The company that introduced attribution to the industry offers enhanced functionality to provide deeper insights into attribution models
NEW YORK – IgnitionOne, the global leader in digital marketing solutions, is launching major improvements to its Digital Marketing Suite (DMS), that will allow marketers to easily compare and contrast multiple attribution profiles from within the Analytics section of the DMS. The enhancement will open the door to more innovative and beneficial use of attribution and improve the valuation of marketing channels.
IgnitionOne first introduced attribution modeling with its DMS in 2009 and is unique in the industry by offering attribution as an integrated part of the DMS and the optimization process. This update to the platform will allow marketers to set up a secondary attribution profile that runs side-by-side with the primary profile that their media is being optimized against. This secondary profile will offer insights on how an alternate attribution profile would change how different channels are being credited and how that would affect optimization.
Key benefits to customers
– Allows customers to look at how different attribution settings will affect their online marketing data and goals without having to alter their current attribution profile being optimized against in the DMS.
– Allows customers to test attribution profiles that are not based on last click
– Opens the door to increased and more innovative use of attribution by allowing for testing new models
– When coupled with real-time, fully attributed data, IgnitionOne’s DMS gives marketers better insights to not only decide which attribution profile is best for them but also enables them to make it actionable with automated optimization
“Attribution is not a feature, tactic or a product — it is an integrated part of the digital marketing process,” said Will Margiloff, CEO of IgnitionOne. “There has been a lag in adoption due to marketers’ hesitance to migrate away from legacy last-click reporting metrics used for years. They all agree that it’s a flawed model, but lack the tools to evangelize acceptance of more accurate and sophisticated modeling. We solve this problem by providing the ability to see previews of alternate results.”
One of the first IgnitionOne clients to benefit from this update is CPO Commerce, America’s leading online tool retailer. “Having access to multiple attribution models will help us continually optimize our marketing investment, ensuring we are meeting our customer acquisition goals and our ROI targets,” said Dale Fujimoto, Director of Marketing at CPO Commerce.
I Spy Marketing, a digital marketing agency that works with brands including Radisson Edwardian, Harrods and Jobsite, will also be receiving the update. “Understanding how different attribution models will impact our optimisation gives us the data we need to find the optimal set up. This feature will allow us to see what attribution profile will give us best return for media spend, without any financial risk.” said Andy Siviter, Operations Manager for I Spy Marketing.
About IgnitionOne
IgnitionOne, the global leader in digital marketing solutions, enables companies to integrate and centralize cross-channel marketing efforts within one platform, allowing for deeper insights and greater online success. Managing over $1 billion of advertising annually across search, display and social, IgnitionOne provides the world’s top marketers with media optimization, cross-channel attribution and website conversion solutions. IgnitionOne’s solutions are powered by proprietary, integrated technology: IgnitionOne’s Digital Marketing Suite®.
IgnitionOne currently powers more than $30 billion in revenue each year for leading brands, including General Motors, Chico’s, Ann Taylor, La Quinta, Travel Guard and Fiat, as well as advertising agencies such as MRM Worldwide and CyberAgent.
For more information, please visit http://www.ignitionone.com or follow the company on Twitter @ignitionone.
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