Archive for the ‘Marketing’ category

FAQ: What is the Process for Doing “Attribution”

February 6th, 2012

Encore’s approach to Attribution starts with aggregating and syncing impression data with site visitor data to create a comprehensive record of served impressions, visits, actions and page views for every visitor (paid and organic).  This user-based data is then analyzed to produce actionable insights into campaign performance.  Analyses include:

1) Conversion Path Analysis:

Encore aggregates and groups media conversion paths into natural clusters using statistical models that quantify the contribution of each channel in the engagement process.

2) Vendor Analysis:

Encore uses cluster sequencing algorithms and Markov probability analyses to measure performance of each vendor and placement.  We attributed credit for each vendor based on it’s statistically derived contributions (assists) and compute an Attributed CPV and CPA for each vendor.  We then group vendors as a “Winner,” “Laggard” or “Bubble” based on where they rank in the distribution.

 

 

 

 

 

 

3) Sequence-Based Impression Weighting: We calculate the relative value of each impression based on its sequence in reverse chronological order (starting with most recent) to help advertisers understand how recency and sequence impacts performance.

 

 

 

 

 

 

 

 

 

 

 

4) Lastly, we quantify wasted spend by calculating how many impressions are inefficiently served. We use the statistical modeling above to calculate how many impressions were required to drive a visit and a conversion, then calculate how much budget the Advertiser could have redeployed by reducing frequency and increasing reach.

 

 

 

 

 

 

 

 

 

 

 

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The Encore Team

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FAQ: What Types of Marketers Should be Investing in Attribution?

January 26th, 2012

While e-commerce companies have led the adoption of advanced analytics, consumer brands (CPG, manufacturers, retailers, ecommerce, auto, travel, finance, health, etc.) are now actively adopting.  We’re also seeing more B2B advertisers extend their interest in measuring ROI by adopting Attribution solutions.

Ideally advertisers are using multiple digital channels: display, search, email, affiliate, etc.

Seeking to drive traffic to a web site to take some type of action: view or submit content, visit a goal page, join a list, complete a form, submit a lead or make a purchase.

As always, feel free to comment and share!

The Encore Team

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FAQ: What Questions Does Attribution Seek to Answer?

January 16th, 2012

We’re all about capturing, analyzing and presenting data in the form of intuitive, actionable insights. In short, we provide answers to our clients’ questions, including:

  • What is the relative contribution of each channel, vendor, placement or keyword (i.e. how many conversions should each get credit for)?
  • What is the attributable cost per action (or return on spend) for each channel, vendor, placement or keyword?
  • How many impressions are required to influence a visit and/or a conversion?  (i.e. what is the optimal frequency?)
  • How does the optimal frequency vary by vendor or placement?
  • What was the actual frequency (and how many impressions were wasted)?
  • What is the appropriate look-back period (how far back should we give credit for assist impressions and clicks)?

As always, feel free to comment and share!

The Encore Team

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Encore Media Metrics Shortlisted for Econsultancy’s Innovation Awards 2012

January 13th, 2012

Encore Selected in Two Categories for Innovation Awards

Encore Media Metrics was selected from over 450 competitors in more than 19 categories as a nominee for Econsultancy’s 2012 Innovation Awards! The annual list highlights cutting edge ideas in digital marketing. Encore is proud to be selected in two categories: “Innovation in Online Advertising,” and “Innovation in Web Analytics.”

We congratulate our strong, creative competitors and wish everyone a very happy and prosperous 2012!

For more information about Econsultancy’s Innovation Awards, visit: http://econsultancy.com/uk/awards

As always, feel free to comment and share!

The Encore Team

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FAQ: What is Attribution?

January 6th, 2012

Attribution solves the “last-click” problem by allocating partial credit to each impression, click and interaction that influence conversions. Through Encore’s statistically validated attribution model, marketers can see the true performance of each channel, vendor, placement and keyword. Encore also measures the optimal frequency for converters while quantifying opportunities to expand reach and increase ad efficiency.  Armed with these insights, marketers can optimize campaigns effectively and efficiently while gleaning a deeper understanding of customer engagement cycles.

As always, feel free to comment and share!

The Encore Team

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The Online Media Paradox: Steve Latham’s Guest Post on iMediaConnection

November 15th, 2011

Steve Latham offers his view of the gap that exists between how data is being used to find audiences and measure performance. He provides 3 reasons for the gap, a roadmap for addressing them, and a glimpse at what better metrics will do for the industry. Read the full post at iMediaConnection today!

Key topics of discussion and questions answered:

  • What are the key reasons for the slow adoption of new metrics in online advertising?
  • How can marketers close the gap and remove roadblocks to growth in online advertising?

Read More:
OMMA Metrics Interview: Multichannel Attribution and Insights

The Five Forces Driving Attribution: Media Measurement Comes of Age

Attribution 101: Full Funnel Media Measurement

Media Attribution Demystified

As always, feel free to comment and share!

The Encore Team

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Russ Capper Interviews Steve Latham for The BusinessMakers Radio Show

September 15th, 2011

Steve Latham is interviewed by Russ Capper, host of The BusinessMakers Radio Show.

Key topics of discussion and questions answered:

  • What is the history of Spur Interactive & Spur Digital as it relates to Encore Media Metrics?
  • How did Encore Media Metrics evolve out of Spur and what challenges did you encounter during the transition?
  • What needs did you identify in the industry and how did you did you learn of those needs?
  • How did you plan for and initiate the buyout of Spur Interactive?
  • Challenges of turning the platform into a product (Packaging, pricing, marketing, positioning, supporting)
  • Location challenges and the digital advertising hub of New York City
  • Nuts and bolts of how Encore Media Metrics helps clients measure and optimize media through better analytics and metrics
  • Display vs. Search and other advertising types and their impact/value depending on a user’s position in the funnel

As always, feel free to comment and share!

The Encore Team

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OMMA Social Video: Bridging the Gap – Linking Social Media to ROI

September 12th, 2011

 

Encore founder and CEO Steve Latham recently moderated a panel discussion at OMMA Social 2011 NY on June 9, 2011.

Few can answer the question “what’s the ROI?” in any definitive fashion for social media. Lacking standard metrics, methodologies and tracking capabilities, the challenge is daunting: how do you attribute credit to social as an integrated channel in your overall marketing mix? This video addresses the art and science of social media attribution, through the discussion of strategies, solutions, and concrete examples.

As always, feel free to comment and share!

The Encore Team

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OMMA Metrics Interview: Multichannel Attribution and Insights

August 30th, 2011

Encore founder and CEO Steve Latham was recently interviewed by Erick Mott from Creatorbase at OMMA Metrics 2011.

Key questions answered:
  • What is attribution?
  • What does Encore Media Metrics do?
  • How do “last-click” models compare to attribution analysis?
  • How can media spend be optimized by using attribution analysis?

As always, feel free to comment and share!

The Encore Team

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OMMA Metrics Panel Video: Predicting Future Behavior

August 5th, 2011

Encore founder and CEO Steve Latham recently participated in an OMMA Metrics Panel discussion in San Francisco on July 15, 2011.

While many people talk a lot about “predictive analytics,” few actually successful deliver business value by telling business people about their fat tailed, stochastic, and autoregressive conditional heteroskedastic volatility model for online advertising in ad exchanges. Yet, high-order mathematics and statistics exist in many companies.

In this video, you’ll hear from experts who create and use verifiable and statistically-valid quantitative methods. You will learn from professionals who have successfully crossed the academic chasm of mathematical research ideals to the other side: using statistics and modeling to generate quantifiable profit.

Moderator:
Jason Harper, VP, Analytics & Marketing Intelligence, Organic, Inc.

Panelists:
Matt Butner, VP and Director, Brand & Media Research, InsightExpress
Andy Fisher, EVP, Global Data & Analytics Director, Starcom MediaVest Group
Steve Latham, Founder and CEO, Encore Media Metrics
Tim McAtee, Research Director, IPG Emerging Media Lab
Leon Zemel, Chief Analytics Officer, [x+1]

A video of the panel is embedded for viewing above.  You may also view it on ustream.

As always, feel free to comment and share!

The Encore Team

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