Adobe Omniture Impression Attribution Case Study
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Rackspace optimizes banner ads Leading hosting company increases clickthroughs with targeted ad spending Rackspace Hosting Success Story Location San Antonio, Texas URL www.rackspace.com Industry Internet Products • Adobe Genesis used for the integration between Adobe SiteCatalyst, Adobe Discover, and Eyeblaster MediaMind • Adobe SiteCatalyst and Adobe Discover used together to determine the percentage of visitors came to the site through a banner ad and the percentage who who viewed a banner ad and then came to the site aſter clicking on a paid or natural search listing Results • Can now forecast ROAS from banner ads with increased accuracy • Can now justify allocating more budget to paid and natural search marketing as well as display • Increased overall clickthroughs from banner ads Challenge Rackspace Hosting, a world leader in hosting and cloud computing, allocates a portion of its online marketing budget to display advertising, particularly to banner ads. The company needed a holistic view of the role banner ads played in acquiring visitors to its website to continue to confidently dedicate marketing budget to display. “We did not have a comprehensive measurement of our banner ads,” says Sameer Khan, web analyst for Rackspace. “We had limited insight into which banners were driving visitors to our site, which were driving visitors to paid and natural search and then to our site, and which weren’t contributing to sales or leads at all.” Solution Rackspace selected Eyeblaster to automate the distribution of its display advertising. Using Adobe® Genesis, powered by Omniture® , Rackspace then integrated Adobe SiteCatalyst® , powered by Omniture, and Adobe Discover, powered by Omniture, with Eyeblaster’s MediaMind, a campaign management and ad serving platform, to gain insight into the role banner ads played in visitor acquisition. The company used Adobe SiteCatalyst and Adobe Discover together to determine the percentage of visitors who came to the site through a banner ad and the percentage who viewed a banner ad and then came to the site after clicking on a paid or natural search listing. The company then used the integration to create a campaign attribution model. Rackspace assigned visitors a score based on how often and how recently they visited the site from a banner ad. These frequency scores helped Rackspace determine the value of different types of visitors so that Khan’s team could allocate the appropriate budget to market to those segments. Increased clickthroughs from banner ads Rackspace can now forecast return on ad spending (ROAS) from banner ads with increased accuracy. “Using the Adobe Genesis integration, we know what percentage of banner ads is bringing direct leads and what percentage is bringing visitors to search. Then we can assign budget to these banner ads accordingly, which directly impacts the leads we generate from that channel,” says Khan. Khan also determined that more visitors than he previously thought were visiting the site after viewing a banner ad and then clicking on a paid or natural search result, which allowed him to justify allocating more budget to paid and natural search marketing as well as display. Visitors viewing a banner ad and then clicking on a PPC ad have also increased, while overall clickthroughs from banner ads have increased due to more effective channel optimization. “With Adobe and Eyeblaster’s MediaMind, we now have additional data to prove that the banner ads are driving more leads and sales,” says Khan. “We have been waiting to see banner impression data performance for a long time.” “Using the Adobe Genesis integration, we know what percentage of banner ads is bringing direct leads and what percentage is bringing visitors to search. en we can assign budget to these banner ads accordingly, which directly impacts the leads we generate from that channel.” Sameer Khan, Web Analyst, Rackspace
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Transcript of Adobe Omniture Impression Attribution Case Study
Rackspace optimizes banner ads Leading hosting company increases clickthroughs with targeted ad spending
Rackspace Hosting Success Story
LocationSan Antonio, Texas
URLwww.rackspace.com
IndustryInternet
Products• Adobe Genesis used for the
integration between Adobe SiteCatalyst, Adobe Discover, and Eyeblaster MediaMind
• Adobe SiteCatalyst and Adobe Discover used together to determine the percentage of visitors came to the site through a banner ad and the percentage who who viewed a banner ad and then came to the site after clicking on a paid or natural search listing
Results• Can now forecast ROAS from
banner ads with increased accuracy
• Can now justify allocating more budget to paid and natural search marketing as well as display
• Increased overall clickthroughs from banner ads
ChallengeRackspace Hosting, a world leader in hosting and cloud computing, allocates a portion of its online marketing budget to display advertising, particularly to banner ads. The company needed a holistic view of the role banner ads played in acquiring visitors to its website to continue to confidently dedicate marketing budget to display. “We did not have a comprehensive measurement of our banner ads,” says Sameer Khan, web analyst for Rackspace. “We had limited insight into which banners were driving visitors to our site, which were driving visitors to paid and natural search and then to our site, and which weren’t contributing to sales or leads at all.”
SolutionRackspace selected Eyeblaster to automate the distribution of its display advertising. Using Adobe® Genesis, powered by Omniture®, Rackspace then integrated Adobe SiteCatalyst®, powered by Omniture, and Adobe Discover, powered by Omniture, with Eyeblaster’s MediaMind, a campaign management and ad serving platform, to gain insight into the role banner ads played in visitor acquisition. The company used Adobe SiteCatalyst and Adobe Discover together to determine the percentage of visitors who came to the site through a banner ad and the percentage who viewed a banner ad and then came to the site after clicking on a paid or natural search listing.
The company then used the integration to create a campaign attribution model. Rackspace assigned visitors a score based on how often and how recently they visited the site from a banner ad. These frequency scores helped Rackspace determine the value of different types of visitors so that Khan’s team could allocate the appropriate budget to market to those segments.
Increased clickthroughs from banner adsRackspace can now forecast return on ad spending (ROAS) from banner ads with increased accuracy. “Using the Adobe Genesis integration, we know what percentage of banner ads is bringing direct leads and what percentage is bringing visitors to search. Then we can assign budget to these banner ads accordingly, which directly impacts the leads we generate from that channel,” says Khan.
Khan also determined that more visitors than he previously thought were visiting the site after viewing a banner ad and then clicking on a paid or natural search result, which allowed him to justify allocating more budget to paid and natural search marketing as well as display. Visitors viewing a banner ad and then clicking on a PPC ad have also increased, while overall clickthroughs from banner ads have increased due to more effective channel optimization.
“With Adobe and Eyeblaster’s MediaMind, we now have additional data to prove that the banner ads are driving more leads and sales,” says Khan. “We have been waiting to see banner impression data performance for a long time.”
“Using the Adobe Genesis integration, we know what percentage of banner ads is bringing direct leads and what percentage is bringing visitors to search. Then we can assign budget to these banner ads accordingly, which directly impacts the leads we generate from that channel.”Sameer Khan, Web Analyst, Rackspace
Adobe Systems Incorporated345 Park Avenue San Jose, CA 95110-2704 USA www.adobe.com
Adobe, the Adobe logo, Adobe Discover, Adobe Genesis, Adobe SiteCatalyst, and Omniture are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.
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“With Adobe and Eyeblaster’s MediaMind, we now have additional data to prove that the banner ads are driving more leads and sales. We have been waiting to see banner impression data performance for a long time.”Sameer Khan, Web Analyst, Rackspace
www.rackspace.comAdobe helps Rackspace increase overall clickthroughs from banner ads.
About Rackspace HostingRackspace Hosting is ranked #43 on Fortune magazine’s 100 Best Companies to work for in the United States. The company provides its customers a portfolio of hosted IT services, including managed hosting, cloud computing, and email and apps. For more information, visit www.rackspace.com.
For more informationwww.omniture.com
