Webinars

A scientific discussion of how Adometry's Ad Analytics Saas Solutions Suite for Agencies and Advertisers provides actionable optimization recommendations for a 20-50% ROAS.

We will explain how marketers are wasting money and losing conversions by not getting the Real Actionable Optimization recommendations they need. Based on processing billions of ad impressions and clicks every month, we have discovered many improvement opportunities over simplistic last-click attribution.

Without a comprehensive reporting solution online advertisers are left to struggle with mountains of data, but no transparency, insight, or analysis. The sheer volume of data available has actually inhibited advanced campaign analysis, so marketers spend an inordinate amount of time analyzing the 0.1% of ad impressions that generated a click, but no time understanding the impact of the other 99.9% of their ad spend.

In part II of our series 'The Science of Adometry", this session we will have a scientific discussion around the science that Adometry utilizes in the Ad Analytics™ Saas Solution Suite. How machine learning and data driven technology turns real verification and real dynamic fractional attribution into real actionable optimization recommendations to help marketers understand where their dollars are being spent appropriately on cross channel marketing campaigns and where their marketing dollars are being wasted.

Presenter: Peter Norwood, COO.
Co-Presenters: Kevin Chamnass, PhD.,
                         Nena Marin, PhD.,
                         Shi Zhong, PhD.

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Watch the recorded version of the webinar here.

In this session we will have a scientific discussion around the science that Adometry utilizes in the Ad Analytics™ software suite. How machine learning and data driven technology work to help marketers understand where their dollars are being spent appropriately and where their dollars are being wasted through Automated Optimization.

Shi Zhong, Ph.D.

Dr. Shi Zhong is currently a senior director of research at Adometry. As a key contributor of the patent-pending Adometry fractional attribution and campaign optimization technologies, he is an enthusiast of applying data mining and machine learning techniques to solve large-scale real-world data analytics problems. Prior to Adometry, he worked for Zilliant as a senior pricing scientist and for Yahoo as a data mining research scientist. Even earlier he worked as an assistant professor at Florida Atlantic University where he conducted academic research in various areas of data mining and machine learning. He received a PhD in Data Mining from the University of Texas at Austin in 2003. He has over thirty journal and conference publications and two awarded US patents.

Nena Marín, Ph.D.

Dr.Nena M. Marín joined Adometry’s Research Team in July of 2010. Her research efforts at Adometry focus on Big Data Predictive Analytics for Digital Advertising. Dr. Marín’s research interests include data intensive high performance computing, mathematical modeling and simulations of physiological systems, spectral pattern recognition for disease detection and drug delivery, bioformatics and Monte Carlo simulations in tissue photonics. Her industry research interests include patterns in large scale and sparse datasets, clustering and unsupervised learning, collaborative filtering recommender systems and Marketing and Sales Optimization Churn analysis. Dr. Marín’s most recent published works are entitled “Pervasive Parallelism in Data Mining: Dataflow Solution to Co-clustering Large and Sparse Netflix Data” KDD Conference July 2009 in Paris, France,  “Distributed, Scalable Clustering for Detecting Halos in Terascale Astronomy Datasets” ICDM-W Conference December 2010 in Sydney, Australia and extended version to appear in Lecture Notes in Computer Sciences (LNCS 2011, in press). Dr. Marín is a National Science Foundation Fellow. 

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Before publishers can start claiming value from data, they need to get a handle on what they’re losing. Publishers who leak data leak money. The indirect loss may appear small on a pixel-by-pixel, cookie-by-cookie basis, but it accumulates into considerable sums as the scale and scope of third party data collection grows.

In the digital advertising world, data leakage means the unwanted or unknowing transfer of audience data from one party to another, typically from a publisher to an advertiser, although in some cases, from an advertiser to an intermediary, such as a data exchange or ad network.

Digital media publishers need always-on, real-time visibility regarding the revenue risk resulting from data leakage on their sites. Ultimately, it’s up to them to determine the level of risk they want to carry in their own operations as a function of the data collection they allow or prevent. Publishers are finding it increasingly difficult to control ad tags and creative visions from advertisers, with little visibility into 3rd party calls, compliance with ad specifications, unauthorized data collection, and potential privacy policy violations.

When a web site publisher accepts a 3rd party ad tag, that publisher is giving up control, and that ad tag can include code that captures user behavior, interferes with the loading of the web page, or even violates the site's privacy policies or ad specifications. Even if the publisher tests that tag, the contents of the tag can change at any time during that campaign without the knowledge or approval of the publisher.

This session will review Adometry TagScan Analytics™ that allows publishers to test both ad tags, and entire web pages for all 3rd party activity, as well as tag performance (creative size, latency). It also gives publishers the ability to take control of their site, and enforce their policies around data collection, creative performance, and more.

Presenter: Steve Oylear, Director of Sales, TagScan

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In 2011 advertisers are faced with the same century old challenge, magnified by new channels and newer technology. The promise of online channels to generate perfect information for advertisers about reach, frequency, engagement, intent, and brand lift has gone largely unfilled. There is a lot of data available, but none of it answers the questions advertisers are asking.

Without a comprehensive reporting solution online advertisers are left to struggle with mountains of data, but no transparency, insight, or analysis. The sheer volume of data available has actually inhibited advanced campaign analysis, so marketers spend an inordinate amount of time analyzing the 0.1% of ad impressions that generated a click, but no time understanding the impact of the other 99.9% of their ad spend.

This session will focus on Adometry’s Ad Analytics that allows advertisers and agencies to validate, identify and remove invalid and low quality impressions from online display campaigns and further optimize using dynamic attribution analysis, reach and frequency, demographic and geographic reports. Unlike web analytics platforms that measure only on-site activity, Ad Analytics measures off-site views and interactions with online advertising media to improve campaign efficiencies and overall return on ad spend.

Presenter: Steve O'Brien, VP Marketing, Adometry, Inc. 

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Click here to download the slides form the webinar.

Marketers Crave Solutions That Provide Richer Performance and Audience Insights.           

Join Adometry and Forrester Research for a fascinating discussion of Forrester's latest findings for Interactive Marketers. After interviewing hundreds of interactive marketing managers controlling $ millions in online budget, Forrester has identified critical needs currently going unmet that have a dramatic effect on digital spending. Steve O'Brien will interview Joanna O'Connell to discuss the research and findings in depth and explain how Forrester arrives at the conclusion that the varied needs of marketers – display, search, and cross-channel – are best addressed by a new breed of audience measurement solutions. These new audience measurement solutions will be described and compared to existing alternatives.

In this special report Forrester Research evaluated the attitudes, challenges and needs of display buyers with respect to topics including media and audience verification, measurement and insights (including multi-channel attribution) and the impact these things have on buyers’ investment in display advertising.

Key Findings
Forrester’s study yielded the following key findings:
· Display advertising continues to mature, with adoption and investment on the rise.
· A lack of measurable results and a dearth of media and audience insights hampers further investment.
· Current technology point solutions address these challenges in a limited or disjointed way.
· Marketers would benefit from a robust, flexible suite of technology solutions.

Presenter: Steve O’Brien, VP, Marketing, Adometry, Inc.

Guest Speaker: Joanna O'Connell, Senior Analyst, Interactive Marketing, Forrester Research

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Click here to download the slides from the webinar.

Publishers are finding it increasingly difficult to control ad tags and creative visions from advertisers, with little visibility into 3rd party calls, compliance with ad specifications, unauthorized data collection, and potential privacy policy violations.

When a web site publisher accepts a 3rd party ad tag, that publisher is giving up control, and that ad tag can include code that captures user behavior, interferes with the loading of the web page, or even violates the site's privacy policies or ad specifications. Even if the publisher tests that tag, the contents of the tag can change at any time during that campaign without the knowledge or approval of the publisher.

This session will review Adometry's TagScan Analytics that allows publishers to test both ad tags, and entire web pages for all 3rd party activity, as well as tag performance (creative size, latency). It also gives publishers the ability to take control of their site, and enforce their policies around data collection, creative performance, and more.

Presenter: Rob Perrier, Director of Applications, Adometry, Inc.

Download the presentation here.

Watch the recording of the webinar here.

In this educational session we will discuss how marketing organizations often rely on last click attribution and how it limits their ability to optimize ad spend effectively. We will show a more scientific approach using a fractional attribution model to help improve the bottom line more substantially.

Is the last click really your most valuable metric?

This is where the attribution question pops up, and we ask ourselves as marketers which events influence and lead to conversions. From working with our large advertiser clients Adometry has learned the importance of using a scientific, data-driven approach to attribution analysis and cross-channel campaign optimization.

We will explain how marketers are wasting money and losing conversions by dodging the attribution question. Based on processing billions of ad impressions and clicks every month, we have discovered many improvement opportunities over simplistic last-click attribution.

Our Ad Analytics software solution suite includes a scientific, data-driven attribution module that assigns partial credit to each customer exposure towards conversion. When put into action, marketers can start to optimize and see which direct marketing campaigns are better-performing, and shift significant portions of their budgets accordingly. Without understanding how each campaign event effects conversion activity and brand lift you can’t optimize for the highest ROAS.

Presenter: Oliver Schmelzle, VP, Product Management, Adometry, Inc.

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Watch the recording of the webinar here.

Presentation Description:
A common frustration among online display advertisers is the lack of tools for measuring the impact of their campaigns.  Fractional attribution reports help to quantify the nearly universal understanding that there is more to a conversion, or brand lift, than the “last click.”  In a 2010 survey of display advertisers, Collective Media found that 64% of respondents admitted to relying on Click Through Rate (CTR) as a measure of success, while characterizing the CTR metric as “near meaningless.” 

Attribution effectively connects online behavior to the many marketing campaigns visitors are exposed to across the web, even if that exposure includes un-clicked campaigns. For the first time, advertisers can receive an integrated view of exactly what combination of display ads, search keywords, e-mails, widgets, syndicated videos, microsites or other online campaigns are driving people to their website and/or to complete a conversion.

Presenter: John Cathey, Director of Product Management, Adometry, Inc.

Click to download the PDF version of the slides that were presented during our webinar.

Watch the recording of the webinar here.

Presentation Description:
According to Forrester, people now spend more time online than watching TV and online display advertising is forecasted to grow faster than search for the first time in a decade. But how will we measure results?  The sheer number of display advertising options has made it difficult for brands to measure success in a marketplace where campaign data is distributed among many different players, including ad exchanges, DSPs, 3rd party ad networks, and proprietary ad servers.

There is a new class of measurement tools, called Ad Analytics, this is emerging to help solve this problem. This session will review how the three pillars of ad analytics – audience verification, dynamic attribution, and campaign optimization – combine to help brands effectively measure and optimize the success of their online display campaigns.

Presenter: Steve O'Brien, VP Marketing, Adometry, Inc.

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