AgencyDMG takes search analysis beyond 'last click wins' model

by Dan Leahul, Brand Republic 16-Jul-09, 11:45

LONDON - Digital marketing firm AgencyDMG has introduced a paid search analytics platform, which it claims can improve efficiency and return on investment by no less than 15%.

Called Digital Brain:Search, the platform gives statistical values to every search interaction that takes place during a consumer's journey to purchase, helping marketers tailor their campaigns to specific points.

Advertisers can target consumers at their first interaction point with the brand, rather than the last, to drive sales and put the "'last click wins' debate to bed".

The agency said by tracking the different paths to purchase, marketers can segment the target audience to inform their search engine marketing strategy, but also their wider marketing strategy, both on and offline.

Ben Langdon, chief executive of AgencyDMG, said: "Search engine marketing offers the opportunity to measure ROI and dynamically change campaign elements based upon those returns.

"But with campaigns often generating multiple exposures, ROI is hampered by the current 'last click wins' model - and with advertisers increasingly focused on getting maximum value for their spend, this is commoditising the industry."

Comments

Gareth Owen - 16/07/2009

Searchworks were doing this 3 years ago. That's a long time in search.

Amanda Davie - 17/07/2009

i-level too. And with any tracking innovation, it's the "90/10 Rule" - or the "Rooney Rule": you invest 10% in the machine \(or football boots) and 90% in the human to tell the machine what to do "\(or the football player). No Search analytics product is valuable on its own. It's the analytical expertise that sits behind it. That's what leads to market leading results.

Mark Nancarrow - 20/07/2009

The Search Works, i-level, and indeed other agencies, are able to track clicks prior to the last click. And some agencies have gone a stage further and are able to allocate value, on a percentage basis, to keywords in the chain of keywords that lead to conversion.

Digital Brain: Search uses similar tracking technology, provided in this case by DoubleClick's Exposure to Conversion report, to generate a new approach to the valuation of the keywords within these tracking reports.

Specifically, Digital Brain: Search calculates the probability of any keyword, and any keyword chain, leading to a conversion. The probability is then used to statistically calculate the optimum bid price given the client's overall CPA target and the performance of those keywords at various ad position/price points.

It is the use of advanced mathematical models in this environment and the calculation of the propensity of a keyword to convert which is new.

Digital Brain: Search is not a fully automated bid management tool - it combines AgencyDMG’s paid search expertise, powerful data and smart statistical modelling techniques.

The model - the’ machine’ - generates prices which our paid search - human - experts deploy with their experience of specific industry sectors and, crucially, the daily trading environments in those sectors to competitively bid in the auction for optimum performance, creating market leading results.