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BizReport : Advertising archives : September 17, 2013

Solutions improve analytics to boost campaign performance

This week, both Bizo and Aimee launch new, analytics based platforms, set up to enhance how brands connect online. The Aimee tool is set up to serve more relevant on-site copy while the Bizo solution is set up to analyze campaigns throughout the sales funnel.

by Kristina Knight

First from Aimee, the On-Site Campaign Management solution which gives marketers the ability to tap into predictive analysis and business intelligence to serve the right ads and content to the right site visitors at the right time. The brand using the solution determines which analytics to use to best targeting their consumer base to improve overall campaign ROI.

Those goal targets can be based on revenue or profits, customer loyalty or other key performance indicators so that the brands makes the solution as relevant to their customer base as possible.

"With a leading international airline, Aimee's technology was able to determine which of the current marketing campaigns to offer to each perspective website visitor based on digital adaptive marketing, resulting in an increase in over 20% in revenues," said Noam Zeigerson, founder & CEO, Aimee Soft. "This airline used to conduct weekly marketing meetings to determine which internal marketing campaigns to run. Now, these meetings have been eliminated because Aimee determines which campaigns to serve to which visitor in real-time."

Meanwhile, Bizo has launched the full funnel analytics toolset which measures the effect of display ads throughout the sales funnel rather than simpler last-click measurements. The tool is geared to B2B and direct response brands.

"As the B2B buyer's journey has become more complex, marketers must employ a diverse set of programs that impact and influence prospects throughout the buying process -- and be able to measure their efforts," said Russell Glass, CEO of Bizo. "Given the length of today's B2B buying process, relying on click-through rates or employing 'last-click' attribution is misleading at best, and just inaccurate at worst. With Bizo Full-Funnel Analytics, B2B marketers can now measure the exact impact of their display advertising at every step of the buyer's journey and fuel winning programs accordingly."

The tool determines the cost to acquire new prospects, the impact of display ads versus other channels and compares engagement lift to conversions, among other metrics.

Tags: advertising analytics, advertising tools, Aimee, Bizo, online advertising

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