MC Insights

ARTEMIS ATTRIBUTION WEIGHTING
Managing the digital Media Mix
March 2010

As Campaign Attribution increasingly becomes a popular topic of discussion in the industry, Havas Digital is delighted to present the third Insight of our Attribution series.

In a previous Havas Digital Insight - Artemis Attribution Weighting, April 2009 - we introduced Artemis Attribution Weighting for Search, Havas Digital's evidence-based algorithmic attributtion methodology developed in collaboration with externals consultants active in the fields of Mathematics and Modelling.

ARTEMIS ATTRIBUTION WEIGHTING, MANAGING THE DIGITAL MEDIA MIX quantifies the contribution of each exposure with the appropiate fraction of the sales/revenue generated, allowing for accurate attribution across Digital Channels.

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Previous Editions

  • SEO demystified
    Review the Basics and Learn How to Apply Advanced On- and Off- page SEO tactics to improve site visibility
    December 2009
    Today most of the traffic tends to go to the top ranking websites for any specific search term. For that reason websites need Search Engine Optimisation (SEO). SEO provides the steps to achieve a top ranking for any given search term and it is one of the best ways to increase traffic to a website. SEO can easily be applied by firstly understanding the key to what makes search engines function and secondly in providing relevant content to consumers.
  • Global mobile a worldview
    Consumer trends and practical opportunities in mobile marketing
    August 2009
    The mobile platform boasts a dizzying number of options avaiable to marketers. The irony of mobile marketing is the enormous penetration of mobile and the enormous flexibility, with the ability for personal even tailored, communication.

    Advertisers who are advancing their mobile initiatives see the channel as a new opportunity to reach consumers in a personal way, learning and adapting the digital content for each consumer necessity...
  • Artemis Attribution Weighting
    Managing the Purchase Funnel
    April 2009
    Given today’s challenging economic times, attribution is critically important because so many organizations are questioning the value of their outbound marketing efforts. Artemis Attribution Weighting helps marketers credit every digital exposure with the appropriate percentage of sales/revenue. Media Contacts' Artemis team has discovered that 50% of the credit for a sale gets re-allocated to ‘assist’ clicks.
  • Searching for Real Attribution
    September 2008
    Better information provides the marketer better knowledge and business insight to properly determine which activities and combinations of activities result in the greatest success or ROI.
    How do advertisers get an understanding of which part of their media plan really contributes to their goals? Which parts interact and are productive through the purchase funnel and which ones are a waste of money?
  • Advertising and Video Games
    July 2008
    The Atari 2600 and the early video game systems from Nintendo and Sega are the stuff of legends. But today’s options blow the old ones out of the water, for marketers and for players. Adults now play video games at the office, on commuter trains, in coffee shops and in waiting rooms, on PCs and handheld systems. Thanks to Wi-Fi, they can now play most games against live opponents – and see targeted, relevant messaging that can be updated every time they log on.
  • Search Engine Marketing
    December 2007
    During the earliest days of search marketing, innovation from major players such as Google, Yahoo, MSN, Ask, among others, focused mainly on the back-end, developing and continuously refining their search algorithms and data collection methods. Though far from sexy, these efforts yielded increasingly refined search results for consumers as well as incremental improvement in campaign performance for marketers.
  • Marketing in Second Life
    October 2007
    In October 2007, Linden Labs' virtual online community Second Life welcomed its 10 millionth resident to its service. Its unprecedented growth over the past 18 months has vaulted this little-known San Francisco firm to the front pages of top publications worldwide.
  • TV 2.0: The evolution will not be televised
    December 2006
    The ubiquity of broadband in markets worldwide has created an evolving video environment rich in both selection and mode of access. Consumer empowerment and personalization of content had their origins decades ago with the emergence of VCR's and camcorders, but the digital device revolution of performance advancement and price reduction opened the opportunity for creation and distribution to all...
  • Search Wars
    June 2006
    Search is the fastest growing medium in history, and the battle amongst the largest players (Google, Yahoo! and Microsoft) for market share is tough. There is much debate over who will win the three-way battle. When looking purely at the arena of search, Media Contacts feels that competition from outside the main players will have a major effect on consumer preference...
  • RSS
    February 2006
    Media Contacts believes that the web of the future will be heavily dependant on content syndication and that getting to grips with it today can only be of significant advantage for tomorrow's advertisers. Content syndication affects the way consumers interact with the web...
  • Wireless
    October 2005
    Delivering targeted marketing messages to mobile handsets has been a much-hyped subject since the late 1990s. Today's wireless carriers in Europe, Asia, and most recently, the U.S., offer a wide range of multi-function phones with built-in cameras, enhanced resolution screens, and improved audio...
  • Blogging
    July 2005
    Blog: n; an online diary; a personal chronological log of thoughts published on a Web page; also called Weblog, Web log.
  • Cookie Deletion
    April 2005
    The Internet has rapidly become a major part of consumers' lives with over 595 million people online worldwide1. Its use as an information source, advertising medium, communications ...
  • Behavorial Targeting
    December 2004
    Behavioral targeting has been the subject of much press recently in the U.S., and it is hard to find a conference that does not include reference to this latest online marketing "buzz word."
  • Paid Search
    September 2004
    Search engine marketing has become one of the most effective online marketing strategies available today and Media Contacts strongly believes that every advertiser should incorporate search advertising into their marketing plan.