Berkshire Hathaway delivered a 20% annualized return from 1968-2011. Icahn Enterprises for the same timeframe delivered a 31% annualized return.
But an investment in attribution gets you a better return than either Buffet or Icahn.
After 12 months of using C3 Metrics, clients realize 15% median improvement in the ROI of their ad spend.
The cost of C3 Metrics: 1-7% of media spend.
15% median return on an investment of 1-7% [15%/(1 to 7%)] = 3x return
Nobody’s getting 3x returns these days in the financial markets. Not the Dow Jones, not your bank, not Buffet.
C3 Metrics advertising attribution measurement COO Jeff Greenfield elaborates on the four keys to the ROI improvement:
1. Purified Data (Single Source)
The purified data quality of C3 Metrics single source platform are vastly different. Meaning, C3’s platform is not what’s called a “fusion platform’ which is simply a repository of data from different (non-integrated) sources, then trying to integrate them after-the-fact.
One example is viewability. In Programmatic, 69% of display inventory is not capable of being viewed. And when 95% of all data collected for a typical campaign is display…simple math tells you that 66% of you entire data set will be wrong before it even enters the attribution equation [95% x 69% = 66% wrong].
Imagine if 66% of all data used by CFO’s to report earnings were wrong?
C3 Metrics has its own display viewability tag traveling with every one of its clients display and video ads, an seamlessly suppresses false data from entering into its attribution equation.
This, along with more quality control measures (like C3’s FraudX™ and Programmatic PCP™), prevent false positives from entering the equation resulting in the highest data quality in the industry, unique to C3 Metrics.
Time is money. The longer you wait to get actionable data to shift media tactics or creative…the more frustrated you will be (and longer it takes to get ROI).
Speed at C3 Metrics begins with on-boarding and integration. It’s down to a science at C3 Metrics. The record onboard for a client is two hours (very unusual). But our on-boarding call takes less one hour with inputs from the client in advance, and afterwards, a on-boarding will take 7-10 business days to execute, then allow 30-45 days for data to hatch.
Speed continues with Bayesian machine learning.
3. Bayesian Machine Learning Algorithmic Model – Updating with Every Conversion
One of the key aspects of C3 Metrics is its state of the art Bayesian machine learning algorithm.
Machine learning updating with every conversion…versus having to wait months for a new model to be processed, human analyzed, loaded, checked, and reloaded, etc).
Bayesian modeling is the same modeling used by Google self-driving cars, and by Netflix to determine what original content to produce, and which actors to cast.
It is the most sophisticated algorithmic model (especially when applied with machine learning) in today’s industry.
4. Business Flexibility
Every business has nuances and differences. In the education vertical, enrollments are key, not just leads & applications. For this vertical, offline enrollment conversions are imported into the platform to capture and connect the most important KPI (paying customer).
Every business has its own nuances.
In addition, C3 can incorporate conversions which happen: over the phone or at a brick & mortar location…incorporating many components of key data which would otherwise go uncaptured and disconnected from the media funnel impact.
If it’s important to your business, it becomes important to C3 Metrics.
Tell your CMO to invest those marketing dollars in the stock market? There’s no demonstrated 3x return there.
But as Warren Buffet said:
“Price is what you pay, value is what you get.”