Search Retargeting Enables Search Impression Tracking and Attribution Modeling
Magnetic and C3 Metrics Partner to Deliver New Insights Into Pre-Funnel Search Data
NEW YORK, NY–(Apr 27, 2011) - C3 Metrics, a media analytics company, and Magnetic, the leader in search retargeting, today announced a strategic alliance to attribute and target ads along the entire purchase path — from pre-funnel to conversion. For the first time, digital marketers can now track search impressions and better analyze the path consumers take through the conversion funnel. This partnership opens up new opportunities to influence decisions before consumers choose a brand preference.
Through search retargeting, Magnetic and C3 Metrics will leverage invaluable insight into what people are searching for before the customer enters the consideration funnel to gain a greater understanding of customers’ decision making process. This combination of pre-funnel insight with full-funnel attribution gives marketers new inroads to reach customers at pivotal times throughout the decision making process. Additionally, this informs cross-channel strategies for future campaigns.
Although every campaign has a unique attribution model, the two highest performing forms of online advertisement are often search engine marketing and retargeting. However, if marketers are only looking at the last click, they are missing vital keyword search history and cross-channel assists that contributed to the consumer’s decision to buy or convert.
“Giving credit to the search engine or retargeting company that delivered the last ad is like giving credit to the checkout person of a supermarket for all of the cereal sold in the US,” explained Magnetic CEO Josh Shatkin-Margolis. “In both situations the search engine and the checkout person simply assisted the user with their request. Through the partnership with C3 Metrics, we will now be able to gain insight into search keywords and the value each word plays across the consumer funnel. Ultimately, the insights gained through search retargeting leads to better optimization for our clients’ campaigns.”
“For the first time, we are able to look at pre-funnel behaviors and how decisions are influenced before a consumer even enters the conversion funnel. It’s revolutionary, and it will add a new layer of actionable insight into marketing optimization,” said Mark Hughes, CEO of C3 Metrics.
About C3 Metrics:
C3 Metrics is Attribution Made Simple. The C3 Metrics proprietary decision engine delivers actionable attribution modeling, allowing marketers to measure the true value of all marketing channels — making complex media analytics simple. Headquartered in New York, C3 Metrics provides a SaaS solution for agencies, brands and publishers solving the “last click” and data overload problems of online marketing optimization. A two-year client case study has demonstrated a 75 percent revenue increase versus baseline for one of C3 Metrics’ advertising partners, with only a 12 percent increase in advertising spend. For more information, visit: http://c3metrics.com.
Magnetic™ makes search retargeting easy. The Magnetic data marketplace empowers advertisers and publishers to use search data as the key indicator of intent and retarget campaigns to the most relevant audience online. With more than 300 million unique users monthly, Magnetic significantly lifts the value of media and improves campaign performance. Magnetic’s advanced technology provides the largest payment to search data providers. It is the search data partner of choice for more than 100 leading agencies, ad networks and DSPs. Magnetic is headquartered in New York, funded by investors including Charles River Ventures, Ron Conway, NYC Investment Fund, Roger Ehrenberg of IA Capital, Founder Collective and NYC Seed. For more information visit: magnetic.is.