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Adform Path-to-Conversion Looking beyond the last click


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Introduction Now more than ever, advertisers and marketers need to understand how their efforts contribute to the bottom line. An increased focus on marketing budgets means that advertisers must closely examine those elements in the marketing mix that are effective in inducing customers to purchase. Measuring the effectiveness of digital marketing campaigns solely on the “last-click� methodology has been a universally accepted practice for many years. However, in today's diversified marketing world, this is an inadequate way of evaluating media and campaign performance. Today, many advertisers seek a more holistic understanding of their digital marketing activities and how these activities influence each other.

Looking beyond the last click As your partner in digital marketing, Adform focuses on delivering the most advanced industry analysis tools and we are proud to be an industry leader in Path-to-Conversion analysis and attribution modeling. Adform provides full exposure of the Path-toConversion, giving marketers and advertisers valuable insights into their digital media mix. All digital touch points that customers have with and an advertiser through email, searches, display advertisements, social media, partners and on campaign websites are tracked, connected and reported automatically.


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Introduction This data enable you to see beyond the traditional last-click count attribution to the true value of each media purchase! To help advertisers gain a better understanding of their digital marketing activities and how they interact, Adform has developed a technology that enables advertisers to view and analyze their media buys beyond the last-click event. Path-to-Conversion analysis reports provide an effective overview of campaign performance and offer valuable insights into attribution. Advertisers are presented with information about the performance and contribution of each channel in one place, facilitating decisions for future campaigns. Adform's Path-to-Conversion analysis reports provide details of user exposure to ads across all channels including: Display, PPC, Affiliate, Email, Social Media, Referrers, Direct, Natural Search.

“Given today’s challenging economic times, attribution is critically important because so many organizations are questioning the value of their outbound marketing efforts” Forrester, Multicampaign Attribution


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In detail To help advertisers gain a better understanding of their digital marketing activities and how they interact, Adform has developed a technology that enables advertisers to view and analyze their media buys beyond the lastclick event. Path-to-Conversion analysis reports provide an effective overview of campaign performance and offer valuable insights into attribution. Advertisers are presented with information about the performance and contribution of each channel in one place, facilitating decisions for future campaigns.

“The nature of most conversions is that several interactions are required over a period of time. With Adform’s Path-to-Conversion reporting advertisers can now analyze the entire set of touch points customers encounter before actually converting!� Paw Saxgren Digital Director, Mindshare Denmark

Adform's Path-to-Conversion analysis reports provide details of user exposure to ads across all channels including natural searches, direct referrers, social media and mobile.

Adform's Path-to-Conversion analysis reports contain: 1

unlimited touch points

2

cross-channel influence overview

3

credit allocation of conversions and sales values

4

analysis of all media placements and banner positions

5

referrer analysis

6

natural and paid search keyword analysis

7

time to conversion

8

credit allocation of conversions and sales values

9

number of interactions till conversion

10

path patterns


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Path-to-Conversion for Advertisers With Adform Path-to-Conversion advertisers now have a comprehensive picture of how all their online advertising campaigns work together with a single marketing objective, rather than silos competing against each other. Advertisers need to analyze how their digital marketing activities work together rather than viewing them as competing silos. These advertisers are already using Adform's Path-toConversion to obtain a complete overview of their digital marketing ROI:

Because the industry is quickly moving beyond digital channels as direct response vehicles measured only by click-through rates, Adform's Path-to-Conversion reveals the entire path of events leading to a conversion, exposing the true potential of digital advertising!


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Why use Adform Path-to-Conversion? With an increasing proportion of brand budgets being allocated to digital media, advertisers seek more accurate measures of the total impact of their campaigns. Path-to-Conversion analysis provides a complete and effective overview of campaign performance and provides additional insights into how campaigns can be optimized.

Adform Path-to-Conversion: 1

enables more effective planning of media budgets

2

is the only platform providing unlimited touch points

3

provides valuable inputs for SEM campaign optimization

4

offers a complete picture of all your digital advertising activities combined

5

enables advertisers to analyze the entire set of touch points that customers encounter before converting

future n a l P igns campa ectively eff more

Complete overview in one place Unlimited touch points


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Attribution You can experiment with three attribution methods to decide how to better allocate your marketing budget – last click is no longer the only option. The available methods are: 1

Last click – the last click before buying

2

Last interaction – the last interaction before buying (e.g., a search)

3

Geometric decay – all interactions before buying are credited and distributed proportionally

Assists and assists ratio metrics will help you to discover the hidden value of each channel, publisher, placement, banner, and keyword. Advertisers can now gain a comprehensive picture of how all their online advertising campaigns work together to achieve a single marketing objective, rather than as separate channels in silos competing against each other.


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Recommended analysis approach Attribution modeling based on Adform's Path-to-Conversion reports enables advertisers to plan and buy better digital marketing campaigns.

We recommend using this eight-step approach when analyzing the path to lead 1

Investigate the time to conversion and the number of interactions to conversion.

2

Investigate the hidden effect of channel participation in Path-to-Conversion.

3

Investigate channel interaction and potential crossover areas.

4

Investigate which media, referrers and natural and paid search keywords fail to get proper credit because of last-click attribution.

5

Compare influence and attribution with media spending.

6

Analyze data for repeat conversion events.

7

Experiment with fractional attribution models.

8

Develop a strategy and measure to continually improve ROAS with follow-up reports.

“Without tracking and analyzing multiple touch points, marketers can't get the true ROI of their marketing dollars. As a result, you might not be fully optimizing your marketing initiative� Search Marketing Now, Attribution Modeling


About Adform Adform is a leading supplier of products and services within digital marketing. The company was founded in 2002 and offers a digital universal solution consisting of campaign planning, ad serving, search engine marketing, web analytics and reporting. Adform has leading clients in all major industries and delivered campaigns for over 2,700 clients across 4,900 global web publishers in more than 25 countries worldwide in 2010. Adform has offices in London, Hamburg, Stockholm, Oslo, Milan, Wroclaw, Czech Republic, Vilnius and Copenhagen

CONTACT US BY EMAIL:

sales@adform.com

CALL US:

+370 52721111

MORE INFO:

www.adform.com

/P2C  

http://www.adform.com/site/files/business-center/white-papers/P2C.pdf

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