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BizReport : Advertising archives : April 25, 2014

Brands: How impression tracking may change your business

The debates surrounding ad viewability have raged for several years now with no true solution because every ad type, ad platform and network have different ways they use to track, attribute and report to brands. This is why, according to one expert, the solution isn't generalized viewability stats but tracking of impressions.

by Kristina Knight

Kristina: How does impression tracking increase the depth of data offered throughout the customer cycle?

Josh Manion, CEO, Ensighten: Historically, ad impression data has almost always been siloed away from the rest of the organization's business intelligence programs, often being reported on by vendors and agencies at an aggregate level with very little detail and with infrequent and delayed update intervals. This reality can often present challenges to marketers who want to connect the dots and understand the interactions between the audiences that are exposed to their advertising and the audiences that engage with their digital properties. Because brands don't own the impression data and because that data is not captured at the individual consumer level there are obstacles to integrating their data together.

Kristina: What can brands do to solve this problem?

Josh: Brands need to prioritize data ownership and design a strategy for capturing and owning their impression data at a user level and for integrating the impression data with the rest of their analytics systems. The Ensighten Agile Marketing Platform is an example of an open platform that enables marketers to accurately measure the influence display has on the customer's journey, determine how effective it is at influencing sales, and allow marketers to take action to optimize for the interaction across touch points.

Kristina: How does this kind of tracking help brands better understand the purchase path?

Josh: Not all impressions are created equal. Some messaging works better at different stages of the purchase process and some messaging may be effective for some audiences, but not for others. You will only understand the true impact of display when you are able to integrate display with all your other data at an individual user level and see the full customer journey and all their interactions with your brand across all your marketing touch points.

More from Josh and Ensighten next week, including by brands need to measure both converting and non-converting paths to purchase.

Image via Shutterstock

Tags: advertising, ecommerce, ecommerce advertising, ecommerce tips, Ensighten

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