Adometry Incorporates Impact of Print, TV, Weather and More into Attribution Services

Written on
Apr 19, 2012 
Brian LaRue  |

ADOTAS – Today, attribution and ad verification company Adometry announced new features to gauge the success of a cross-channel advertising campaign. Now, according to the company, its software can track the impact on conversions of the TV, radio and print components of an ad campaign, which advertisers can leverage across data about how the online components are performing, allowing what Adometry describes as a “holistic” cross-channel analysis.

A statement from Adometry explained the company developed these updated attribution features in response to input from customers with a stake in the automotive, multi-channel retail and financial services verticals, who wanted to track the cross-channel performance of their campaigns in “an all-inclusive manner.” This includes the analysis of data around an advertiser client’s offline campaigns; data around in-store purchases (in other words, offline conversions in the most basic sense); and consideration of the weather and other environmental effects, and of economic factors, like any applicable seasonal patterns and the data about the state of the economy and the stock market.

In a statement Adometry issued earlier today, CEO Paul Pellman cited advertisers’ desire for “the same advanced measurement techniques they’re accustomed to using in the online world, for their traditional TV, print and radio campaigns. We’ve made that possible by ingesting data from all kinds of offline media and integrated marketing sources to determine the influence those initiatives are having on conversions.” Today’s announcement was part of a continuing series of changes to Adometry’s offerings: You can read about other past changes elsewhere on ADOTAS.

Adotas Senior Editor Brian LaRue has been working in journalism in some form or another for slightly longer than his entire adult life, having won his first SPJ (Society of Professional Journalists) Award while he was still in high school. Prior to joining Adotas, he served as a reporter, editor, columnist, critic and blogger, mostly for a number of daily and weekly newspapers scattered around his native Connecticut. In his off hours, Brian maintains an active parallel life as a musician and music blogger.

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