I-COM worldmeasurementnews

Measuring Conversion Rate: Are you making an Impact?

Tricia Aanderud [pictured], President at And Data writes: Once you start looking at your Google Analytics, it is thrilling to see that visitors are coming to your humble Web site and some even return. Your first inclination is to create fancy charts to show the traffic patterns, compare the patterns by day of week, segment into New and Returning visitors, soon your charts may even be trending on #StuffDataGeeksDo. More…

Taming Big Data

Mark Hughes [pictured], CEO of C3 Metrics writes at MediaPost: Each ad designated worthy of attribution credit is assigned revenue and divided to the cost of the ad, ending with a single number: [attributed revenue of the ad] divided by [total cost of the ad].

This chain of data is going to get longer, and understanding each data point is going to becoming increasingly important in informing how media is bought and sold online. That’s Big Data. More...

In US, Adometry Upgrades Advanced Attribution Capabilities to Help Advertisers Reach More Audiences

Advertisers Up and Running with New Adometry Ad Analytics Suite 2.0 in as Little as Two Weeks

AUSTIN, Texas – January 19, 2012 - Adometry®, Inc., the leader in cross channel fractional attribution and ad verification technology, today announced a new release of the Adometry Ad Analytics Suite. The latest version enables online advertisers to on-board advanced attribution and optimization capabilities in as little as two weeks, without having to re-deploy site tags or interrupt site operations.

“Our new advanced attribution technology ensures that digital marketers have the data and automated tools needed to simultaneously invest campaign dollars more effectively across all channels – from mobile, social, video and more,” said Paul Pellman [pictured], CEO of Adometry. “In addition, with implementation times of as little as two weeks, we’re helping advertisers accelerate the ROI for their campaigns.” More…

How Much Is A Click Really Worth?

Benny Blum [pictured], Director of Analytics & Strategy for eSearchVision writes: Clicks and average order value can come directly from analytics or the channel tool. Conversion count comes from isolating the number of conversions attributed to the channel through the dividing the number of conversions by the number of unique channels associated with each conversion.

The value of a click is completely dependent on the average order value. More...

Attribution Management: A Direct Response & Brand Marketing Tool

Anto Chittilappilly [pictured], Co-Founder, President and CTO of Visual IQ writes at MediaPost: Marketers and their agencies typically look at attribution management and the value it provides an organization in direct response terms. Focusing on accurately attributing metrics like conversions, revenue, CPA, ROI, and ROAS makes complete sense when a marketer has responsibility for producing some type of measurable conversion. But a growing number of professionals responsible for moving the needle on brand metrics -- like awareness, preference, consideration and purchase intent not linked to a “hard” conversion -- are also using attribution as a valuable analytics and optimization solution. More…

Future Trends for Web Analytics in China

Michael Xu [pictured], Senior Vice President of Business Operations, Gridsum writes at ClickZ.Asia: As new comers to the world of web analytics, marketers in China are still obsessing about shining key performance indicators (KPI) dashboards, complicated technical implementations, and abundant data reports.

The good news is marketers in China are getting more and more innovative and with enough budget for trial and error. Here is one of the best practices we served clients: standardized reporting in the first year, systematic training on in-house marketers and other related 4A agencies in the second, and monthly analysis on certain tasks of actual digital problems during the last final years. More...

In US, DataXu Acquires Mexad, Europe's Leading Demand-Side Platform

Combination Creates the First and Only Truly Global Demand-Side Platform

BOSTON, MA (January 9, 2012) – DataXu (www.dataxu.com), provider of the industry’s #1 ranked demand-side platform (DSP), announced that it has acquired the leading European DSP, Mexad. With offices in Germany, France, Spain, the United Kingdom, Italy, Poland, and Brazil, Mexad leads in European and Latin American market share, providing local service and superior results for customers across more than 60 countries.

“The advertising industry is undergoing a seismic change as consumers around the world embrace digital devices and marketers struggle to keep up,” commented Mike Baker, [pictured, left] CEO and co-founder of DataXu. “To succeed in this new world, a marketer needs to partner with a firm that offers not only the best technology, but also global service capabilities with expertise in data and analytics. Together, Mexad and DataXu will provide a unique value to the world’s largest brands.”

“Budgets are growing by double digits as brands seek to capitalize on the cost-effectiveness, flexibility, and accountability that digital provides,” said Sacha Berlik [pictured, right], CEO of Mexad. “While we pride ourselves on supporting a variety of solutions, we’ve been acquired by the best in the industry. We look forward to bringing our clients new capabilities provided by DX3, such as advanced attribution management and active analytics, which are not currently available from any other vendor in Europe.” More...

In China, Ipsos Invests in AdMaster to Build a New Monitoring & Assessment System on the Advertising Effects of Digital Marketing

Exclusive Strategic Partnership in Asia Pacific between Ipsos and AdMaster

December 27th, Beijing: Ipsos announced today its strategic investment for AdMaster which will see AdMaster officially become an exclusive partner of Ipsos when providing online advertising research technology in China and some other Asia-Pacific countries.

After announcing the news on the cooperation with AdMaster, Mr. Lifeng, Liu [pictured, left] CEO of Ipsos Asia-Pacific, said: “I admire the leading technologies and teams displayed by AdMaster in the digital marketing motoring field! Ipsos will work extremely hard to introduce the most advanced survey techniques, professional researchers, Ipsos’ global vision and traditional survey experiences into the research work of digital advertisement. Meanwhile, it is our hope that the new innovative monitoring & assessment system for the advertising effects of digital marketing can be co-built between the two parties and will be available to advertisers as soon as possible.”

Mr. Vincent Yan [pictured, right], CEO of AdMaster, also said that: “AdMaster is a company whose services are based on data. AdMaster has always upheld the principle of fairness and justice in providing services to customers by relying on advanced technical support and collecting authentic and accurate data. With the strategic partnership between Ipsos and AdMaster, both parties can not only make breakthroughs in online surveys but also combine huge research panels so as to develop new monitoring methods and optimize the assessment and monitoring system of online advertisements.” More...

In UK, ExactView Social Media Platform Adds ROI Measure

MrWeb News: UK-based marketing tech specialist Performance Horizon Group (PHG) has upgraded its online tool ExactView, to enable measurement of the value of sales generated through social media platforms including Facebook.

CEO Malcolm Cowley [pictured] comments: ‘Over the past few years consumer brands have been quick to integrate social media into their marketing efforts. However, with insufficient social media measurement tools in place, many have been concerned the impact this investment is having on sales. ExactView now builds social media tracking into that process.’  More...

Proceed With Caution: Attribution's Insights Not Always Straight Line

Anto Chittilappilly [pictured], President, Founder and CTO of Visual IQ writes at MediaPost: In much the same way, the insights that are produced by your cross-channel attribution management solution, and the resulting optimization actions that you take, may at first glance appear to be very straightforward in terms the results they produce. But often, these insights reveal results that are totally surprising and unexpected.

For example, after attributing all the appropriate credit for conversions and return on advertising spend from all your marketing tactics across channels, you find that particular combination of publisher, display ad, creative and size produces a particularly attractive conversion rate, cost per action (CPA) and return on advertising spending (ROAS) results.  More...