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Casting A Net > A Single Line = The Attribution of Fishing.

In a world where advertising is the key factor in brand awareness, many advertisers are looking towards more detailed layouts to give them a better idea of the effectiveness of their ads. Despite what you may believe, by using the old methods, your data isn’t coming through as accurately. If you didn’t know this, now you do.

Let’s talk. Last Click is just giving you a lump sum of all of your attribution. It’s not giving as accurate data as what you could have. Some of our clients have saved up to $5 million dollars by switching to us. It may seem like an obvious idea, but you’d be surprised. It’s not that these companies are just throwing money out the door on purpose, its that they don’t know how to accurately measure their attribution. That’s why many switch to C3 Metrics.

We’re giving you the single source of marketing truth, the full truth, and nothing but the truth. With Last Click, you’re simply casting your advertising budget out, hoping for a nibble. You’re going sit on a rock and wait for your ROI. Now, add C3 into the mix. We’re that awesome new fishing radar system – thing that allows you to pinpoint the best spots to cast your line. I know what you may be thinking “It’s the thrill of waiting that makes fishing fun”, and you’re probably right, but not when you have thousands or millions of dollars on that line. This is advertising, and you expect that when you cast out, you’re getting the big haul.

Lacking the accurate data is a big risk when trying to meet your ROI goals, so why risk it? Why launch if you can’t measure the data? Have the proof that you caught that massive fish. Better monitor your attribution using C3 Metrics. Bring home the fish, and not just the fish tale.

Want to learn more?

Attribution After Dark, presented by C3 Metrics, is the only nationwide tour of top advertising experts addressing challenges which impact marketers on a daily basis.

Key topics include programmatic fraud, cross-channel measurement, connection online media to offline sales and multi-touch attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

Questions? lia@c3metrics.com.

Like us on Facebook, Twitter, and Instagram!

Video Fraud = Who Is Really Clicking On Your Ad?

We live in an age where anyone can watch a video from anywhere.

77% of U.S. adults now own a smartphone. That means 77% of adults can click on your ad at any given time.

With quality digital content being put out every second, are you sure that your advertisement is really being broadcast to the maximum amount of people?

Are you sure that your ad is even being noticed by real people?

Brands want to be where the people are but programmatic ad fraud makes it difficult to really trust your data.

Lots of small and medium-sized ad tech companies and sellers of video inventory are under pressure for earnings & revenue. The conflict is: turn a blind eye to video fraud that will happen just about everywhere except YouTube, Facebook, and twitter (it’s going to happen)…or make revenue numbers. Or, spend money (a lot of money) to combat video fraud and make your revenue numbers even worse. And thus the conflict of interest in video: turn a blind eye and make revenue, or do something which is like fighting the cartel which will keep on operating (except in well-policed neighborhoods).

Does this sound like a familiar issue to you?

We have a solution:

Attribution After Dark, presented by C3 Metrics, is the only nationwide tour of top advertising experts addressing challenges which impact marketers on a daily basis.

Key topics include programmatic fraud, cross-channel measurement, connection online media to offline sales and multi-touch attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

Questions? Contact lia@c3metrics.com.

Don’t forget to like us on Facebook, Twitter, and Instagram.

 

Ad Fraud = Stop Spending or Start Learning

The ad fraud market is expected to reach $16.4 billion dollars by the end of 2017.

The issue remains one of the largest concerns for digital marketers and puts a stigma towards placing an ad in the digital spectrum. Of course, the direction that digital media is heading looks promising. By 2020, digital advertising spend will outpace television with more sales coming from mobile.

Using C3 Metrics allows you to see when fraud is happening. Our ability to see the inner workings of digital ad spend can help you tackle the monster under your bed. By utilizing real-time strategies such as C3 Metrics, you have the ability to take back and control what many advertisers fear they cannot.
Ad agencies (not necessarily the good ones) have fallen to this monster. The fear should not be in ad fraud, the fear should be in doing the right thing to help combat it.

Want to learn more?

C3 Metrics is on its first nationwide tour, Attribution After Dark: a nationwide tour of industry experts addressing key topics and challenges which impact marketers, including programmatic fraud, cross-channel measurement, and attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

For more information please visit Attribution After Dark and see where C3 Metrics can help.

Jeff Greenfield at the IEN Marketing Analytics Summit

Last week our very own COO, Jeff Greenfield sat as a panel moderator for the IEN Marketing Analytics Summit at 3 West Club in New York where experts discussed the power and pitfalls of specific advanced metrics, such as multi-touch attribution, customer lifetime value, and more.

The two-day event touched upon the Who, What, and How of attribution and digital marketing:

  • Insight into the algorithms behind advanced attribution platforms
  • Practitioners’ Roundtable: Hear directly from your peers about their metrics/analytics strategies. What have they learned along the way? What tangible benefits have they seen?
  • Reading the metrics tealeaves—forecasting with analytics 
  • How to prove that marketing is an investment, rather than just another cost center
  • Which attribution model is right for you?
  • How to integrate new technologies into your existing business infrastructure 
  • Tech showcase: Explore and compare your vendor options 
  • “Vanity Metrics”—when they can be useful and when they can’t 
  • Organizational alignment: breaking down the data silos across your business
  • Customer Lifetime Value—the most powerful metric of all? 
  • The benefits of using both attribution and media mix modeling 
  • Breaking down communication barriers: how marketers are successfully presenting to the c-suite 
  • Getting different data sets to talk to each other: using metrics to ensure consistency across brands, platforms, and channels
  • What metrics can and can’t do—understanding the limitations 
  • A crash course on regulations and privacy laws—current and predictions for the future
  • The role of marketing automation and machine learning in analytics 
  • Learn what questions to ask up front in order to avoid mistrust and transparency issues with service and software vendors
  • Addressing the talent gap—how diversity on your marketing team leads to innovation
  • Funnel or hourglass? The new shape of the customer journey and what it means for marketers


Getting Beyond “Last Click” with Advanced Attribution Models

· Tips for overcoming common challenges surrounding cross-channel attribution, particularly with mobile
· Predictions for the future, and what this means for companies
· Using control groups in combination with attribution modeling to better measure direct marketing effectiveness
· In-house vs. outsourcing—which approach is right for businesses
· What questions you should be asking before committing to a new service or technology provider

C3 Metrics is providing our own nationwide summit!

Learn more:

Attribution After Dark Chicago

Attribution After Dark, presented by C3 Metrics, is the only nationwide tour of top advertising experts addressing challenges which impact marketers on a daily basis.
Key topics include programmatic fraud, cross-channel measurement, connection online media to offline sales and multi-touch attribution.
Our event in Chicago is proudly hosted at theWit and provides a follow-up after-party including an open bar, food, networking in one of the hottest spots in the city.

 

C3 Metrics = Giving Your Ad Spend A Haircut.

The 80’s were a time of big hair.

Musicians would use any hair product imaginable to keep their hair wild and loud.


If your hair wasn’t crazy, it showed that you weren’t crazy enough. If you weren’t crazy enough, how could you possibly shred face-melting guitar solos?

Well, that time came and went. As many of those musicians grew up, they realized that maybe these fashion trends weren’t meant to stick around.

Time for a haircut.

Your ad spend shouldn’t reflect the methods of past embarrassment. It needs to grow and be shaped in more effective ways. In order to do this, you need a trim.

Your advertising budget can be massive and wild, but is it reaching the right people? Like many washed-out 80’s musicians, in order to stay afloat after their life of rock and roll didn’t pan out, you need to go to the bank. You want to be presentable and in order to do that, the hair has to go.

By using C3 Metrics we allow you to see where you need to cut the most hair. We can monitor each strand of hair and see how well it is growing and performing. If it’s not performing to the standards you need for that bank loan, then you need to cut it.
Don’t get me wrong, having a bit of hair can attract the people you’re looking for, but knowing where to cut it is what makes that trim effective.

C3 Metrics is on its first nationwide tour, Attribution After Dark: a nationwide tour of industry experts addressing key topics and challenges which impact marketers, including programmatic fraud, cross-channel measurement, and attribution.
Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.
Questions? lia@c3metrics.com.

Interaction = Promoting Festivals On A Budget

Interaction rates are critical when monitoring the success of an event.

Having social media users liking, sharing, and commenting means a greater chance of someone buying a product.

Where reach provides data on how many people saw a specific post, interaction rate assures advertisers that people enjoy their content and want to be included in future promotional material.

One of the most helpful ways to gain a high interaction rate is to take photos. After uploading over 300 photos of fundraising events for the festival, the numbers showed a greater interaction rate than reach.


Overnight, people tagged themselves and their friends. This helped spread promotional material to other people in their network. Underneath each photo was of a short description of the event and a link to purchase tickets. An increase in tickets sales came as a result of knowing what people wanted to interact with.

Interaction photo of band
Advertisers can dig deeper into the data in order to find their core audience based on interactions. The number of followers and subscribers remains important, but they are simply vanity metrics. They can easily be manipulated and throw advertisers in the wrong direction.

By having a smaller and more engaged audience, advertisers won’t need to “spray and pray”, they can focus deeper into what drives their numbers and what type of audience they want to hone in on.

Fake News = Safety in Ad Spend

Fake news is everywhere.

It hides in the night stalking the next victim who will simply read a headline and instantly share the post.

Fake News Pope Francis Endorses Trump
This website made money from advertisers who didn’t have the knowledge of where they were placing their ads.

In a similar scenario, many advertisers have pulled from YouTube due to products being displayed in front of offensive images. Just like YouTube, digital marketers still seem to be throwing their ad spend into sites, videos, and images which, if they knew what the site entailed, ordinarily wouldn’t.

Locating credible sites is a large part of the battle.

C3 Metrics offers the ability to monitor where ad spend is hitting that sweet spot. It will also allow users to see which advertisements are failing. Chances are, they’re failing on fake news sites. Of course, there are exceptions, but many don’t know or care, which can hurt credibility.

By using C3 Metrics, the potential for placing an ad on a site that would hurt credibility is lowered. An advertiser has the ability to see which ads are performing and which ones aren’t. By utilizing this tool, advertisers can veer away from fake news sites and put their money towards more effective campaigns.

Want to learn more?

Attribution After Dark addresses very specific industry hurdles, such as programmatic fraud and cross-channel measurement. The series really dives into the “whats” and “whys” of attribution, and how it could impact ROI.

Key topics include programmatic fraud, cross-channel measurement, connection online media to offline sales and multi-touch attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

For more information visit our site!

Attribution After Dark Chicago

Did Animal Farm Predict Ad Fraud?

Animal Farm, written by George Orwell is perhaps one of the greatest books on the topic of manipulation and fraud.

In the story, Napoleon (the pig who leads the farm) manipulates the harvest by adding sand to the supply of grain bags. Napoleon ordered the almost empty bins to be filled nearly to the brim with sand, which was then covered up with what remained of the grain and meal.

Digital fraudsters took a page right out of Animal Farm.

Their goal is to stuff your advertising data with as much false information as they can without getting caught. They fill the bag with “sand” and wait for the real data to cover it up.

They pray on those who cannot see the truth in their data. Like the book, masters of fraud will claim large increases in click-through rates and make bold statements that go against what you are actually seeing.

The 2018 Attribution Vendor Scorecard compares 15 attribution vendors across 15 customizable criteria.

Pink Floyd Animals Cover representing fraud

“Big man, pig man. Haha! Charade you are.”

The strong and affluent used the uneducated by falsifying information. In today’s world, programmatic fraudsters bank on what you don’t know.

In order to combat ad fraud, advertisers need to use the right tools. By utilizing C3 Metrics, advertisers will be able to spot the fraudsters. Having the data in real-time lets you see when fraudsters are working their manipulative magic.

C3 Metrics is on its first nationwide tour, Attribution After Dark: a nationwide tour of industry experts addressing key topics and challenges which impact marketers, including programmatic fraud, cross-channel measurement, and attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

Questions? lia@c3metrics.com.
For more information visit us here:

Attribution Scorecard

The 2018 Attribution Vendor Scorecard compares 15 attribution vendors across 15 customizable criteria.

Criteria include:  fraud removal, user-level data, viewability, TV, and cost.

The “Holidaze” = 4/20 Marketing

4/20 remains the peak day for cannabis sales and advertising.

We have reached that time of year again. The holiday that reaches out to everyone who enjoys ingesting cannabis — 4/20.

Depending on the state that you live in, cannabis can mean different things. For those in states that haven’t legalized, the holiday is a day for movement and action. For the states that have legalized, it’s a day for profit…and advertising.

On 4/20, Facebook turns into a massive bowl of cannabis related articles, photos, videos and call to actions.  If you’re a shop owner in Colorado, for instance, then the focus of today is to advertise. Like Black Friday, cannabis business owners are hosting sales to get people in the door and to make money.

Though cannabis has been legalized in a few states, that doesn’t mean there aren’t hurdles. Cannabis cannot be advertised via television, radio, and is limited to a few niche magazines. The primary focus is on digital and even then, it has its challenges.

Cannabis still remains a schedule 1 narcotic on the federal level, so trying to rank in Google for your shop requires time, effort, and in most cases, money. Fortunately, on 4/20, the flow of cannabis traffic is high.

Facebook regulations state that cannabis cannot be advertised to purchase from your page. You cannot advertise cannabis sales, but you can create amazing cannabis content. Promotional events, photos, and blogs can be posted in order to gather a larger following to your brand. Facebook is a great outlet for that. People tag, share and react to different posts.

With digital advertising becoming the focal point for cannabis, many are flocking to advertisers who specifically target the cannabis industry.

The tide is still low for business owners to put forth major marketing efforts, but it’s slowly rising. In enough time, the cannabis industry will be able to promote themselves on all platforms.

Programmatic Ad-Fraud = The C3 Metrics Solution

Programmatic fraud plagues the digital advertising world.

With major ad-fraud becoming more and more prevalent, what will advertisers do to make sure they aren’t spending in the wrong places?

As we have explained previously, fraudsters are everywhere. Programmatic drug lords target all available outlets in order to manipulate your advertising efforts.  Extreme efforts have been able to rob advertisers of up to $180 million dollars and the process has only grown.

Programmatic fraud occurs between midnight and 6 am. The culprits know this because you don’t.  They know that most advertisers rely on daily metrics, not hours and can manipulate the data based on that large gap in knowledge.

Video

Video remains the largest target for fraudsters. Publishers prefer to bill on impressions because it is an inventory based product, rather than a performance based product. Those who seek to falsify clicks have a field day with this method due to the ease of which clicks can be generated.

You, as an advertiser, have the ability to stop this from happening. The ability to see ad performance is critical if you want to stay on top of your game (and keep your job).

Using C3 Metrics allows you to see when fraud is happening. Our ability to see the inner workings of digital ad spend can help you tackle the monster under your bed. By utilizing real-time strategies such as C3 Metrics, you have the ability to take back and control what many advertisers fear they cannot.
Ad agencies (not necessarily the good ones) have fallen to this monster. The fear should not be in ad fraud, the fear should be in doing the right thing to help combat it.

Want to learn more?

C3 Metrics is on its first nationwide tour, Attribution After Dark: a nationwide tour of industry experts addressing key topics and challenges which impact marketers, including programmatic fraud, cross-channel measurement, and attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

For more information please visit Attribution After Dark and see where C3 Metrics can help.