C3 Metrics Summit = A Recap Of Success

Last week, the C3 Metrics Summit was met with a great response as a full house packed the Portsmouth Music Hall Loft in downtown Portsmouth, New Hampshire. With an impressive guest panel coming together to discuss a wide array of topics from 10-second television advertising to more effective ways to monitor the effectiveness of advertisements, the C3 Metrics Summit provided key perspectives that supported impactful methods for the future of advertising.

The Summit Pannel

Our very own COO, Jeff Greenfield and the legendary Johnny Carson

Lee Beale speaks in front of a packed conference at The Portsmouth Music Hall Loft.


Chris Yonkers of Executive Performance gives a speech on productivity.


Matt DiAntonio VP, Business Analytics of Carbonite speaks on how he uses data to make the best decisions.


Our very own CEO, Mark Hughes.


Our very own head of sales, Buz and Marc Amici of VP, PS Productions


Ted Moon (Pathfinder) , Vanessa Branco (Armonix Digital) , Benny Radjasa (Armonix Digital) , and Mark Hughes speaking as our pannel.


Jeff Greenfield and Seth Ulinski (Senior Analyst at Technology Business Research) have a nice one-on-one chat.

The event ended with a formal afterparty at the Portsmouth 100 Club where our speakers, along with our C3 Metrics team had the opportunity to wine and fine-dine.

Vice = Moving To TV

Last year, Vice Magazine, one of the largest media outlets amongst millennials launched “Viceland” an entire station dedicated to harder hitting news than what the world is used to. The magazine has been known to host a series of brash, but truer than life topics on the world we live in today.

What is unique about this switch is that Vice Magazine started out as, well, a print magazine back in 1994. It’s content circled around taboo topics that were deemed politically incorrect. Their website has become ranked as 164th in the world and 75th in the United States.

The switch to television has been an interesting one. Where millennials have started to ween themselves off of the big screen, Vice is trying to reel them back with captivating material spanning global issues and culture.

“As a company, to get this kind of production budget can still only be done in television,” said Spike Jonze, Viceland’s creative director, speaking at the Television Critics Association’s winter press tour in Pasadena, Calif.

“The idea of a TV channel seems like a fun medium to explore and play with,” said Jonze. “We’re trying to make this organism that’s alive. … You turn it on, and it comes into your house like water.”

The production budget for television is far greater than that of digital and the impact is further reaching. Since VICELAND bought out the History Channel’s “H2”, it has become one of the largest and most successful stations in America.

One of the more interesting events to happen out of this was on the demographics side. Where the original intention was to captivate an audience with an age range of 25-50 years old. Vice cut that demographic almost overnight, becoming the fastest age down of any network in TV history.

With a new way for millennials to venture back into the sea of television, will TV be bouncing back and  surpassing digital spend? We shall see.


Busting The Myths Of Television

There are a lot of Myths about the state of television today. One being that television is on the decline. The shifting medium from television to digital has a lot of advertisers in a state of worry and they’re not wrong to do so, just less wrong.

See, viewership isn’t quite on the decline as many are told to believe. If you look at any graph that shows you the shape of spending between digital and television, you’re obviously going to notice that digital has overtaken TV in ad spend. This is truth, but the scare that advertisements on TV are going to be a thing of that past shouldn’t be as scary as we look into the future.

Television is still #2 and won’t be dropping any lower…ever. With the advent of Google TV, came the very real possibility that advertisers will be able to  monitor the effectiveness of their ads the same way they can with digital.

David Poltrack, chief research officer of CBS Corp. has provided us with some insight as to how viewership has been affected due to mediums such as smartphones and tablets.

“When it comes to watching TV shows, the audience for CBS programming has actually grown in the last decade. It’s up to 12.3 million viewers in 2014-2015 from 12.1 million viewers in 2003-2004. The big shift is that live viewing has shrunk from 100 percent a decade ago to 61 percent now.”

Neilson has put out some research on the topic:

As you can tell from the graph, “live” viewing has significantly gone down since people can not only record shows and watch them later but now the shift has become more entwined with digital. Viewing shows from your tablet or smartphone has increased viewing from $12.1 to $12.3 million dollars. It’s not that digital and television are working against each other, it’s that they are somewhat co-existing.

More spend is being put towards digital advertising. The reason is that it can be monitored more effectively than any other medium. Television can reach a room of 200 people where digital reaches out on a personal level. My smartphone is for my use only and the ads on there are targeted towards me.

So let’s not show our gray hair anytime soon. The need to worry is less as important as you think and TV is here to stay for a good long time. Maybe in the next 20 years, we’ll start to see it go down, but that’s 20 years to figure out the next big medium.

Why Bernie’s Smokin’ It with TV Ads (That Work)

Bernie Sanders, a name that rings in the ears of every Millennial voting in the election. As of right now, the Senator from Vermont has spent a total of $8 million dollars in political ad campaigns and unlike another candidate we discussed here, the ads are working.

Since his advertisements have entered the television sets of millions of Americans across the country, his popularity among New Hampshirites and Iowans has significantly grown. In New Hampshire he leads the Democratic party ahead of Clinton by 9%.

Bernie Sanders has spent $8 million dollars on Advertising Campaigns.

In comparison to Jeb Bush, who has spent over $58 million dollars and hasn’t received the right amount of attention, Bernie has done well, leading the way in New Hampshire, a pivotal state for the elections.

Bernie has also grasped the majority of attention from the largest demographic of users on the internet: Millennials.

Out of all candidates advertisements, Bernie’s has been doing the best. The top 4 spots in the mixed field belong to Bernie:

“Social Security,” Bernie 2016. Score: 550
“Real Change (Revised),” Bernie 2016. Score: 532
“Works For Us All,” Bernie 2016. Score: 523
“Mari,” Bernie 2016. Score: 519

It appears that Bernie Sanders knows who his target demographic is and his target demographic knows who he is. A lot of support comes from the internet, where Millennials have taken to social media to post some of the most creative Bernie Sanders meme’s .

The Vermont Senator has also taken to a more creative front namely from co-owner Ben Cohen of Ben & Jerrys. Chocolate on top, plain mint on the bottom.

chocolate represents the huge majority of economic gains that have gone to the top 1 percent since the end of the recession. Beneath it, the rest of us.

Chocolate represents the huge majority of economic gains that have gone to the top 1 percent since the end of the recession. Beneath it, the rest of us.

Lets take a similar look at another candidate, Donald Trump. He is one of the lowest spenders in advertising for his campaign. So far just $4 million dollars, but why?


Donald Trump hasn’t spent that much in advertising simply because he’s constantly covered by all mainstream media. Since he announced his candidacy back in June of 2015, he’s been leading the polls with no need to pay for ads until recently. For a long time, he survived off of free news coverage. All in all, a pretty smart plan.

Its the power of Media.

The greatest note about all of this, is that by using alternative methods, some candidates have been able to succeed on very little spending. With the internet backing Bernie Sanders as well as his television campaign reaching out to key supporters and main stream news constantly airing Donald Trump’s rhetoric, add in the Super PAC funded and failing Jeb Bush and we start to notice a more intricate and dynamic shift at how advertisement spending is being strategized.

It seems that both of these candidates know who they want to reach out to. They’ve done their research and know how to get the message out effectively with a solid ROI. Their advertising teams are nailing it.


The Way Of The Jedi = Attribution.

We here at C3 Metrics call ourselves Jedi. We are a council of individuals who embrace the path of harmony and knowledge. Without knowledge and understanding, we fall prey to the darkness. Through our efforts and dedication to the Jedi code,  we have trained many Padawan to become full wielders of Full Funnel Attribution.

“There is no ignorance, there is knowledge” – The Jedi Code

This is the main focus of why you are trying to make the switch. Embracing the Light side of the force requires embracing knowledge. Let information guide your perceptions on where to spend your advertising budget. Attribution is the single source of truth. Truth is impartial to your gut feelings. Your gut feelings tell you to love and fear, and embracing those emotions will create unnecessary risks that will lead you down the path of the Dark side…or, you know, fired.

C3 Metrics give you the single source of truth. Is XYZ company not meeting the expectations of your advertising council? They cannot be trusted. Move your focus to training more ample and progressive advertisements to help harness the true power of  Attribution Force.

Do not be ignorant of the data. Do not rely on your gut instincts or your emotions. Rely on truth, openness, and the data that is in front of you. It is okay to know that one or more of your advertismenets aren’t working. Use that knowledge and move forward on your path to becoming a Jedi Knight.

Let Attribution and your Jedi Master Guide You.

Once you have successfully looked at your data, it is time to make the changes necessary to develop your technique. Refine your skills as a user of the advertising force. Remember, you will have questions. You will be curious of attribution and will come to a crossroads about the next steps. Do not fear these questions. C3 Metrics has a devoted council of Jedi Masters to help you with the transition into Attribution Force. When starting your training, please feel free to harness the force to contact your master (or just use a phone…thats cool too). We will help you discover and further develop your knowledge of Attribution.

Your Jedi Master will help you understand, but it is up to you to take that knowledge into your own right and progress you’re skills the way you need them to. From your understandings and commitment to Attribution, you will soon become a master in Advertising.

Why Launch It If You Can’t Measure It? (Catching That Big Fish)

In a world where advertising is the major 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.

Lets 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. Its 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. Thats why many of them 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 “Its 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.

Not having 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.

Why Data Driven Marketers Still Need Common Sense

Lets face it, there was a time in your life where you looked at an electrical socket and thought “Im going to stick my finger in there”. Its okay to admit that. Despite the countless actions your parents took to warn you about the dangers, you went ahead and did it anyways. Common sense is not so common, but it is crucial to have when analyzing metric data. As I had mentioned in a previous article, C3Metrics gives you access to viewing the whole forest as well as the trees.

Looking at the Whole Forest:

Look at the whole picture, take a step back and analyze your data from a larger time span. Don’t just look at one day, look at the whole month. Analyze the trends and data to better evaluate your circumstances.

Looking at the Trees:

After looking at the forest, you will see the overall picture. It might be going up, or it might be going down, but take a closer look, do you notice any small blips? Do you know why those might have happened? If you do, then great! If not, dig deeper into that rabbit hole. What was going on around the time your blip showed up?

Trees Don’t Grow The Way You Want them To:

You can predict how a tree will grow, but chances are, it will not grow in that specific way. The best you can do is influence the direction of growth. Let it grow on its own and analyze what you have, find what is slowing down growth and change what you need to in order to influence that path of your tree.

More Information Is Key:

The more information on how your tree has grown, the better. Look outside of the data to find trends and events that have possible opportunities for potential growth. Also use the same process to find out what is not working. There are outside sources affecting the harmony of your forest and you need to know what they are.


Always ask how your newfound information has an effect on your forest. This can help predict trends that will help your forest grow.

This is all common sense, but you would be surprised by how uncommon this practice really is. Using these analytics tips can help you discover what is working and not working in your forest.

AdAge – TV Analytics Firm Tries a Radical Approach to Market Itself: TV

Jack Neff at AdAge writes that “C3 Metrics is a rare industry example of putting money where its mouth is”

Of the many ways ad agencies and research firms pitch themselves, actually buying ads in the media they use or measure for clients is rare — particularly TV. But in a possibly unprecedented example of a marketing-services firm putting its money where its mouth is — or vice versa — analytics firm C3 Metrics is running direct-response TV ads on entertainment and sports programming and winning attention from clients and new business as a result.

While C3 Metrics does multi-media analysis to attribute sales lift from advertising, it’s focused primarily on what’s still the biggest media budget for many advertisers — TV.

“We have clients spending up to $100 million a year on TV able to optimize down to a spot level,” said C3 Metrics COO Jeff Greenfield. “So we thought if this is working for them, there’s got to be a way to make it work for us, even if our audience is much smaller. TV is still in our minds the most powerful medium out there.”

C3 Metrics has tweaked ad creative at least a dozen times in the past year based on its findings and refined its TV buys using its own system.

Read the entire article at AdAge

TV Attribution [Webinar]

During this TV Attribution Webinar led by C3 Metrics COO learn the following:

  • How TV gets robbed of credit from digital (it’s not what you think)
  • How different devices cause big problems for TV marketers
  • How Facebook & Google may be messing up your buy
  • How to optimize Day of Week, Daypart & Creative like a pro