Going Beyond A/B Testing and “Last-Click” Analytics — Adometry Tracks All Variables that Influence Consumers Along Their Buying Journey
If the headline and subhead to this blog post didn’t capture your attention, you may not be prepared to enter the Content Marketing arena – because this is big news that will impact how millions of companies and business people start tracking and measuring their online activities.
Last Wednesday, I sent prospecting emails to several Austin-based software companies (my primary niche), including to the Chief Marketing Officer at Adometry. Today I learned from the Austin American-Statesman that Google has purchased the company.
This news caught my attention, because until last week I didn’t know what the company did. Now I know that Adometry has developed a super cool technology that is on the cutting edge of online advertising analytics.
According to the company:
“Adometry solves a problem that the world’s top advertisers and agencies face everyday: How do I know what is really influencing customer conversions?”
As a freelance marketer in the tech space, I read extensively about online marketing to stay current with the latest developments, including optimizing online promotions.
So, how have I not heard about Adometry’s unique technology before?
Clearly, Google has – and now millions of marketers will too!
The Bigger Picture — What Adometry’s Software Does that A/B Testing Can’t Do
If you work in advertising or online marketing you are familiar with A/B testing – the science of testing two ads, or landing pages, or headlines, or any other variable against each other.
And you’re also familiar with measuring campaign results by giving credit to whatever ad or image a prospect clicked on to “get more information” or make a purchase.
However, both of these — A/B testing and last-click attribution — limit true optimization.
Take A/B testing. It is the gold standard for determining which of two options will outperform the other. All of the leading content bloggers have written about it extensively — and encouraged people to use it in their promotions. This is not a bad thing.
In fact, sophisticated marketers don’t stop with one A/B test for their promotions. They run several, testing various components, such as calls-to-action and “Click Here” button colors, until they believe they’ve achieved the best possible version of their promotion.
However, Adometry has been taking this concept to a whole new level. A white paper available on the company’s website says:
“A common approach to optimization is to conduct a series of A/B tests comparing different sites, creatives, ad positions, etc. to each other and then keep the best at each step. The problem with this approach is that it can’t properly handle the complex non-linear interactions of the real world, and therefore will never result in a completely optimal set of recommendations.”
“The best solution is to use an algorithmic approach to optimization that simultaneously analyzes all possible scenarios to see which combinations produce the best incremental results. This creates an accurate predictive model that takes into account all of the non-linearities and interactions. Once this model is in hand, we can find the optimal point subject to budget, volume, and bidding constraints.”
Tracking the Each Step of the Buyer’s Journey
Regarding the promotional attribution side of the Adometry’s technology, the article into today’s Austin American-Statesman stated:
“Last year, Adometry CEO Paul Pellman said that many marketing analytics firms simply focus on the last click that a consumer makes on an ad to determine that’s the ad that succeeded in making the sale.
“But we see it like a soccer game: When a goal is scored you don’t give 100 percent of the credit to the person who made the goal,” he said. “It’s the same with advertising: If a user sees four or five or 10 ads, to give 100 percent of the credit to the last ad ignores the power of the previous ads. We analyze all the data and figure out which of the 10 worked best.”
Google wrote the following about the company:
Adometry “will build on the momentum of our existing measurement and analytics offerings, which include Google Analytics Premium as well as other products.
“Attribution solutions, like Adometry’s, help businesses better understand the influence that different marketing tools — digital, offline, email, and more — have along their customers’ paths to purchase. This heightened understanding, in turn, enables businesses to measure marketing impact, allocate their resources more wisely, and provide people with ads and messages that they’re likely to care about.”
In other words, Adometry’s software tells advertisers exactly how they can adjust their campaigns to improve results.
All Content Counts — Why Freelance Writers Need to Master the New Rules of Content Marketing
With Adometry now a part of Google, more companies and small business will have access to measuring the results of their online campaigns in multiple new ways.
This means that every piece of content counts – and has to do the heavy lifting of delivering results.
If you want freelance assignments in today’s more sophisticated world of Content Marketing, just knowing how to write isn’t enough to attract the best clients.
The best writing projects are going to the writers who understand all of the moving parts of Content Marketing — from the buyer’s journey, to SEO analytics, to ROI.
They understand that today they need to write content that gets results at every step – including compelling content that captures the attention of new leads, moves prospects through a sales funnel, and encourages prospects to become customers.
Anything less is just wasted words.
Achieving this level of competence requires continuing education in Content Marketing — including finding and studying the companies that are on the cutting edge of the rapidly evolving discipline.
Are you ready for the new world of Content Marketing?
I’ve launched an online class for freelance writers to help you get up-to-speed fast in the complex and rapidly evolving world of Content Marketing. Don’t be left behind in the marketing discipline that has taken over the marketing sphere. Gain the critical knowledge. Carve out your niche. Become an in-demand Content Marketing freelance writer. Check out the eight-week online Content Marketing Masterclass for Freelancers right now. Take the course in the comfort of your home office at your own pace. I’ll be your personal coach the whole way!
Photo Credit: © Krasimira Nevenova – Fotolia.com