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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.

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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.

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.

 

Promoting a Festival for Free = Blogs With a Cause

Blogs with a cause can increase traffic to your site.

Music festivals are an exciting event to promote — especially when there is a cause behind it. The festival being promoted has a devout following behind it. Informative blogs are an essential asset for gaining traffic to your site with little to no budget.

SEO and blogs go hand in hand. The more links, images, and tags the better. By writing blogs every day you can gain the necessary traffic to help rank in Google. The right SEO information will help this process along.

Blog Content

New Hampshire lacks a main page for the cause. Using a blog is an excellent method for informing people. Turning the site into a one-stop information source not only promotes credibility but since there is little to no competition for the cause, gaining traffic is easy.

Each blog post should consist of links to credible news sources, other event pages, and any interesting information using targeted keywords. Seeing as this website will be the only site in New Hampshire promoting this cause, the choice of topics is endless.

Keep in mind, you should not be posting anything that could get you in trouble with Google.

The content in your blog allows you to attract attention and gain traffic. If people feel strongly about it, they will share it with their friends, their friends will share and so on. Providing the right information is critical for establishing a community of returning visitors.

Using a blog in order to increase ticket sales and bring awareness to a cause is relatively simple (provided you know what to write about) and can attract people to something more than just a festival.

Building on a Budget = Finding Organic Traffic

High organic traffic is one of the most important goals to reach when promoting a music festival.

Music and Facebook go hand in hand. New Hampshire has an eclectic and spread out music scene that relies heavily on community pages. With such a small state, these groups are perfect for growing organic traffic.

Performing a quick Facebook search for “New Hampshire”, “Music”, “Festival”, etc. yielded 13 groups focused on building a community of musicians and sharing events and shows. Adding up the numbers of everyone in each group created the potential reach of 18,518 people for every post.

One of the largest contributors was the Tupelo Music Hall. They were happy to help promote the festival and had a following of 11,000+ people.  Having a link attached to every post and description is perfect when reaching out to potential customers. Between now and the time of the event, we will have potentially reached 2,222,160 people – that’s just for one post to all pages.

Organic music gathering

Organic is just the start.

The “Granite State” lacks the large nightlife scenes like that of Boston or even Portland, ME. What New Hampshire does have is the strong desire to help support local bands. There are so many outlets for local musicians whether it be for small house parties or local bars. New Hampshire has a system for helping musicians find their gigs.

It is important to not overlook these groups as potential outlets. Even low number groups add up if you have enough of them. Utilizing Facebook groups provide a free and effective method to increase awareness for any event. Building awareness for a festival with little to no budget is not impossible.

The use of these groups creates an all organic approach to digital marketing. With a limited budget for promotions, these groups are a huge asset to the cause.

Promoting a Festival for Free = Tumblr

Promoting a music festival through Tumblr can be a fun and exciting way to utilize SEO.

Tumblr is a unique outlet for information sharing. The platform allows users more freedom to post more obscure images and related articles as opposed to Facebook, Twitter, and Instagram. The guidelines are more liberal and once more, the platform is free. This acts as a great way to promote a festival.

Utilizing Tumblr is great for tagging, following users who share your interests and driving content to your website.

With B2B companies this doesn’t work as well. Most businesses do not utilize Tumblr due to the contents of the site, but for music, movies, and images, this provides the perfect outlet. If you’re looking to reach customers or increase ticket sales, Tumblr is the place to go.

Tumblr is one of the most viral outlets to date.  There’s something there for everyone.

Looking through the information that I had used to promote the festival via Facebook, I was able to lock in a few bits of information that helped spur an increase in traffic.

Tags

Tags are important for the obvious reasons. After searching a number keywords, rankings for the term “New Hampshire” came up relatively low compared to the other search terms that were necessary. Having a low search result isn’t a bad thing. If you can own that tag, you can be the sole proprietor. When someone searches for those keywords, that provides the opportunity for more traffic.

Traffic

Once specific keywords are dominated, then it’s time to promote. Promoting a blog via Tumblr is simple. Find other blogs that relate to the specific topic and follow them. Tumblr provides the ability to follow up to 200 people per day and can follow 5000 users at any given time. Those followers will often follow back and provide a more diverse audience. 5000 seems like a small number, but that doesn’t mean creating another profile and starting the process over will hurt.

Following and tagging are the primary focus for promoting events. With Tumblr, the process is painless and effective.