Customers to benefit from integrated attribution solution for ad campaign analysis
MediaMind, the leading independent provider of integrated digital advertising solutions, this week announced its partnership with Encore Media Metrics to deliver cross-channel, full-funnel attribution as an extension of the MediaMind platform. Marketers can now receive deep, actionable insights through robust, attribution-based reports through the partnership. As an integrated solution, MediaMind and Encore are reducing the cost, complexity and level of effort normally associated with advanced Analytics.
Attribution solves the "last-click" problem by allocating partial credit to each impression, click and interaction that influence conversions. Through Encore's statistically validated attribution model, marketers can see the true performance of each channel, vendor, placement and keyword. Encore also measures the optimal frequency for converters while quantifying opportunities to expand reach and increase ad efficiency. Armed with these insights, marketers can optimise campaigns effectively and efficiently while gleaning a deeper understanding of customer engagement cycles.
“Advertisers and their technology partners are challenged to optimise every dollar in a media buy,” said Gal Trifon, General Manager, MediaMind and Chief Digital Officer, DG. “Collaborating with Encore provides our customers another opportunity to maximise campaign performance at a channel, vendor, placement and keyword level, as well as determine optimal frequency, engagement cycles, and KPIs for search, display, affiliate, email, social and other digital media.”
“With the fragmentation of digital media, advertisers and media agencies find it increasingly difficult to track how consumers respond to cross channel campaigns,” said Steve Latham, Founder and CEO, Encore Media Metrics. “By integrating the Encore solution with the MediaMind platform, advertisers will have easy access to advanced insights into their ongoing campaigns while saving time, money and energy.”
“We're very pleased to see this integration of attribution and advanced analytics into the MediaMind ad platform,” said Darren Herman, Chief Digital Officer, The Media Kitchen. “To date, the biggest hurdle to full-funnel, cross-channel views is the level of effort required to deploy yet another point-solution across each campaign. The promise of an integrated solution that reduces the work required on our end is very exciting – and timely.”
For more information on MediaMind, visit http://www.mediamind.com
For more information on Encore, visit http://www.encoremetrics.com
For more information on The Media Kitchen, visit http://www.themediakitchen.com
MediaMind, a division of DG (NASDAQ: DGIT), is a leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers. MediaMind provides media and creative agencies, advertisers and publishers with an integrated platform to manage campaigns across digital media channels and a variety of formats, including rich media, in-stream video, display, search and mobile. During 2011, MediaMind delivered campaigns for approximately 11,000 brand advertisers, servicing approximately 4,300 media and creative agencies across approximately 11,500 global web publishers in 75 countries.
Encore Media Metrics helps advertisers and media vendors optimize performance through better analytics. Encore helps clients measure performance across channels and beyond the last click, producing actionable insights while reducing the cost and complexity of media measurement.