PetSmart acquired Pet360 for $130 million in cash and up to $30 million more in future performance-based payments.
The Adometry Attribution Index is based on information gathered from Adometry Attribute - the company’s fractional attribution offering.
AUSTIN, Texas – July 20, 2011 – Tomorrow at the OMMA Metrics 2011 conference, Adometry™, Inc. will release the Adometry Attribution Index – a new way for online marketers to gauge how advertising campaigns perform. The Attribution Index, which is currently available as part of theAdometry Attribute™ SaaS offering for cross-channel attribution, scores ad campaign performance to help agencies and marketers measure campaign results and predict which combinations of placement and creative will drive future conversions.
“Today, it’s very difficult for online marketers to figure out if their ad investments are paying off, particularly in display advertising,” said Steve O’Brien, vice president of marketing, Adometry. “Clicks and conversions are misleading because display campaigns really drive conversions through other channels, like search. With our new Attribution Index, we’re giving display advertisers a simple defined metric they can use to understand true campaign performance.”
The Adometry Attribution Index is based on information gathered from Adometry Attribute - the company’s fractional attribution offering. Adometry Attribute calculates the true contribution of every marketing campaign in driving business results. The Attribution Index incorporates the fully attributed propensity to convert for every campaign setting and combination of settings in order to pinpoint howwell online marketing campaigns are performing. The Attribution Index is calculated by tracking the performance of clients’ existing online marketing initiatives.
For example, a banner advertisement and publisher site combination with an Attribution Index score of 3.5 shows three-and-a-half times the normal conversion rate of theaverage performing creative/site combination. By reallocating spend to campaigns that score higher on the Attribution Index and culling spend fromcampaign elements with lower or negative Attribution Index scores, interactive marketers can quickly improve results and increase overall return on ad spend (ROAS).
To learn more about the Adometry Attribution Index, visit http://www.adometry.com/advertisers-agencies/adometry-attribution-index.php. For more information on Adometry, visit www.adometry.com or follow us on Twitter: @Adometry.
Adometry, Inc. provides scoring, auditing, verification, and attribution metrics to optimize results for online advertisers, agencies, publishers, and ad networks. Tracking billions of impressions in real-time, reporting on where they appeared, for how long, and to what effect; the Adometry mission is to bring greater levels of transparency and accountability to the online advertisingindustry. Headquartered in Austin, Texas, Adometry is privately held and backed by Sierra Ventures, Austin Ventures, Shasta Ventures and Stanford University. For more information visit www.adometry.com.