TripAdvisor Shares Take Off On Revenue Beat, Improved Online Attribution

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TripAdvisor said on its quarterly earnings call Thursday that it is part way through a significant reduction of its online marketing and has stabilized its advertiser auction platform after some buyer exits in the second half of last year cratered prices. TripAdvisor is overhauling its advertising investments due to improved data and attribution, CEO SteveContinue reading »

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Ecom Startups Purple And MVMT Take The Drudgery Out Of Cross-Channel Data Wrangling

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The paid ads folks at mattress brand Purple and online watch retailer MVMT spend their days obsessing about measurement – and stressing over data silos. Budgets are lean, and they’re under pressure to tie spend to success. A six-person team at Purple manages paid advertising across more than 15 channels. But combining, analyzing, comparing and activatingContinue reading »

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Edible Arrangements Uses Digital Tactics To Deliver More In-Store Traffic

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Edible Arrangements is best known for its fresh fruit and chocolate arrangements, many of which are gifted at the last minute for holidays or anniversaries. Although 65% of Edible Arrangement’s business comes from ecommerce, the brand wants to drive visits – particularly from repeat customers – into its 1,200 local store franchises. “No one’s goingContinue reading »

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Little Has Changed For Location Data Company Placed After Its Snap Acquisition

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When Snap acquired location-based data company Placed over the summer, agencies got excited about the prospect of intermingling the data sets – but that won’t be happening anytime soon. Placed will not share any advertiser or partner data with Snap, Placed CEO and founder David Shim told AdExchanger. “Keeping the data set separate is important ifContinue reading »

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Beacons Are Still Trying To Find Their Place

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Although the industry is settling on a few practical uses for beacons, primarily as a helpmate for attribution, they’re just one marketing data point among many – a tactic. “Beacons are only one piece of the equation, a component of a larger effort,” said Chris Cunningham, CRO of proximity and location data aggregator Unacast. “There areContinue reading »

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How Beauty Manufacturer Coty Gave Its Data Operation A Makeover

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About a year and a half ago, global beauty manufacturer Coty realized it needed to get a grip on its own data. The company was about to complete a merger with several P&G specialty beauty brands and become a $9 billion global business. And since Coty was expanding its portfolio, pressure was mounting because eachContinue reading »

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Placed Intros Attribution Tool To Tie Paid Search To In-Store Foot Traffic

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Paid search influences offline conversions, but there’s been no good way to measure that impact. That’s because paid search, a market expected to top $36 billion this year, according to eMarketer, has been primarily used as a direct response channel, said David Shim, CEO and founder of Placed. The Snap-owned location data company released anContinue reading »

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Nielsen To Acquire Indie Attribution Vendor Visual IQ

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Nielsen entered into a definitive agreement on Wednesday to acquire indie attribution company Visual IQ. Terms of the deal, expected to close in October, were not disclosed. The 10-year-old Visual IQ should enhance Nielsen’s measurement offering with deeper multitouch attribution. The goal is to give “advertisers, publishers and agencies a holistic platform that offers theContinue reading »

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SAP Buys Attribution Software Company Abakus

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Another independent attribution solution is off the market. SAP said Wednesday that it had purchased Abakus, a move that puts it further into the paid media arena. Terms were not disclosed. Abakus’ attribution system is unique since it applies game theory to forecast scenarios that influence media buying and optimization. It also uses split-funnel attributionContinue reading »

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UK Airline Monarch Tries Cookieless Attribution To Cover Data Gap

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Despite skyrocketing mobile traffic and climbing mobile conversion rates, British airline Monarch was struggling to determine precisely what was or wasn’t working for mobile media buys. “We persistently got all the data in and still faced the question: What about mobile?” said Robert Foulkes, senior marketing manager for the low-cost airline. Monarch was among theContinue reading »

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