater clarity on performance, within and across channels. This is where an advanced attribution solution enters the game. In this first of the five webinar series, you’ll learn the key considerations when planning an initiative to leverage these capabilities to drive big results.
In this webinar you’ll learn how to makes sense of attribution data outputs and to use those insights to achieve your goals, including insights on:
- Generate reports and extrapolate insights
- Identify typical actions associated with common insights
- Leverage optimization to improve cross-channel performance
The traditional ways of measuring multi-channel marketing one channel at a time no longer work because consumers don’t interact with companies or their products that way. They cross channels and move through a variety of touch points, using a number of different devices, from anywhere in the world. Fueled by ubiquitous connectivity, consumers are more empowered than ever, creating a challenge for advertisers to measure and improve the performance of their marketing channels, tactics and strategies.
In this era where a customer is connecting with your brand through multiple channels, find out how each channel is contributing towards your bottom line, and how to calculate its true ROI.
Bridge the Marketing Divide: Combining Cross-Channel Attribution with Data On...Adometry by Google
Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013 - a 14.8% annual increase over 2012's $225.5 billion.
But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion: As much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only.
Targeting isn't about clicks, it's about sales, and 92% is a large percentage of missing data!
In the second installment of Adometry's Marketing Attribution Webinar Series we examine the importance of a good data foundation and the key considerations when collecting and integrating data into your advanced attribution platform. In this brief and informative session, you learn how to define unified tracking across URL parameters and begin prepping data sets, dynamically integrate tracking with ad servers, validate your data to make sure tracking is working properly and incorporate data from offline channels like TV, Direct Mail, and Call Centers.
Taking your marketing performance measurement to the next level requires pulling all the pieces together to get greater clarity on performance, within and across channels. This is where an advanced attribution solution enters the game. In this first of the five webinar series, you’ll learn the key considerations when planning an initiative to leverage these capabilities to drive big results.
In this webinar you’ll learn how to makes sense of attribution data outputs and to use those insights to achieve your goals, including insights on:
- Generate reports and extrapolate insights
- Identify typical actions associated with common insights
- Leverage optimization to improve cross-channel performance
The traditional ways of measuring multi-channel marketing one channel at a time no longer work because consumers don’t interact with companies or their products that way. They cross channels and move through a variety of touch points, using a number of different devices, from anywhere in the world. Fueled by ubiquitous connectivity, consumers are more empowered than ever, creating a challenge for advertisers to measure and improve the performance of their marketing channels, tactics and strategies.
In this era where a customer is connecting with your brand through multiple channels, find out how each channel is contributing towards your bottom line, and how to calculate its true ROI.
Bridge the Marketing Divide: Combining Cross-Channel Attribution with Data On...Adometry by Google
Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013 - a 14.8% annual increase over 2012's $225.5 billion.
But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion: As much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only.
Targeting isn't about clicks, it's about sales, and 92% is a large percentage of missing data!
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
Once a small online business run from an apartment, ideeli has rapidly grown into
a successful, well-known online shopping destination. As ideeli’s business changed,
so too did its outbound marketing as the company quickly began scaling its
operations – hosting 20-30 new sales events and adding 2000 new images daily –
innovating in a fast-moving and ever-changing online retail industry. When ideeli began
looking for a better way to measure the effectiveness of marketing campaigns, it began
researching how altering its attribution techniques could provide deeper and more
accurate insights into overall performance of marketing efforts across all of its channels.
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.
Promote your B2B eCommerce to other business owners could be a challenge. However, you can do so with digital marketing in a smart way and bring you a big ROI. Check out how now.
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
Learn Powerful PPC Tactics that Get You Leads
In this presentation, you will learn in detail, 10 tactics you can use to craft a winning PPC strategy that gets results!
Tactic #1: Remarketing
Tactic #2: Provide Opportunities for Soft Conversions
Tactic #3: Attribution Modeling
Tactic #4: Measuring Phone Call Conversions
Tactic #5: Interaction Mining
Tactic #6: Targeting Local Customers Everywhere
Tactic #7: Bid Modifiers
Tactic #8: Device Segmentation
Tactic #9: AdWords Shared Library
Tactic #10: User Engagement Optimization
Post-Pandemic eCommerce Growth: Leverage Product Data, Market Research & Shop...Aggregage
One-to-one communication has been a trendy philosophy for marketers and advertisers for years now. The more personalized an organization can be with growth strategies and communications, the more likely engagement would increase and ultimately sales. To accomplish this, organizations have traditionally leaned into historical customer and product data to predict how to engage with their current and future customers in a personalized manner.
This philosophy still remains a staple for eCommerce growth, but the approach has had to evolve drastically as a result of the pandemic. When you couple that with fluid data privacy changes, this creates an even fuzzier foundation to develop forward-looking marketing strategies.
This session will dive into how organizations can still leverage historical customer and product data, but also think about how to augment development of strategies with marketing research and other shopper signals to efficiently drive e-Commerce growth.
Join Phil Irvine, VP & Director of Audience Intelligence, for this in-depth discussion of the current e-commerce landscape. Whether concerned about data privacy and data management, or curious about how businesses can rethink approaches to designing shopping experiences, the answers are here.
In this webinar you will learn:
• A high-level approach to how personas can be developed utilizing 1st, 3rd party, and outside research to enrich understandings of your customer base
• Thoughts around how to leverage persona development to put in practice new marketing experiences to drive more growth
• How to create an environment to stay ahead of key macro shopper trends to help inform evolutions with marketing strategy development
A slide deck that goes along with a webinar (http://email-marketing.pinpointe.com/webinar-facebook-ads-vs-google-ads-dupont) that explains the key differences between Facebook ads and Google ads – including the pros and cons for your business.
The PPC Playbook: Taking Command of Your Campaigns in the Age of AIPinpointe On-Demand
Is your pay-per-click strategy in dire need of updating?
If you’re using the same old strategies to win at pay-per-click, there’s a huge chance that a ton of other PPC experts are using them too.
So, if you want to get ahead and crush the competition, you’re going to need better, more tactical strategies and ways for creating and optimizing your PPC campaigns.
If you’re ready to retire (or at least upgrade) your old PPC playbook and replace it with winning plays, view these slides along with the accompanying webinar found at http://email-marketing.pinpointe.com/webinar-ppc-playbook-loveday
Learn how to use the latest online advertising technologies (think AI-powered) to optimize your digital campaigns. Lance will also outline a framework that shows you the key steps to beat the competition and succeed with your PPC ads.
The Contextual Marketing Imperative: Rethinking your personalization strategySAP Customer Experience
Brendan Witcher, Principal at Forrester and Bernard Chung, SAP Hybris share best practices and the latest trends in contextual marketing and personalization. Examples shown include ASICS, Under Armour, NHL and more.
In this presentation to the Argyle CMO Forum, Dr Volker G. Hildebrand, SAP Hybris talks "Rethinking Personlization" into the core capabilities in developing an individualized personalization strategy in which customers are identified and treated as individuals.
Overcoming the challenges of programmatic in southeast asiaBenedict Hayes
My presentation from L.E.A.D Asia 2016. A simplified view of the programmatic landscape, and a deep dive into the barriers to entry of Brands to programmatic. What are the key considerations you need to enter to Programmatic.
Addressable Customer Experience - Audience Insights and StrategyMerkle
Watch this Addressable Customer Experience webinar here: http://bit.ly/1A52sqx
Addressable Customer Experience On-Demand Webinar Series - For Financial Services and Insurance Marketing Leaders
Webinar 2: Audience Insight and Strategy
Learn how to segment your audience base and develop a strategy that leverages audience insights to move each customer through his or her lifecycle and ultimately convert. Full of actionable instruction, this webinar will equip marketers to create a thoughtful and thorough strategy.
A great customer experience is the cost of doing business across the Asia Pacific region – CMO Council concludes after surveying 287 senior marketing executives across this region. This rising expectation in Asia is outpacing the rest of the world. But yet, only as low as 2% consumers surveyed felt they had their expectations exceeded. That has made contextual marketing no longer a thing of the future, but rather a necessity for any brand to succeed today.
Start your SAP Hybris Marketing Free Trial - here! http://hybris.com/en/free-trial-marketing
When you’re in charge of sales for a large enterprise, chances are that your sales teams are dispersed.
They’re managing a diverse portfolio of products and services. And they’re trying their hardest to stay ahead of an increasing field of competition.
It’s never easy—but according to Forrester Research the right sales application can make a world of difference.
Get insights into the potential cost savings and benefits of SAP Cloud for Sales, today’s modern sales application.
Learn how you can achieve:
· 12% productivity improvement across sales
· 20% improved forecasting effectiveness
· 10% reduction in sales cycle times
Plus, give your sales team unparalleled advantage of engaging with the right customers at the right time, everytime - easily and faster than ever before.
Engage customers like never before: http://sqz.co/Kx9p8DX
With 1.2 million+ procedures since 1991, the company is known for its modern and
innovative laser vision corrective procedures. So it’s no surprise the company relies
on science and data to inform many of its business decisions — especially marketing related decisions.
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
Once a small online business run from an apartment, ideeli has rapidly grown into
a successful, well-known online shopping destination. As ideeli’s business changed,
so too did its outbound marketing as the company quickly began scaling its
operations – hosting 20-30 new sales events and adding 2000 new images daily –
innovating in a fast-moving and ever-changing online retail industry. When ideeli began
looking for a better way to measure the effectiveness of marketing campaigns, it began
researching how altering its attribution techniques could provide deeper and more
accurate insights into overall performance of marketing efforts across all of its channels.
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.
Promote your B2B eCommerce to other business owners could be a challenge. However, you can do so with digital marketing in a smart way and bring you a big ROI. Check out how now.
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
Learn Powerful PPC Tactics that Get You Leads
In this presentation, you will learn in detail, 10 tactics you can use to craft a winning PPC strategy that gets results!
Tactic #1: Remarketing
Tactic #2: Provide Opportunities for Soft Conversions
Tactic #3: Attribution Modeling
Tactic #4: Measuring Phone Call Conversions
Tactic #5: Interaction Mining
Tactic #6: Targeting Local Customers Everywhere
Tactic #7: Bid Modifiers
Tactic #8: Device Segmentation
Tactic #9: AdWords Shared Library
Tactic #10: User Engagement Optimization
Post-Pandemic eCommerce Growth: Leverage Product Data, Market Research & Shop...Aggregage
One-to-one communication has been a trendy philosophy for marketers and advertisers for years now. The more personalized an organization can be with growth strategies and communications, the more likely engagement would increase and ultimately sales. To accomplish this, organizations have traditionally leaned into historical customer and product data to predict how to engage with their current and future customers in a personalized manner.
This philosophy still remains a staple for eCommerce growth, but the approach has had to evolve drastically as a result of the pandemic. When you couple that with fluid data privacy changes, this creates an even fuzzier foundation to develop forward-looking marketing strategies.
This session will dive into how organizations can still leverage historical customer and product data, but also think about how to augment development of strategies with marketing research and other shopper signals to efficiently drive e-Commerce growth.
Join Phil Irvine, VP & Director of Audience Intelligence, for this in-depth discussion of the current e-commerce landscape. Whether concerned about data privacy and data management, or curious about how businesses can rethink approaches to designing shopping experiences, the answers are here.
In this webinar you will learn:
• A high-level approach to how personas can be developed utilizing 1st, 3rd party, and outside research to enrich understandings of your customer base
• Thoughts around how to leverage persona development to put in practice new marketing experiences to drive more growth
• How to create an environment to stay ahead of key macro shopper trends to help inform evolutions with marketing strategy development
A slide deck that goes along with a webinar (http://email-marketing.pinpointe.com/webinar-facebook-ads-vs-google-ads-dupont) that explains the key differences between Facebook ads and Google ads – including the pros and cons for your business.
The PPC Playbook: Taking Command of Your Campaigns in the Age of AIPinpointe On-Demand
Is your pay-per-click strategy in dire need of updating?
If you’re using the same old strategies to win at pay-per-click, there’s a huge chance that a ton of other PPC experts are using them too.
So, if you want to get ahead and crush the competition, you’re going to need better, more tactical strategies and ways for creating and optimizing your PPC campaigns.
If you’re ready to retire (or at least upgrade) your old PPC playbook and replace it with winning plays, view these slides along with the accompanying webinar found at http://email-marketing.pinpointe.com/webinar-ppc-playbook-loveday
Learn how to use the latest online advertising technologies (think AI-powered) to optimize your digital campaigns. Lance will also outline a framework that shows you the key steps to beat the competition and succeed with your PPC ads.
The Contextual Marketing Imperative: Rethinking your personalization strategySAP Customer Experience
Brendan Witcher, Principal at Forrester and Bernard Chung, SAP Hybris share best practices and the latest trends in contextual marketing and personalization. Examples shown include ASICS, Under Armour, NHL and more.
In this presentation to the Argyle CMO Forum, Dr Volker G. Hildebrand, SAP Hybris talks "Rethinking Personlization" into the core capabilities in developing an individualized personalization strategy in which customers are identified and treated as individuals.
Overcoming the challenges of programmatic in southeast asiaBenedict Hayes
My presentation from L.E.A.D Asia 2016. A simplified view of the programmatic landscape, and a deep dive into the barriers to entry of Brands to programmatic. What are the key considerations you need to enter to Programmatic.
Addressable Customer Experience - Audience Insights and StrategyMerkle
Watch this Addressable Customer Experience webinar here: http://bit.ly/1A52sqx
Addressable Customer Experience On-Demand Webinar Series - For Financial Services and Insurance Marketing Leaders
Webinar 2: Audience Insight and Strategy
Learn how to segment your audience base and develop a strategy that leverages audience insights to move each customer through his or her lifecycle and ultimately convert. Full of actionable instruction, this webinar will equip marketers to create a thoughtful and thorough strategy.
A great customer experience is the cost of doing business across the Asia Pacific region – CMO Council concludes after surveying 287 senior marketing executives across this region. This rising expectation in Asia is outpacing the rest of the world. But yet, only as low as 2% consumers surveyed felt they had their expectations exceeded. That has made contextual marketing no longer a thing of the future, but rather a necessity for any brand to succeed today.
Start your SAP Hybris Marketing Free Trial - here! http://hybris.com/en/free-trial-marketing
When you’re in charge of sales for a large enterprise, chances are that your sales teams are dispersed.
They’re managing a diverse portfolio of products and services. And they’re trying their hardest to stay ahead of an increasing field of competition.
It’s never easy—but according to Forrester Research the right sales application can make a world of difference.
Get insights into the potential cost savings and benefits of SAP Cloud for Sales, today’s modern sales application.
Learn how you can achieve:
· 12% productivity improvement across sales
· 20% improved forecasting effectiveness
· 10% reduction in sales cycle times
Plus, give your sales team unparalleled advantage of engaging with the right customers at the right time, everytime - easily and faster than ever before.
Engage customers like never before: http://sqz.co/Kx9p8DX
With 1.2 million+ procedures since 1991, the company is known for its modern and
innovative laser vision corrective procedures. So it’s no surprise the company relies
on science and data to inform many of its business decisions — especially marketing related decisions.
The Click Engine Review: Unlocking Authentic Buyer Traffic in 2023NoorEAlamMajumdarZit
The Click Engine, positioned as an advanced web-based traffic generation tool, harnesses cutting-edge algorithms and data analytics to channel highly targeted traffic to websites. Unlike some of its counterparts that may deploy questionable techniques like bots or click farms, The Click Engine distinguishes itself by vowing to provide authentic, real buyer traffic through a network of engaged users. This raises the question: How does The Click Engine achieve this feat?
The mechanics of The Click Engine are deceptively simple yet remarkably effective. As a website owner, you submit your link to The Click Engine, which then disseminates it within its network. Users in this network, dubbed as "clickers," voluntarily visit your website, explore its content, and genuinely engage with it. This organic, authentic interaction often translates into extended periods of time spent on your site and an elevated likelihood of conversions.
1. Targeted Traffic: The Click Engine empowers website owners to specify their target audience based on demographics, interests, and location. This precision targeting ensures that the incoming traffic is not only relevant but also more likely to convert.
2. Real-Time Analytics: The comprehensive analytics dashboard of The Click Engine offers real-time insights into traffic sources, user behavior, and engagement. This data-driven approach enables website owners to make informed decisions and optimize their marketing strategies.
3. Clicker Verification: A stringent verification process is implemented by The Click Engine to verify the authenticity of users engaging with your website. This counteracts the menace of automated bots, assuring genuine interactions.
4. Customizable Campaigns: The Click Engine stands out by allowing users to create and manage multiple campaigns simultaneously. This adaptability enables tailoring campaigns to match specific marketing objectives and niches.
5. Security and Privacy: Recognizing the significance of data security and privacy, The Click Engine places a strong emphasis on safeguarding both clickers and website owners, fostering a trustworthy environment.
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Reimagine Growth: Define your mobile acquisition strategy for todayCleverTap
Can your mobile brand thrive in this current climate?
Join top marketing professionals from thriving businesses as they address the challenges and share strategies they’re using to reimagine mobile growth.
Session 01: Define your mobile acquisition strategy for today
Key Learnings:
-Grow faster and scale smarter by leveraging data to execute multiple campaigns
-Use deep linking technology to enable a smooth user experience and supercharge acquisition
-Understand the role of data in eliminating mobile AdFraud and increasing user acquisition in real time
Impact Radius a buyer's guide to affiliate management software 2014Justin Leroy
Great guide from the expert team over at Impact Radius http://www.impactradius.com/
Impact Radius a buyer's guide to affiliate management software 2014
CRMNEXT enables a digital platform empowered with AI driven digital journeys and processes that makes managing risk and serving customers immensely rewarding. Insurers can easily manage leads, resolve claims quickly, provide excellent customer serviceand personalize communication with clients in a single platform.
In this webinar, we'll share attribution challenges and results from companies like yours – to help you launch your program and take marketing performance measurement to the next level.
You'll hear real-world examples of how others have championed and launched and attribution programs, aligned KPIs to business objectives, made decisions based on attribution results & operationalized attribution results throughout the organization.
iMedia Brand - Connecting the Dots Between Online Media and Offline PurchasesAdometry by Google
Check out Adometry CMO Casey Carey's presentation at the Feb-2014 iMedia Brand Summit on Connecting the Dots Between Online Media and Offline Purchases.
Connecting the Dots Between Online Media and Offline PurchasesAdometry by Google
Adometry CMO Casey Carey delivered this presentation at the 2013 iMedia Brand Summit in a session titled "Connecting the Dots Between Online Media and Offline Purchases".
Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013—a 14.8% annual increase over 2012's $225.5 billion.
But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion—as much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only. Targeting isn't about clicks, it's all about sales, and 92% is a large percentage of missing data.
Direct mail may seem “old school,” but it continues to be a very versatile tool for marketers. Although it has been gradually declining, this channel still outperforms many digital direct marketing efforts. Based on data from the Harvard Business Review, direct mail has a $27 ROI — that is, each dollar spent on direct mail returned $27.
Erwin Penland recognized that while Advance America’s display and search
advertising activities were successful, it was important to find ways to attract more customers while lowering customer acquisition costs. This meant identifying ways to drive down the cost per conversion and attract as many new clients as possible without raising the budget. Erwin Penland and Advance America needed to find ways
to do so successfully, and simultaneously optimize investments across channels.
1. Automotive A Leader in Forrester’s
Interactive Attribution
CASE STUDY Wave™ 2Q 2012
Ditching ‘Last-click’ for Advanced Attribution
Helps Leading Auto Company Drive Digital
Marketing Performance Improvements
When one of the most innovative digital marketing firms needed to help a top 10
BACKGROUND global automotive company improve its national online marketing and advertising
campaigns, it knew where to turn. Understanding that proper measurement is the key
One of the world’s largest automakers is to improving any online marketing campaign, the agency tapped some of the most
using advanced attribution to increase advanced attribution technologies on the market to help.
the number of converted users by over
40% in its national advertising campaign. Do different car models perform differently on different sites?
This digital marketing agency needed a way to comprehensively measure the
ADOMETRY PRODUCT performance of the automaker’s different national display and paid search
AND SERVICE USED campaigns. Not only did this include coming up with a method to objectively and
accurately determine the individual contributions that paid search and display
• Adometry Attribute™ advertising made to their online campaigns, it also incorporated measuring the
performance of different ad attributes within each channel such as various car
models, ad sizes, media types, placements and combinations thereof. In addition,
the agency wanted to find out the additional lift that display campaigns had on search
“Adometry Attribute uses conversions. Finally, the agency needed a reliable way to optimize in-flight online
marketing campaigns to maximize ad dollars each month.
objective, data-driven analysis
to help us pinpoint the right
campaign combinations that Using Data-Driven Attribution to Find the Answers:
drive maximum conversions for
• How can our automotive client more intelligently allocate its online display
our clients. It’s by far the most spend across websites and placements?
powerful and robust solution of • What is the optimum number of impressions per user that balances cost
its kind in the marketplace. ” against response rates?
- Director, Performance Analytics • What are the impacts of ad size, rich media, placement, frequency, recency
and publisher?
• How can we be more analytic savvy, generating more conversions for our
client and more revenue for us?
2. Last click attribution falls short Using the data to drive maximum conversions
The agency previously used ‘last click’ data collected from an In just the first four months, the agency was able to help the
ad server to make decisions about how paid search and display automaker achieve its goals of improving and optimizing its cross-
campaigns interacted and drove conversions. But knowing that the channel digital ad spend. The main benefits they achieved included:
last click measurement approach is unreliable and inaccurate for
• Understood how paid search and display interact to drive
determining advertising credit, the agency searched for a better
conversions. Adometry Attribute provided the appropriate
solution. With access to the automaker’s online ad campaign log
credit to display campaigns that was previously attributed to the
files, the agency had the necessary building blocks (e.g., display
last click. Each month there was a significant lift in the visitor
impression data, click data, etc.) required to accurately measure
conversion rate when search was preceded by a display ad. The
cross-channel campaign interactions.
attribution analysis demonstrated that the visitor conversion rate
was 23% when search was not preceded by display. Whereas,
the display-assisted conversion rate was 38% - a 65% increase!
Analyzing cross-channel campaign data
This confirmed the value of the client’s display campaigns,
yields new insights
which was previously hidden by last click attribution. As a result,
To help the automaker properly analyze online marketing campaign
the client had a way to justify its current display budget and feel
log files, the agency implemented Adometry Attribute – one of the
confident about investing more in future campaigns.
market’s leading attribution platforms. Using Adometry Attribute,
the agency analyzed the cross-channel campaign data that • Gleaned detailed insights into how to best optimize their
included generating reports and discovering insights on different campaigns based on varying Key Performance Indicators
display and search campaign dimensions. and different client scenarios. Based on a range of strict
business constraints, optimization recommendations by Attribute
In addition, the agency used Adometry Attribute’s automated yielded a 30%-to-42% increase in converted visitors without any
optimization capabilities to implement on-the-fly changes to in-flight net increase in ad spend.
campaigns in order to effectively re-allocate ad spends. This was • Provided deep insights that helped the client eliminate
especially useful because the agency had client approval to move wasted ad spend, such as: detecting high-spend sites with
at most $25k of budget between line items within each department low exclusive reach or specific overlap with other sites, and
and tactic combination. The agency was also able to leverage discovering sites with longer time to conversion than others. In
Attribute’s capabilities to develop different what-if scenarios addition, sites were identified with excessive user frequency;
for each channel so it could determine how to best optimize specific recommendations for daily frequency caps yielded 20%
investments in search and display campaigns for the automaker. cost savings.
The latitude to make multiple tradeoffs up to the level of constraint
and the flexibility to develop different strategies allowed the agency
to hit client targets and improve overall performance.
About Adometry
Founded in 2005, Adometry, Inc. provides ad verification and cross-channel attribution intelligence, plus auditing and
scoring metrics, to optimize results for the world’s leading online advertisers, publishers, and ad networks. Through
its SaaS-based advanced analytics, Adometry processes and analyzes tens-of-billions of impressions and advertising
Adometry, Inc.
transactions per month to identify the true consumer purchase-decision journey and to maximize marketing ROI.
4301 Westbank Dr.
Adometry combines a scientifically proven methodology with a flexible and easy to implement solution to generate
Building A, Ste. 100
results in as little as two weeks. Headquartered in Austin, Texas, Adometry is privately held and backed by Sierra
Austin, TX 78746
Ventures, Austin Ventures, Shasta Ventures and Stanford University. For more information, visit www.adometry.com
1-866-512-5425 Copyright 2012. Adometry and Click Forensics are registered trademarks of Adometry, Inc. Adometry Attribute, Adometry Validate, and TagScan are
info@adometry.com trademarks of Adometry, Inc. All Rights Reserved. 0712