IBM Digital Analytics Impression Attribution

Optimize budget allocation

• Enhance your understanding of marketing messages and their effects on spending.
• Balance investment in direct response advertising with longer-term brand advertising and social media marketing campaigns.
• Optimize allocation based on evolving business needs to improve your marketing return on investment.

Analyze display advertising and social media performance

• Analyze online marketing initiatives, such as syndicated videos, Facebook pages, and microsites, that users access away from your website.
• Analyze how visitors’ exposure to display advertising impressions affects downstream visits to your website even if days or weeks go by in between.
• Measure all interactive marketing initiatives using the same metrics.
• Better understand relationships between view-based and click-based advertising.
• Use appropriate attribution ratios and campaign types for a variety of marketing channels.

Produce the right data views for your business

• Go beyond impressions and clicks—use metrics, such as attributed event points and page views—that can demonstrate your business success...
• Use a single interface to track all of your marketing campaigns, including display ads, widgets, microsites, syndicated videos and more.
• Track and analyze events occurring much earlier in the buying cycle.

Target specific audiences and website behaviors

• Provide a more complete understanding of user experience across all channels in which advertising may appear, including externally sourced media.
• Create rich visitor segments based on impression data tied to site conversion and behavior data.
• Select your preferred attribution logic and window, and apply them consistently across all initiatives.