When one of the most innovative digital marketing firms needed to help a top 10
global automotive company improve its national online marketing and advertising
campaigns, it knew where to turn. Understanding that proper measurement is the key
to improving any online marketing campaign, the agency tapped some of the most
advanced attribution technologies on the market to help.
Do different car models perform differently on different sites?
This digital marketing agency needed a way to comprehensively measure the
performance of the automaker’s different national display and paid search
campaigns. Not only did this include coming up with a method to objectively and
accurately determine the individual contributions that paid search and display
advertising made to their online campaigns, it also incorporated measuring the
performance of different ad attributes within each channel such as various car
models, ad sizes, media types, placements and combinations thereof. In addition,
the agency wanted to find out the additional lift that display campaigns had on search
conversions. Finally, the agency needed a reliable way to optimize in-flight online
marketing campaigns to maximize ad dollars each month.
Ditching ‘Last-click’ for Advanced Attribution Helps Leading Auto Company Drive Digital Marketing Performance Improvements
BACKGROUND
One of the world’s largest automakers is
using advanced attribution to increase
the number of converted users by over
40% in its national advertising campaign.
AutomotiveC A S E S T U D Y
A Leader in Forrester’sInteractive Attribution
Wave™ 2Q 2012
A Leader in Forrester’sInteractive Attribution
Wave™ 2Q 2012
- Director, Performance Analytics
“Adometry Attribute uses objective, data-driven analysis to help us pinpoint the right campaign combinations that drive maximum conversions for our clients. It’s by far the most powerful and robust solution of its kind in the marketplace.”
Using Data-Driven Attribution to Find the Answers:
• How can our automotive client more intelligently allocate its online display spend across websites and placements?
• What is the optimum number of impressions per user that balances cost against response rates?
• What are the impacts of ad size, rich media, placement, frequency, recency and publisher?
• How can we be more analytic savvy, generating more conversions for our client and more revenue for us?
ADOMETRY PRODUCT AND SERVICE USED
• Adometry Attribute™
Adometry, Inc.4301 Westbank Dr.Building A, Ste. 100Austin, TX 78746
Last click attribution falls short
The agency previously used ‘last click’ data collected from an
ad server to make decisions about how paid search and display
campaigns interacted and drove conversions. But knowing that the
last click measurement approach is unreliable and inaccurate for
determining advertising credit, the agency searched for a better
solution. With access to the automaker’s online ad campaign log
files, the agency had the necessary building blocks (e.g., display
impression data, click data, etc.) required to accurately measure
cross-channel campaign interactions.
Analyzing cross-channel campaign data yields new insights
To help the automaker properly analyze online marketing campaign
log files, the agency implemented Adometry Attribute – one of the
market’s leading attribution platforms. Using Adometry Attribute,
the agency analyzed the cross-channel campaign data that
included generating reports and discovering insights on different
display and search campaign dimensions.
In addition, the agency used Adometry Attribute’s automated
optimization capabilities to implement on-the-fly changes to in-flight
campaigns in order to effectively re-allocate ad spends. This was
especially useful because the agency had client approval to move
at most $25k of budget between line items within each department
and tactic combination. The agency was also able to leverage
Attribute’s capabilities to develop different what-if scenarios
for each channel so it could determine how to best optimize
investments in search and display campaigns for the automaker.
The latitude to make multiple tradeoffs up to the level of constraint
and the flexibility to develop different strategies allowed the agency
to hit client targets and improve overall performance.
Using the data to drive maximum conversions
In just the first four months, the agency was able to help the
automaker achieve its goals of improving and optimizing its cross-
channel digital ad spend. The main benefits they achieved included:
• Understood how paid search and display interact to drive
conversions. Adometry Attribute provided the appropriate
credit to display campaigns that was previously attributed to the
last click. Each month there was a significant lift in the visitor
conversion rate when search was preceded by a display ad. The
attribution analysis demonstrated that the visitor conversion rate
was 23% when search was not preceded by display. Whereas,
the display-assisted conversion rate was 38% - a 65% increase!
This confirmed the value of the client’s display campaigns,
which was previously hidden by last click attribution. As a result,
the client had a way to justify its current display budget and feel
confident about investing more in future campaigns.
• Gleaned detailed insights into how to best optimize their
campaigns based on varying Key Performance Indicators
and different client scenarios. Based on a range of strict
business constraints, optimization recommendations by Attribute
yielded a 30%-to-42% increase in converted visitors without any
net increase in ad spend.
• Provided deep insights that helped the client eliminate
wasted ad spend, such as: detecting high-spend sites with
low exclusive reach or specific overlap with other sites, and
discovering sites with longer time to conversion than others. In
addition, sites were identified with excessive user frequency;
specific recommendations for daily frequency caps yielded 20%
cost savings.
About AdometryFounded in 2005, Adometry, Inc. provides ad verification and cross-channel attribution intelligence, plus auditing and scoring metrics, to optimize results for the world’s leading online advertisers, publishers, and ad networks. Through its SaaS-based advanced analytics, Adometry processes and analyzes tens-of-billions of impressions and advertising transactions per month to identify the true consumer purchase-decision journey and to maximize marketing ROI. Adometry combines a scientifically proven methodology with a flexible and easy to implement solution to generate results in as little as two weeks. Headquartered in Austin, Texas, Adometry is privately held and backed by Sierra Ventures, Austin Ventures, Shasta Ventures and Stanford University. For more information, visit www.adometry.com
Copyright 2012. Adometry and Click Forensics are registered trademarks of Adometry, Inc. Adometry Attribute, Adometry Validate, and TagScan are trademarks of Adometry, Inc. All Rights Reserved. 0712
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