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In 2011 advertisers are faced with the same century old challenge, magnified by new channels and newer technology. The promise of online channels to generate perfect information for advertisers about reach, frequency, engagement, intent, and brand lift has gone largely unfilled. There is a lot of data available, but none of it answers the questions advertisers are asking. Without a comprehensive reporting solution online advertisers are left to struggle with mountains of data, but no transparency, insight, or analysis. The sheer volume of data available has actually inhibited advanced campaign analysis, so marketers spend an inordinate amount of time analyzing the 0.1% of ad impressions that generated a click, but no time understanding the impact of the other 99.9% of their ad spend. This session will focus on Adometry's Ad Analytics that allows advertisers and agencies to validate, identify and remove invalid and low quality impressions from online display campaigns and further optimize using dynamic attribution analysis, reach and frequency, demographic and geographic reports. Unlike web analytics platforms that measure only on-site activity, Ad Analytics measures off-site views and interactions with online advertising media to improve campaign efficiencies and overall return on ad spend. Presenter: Steve O'Brien, VP, Marketing, Adometry, Inc. |
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