MC Insights

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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 desmytified
    Review the Basics and Learn How to Apply Advanced On- and Off- page SEO tactics to improve site visibility
    February 2010
    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.

    Adversiters 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
    June 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.
  • 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.
  • 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.