Giving your clients swifter, attributive data with advanced AI
Complexity is part and parcel of ever more ambitious and wider-ranging digital campaigns. The average consumer will likely have crossed numerous channels whilst being reached by a brand’s marketing initiatives before engaging and going on to a purchase.
Attribution models that help analyze that consumer journey are, therefore, key to understanding the dynamics across channels. Needless to say, attributing the right action through each action is key to the marketing decision-making process.
But in an ever more complex multichannel environment, one way to keep advertisers happy is by enabling them to obtain more relevant and conclusive digital attribution data swiftly, leading to greater success for their endeavors – and your business.
The challenge: How can I give my client a more effective digital marketing attribution model?
The answer: The digital landscape is suffused with data collected through multiple channels and touchpoints, and in response, the global AdTech group has developed AI-driven end-to-end technology to simplify the collation of this data and provide swifter attribution data. Tracking is performed in real-time with actions and engagement not only collated and attributed but also compared and analyzed against the optimum performance data gathered from the thousands of successful digital campaigns in its memory. Reports are generated in real-time and made available through a single platform. A dashboard showing performance metrics from multiple channels is constantly adjusting to the latest feedback from live campaigns to facilitate instant decision-making. The result is that advertisers can utilize a more interpretive and accurate account of where, when, and how their customers are reacting to the campaign – and where any campaign is succeeding or falling short.
The challenge; How to deliver more control over omnichannel campaigns
The answer: Running a digital campaign with AI-driven machine learning technology allows an advertiser to take confident control through superior data accuracy and management systems across multiple platforms, Adludio AI innovations provide for real-time analytical feedback of an omnichannel campaign end to end – from briefing and creative through to engagement and conversion- regularly monitoring and comparing the quality of incoming data against optimum performance data from past campaigns.
The challenge: My clients seek ever more sophisticated attribution data.
The answer: We’re on the same wavelength! Attribution is already highly sophisticated, but we think there’s room for better forms of measurement – and better ways of gauging attribution. Plenty of attribution statistics allow brands to assess past campaigns and drive those in the future, by evaluating which adverts were the most cost-efficient through time spent and impressions, etc. We go further and use advanced AI-driven analytics techniques, such as machine learning algorithms built upon optimum data from 000s of similar digital campaigns to analyze and interpret complex data sets, thereby deriving more accurate attribution insights.
In tandem with this, we put uniquely formulated metrics at the heart of our system, such as Composite Attention Scores CAS and Costs Per Engagement CPE. CPE zeroes in on what are the most important aspects of user behavior in the digital landscape: interaction and engagement, forming a more cohesive relationship between expected and actual actions and outcomes. CPE takes into account a user’s actions and attention including clicks, likes, shares, comments, and video views which together more pertinently signify engagement with the given brand and take a significant step beyond passive ad impressions.
The challenge: My ads generate attention but don’t deliver on ROI
The answer: An ad in front of thousands of users may be perceived to have their attention but our metric of cost per engagement CPE delves further and emphasizes the quality of interactions that are driven by the user and the engagement that is more likely to lead them to conversion. AI-driven analysis gains a truer understanding of engagement making it easier to guide potential customers down the sales funnel. In addition to increasing the chances of conversion, CPE enables a clearer attribution of these valuable interactions to a given budget and a campaign’s hoped-for outcomes.
Engagement is a metric that directly correlates with user attention and intent as opposed to CPM campaigns, where paid-for ad views may not result in any meaningful action. Using unique analytics with which to generate real-time recommendations and clearer attribution data increases a campaign’s chances of making conversions, and achieving a higher ROI.
And finally:
Our AI-driven approach to digital advertising and especially mobile advertising, adds a distinct edge in an arena where competition is ever more fierce. User attention spans are short and making the most of any advertising budget is paramount. By prioritizing engagement and utilizing the CPE metric, we can help ensure that your client’s marketing efforts resonate with the target audience from end to end of a digital campaign.
