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.
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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.
Original posted on PR Newswire Abakus, a leading provider of marketing attribution software, today announced a partnership with Tapad, the leader in cross-device marketing technology. Through the partnership, Abakus will access Tapad’s proprietary cross-device data for a unified view of consumers across screens. “We see three major shifts driving the need for marketing measurement evolution: … Continue reading Abakus and Tapad Partner for Cross-Device Attribution
Original posted on PR Newswire
Abakus, a leading provider of marketing attribution software, today announced a partnership with Tapad, the leader in cross-device marketing technology. Through the partnership, Abakus will access Tapad’s proprietary cross-device data for a unified view of consumers across screens.
“We see three major shifts driving the need for marketing measurement evolution: fragmentation of media sources and channels, increased real-time, actionable insights and device fragmentation,” said Alex Saldanha, Co-founder and CEO, Abakus. “Partnering with Tapad, the leaders in cross-device, we’re able to directly address the need for a cross-device view, a core requirement of our customers.”
Tapad’s Device Graph, which operates the longest-running cross-device algorithm in the market today, interprets trillions of data points every month to determine if different devices are related (i.e., owned by the same person). The solution uses a combined data approach, leveraging both probabilistic and deterministic data modeling to achieve meaningful scale and accuracy in a privacy-safe setting. Nielsen recently confirmed Tapad’s cross device accuracy to be 91.2%.
“Abakus has taken an innovative approach to solving marketer’s measurement and attribution challenges,” said Are Traasdahl, Tapad Founder and CEO. “As our industry continues to evolve and grow, we love working with companies, like Abakus, that are pushing for a more unified, open marketing ecosystem.”
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 marketing ROI by working smarter, not harder. Abakus is headquartered in Emeryville, CA. To learn more about how you can unleash your inner data scientist visit abakus.me.
Tapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers, marketing technology companies and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. Backed by major venture firms, Tapad is based in New York and has offices in Atlanta, Chicago, Dallas,Detroit, Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto. TechCrunch called the powerhouse Tapad team “a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade.”
Establishing a baseline for your marketing is essential. Here is what you’ll need to do it the right way.
By Eric Dezendorf
Accurately measuring the return on your marketing initiatives can be a struggle for any company. However, it is universally acknowledged that it is something every marketer needs to do in order to effectively grow their business. Many marketers rely on last click attribution from their outlets and agencies to report on performance. But, in reality, that information is unreliable as it doesn’t account for the many external factors that play into a consumer’s decision to make a purchase. It is critical for every company to establish a baseline to fully understand the incremental value of their marketing.
A baseline is the attributed value of everything outside of the marketing campaign being measured. Or in simpler terms, what would have happened anyway. This includes:
External factors – Does your company already have far reaching brand recognition? Do you have excellent existing customers who praise your companies to others just by word of mouth? Have your competitors changed their marketing strategy to give them greater visibility in the market? Many things can influence a purchase, and it is important to try to account for them all.
Seasonality – This affects some companies more than others, but it is important for every company to identify their customer’s purchasing trends over the course of a year. For example, if you sell miniature holiday villages, it is likely that you are going to see the majority of your sales come in November and December regardless of your marketing efforts. This isn’t going to be as obvious for every company, but it is something everyone needs to include as a baseline factor.
Unmeasured marketing – What marketing outlets do you have that may not be included in your data? How effectively can you measure the internet activity of someone searching for a product when he gets information from a third party site? How much impact does your bus stop ad or billboard really have? Is someone who saw a display ad for your company still impacted by that when he converts three months later? All these things and others must be included for an accurate baseline measure.
After formulating an approach to measure each of these factors, your baseline can be simplified into the below formulas:
Baseline = Total sales – sales attributed to marketing
Baseline = Unexposed sales + exposed non-attributed sales (sales that would have happened even if they had not seen marketing)
Establishing a baseline allows you to do two different things that are important when trying to measure your marketing campaigns. First, you can compute the incremental impact of your marketing. Rather than saying, “We saw a 25 percent rise in sales last quarter,” you can say, “We saw a 25 percent rise in sales last quarter and 17 percent is directly attributable to the launch of our new display ads.” This can be a huge boon to the justification of your marketing plan and purchases. Second, it allows you to explain and account for fluctuations in performance due to external factors. With an advanced baseline algorithm established, it’s much easier to explain that dip in March and spike in July even though your marketing budget stayed the same.
With the what and why out of the way, now the question remains on how one can establish a working baseline that is unique, agile, and accurate to your business. There are three main requirements that must be accounted for in order to do this. First, it must be dynamic. If you only use averages to build your baseline, it will only account for expected behavior and fail to report on external factors that may lead to a spike or dip. This means that shifts in consumer behavior will also go unaccounted for. Second, it must be inclusive. You must be able to report on all conversions made, not just those who are exposed to your marketing. Without this data it is impossible to have a baseline. Finally, your baseline must be integrated in all attribution computations. If you even once ignore it, your marketing attribution is no longer valid.
It might seem like this baseline creation can present all new kinds of headaches, but at Abakus, we make it easy. Our algorithm automatically computes your data to accurately decide what percentage of your conversions are attributable to your marketing, and what portion belongs in your baseline. Our system constantly checks new data, and resets the baseline each day to account for new external factors and seasonal shifts that may be affecting your sales. With Abakus, you’ll never have to worry about a model getting outdated, and can analyze your data as it evolves into the powerful tour de force you want it to be. Abakus’ simple approach to baseline makes it easy for you to get started with marketing attribution for just a segment of your marketing campaign. Better marketing can just be a matter of a few weeks away.
Creating a baseline for your marketing is no small task, but it is essential to create a dynamic, inclusive, and integrated baseline in order to accurately measure your marketing efforts. With an accurate baseline, you can reveal new insights about each of your marketing channels well beyond just which source consumers are converting from. For more information on baseline, check out the videos below.
A version of this post has been published in MarketingLand.
An insider’s view of AdExchanger’s inaugural Omni.digital conference in Chicago through the eyes of Abakus co-founder and Omni.Digital speaker Graham Ratcliffe.
by Graham Ratcliffe @grahamratcliffe
When I was asked by Adexchanger to come speak on a panel at the inaugural Omni.Digital conference happening in September, my first reaction was, “yes, it won’t be snowing in Sept”. Arriving in Chicago last Wednesday, I was greeted by beautiful blue skies an awe inspiring view of Lake Michigan. This was definitely a sign of great things to come.
The conference was kicked off by Melissa Parrish, Executive Director, AdExchanger Research (not to be confused with AdExchanger publication) reminding us all of the future of the digital world. She provided some of the best tangible examples I have heard of what the “Internet of Things” really means:
“Imagine a world where you household consumables tell Amazon (not you) that they are about to run out and before you use that last drop of washing up liquid, there is already a replacement waiting on your doorstep.”
I say, yes please. Of course this was a marketing conference, so the obvious next thought is to explore what marketing opportunities will exist in this new world.
There were lots of great talks throughout the day, so I will just give you my one line summary of my favourites and invite you to learn more:
Kim told a great story of what it takes as a brand to consolidate all your data in one place and truly map a customer’s journey across all channels. Collections Etc. is a traditional catalog business that is slowly leveraging the benefits of digital channels, whilst staying true to their existing customers.
Kiril provided us with some great visuals of the pirates of digital marketing and what it takes to calculate incremental value.
Zach challenged our cross-device partners on the realities of tracking a user across devices and whether everything we hear is too good to be true. All three companies presented compelling evidence that brands are benefiting from a view of customers across devices and platforms today.
I LOVED listening to Krithi bring some real math rigor to measuring the uplift of marketing. I am sure if would be fun to be a student of his. Although, I would like to see some of his efforts applied to some more interesting topics than Google Search marketing. Krithi – have you looked at quantifying the impact of Social marketing?
Interesting to hear how digital first companies are looking at marketing technology. I was a little disappointed to hear them all agree that they still rely on lengthy RFP processes to select vendors. I say just try it.
My favourite quote here was from Craig, “Working at a startup, every day is a Monday, we are always late and yes you can bring your dog to work”. I hear you Craig.
Wow, 25min flies by fast. From the feedback I got, people seemed to enjoy a lively discussion on the future of attribution. It is here. I would also like to thank our charming moderator Joanna and the conference organizers for having me. I will happily return any time you will have me back.
A good friend of mine, Seph broke it down into simple and practical terms for advertisers. I have heard Seph speak a number of times and it never gets old. “Make sure you are splitting the funnel.” You can learn more about attribution fraud in Seph’s AdExchanger article: Gaming The Attribution System.
As I said at the beginning, Chicago in the summer showed a lot of promise and Omni.Digital did not to fail to deliver.
About the author
Graham Ratcliffe – Co-founder, Vice President of Product & Marketing at Abakus
Graham is responsible for understanding the marketing challenges that clients face, translating those challenges into product requirements, and overseeing development of Abakus’ groundbreaking software. Abakus’ patented technology platform analyses marketing activity, across all channels, in real-time.
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