1330 omma metrics sponsored lunch adometry
DESCRIPTION
TRANSCRIPT
![Page 1: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/1.jpg)
Steve O’BrienVP, Marketing
OMMA Metrics SFJuly 21, 2011
![Page 2: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/2.jpg)
The leading provider of ad analytics, delivering actionable insight to improvethe performance of online advertising
Confidential
About Adometry
Founded 2006
Austin, TX
![Page 3: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/3.jpg)
What’s Ad Analytics?Not web analytics
99.9% + 0.1%0.1%
Ad Analytics Considers 100% of Web Audience
![Page 4: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/4.jpg)
So What?Ad analytics value for interactive marketers
![Page 5: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/5.jpg)
AttributionA fractional attribution model
![Page 6: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/6.jpg)
It’s a Team Effort
![Page 7: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/7.jpg)
Understanding Cross Channel PerformanceAdometry fractional attribution vs. “last event”
ChannelTotal Conversions
(Ad Server)Total Conversions
Attributed
Adometry Attributed
ConversionsLast Event
ConversionsCPA
(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 $0.00Paid 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
Display CPA-62%
Display Conversions2.77X
![Page 8: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/8.jpg)
So What?How does this help me?
![Page 9: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/9.jpg)
![Page 10: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/10.jpg)
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 sumCampaign fall
![Page 11: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/11.jpg)
Optimize Campaigns In-flightRecommendations and expected impact
![Page 12: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/12.jpg)
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
![Page 13: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/13.jpg)
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
![Page 14: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/14.jpg)
Thank You
![Page 15: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/15.jpg)
Adjustments Explained in Marketing TermsBuying strategy & targeting tactics
![Page 16: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/16.jpg)
“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
![Page 17: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/17.jpg)
Converted Visitors Don’t Tell The Whole StoryJust 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?
![Page 18: 1330 omma metrics sponsored lunch adometry](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf1bd34a7959bd3a8b4632/html5/thumbnails/18.jpg)
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