Director, CRM & Interactive Mkt at Alaska Airlines
29 July 2007 07:34am
In working with ad serving vendors, many give great acolades to the view through convert - those that take action without having ever clicked through. My question is - if you have a attribution model that always uses last click within some time window (say 30 days), then in a perfect world - if you paid $1.00 CPM to reach 200 million online US consumers a month (or $200k) then wouldn't this methodology attribute all conversion to a served ad unless some other direct response mechanism could be determined (email, search, affiliates, etc.). So for a little over $2 million a year - you could attribute all your conversions to banner ad view through.
Many ad agencies have their clients run ads on remnant networks - because of the efficiency. But let's assume that you run a blinded study using a house ad (red cross, etc.) and a real advertisingment and there is some % difference in attributed response. Why then, would it not be just as reasonable to assume that if you create a ad with an ad placement on a behaviorial network or direct buy that has greater CTR than one of the remnant networks - that there would be an incremental % to those placements that could also be attributed to view through - perhaps even higher view through since the view was in context to something related to the ad in the first place.
E-Business Consultant at Dan Barker
30 July 2007 20:25pm
hi, Marston, how are you?
question 1: it depends. If you're cookieing users & they delete those cookies, then you will have blind spots. If cookies die after a certain period, you'd have blind spots. Other than various bits like that, you should be able to get a picture of which 'view' sources are resulting in visits/purchases, how many times the average purchaser views your ads, whether they're more likely to buy if they've seen particular ads in combination with other marketing channels, etc.
question 2: i got lost somewhere in that mammoth sentence I'm afraid. I suspect that may have caused the lack of response.
hope that's of some use.
Managing Director at Blowfish Digital
08 August 2007 16:45pm
Its essential to make sense of impression based conversions that your tracking architecture is able to dedupe effectively across all the media channels that you use .
Media often will have the effect of increasing searches for brands or offers and being able to identify the patterns between channels and cross channel impact is increasingly important
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