Need for Accurate Measurement
Encore’s approach to Attribution starts with aggregating and syncing impression data with site visitor data to create a comprehensive record of served impressions, visits, actions and page views for every visitor (paid and organic). This user-based data is then analyzed to produce actionable insights into campaign performance. Analyses include:
- Conversion Path Analysis:
Encore aggregates and groups media conversion paths into natural clusters using
statistical models that quantify the contribution of each channel in the
engagement process.
- Vendor Analysis: Encore uses
cluster sequencing algorithms and Markov probability analyses to measure
performance of each vendor and placement.
We attributed credit for each vendor based on it’s statistically derived
contributions (assists) and compute an Attributed CPV and CPA for each
vendor. We then group vendors as a
“Winner,” “Laggard” or “Bubble” based on where they rank in the
distribution.
- Sequence-Based Impression
Weighting: We calculate the relative value of each impression based on its
sequence in reverse chronological order (starting with most recent) to help
advertisers understand how recency and sequence impacts performance.
- Lastly, we quantify wasted spend
by calculating how many impressions are inefficiently served. We use the statistical modeling above to
calculate how many impressions were required to drive a visit and a conversion,
then calculate how much budget the Advertiser could have redeployed by reducing
frequency and increasing reach.
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