Data-Driven and Scientifically Proven Methodology

FIGURE 1: Complete Ad Analytics

While "last click" is typically the most commonly accepted standard for how marketers look at the effectiveness of their marketing programs, it is now acknowledged as an inadequate measure of a campaign's success. To underscore this point, a Forrester 2010 survey found that 53% of users were touched by multiple marketing messages prior to converting.

Adometry's ad analytics are based on ground truth and a scientifically proven methodology. It addresses the flaw of simple, last-ad or event attribution by understanding the influence of multiple prior events – even the ones that don't end in a conversion – and weighing the importance of each media touch-point (display, search, email, social, video and others) in the path.

Based on "Bottom-Up" and Bias-Free Data for the Most Accurate Results

Adometry produces a bottom-up, precise attribution and optimization analysis in which the data determines how much weighted credit is attached to a channel, campaign, creative, or placement. Attribution weights are determined dynamically by analyzing 100% of the data.

In addition, Adometry accounts for and eliminates the impact of retargeting campaigns that can inflate attribution results, as well as ads served but never seen. The end result is an objective representation of what is working or not in cross-channel advertising campaigns and accurately reflects the real performance of all the touch points.

Validated Attribution

Adometry validates its attribution results in a number of ways: at an aggregate level via a lift analysis, through simulation on artificially generated data, or through control groups to prove the values obtained.

• The lift analysis arrives at a "ground truth" through a "top-down" method that determines the aggregate amount of credit deserved by a group of interactions.
• Simulation arrives at a ground truth using a "toy problem" – a simplification of a larger challenge broken down into steps.
• The use of control groups is a method that requires the participation of clients in setting up campaigns to establish a baseline against which a lift can be measured.

In these ways, Attribute results are verified to be both meaningful and scientifically proven.

Ease of Integration – Be Onboard in as Little as 2 Weeks

Adometry's ad analytics platform flexibly integrates with our best-of-breed partners, which facilitate easy on-boarding and rapid time to value for our customers.

• On the input side: We partner with Nielsen, TARGUSInfo, Datalogix, eXelate and Acxiom to ingest audience, geography, intent and seasonality data. To provide visibility into online campaigns completely, we can accept log server files from ad servers and integrate with tag containers like BrightTag and TagMan.
• On the output side: We can report attribution and optimization results via Excel® reports, or our own user interface, or directly feed results to DSPs, ad servers or bid management systems such as Marin Software and Kenshoo. The Adometry Attribute reporting system is easyto-use, clean and straightforward. It offers the ability to compare marketing elements to each other using indices, side-by-side data, and visualizations. It can also produce rankings based on many different dimensions such as cost, volume, and the propensity to convert. Plus its drag-and-drop functionality lets users create custom views that can be saved for repeat use.

Through our ease of integration with recognized industry leaders, the pace of our customer acceptance and the flexibility of our approach, we can be up and running in as little as 2 weeks.

End-to-End Client Services: Implementation, Training, and Analysis and Optimization Support

Adometry uses a team approach to support each client in three key areas: implementation, training, and analysis and optimization. Each client services team includes the following:

• Executive Sponsor: ensures strategic consideration
• Account Manager: the business relationship manager coordinates all touch points with the client
• Solutions Engineer: responsible for on-boarding including data transfer, mapping data from client schema to Adometry schema, attribution and optimization configuration
• Business Analyst: responsible for preparing presentations and communicating regularly to client regarding special insights from attribution reports and optimization recommendations.
• Researcher: Customers have access to Adometry's PhD research staff who look for new ways to generate reports and run analyses to benefit the client