Technology

While traditional agencies have attempted to realign their business models to meet customer needs in an increasingly online world, iMarketing was born in the era of Web 2.0 and beyond. So it’s only natural that technology remains a driving factor in our approach to online marketing – and in ensuring our clients’ success. Enter ROI Advantage (ROIA).

 

With ROIA, we’ve rolled all of our insight, experience and best practices into a proprietary, web-based platform to track, analyze and optimize the full scope of online marketing activities – including ad-serving, e-mail delivery, lead generation, campaign tracking, affiliate marketing and search engine marketing. It provides an instant online window into all of your marketing campaigns, making it easy to monitor and maximize ROI in real-time across multiple campaigns. There’s no need to maintain separate tracking systems for different campaigns, or manually compile and analyze data. ROIA does it all for you.

 

In addition, attribution analysis is one of the key challenges facing multi-channel marketers and has been a key component of iMarketing’s campaign optimization and analysis. Our attribution analysis philosophy is that each client and product must be evaluated uniquely; our experience to date shows that there is no single attribution model that fits all engagements.

Across digital marketing channels, we tackle attribution analysis through the combination of technology and cross-channel analysis.  Our ROI Advantage (ROIA) tracking and reporting platform de-dupes conversion events across channels and assigns attribution based on last click or last view, with a click-based conversion overriding a view-based conversion. Our Conversion Path feature stores [all] the previous actions (impressions and clicks) that occurred prior to the last click. This allows actions to be viewed, providing a more complete history of the various actions the visitor may have taken. Also, by storing impressions, ROIA is able to track view-through conversions where the visitor saw a creative but never clicked on it.  

When a conversion is tracked in ROIA, it is possible that a single action can appear in multiple steps within the conversion path information. Our attribution reporting for that conversion will include:
 

ROIA is also configurable by client, product, campaign, and channel to adjust attribution windows to allow for customized models across clients with mix of marketing channels, including Search, Affiliate, Media, Email as well as internal CRM efforts. One key area of attribution analysis through utilization of ROIA is that we are able to oversee any duplication issues between channels and adjust target cost per action goals for each channel accordingly.
 

Through the combination of ROIA and our seasoned team of online marketing gurus, iMarketing can plan, execute and optimize your campaigns with confidence.