Path_to_Conversion

Adform Path-to-Conversion Looking beyond the last click

Now more than ever, advertisers and marketers

need to understand how their efforts contribute

to the bottom line. An increased focus on

marketing budgets means that advertisers must

closely examine those elements in the

marketing mix that are effective in inducing

customers to purchase.

Measuring the effectiveness of digital marketing

campaigns solely on the “last-click”

methodology has been a universally accepted

practice for many years.

However, in today's diversified marketing world,

this is an inadequate way of evaluating media

and campaign performance. Today, many

advertisers seek a more holistic understanding

of their digital marketing activities and how

these activities influence each other.

As your partner in digital marketing, Adform

focuses on delivering the most advanced

industry analysis tools and we are proud to be an

industry leader in Path-to-Conversion analysis

and attribution modeling.

Adform provides full exposure of the Path-to-

Conversion, giving marketers and advertisers

valuable insights into their digital media mix. All

digital touch points that customers have with

and an advertiser through email, searches,

display advertisements, social media, partners

and on campaign websites are tracked,

connected and reported automatically.

Introduction

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Looking beyond the last click

This data enable you to see beyond the

traditional last-click count attribution to the true

value of each media purchase!

To help advertisers gain a better understanding

of their digital marketing activities and how they

interact, Adform has developed a technology

that enables advertisers to view and analyze

their media buys beyond the last-click event.

Path-to-Conversion analysis reports provide an

effective overview of campaign performance

and offer valuable insights into attribution.

Advertisers are presented with information

about the performance and contribution of each

channel in one place, facilitating decisions for

future campaigns.

Adform's Path-to-Conversion analysis reports

provide details of user exposure to ads across all

channels including: Display, PPC, Affiliate, E-

mail, Social Media, Referrers, Direct, Natural

Search.

Introduction

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“Given today’s challenging

economic times, attribution is

critically important because so

many organizations are

questioning the value of their

outbound marketing efforts”

Forrester, Multicampaign

Attribution

To help advertisers gain a better

understanding of their digital

marketing activities and how they

interact, Adform has developed a

technology that enables

advertisers to view and analyze

their media buys beyond the last-

click event.

Path-to-Conversion analysis

reports provide an effective

overview of campaign performance

and offer valuable insights into

attribution. Advertisers are

presented with information about

the performance and contribution

of each channel in one place,

facilitating decisions for future

campaigns.

Adform's Path-to-Conversion analysis reports provide details of user exposure to ads across

all channels including natural searches, direct referrers, social media and mobile.

In detail

Adform's Path-to-Conversion analysis reports contain:


Paw Saxgren

Digital Director, Mindshare Denmark

unlimited touch points

cross-channel influence overview

credit allocation of conversions and sales values

analysis of all media placements and banner positions

referrer analysis

number of interactions till conversion

natural and paid search keyword analysis

time to conversion

credit allocation of conversions and sales values

path patterns

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“The nature of most conversions is that several

interactions are required over a period of time.

With Adform’s Path-to-Conversion reporting

advertisers can now analyze the entire set of

touch points customers encounter before

actually converting!”

With Adform Path-to-Conversion advertisers now have a comprehensive picture of how all

their online advertising campaigns work together with a single marketing objective, rather

than silos competing against each other.

Advertisers need to analyze how their digital marketing activities work together rather than

viewing them as competing silos. These advertisers are already using Adform's Path-to-

Conversion to obtain a complete overview of their digital marketing ROI:

Path-to-Conversion for Advertisers


Because the industry is quickly moving beyond digital channels as direct response vehicles

measured only by click-through rates, Adform's Path-to-Conversion reveals the entire path

of events leading to a conversion, exposing the true potential of digital advertising!

With an increasing proportion of brand budgets being allocated to digital media,

advertisers seek more accurate measures of the total impact of their campaigns.

Path-to-Conversion analysis provides a complete and effective overview of campaign

performance and provides additional insights into how campaigns can be optimized.

is the only platform providing unlimited touch

points

provides valuable inputs for SEM campaign

optimization

offers a complete picture of all your digital

advertising activities combined

enables advertisers to analyze the entire set of

touch points that customers

converting

encounter before

enables more effective planning of media budgets

Adform Path-to-Conversion:

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Unlimited

touch points

Complete

overview in

one place

Plan future

campaigns

more effective

ly

Why use Adform Path-to-Conversion?


You can experiment with three attribution methods to decide how to better allocate your

marketing budget – last click is no longer the only option. The available methods are:

Last click – the last click before buying

Last interaction – the last interaction before buying (e.g., a search)

Geometric decay – all interactions before buying are credited and distributed

proportionally

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Attribution


Assists and assists ratio metrics will help you to discover the hidden value of each channel,

publisher, placement, banner, and keyword. Advertisers can now gain a comprehensive

picture of how all their online advertising campaigns work together to achieve a single

marketing objective, rather than as separate channels in silos competing against each other.

Attribution modeling based on Adform's Path-to-Conversion reports enables advertisers to

plan and buy better digital marketing campaigns.

Investigate the time to conversion and the number of interactions to conversion.

Investigate the hidden effect of channel participation in Path-to-Conversion.

Investigate channel interaction and potential crossover areas.

Investigate which media, referrers and natural and paid search keywords fail to get

proper credit because of last-click attribution.

Compare influence and attribution with media spending.

Analyze data for repeat conversion events.

Experiment with fractional attribution models.

Develop a strategy and measure to continually improve ROAS with follow-up reports.

We recommend using this eight-step approach when analyzing the path to lead

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Recommended analysis approach


“Without tracking and analyzing multiple touch points, marketers can't get the true

ROI of their marketing dollars. As a result, you might not be fully optimizing your

marketing initiative”

Search Marketing Now, Attribution Modeling

Adform is a leading supplier of products and services within digital

marketing. The company was founded in 2002 and offers a digital universal

solution consisting of campaign planning, ad serving, search engine

marketing, web analytics and reporting.

Adform has leading clients in all major industries and delivered campaigns

for over 2,700 clients across 4,900 global web publishers in more than 25

countries worldwide in 2010.

Adform has offices in London, Hamburg, Stockholm, Oslo, Milan, Wroclaw,

Czech Republic, Vilnius and Copenhagen

About Adform

+370 52721111

C AL L U S :

[email protected]

C O N TA C T U S B Y EM A I L :

www.adform.com

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