Data Driven Marketing Tool
> March 9th, 2010
Coremetrics , the leader in marketing optimization, today announced new enhancements to Coremetrics Impression Attribution that enable businesses to accurately analyze how Facebook presence and investments drive key business objectives, such as website sales, orders and conversion events. Fully integrated into the Coremetrics Continuous Optimization Platform , Impression Attribution links individual visits to Facebook fan pages, exposures to Facebook ads, and interactions with Facebook applications to subsequent website visits, behaviors and conversions, enabling marketers to measure the return on investment (ROI) of their campaigns. Coremetrics clients have complete control over what information they wish to collect and analyze, from simple demographic information and activity level, to more sophisticated attribution metrics.
“Seton Hall University requires measurable results from Facebook and other forms of social media,” said Robert Brosnan, director of web and digital communications, Seton Hall University. “The university is focused on tying Facebook investments directly to specific metrics, such as student enrollment. Coremetrics approach to quantifying Facebooks contribution to the bottom line, grounded in the broader analysis of the contributions of other impression-based campaigns such as syndicated videos, rich Internet applications and micro-sites, is an extremely sophisticated, market-leading take on social media analytics.”
While existing solutions depend on link clicks to associate Facebook interactions with website behaviors, Impression Attribution measures the impact that Facebook has on the business by fully capturing both click-through and view-through visitor activity. View-through refers to users who visit Facebook and in a later period arrive indirectly at the businesss website via a different channel, such as paid search. In that case, Impression Attribution will assign credit to Facebook for its role in influencing the website visit.
Impression Attribution uses a lightweight process to intelligently identify a visitors exposure to a brands content. Businesses can send any information they want through Impression Attribution. They can deploy static impression tags on their fan pages via Facebooks Static FBML application, or dynamically in Facebook apps and custom tabs. For instance, they can leverage the Facebook API to access user profile or activity information and seamlessly integrate it into the Coremetrics Continuous Optimization Platform. Coremetrics Impression Attribution will then report on website sales, orders, conversion events and other business-impacting metrics that were associated with that Facebook information.
All data collection conforms to Facebooks Terms of Service, its commitment to user privacy, and the privacy settings selected by each individual user.
Ground-Breaking Project Will Grow Customer Bases and Increase ROI for
Content Providers and Advertisers
AMSTERDAM — Irdeto,
a leading expert in content and business model protection solutions and
services, today announced that middleware and interactive TV technology
provider Selevision has selected Irdeto’s middleware solution and
conditional access system (CAS) for its new High Definition Personal
Video Recorders (HD PVRs). The HD PVRs, currently in field testing in
Saudi Arabia, will enable content providers to run highly tailored
advertisements – a market first in the Middle East. In addition,
Selevisions HD PVRs will be protected by Irdetos CAS and secure chip
set – another first for the region – to allow the company to
comprehensively secure premium content, while delivering a personalized
experience for consumers, through uniquely selected programs and
commercials.
“Irdeto’s technology meets our needs for a flexible solution that
enables us to deliver targeted content to consumers, while protecting it
against piracy, which continues to be rife in this region,” said Dr.
Raed Khusheim, CEO and founder of Selevision. “Irdetos solution allows
us to constantly enhance our targeted advertising capabilities. Irdeto
was a natural choice for us, given the company’s proven track record of
delivering industry-leading conditional access solutions in the Middle
East. We look forward to expanding our services to other regions, and to
continuing to work with Irdeto.”
According to Informa,
at the end of 2014, the Middle East and North Africa region will have
approximately 50 million multichannel TV homes. This means that more
than 70 percent of households will have either cable or satellite
television. In response to this growth as well as the need to
differentiate themselves to both advertisers and viewers, Selevision
selected Irdeto’s industry-leading middleware technology to empower
advertisers to effectively reach a wide range of viewers with ads that
are directly relevant to consumers.
“The advanced features and functionality that the Selevision HD PVR
offers to consumers and advertisers is a testimony to the maturity that
Irdeto middleware has reached,” stated David Canellos, senior vice
president, sales and marketing for Irdeto. “The Middle Eastern market is
ripe for innovation, and the ability to reach viewers with targeted
advertising is increasingly important, as audiences are progressively
looking for content that is personalized and relevant.”
SEATTLE — Marchex, Inc. (NASDAQ: MCHX), a leading performance marketing company,
today announced that Leigh McMillan, SVP and GM for Marchex Call
Analytics, will lead a Webinar titled, “Call Tracking: Great Way to
Boost Conversions” on March 10, 2010 at 11 a.m. PT. Sponsored by
AdvertisingAge, the event is free and open to the public.
While tracking online activities through Web analytics has become an
integral part of most marketing programs, using call analytics to
capture online-to-offline conversion is often overlooked. Yet having the
ability to measure the source of a phone call can dramatically increase
the overall ROI of a campaign — as well as clearly display a campaign’s
true performance.
In addition to discussing how marketers can use call analytics to
capture offline conversions and improve overall conversion rates,
McMillan will answer the following questions: