MediaMind, an independent provider of integrated digital advertising solutions, has announced its partnership with Encore Media Metrics to deliver cross-channel, full-funnel attribution as an extension of the MediaMind platform. Marketers will now be able to receive deep, actionable insights through robust, attribution-based reports.
As an integrated solution, MediaMind and Encore will help reduce the cost, complexity and level of effort normally associated with advanced analytics.
Commenting on the impact of the association in India, Raghu Seelamsetty, Country Manager, MediaMind said, “Attribution is of great interest in India. Especially with the growth of e-commerce, online attribution is going to be a huge challenge and the partnership with Encore will go a long way in addressing this challenge."
Attribution solves the "last-click" problem by allocating partial credit to each impression, click and interaction that influence conversions. Through Encore's statistically validated attribution model, marketers can see the true performance of each channel, vendor, placement and keyword. Encore also measures the optimal frequency for converters while quantifying opportunities to expand reach and increase ad efficiency. Armed with these insights, marketers can optimise campaigns effectively and efficiently while getting a deeper understanding of customer engagement cycles.
“With the fragmentation of digital media, advertisers and media agencies find it increasingly difficult to track how consumers respond to cross-channel campaigns. By integrating the Encore solution with the MediaMind platform, advertisers will have easy access to advanced insights into their ongoing campaigns while saving time, money and energy,” said Steve Latham, Founder and CEO, Encore Media Metrics.
The attribution feature brought on by the partnership is applicable to all markets, including India. All planners and marketers who have been using MediaMind platform to manage their campaigns will now have access to attribution-based reports. This is especially useful for those who run cross-channels campaign, as they would be able to determine exactly which channel contributed what percentage to the conversion.