Epic Unveils Metric That Boost Online Campaign Value 60%
ADOTAS – Online performance marketing company Epic Advertising has announced the launch of its Performance CPM (pCPM) metric that will allow interactive advertisers to track performance-marketing campaigns by tracking “induced visits.”
pCPM aims to revolutionize performance measurements by going way beyond click measurement. The company considers a visit to an advertiser’s site to be “induced” if it results in any way from an ad, even if there’s no immediate response or click path from an ad to a site. The metric employs patent-pending technology to discern the broadest types of cause and effect, and tosses out visits resulting from accidental clicks, the company said.
Epic employs traditional tracking methods, including CPC, CPM and CPA, in addition to inherent branding impacts. pCPM produces statistics alone, and avoids any retention of Personally Identifiable Information (PII).
pCPM was previously in beta, and the results revealed that induced visits were responsible for a 60% increase on top of clicks.
“This method lets our advertisers do two new things: they can see the impact of an ad beyond direct clicks, and they can put a solid measure of user-impact on their traditional brand-oriented CPM campaigns,” Don Mathis, president of Epic Advertising, said in a news release. “It encompasses the standard metrics used in the marketplace as well, so it is more comprehensive. We believe our method, marrying marketing and technology, is the next step in online marketing campaign tracking and will serve as a model for the industry.”
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