Abakus makes marketing measurement and optimization easy with software. Abakus’ patented technology platform analyses marketing activity, across all channels, in real-time. It explains what is working, why, and how to optimize for performance.
Abakus uses multivariate analysis to compute the incremental contribution of all marketing elements simultaneously.
Abakus integrates with leading technology providers and allows you to incorporate data from all existing sources into once place.
No longer do you have to wait for analytics. Abakus’ easy-to-use software platform allows you to make timely marketing decisions with daily updates.
The interactive, predictive optimization dashboard makes optimizing your campaign easy. Know the impact of changes before you even make them.
Advanced segmentation and split funnel analysis let you see which marketing is reaching your customer segments.
Abakus’ dynamic baseline computes the incremental impact of seasonality, external factors, and your unmeasured marketing.
“The Abakus game theory attribution methodology provided highly useful information on the true value of each of our marketing activities. The methodology and the Abakus interface provide a solid base with which to engage in ongoing optimization.”
“Abakus is the first solution we’ve seen that computes all live campaign data to reveal the marginal contribution across any variable, including channel, provider, media placement and execution. It does away with the need for assumptive model-based systems and gives us a higher degree of confidence that all of an advertiser’s marketing activity, is being taken into account.”
Powered by A allows partners to create exclusive product offerings and services by combining their unique data and capabilities with Abakus’ advanced attribution platform.
iProspect is a global, award-winning marketing agency that drives digital performance for many of the world’s largest brands.
Sizmek and Abakus offer an integrated solution that leverages game theory to calculate the true incremental value contributed by all marginal elements in an online campaign.
We will be announcing additional partners soon. Check back for updates.
A major global airline ran a marketing campaign across 4 markets and was focused on increasing online ticket bookings. They asked Abakus to analyze display, search, email, social and affiliate within the US market.
Abakus attribution was applied to marketing activity in Q4 of 2012. The attribution analysis covered display, search, email, affiliate and social. The planning recommendations from Abakus included a deeper understanding of the contribution of each channel.
Tactical and strategic recommended highlighted the 5 providers across display, email, search, affiliate that were adding no marginal value which lead to wasted spend, the true value of different channels and identified cost savings at a provider level.
Channels were found to be undervalued: Display by 14% and Email by 11%.
Channels were found to be overvalued: Search by 10% and Affiliate by 20%.
Abakus increases Online Department Store sales by 83%
A European Online Department Store began using Abakus to gain clarity around the effectiveness of their multiple online marketing channels.
They selected Abakus because it:
In the five week period of utilizing Abakus the store saw:
US retailer reduces cost per new customer by 75% using Abakus
A major US retailer using a blend of marketing tactics, as well as an external email marketing firm, wanted to gain clarity around which marketing efforts were driving new customers most effectively.
By using the Abakus SaaS product for 8 weeks they were able to:
In trying to increase efficiency, marketers are looking for ways to better evaluate and optimize their activity. However, in doing this they face three key challenges:
• Collect and validate data
• Measuring what activity is causing customer sales and explaining why
• Understanding clearly what changes should be made and what the expected outcome is likely to be
This white paper explores these challenges and explains the requirements for accurate attribution.
Abakus makes marketing measurement and optimization easy with software. Abakus’ patented technology platform analyses marketing activity, across all channels, in real-time. It explains what is working, why, and how to optimize for performance. The world’s biggest brands and advertising agencies use Abakus to:
• Increase ROI
• Understand the incremental impact of their marketing events
• Easily optimize media spend
An attribution expert will contact you shortly to discuss how Abakus can help you reach your marketing measurement goals.
Read the latest news of our company.
By Elina Sokolovska More and more advertisers are shifting marketing dollars into programmatic display, looking for more precise, granular targeting options and efficiency. Customer journey continue to become very fragmented and more than ever, brands need to be able to reach customers at the right time, on the right device, with the right messaging. Prospecting … Continue reading Prospecting for New Customers in a Programmatic World
By Elina Sokolovska
More and more advertisers are shifting marketing dollars into programmatic display, looking for more precise, granular targeting options and efficiency. Customer journey continue to become very fragmented and more than ever, brands need to be able to reach customers at the right time, on the right device, with the right messaging.
Prospecting is one of the targeting strategies that the brands can utilise when using Demand Side Platforms (DSPs) for their programmatic buying (display, mobile web, mobile in-app, video, social, connected TV). It is basically a way of finding new potential customers who have never visited your site. DSPs have a plethora of targeting options such as geo location, browsing patterns, frequency, content, etc. to help you identify which users might be interested in your products/services.
‘’Super prospecting’’ is based on look-a-like modeling of the users who already have converted and is one of the most effective methods. It works very similarly to targeting but instead algorithms automatically analyse existing customers, find commonalities/patterns, and try to reach similar users on the web.
Prospecting vs. retargeting
In contrast to prospecting, retargeting is a strategy of targeting users who already have visited your site. Retargeting is known to have a higher conversion rate and more efficient CPA but most of the time – it’s not scalable. So if you focus on just retargeting alone – you will find it very hard to grow your business using programmatic.
Why do prospecting?
Prospecting can be one of the most effective drivers of new customers. If you don’t maintain or increase your pool of users who visit your site, retargeting will eventually be maxed out and you may see a dip in conversions. Prospecting fuels retargeting, and both of the strategies should ideally be used in conjunction.
What to look out for:
Please join us for our webinar to dig even deeper and view a demonstration!
Please register for Display Prospecting in a Programmatic World on Aug 18, 2016 8:30 AM PDT at:
After registering, you will receive a confirmation email containing information about joining the webinar.
In case you haven’t yet heard, as of Friday, February 19th, Google made a violent change to it’s search engine results page that is going to fundamentally change the way most businesses do PPC marketing. Instead of those ads on the right and an ad on top and bottom, Google searches will now feature only … Continue reading Google Makes a Big Change to AdWords
In case you haven’t yet heard, as of Friday, February 19th, Google made a violent change to it’s search engine results page that is going to fundamentally change the way most businesses do PPC marketing. Instead of those ads on the right and an ad on top and bottom, Google searches will now feature only the ads on top and bottom. Now, instead of 4-5 PPC ads being placed above the fold, a user will only see 3. With the reduction of above the fold ads, CPC bid are about to get a lot higher, and with more paid ads on top, natural search will be more limited. So, what does this mean for PPC advertisers, attribution, and the proper budgeting for your ads? At the end of the day, it means that your ads are less likely to be seen by a potential customer. Not showing means no clicks, which in turn means no budget being spent, which means no sales. Marketers and consultants everywhere agree it that it’s the time to make updates. But, as always, the challenge is how to shift those budgets in appropriate ways. Advertisers need to move quick in order to avoid falling behind competitors. That’s where Abakus comes in.
Abakus sees this as a huge opportunity for attribution to step in. Highly commercial queries, like “San Francisco Hotels”, are already dominated by the aggregation sites, so how should a smaller hotel, or individual chain properly use its marketing budget to drive the highest amount of conversions? If you were already spending 5,000 on position five and don’t have the budget to get to position 3, you now need to reallocate that money to something else that will drive users to your website. With real-time attribution by Abakus, marketers can effortlessly see which search terms are driving value, and which are costing too much to be efficient players. Abakus also allows marketers to see where value can be gained from other channels, like display and video, where opportunities to drive more efficient value may be present with the seismic change Google has wrought.
Abakus provides tools that show you your cross channel marketing effectiveness, the top paths to user conversion, and your most efficient players using a patented algorithm that relies on proven methodology to inform the marketer on his best choices in marketing. Further, it identifies opportunities to shift budgets to take advantages of marketing inefficiencies that will drive more revenue and conversions to the client’s website. We’re predicting that the change in Google will drive more users to display, video, and like channels, which tend to be a little harder to measure than traditional PPC marketing. Abakus has the know how to do so.
We’ll be continuing to monitor how Google’s change affects our client’s rates of conversion to recommend the best way to shift budgets around to produce the most effective combination of digital marketing. Now is the time to make sure you have these tools available for your company. Make sure you reach out to an Abakus representative today to get the most out of your marketing.
By Eric Dezendorf, originally posted in Marketing Land. In 2015 marketing attribution took huge leaps forward. Marketers are now able to understand the incremental value of their marketing on an almost real-time schedule and see placements, campaigns, and channels grouped and recalculated almost on a whim without relying on simple last click metrics. The days of … Continue reading Attribution: What’s New in 2016?
By Eric Dezendorf, originally posted in Marketing Land.
In 2015 marketing attribution took huge leaps forward. Marketers are now able to understand the incremental value of their marketing on an almost real-time schedule and see placements, campaigns, and channels grouped and recalculated almost on a whim without relying on simple last click metrics. The days of the old attribution model are long gone and in 2016, attribution providers are going to make the next leap towards serving their clients with the fastest, most relevant, and most actionable data towards understanding the impact of their marketing campaigns. Though most of these ideas have been kicked around and explored for awhile, technology has evolved to the point where the points below will become more than just pipe dreams. If your attribution provider isn’t doing some of the following yet, look for your provider to start introducing these enhancements soon.
If you are able to provide your data on a regular daily schedule, it’s possible you’re already receiving these metrics. But if not, expect announcements soon. In my opinion, the next advantage attribution will provide is the ability to provide new data on a daily basis. This will allow end users to update and adjust budgets and placements each and every day to influence marketing programs expertly. Furthermore, these views will be smart enough to show your incremental marketing over the last day, 7 days, or other period you might specify. If you aren’t yet producing a daily feed of your marketing and site activity, you should work on making sure one is set up soon to take advantage of this upgrade.
One of the top-five things I see on many client’s wish lists is to understand the effect of their cross-channel marketing. In 2016, even more will be done to effectively study and communicate the top user paths and assign the proper value of a conversion to each marketing player. Reports will become more robust and interactive, allowing users to easily filter, segment, and digest granular data.
Furthermore, I think 2016 will be the year that mobile attribution takes a huge leap forward. Right now, it’s extremely difficult to follow a user who views a mobile ad but converts from a desktop ad or vice versa. Customers will not only be able to attribute cross-device conversions correctly, but they will also be able understand the cross-pollination impact the two channels have on each other.
Attribution providers are going to begin integrating back into the DSPs they are reporting off of, allowing users to see their attribution data directly alongside their DSP information. It’s a very cool upgrade that will save many hours and headaches for an analyst looking to create reports that include attribution data. DSPs optimize on many more factors than just placements such as time of day, geography, browser, network, creative size and many more. New intrgations will take the value attributed overall to your programmatic buys but then will re-run the attribution again on this segment of value to allocate value correct to the factors that your DSP works from.
As you can see, the world of attribution is going to grow immensely over the next few months, and these are only some of my thoughts. There may be many more exciting innovations in the works that will help you and your company further understand your marketing and make educated choices towards aiming your marketing at the correct audience at the right time.
This article was featured in the November edition of Retail CIO Outlook. What major market shifts should retailers expect over the next five years and how can they leverage marketing software to win? We live in a time where it seems like a new technology is changing our lives almost every day. A company can go … Continue reading Marketing Software Helps Retailers Embrace Significant Market Shifts
This article was featured in the November edition of Retail CIO Outlook.
What major market shifts should retailers expect over the next five years and how can they leverage marketing software to win? We live in a time where it seems like a new technology is changing our lives almost every day. A company can go from inception to becoming a generic name for a product in as little as five years, such as Uber’s disruption of the taxi market. Or consider the scenario where household consumables tell Amazon (not you) that they are about to run out, and before you use that last drop of liquid detergent, there is already a replacement waiting on your doorstep. In this article we will focus on the most significant market shifts and how marketing software can help retailers embrace change.
There are three major trends that are impacting the marketing space. First, is increased digital attention, to the extent that by 2020 more than 80% of media will be consumed digitally (source: MarTech and the Decade of the CMO, Foundation Capital, Feb 2015). For retailers this means that their consumers are rapidly shifting their attention to mobile devices and if they are not already seeing it, they can expect to see dramatic growth in mobile sales. Longer term, it means that traditional media, such as television, will also become digital and often be consumed on mobile devices.
The second, is a shift to performance, which is is highlighted by the explosion in programmatic media spend. eMarketer forecasts that sixty percent of display media will be bought programmatically in 2016. For retailers, this requires the ability to make decisions in real-time regarding the value of a potential customer. Further, based on factors such as time of day, context and anonymous user profile, there is the potential to decision on the best message to deliver to each such user.
The final shift is mass personalization and the replacement of traditional one to many marketing by a two way conversation between brands and consumers. For retailers, in addition to real-time decisioning, this is about using data to customize each engagement with a user. It is becoming critical to understand your customers at an individual level, which means collecting and storing massive amounts of data.
How can marketing software help retailers not only navigate these market shifts, but take full advantage of them? It starts with data, data, data. All marketing and media should be tracked completely by putting in place a solution that provides a 360-degree view of the customer. This means all marketing touchpoints, all brand interactions, all sales interactions, and activity across all devices, paying extra attention to capture mobile activity.
Next is measurement, or analytics. There are three requirements that retailers should consider. First, utilize a methodology that computes the true incremental value of each media element. This is only useful if the incremental value calculation includes both customer and marketing segmentation, since different user populations will respond differently to different forms of media. Second, the solution must be scalable and real-time, which implies a complete software solution. Consulting services are neither timely nor scalable, and additionally are not cost efficient. Finally, the retailer should expect to use an analytics system that is prescriptive. This means the solution should provide actionable recommendations of changes to be made at a granular level; furthermore these changes are to be made continuously and responsively to the measurement feedback generated from recent changes.
Current marketing analytics software helps retailers understand the effectiveness of their marketing across their various customer segments to answer questions like how does the impact of marketing change if someone has visited my website before, are part of my loyalty program, or are an existing customer etc. These are examples of Customer Segmentation. Marketing Segmentation helps retailers understand if they are getting the expected value from their marketing. For example, “is my prospecting or brand activity truly creating upper funnel value and creating new customer demand? And how can I ensure I am getting the value I want?” With a solid foundation of data and measurement, retailers can focus on improving performance as measured by their key business outcomes. Arguably, the most effective way of improving performance, is to use software that leverages all this information and automates media buying in real-time. Finally, with an eye on the future, retailers should assemble a marketing technology stack that is built to last. This means choosing providers that can address offline marketing and have a holistic approach to account for all external factors. And of course, ensure that the software platforms can all talk to each other and integrate into the enterprise software stack.
In summary, here are the checklist items for a retailer to engage with marketing software. Put into place a system that can track all media and marketing activity across all channels, including offline. Next, utilize a modern measurement and analytics platform that can provide real-time actionable results and recommendations that can be integrated with programmatic media execution platforms. Solutions that can generate a holistic view of a user’s marketing and media touch-points across all devices are beginning to emerge and retailers should add this requirement to address the explosion in mobile retail activity that is being anticipated over the next few years. Retailers should expect their media measurement and analytics software to eventually be integrated with their enterprise marketing systems.
Founded in 2013, the Abakus team comes from diverse backgrounds united by a common goal: to disrupt marketing attribution and revolutionize optimization.
Co-Founder and Chief Executive Officer
Vice President of Sales & Customer Success
Co-Founder and Vice President of Product & Marketing
Co-Founder and Chief Revenue Officer
VP of Engineering
Director of Technical Support
Customer Success Manager
Platform Support Manager
Sales Development Representative