ANDOVER, MA – Semcasting (www.semcasting.com), creators of the patented next generation data management platform (DMP) Smart Zones, announced the commercial availability of its automated Site Visitor Attribution (SVA) solution for marketers, publishers and agencies. SVA is a patent pending attribution solution that provides online publishers, corporations and retailers with a no-cost solution for identifying their site visitors.
Using the Smart Zones process, visits are characterized by more than one hundred different attributes that are transformed into lookalike segments and then turned into actionable leads. A detailed snapshot of visitors to specific site pages can automatically be generated daily, weekly or monthly, validating marketing initiatives, supporting direct lead generation or exposing publisher inventory demographics.
“The ability to understand who is coming to our site, and through what channels, is critical,” said John McCarthy, Online Experience Director at EnterpriseDB. “SVA will enable us to better qualify our existing leads and discover new opportunities.”
Many marketing campaigns for B2C brands or B2B corporations involve multiple channels, including search, email, display, direct mail, radio or TV. SVA was designed to track all sources of engagement back to the specific audiences that we used for targeting each platform. SVA determines the source of a visit at a device level and whether it is prompted from a search request, a particular online page visit, email link, and even direct mail, television or radio. Consumers, for example, who view a display ad and come back to the site or make a purchase through another channel, such as search or a brick-and-mortar location, can now be linked on a deterministic basis back to their original online audience.
With SVA activated, marketers, publishers or agencies have:
- Attribution Tracking: Generate attribution metrics from all impressions and all marketing tactics
- Multi-Channel Tracking: Monitor site visitors from offline campaigns by email, direct mail or phone banking audiences
- Retargeting: All site visits from any user contact can now be retargeted
- Data Appends: Append data for analytics
- Look-Alike Audiences: Automate look-alike modeled audiences
- Direct Lead Generation: Create new targeting lists based on direct indications of interest at a company level
“With 85 percent of consumers and virtually all businesses online, most audiences touch one or more digital venues on the way to a purchase. The challenge with attribution has been the attempt to chase a handful of matched purchasers back through the marketing channels they thought they may have touched,” said Ray Kingman, CEO of Semcasting. “SVA changes the metaphor; instead of chasing a few buyers, SVA validates every audience member up-front, making the path to attribution fully defined across all platforms, tactics and transactions.”
About Semcasting
Semcasting is the next generation in Data Management Platforms providing actionable intelligence for marketing services, CRM enhancement, and manufacturing logistics on any Internet-enabled device. Our Semcasting Smart Zones™ platform maps the demographic attributes of real consumers and businesses to their online Internet delivery points in order to automate the creation of highly qualified and verified audiences. We match customers, prospects and Internet traffic to the locations and devices they prefer, enabling analytics and advertising to be targeted with nearly 100 percent reach and unrivaled accuracy. Semcasting is headquartered in North Andover, MA.
