NinthDecimal’s new Visit Metrics turn O2O data into ‘always-on’ optimization tool
Visit Metrics complement existing Attribution Metrics and give marketers tools to adjust campaigns depending on their objectives.
Yesterday, NinthDecimal introduced new O2O (online to offline) measurement capabilities to provide greater flexibility and visibility on customer response during campaigns directed at offline store visits. The introduction of new “Visit Metrics,” according to the company, will enable marketers to better optimize campaigns in real time against smaller data sets and make analytics a more actionable tool.
NinthDecimal President David Staas says that these changes came in response to customer demand for earlier, more actionable data. Previously, the company’s Attribution Metrics offered data on incremental customer visitation lift. However, those data sets took longer to compile and required larger volume for high-confidence scores. Often the data were available post-campaign.
Visit Metrics populate more quickly in the company’s dashboard and can be run against smaller and different cuts of data (e.g., specific audience segments). Here’s how the company describes the new KPI:
Visit Metrics . . . provides marketers with faster access to data for near real-time campaign decision making. The release also includes a 90 percent decrease in campaign impression requirements. The reduction allows NinthDecimal to offer all of its measurement capabilities to small and midsize campaigns, while still being able to support multibillion-impression campaigns. Marketers will also be able to continue using LCI to measure the business impact of their marketing spend by publisher, by audience targeted and by creative in order to more fully understand the effect of their marketing on customer growth.