Adometry Attribute Marketing Analytics
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The document discusses Adometry Attribute, a cross-channel marketing measurement solution that helps advertisers manage and measure their media spend across channels. It unifies siloed data to provide performance insights and optimization recommendations. Through advanced data mining and attribution modeling, it helps marketers improve returns on ad spend.
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Adometry Attribute Marketing Analytics
- 1. 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. Adometry Attribute is a true cross-channel marketing measurement solution that helps advertisers manage and measure their media spend across their entire technology stack, unifying silos of data, providing continuous performance improvement and yielding greater returns on ad spend. Through advanced data mining techniques built on top of impeccable science and robust technology innovations that solve big data challenges, Attribute helps marketers achieve optimal results. Breakdown Silos of Data The challenge for most marketers is that their data resides in multiple systems with no easy way to tie everything together. Adometry Attribute makes it easy to onboard all of the data across these silos and organize it to make analysis feasible. Attribute can ingest the following data using log files, API’s or tags: Remarkable Results through Advanced Attribution Adometry Attribute™ A Leader in Forrester’s Interactive Attribution Wave™ 2Q 2012 A Leader in Forrester’s Interactive Attribution Wave™ 2Q 2012 Online Data Offline Data Online spend data on channels such as search, display, email, affiliate, social, mobile Offline spend across all channels such as TV, Radio, Print Online exposure data at individual user level Offline exposure data at individual household (HH) level Audience segmentation data from data providers or internal CRM systems Exogenous data such as seasonality, stock and economic indices Online sales data including soft conversions In-store sales data Adometry Attribute™ Offline Conversions Mobile SocialEmail Direct Mail Search Display TV Print Radio @
- 2. See the Complete Picture: Analyze Cross-Channel Interactions In contrast to simple rules-based attribution solutions, Adometry Attribute relies on data to drive cross-channel attribution. Using the most granular data available measurably improves the accuracy of results. With Attribute, marketers can focus on analyzing performance, growing revenues, improving brand awareness metrics, and driving financial results through improved ROI. Attribution that Works the Way You Do Adometry Attribute visualizes data with three personas in mind: CMOs, media planners or buyers, and research analysts. • Marketing executives can gain top-level insights by creating custom dashboards and views based on their key performance indicators (KPIs.) • Buyers and planners can see how current campaigns are performing, plan new campaigns that eliminate bottom performers and optimize their campaigns in real-time by making incremental shifts in campaign budgets. • Research analysts may use the intuitive UI and/or Excel spreadsheets to dig deeper and understand the true reasons (and cross channel interactions) behind the performance of their media. ADOMETRY ATTRIBUTE Output Automatically to DSPs & Search Management Input Automation from Media Partners Exclusive Reach Ad & Audience Verification Funnel Stage Analysis Viewability Reporting Labs Frequency Capping Media Modeler GLEANINSI GHTS MONIT ORCAMPAIGNS I M PROVE PERFORMANC E Adometry Attribute™ M ONITOR CAMPAIGNS IMPROV E PERFORMANCE GLEANINSIG HTS Adometry Attribute™ Create Media Campaign
- 3. Understand Your Target Audience Adometry has partnered with market-leading customer segmentation solutions plus CRM systems to ingest data. This allows clients to understand the reach, frequency and performance of 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 right creative at the right time • Understand and leverage the triggers that create repeat buyers Minimize Waste Adometry Attribute is the only attribution platform that integrates viewability into its results. Ads never seen because they were below the fold or never served are removed from attribution results, 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, and that viewers were part of the campaign’s target audience • Decide to cut sub-optimal spend by implementing frequency capping or eliminating channels with high negative overlap lift Optimize Ad Spend The complexity of cross-media interactions is too challenging to be analyzed and managed manually; it requires sophisticated technology to automate the process and make recommendations for media buyers and planners. Attribute offers: • Verify Fully automated optimization recommendations of in-flight and next planning period campaigns, and buy-line items, that incorporate complete cross-channel interactions and non-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 buyers to include contractual or policy-based constraints in their media plans and implement the customized modifications Onlining Offline Conversions By linking online and offline consumer behaviors, Attribute lets marketers perform attribution analysis on the impact of online marketing events to offline purchases. Marketers can evaluate the 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 offline marketing, giving marketers visibility into how these efforts are working with digital campaigns to influence both online and offline purchases.
- 4. Adometry, Inc. 6801 N. Capital of Texas Hwy. Lakewood Center II, Suite 250 Austin, TX 78731 1-866-512-5425 [email protected] About Adometry Adometry, Inc. redefines marketing analytics by combining and interpreting previously silo-ed sources of big data to generate actions that improve return on advertising spend and increase sales. Through its SaaS-based attribution platform, Adometry processes tens-of-billions of marketing touch points from online and offline media channels for some of the world’s largest advertisers to identify the true consumer purchase journey. Adometry’s scientifically proven methodology and flexible, easy-to-implement solution generates the industry’s most accurate insights, in the shortest 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. 0413 Using Attribution with Real-Time Bidding Attribute’s automated integration enhancement improves the performance of DSP, network and real-time bidding platforms by combining its attribution modeling with buying platform optimization. Clients using Attribute with a certified purchasing partner will have access to its data, and can optimize accordingly to generate better results. Daily Attribution for Real-Time Bidding Incorporating attribution data into real-time bidding platforms requires a scalable, robust platform capable of running daily attribution. Adometry Attribute is capable of running billions of impressions daily, allowing clients to make more efficient decisions about media buys and offering new ways to reach target audiences. Next Steps To get started or to learn more about using Adometry Attribute, contact your Adometry Sales Director. Questions? Contact Adometry: [email protected] Data Warehousing Predictive Modeling Real-Time Bids Fractional Conversions or eCPA per Bid Item Cost, Context Automated Daily DSP’s Impression Bid Management Push Pull Keyword Bid Management BID