Can analytics hit the ROI target?

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Online networks and publishers control the user experience in terms of messaging for advertisers. They also need to show ROI for ads. How are analytics, targeting and other forces augmenting ROI measurement? 

Peter Frishauf
Chairman,Crossix Solutions

We've addressed the growing demand for ROI-based analytics among many clients. Sophisticated measurement approaches based on Rx or OTC data are used, allowing marketers to use treatment behavior to verify that campaigns are reaching target and driving impact, while protecting patient privacy. As a result, the most competitive networks, publishers and cable providers now include data-driven, ROI-based guarantees to bolster their offerings.

As for targeting, advances in technology make it possible to reach qualified audiences more efficiently, using privacy-safe consumer data from providers like Acxiom. Networks and publishers are no longer limited to presenting advertisers with contextual placements, and instead can now offer inventory based on optimizing audience targeting.

Amanda Powers
Senior partner, GTO Media

Analytics and data-driven targeting techniques are leading message delivery. By understanding the customer via data analytics, publishers and brands shape campaigns with higher ROI probability, real-time optimization, and flexibility. This requires greater collaboration between publishers and brands, and the results can be well worth it. Some key considerations: Which data sources and study design will provide the insight needed for a standout campaign? How will the brand, agency and publisher work together to apply these data? What barriers must be overcome to ensure the program succeeds? What targeting techniques can maximize influence and impact? In the end, key customer insights, effective collaboration, and rigorous optimization provide the best formula for data-driven message delivery and ROI.

Jim Curtis
Chief revenue officer, Remedy Health Media

I am sure all of us digital folk look fondly back at the demands of yesteryear—awareness, frequency and reach. At times we may even wish we could still gripe about the irrelevance of the click-through rate. Today, pressure to show ROI by pharmaceutical advertisers has, in many cases, turned into a requirement for doing business—with ROI guarantees sometimes reaching double digits. To meet these criteria, a publisher must collect, process and target their data effectively. Once the right audience is identified, we can build the experience and engage with it. Analytics and data are the keys to finding a specific patient who will benefit from a particular brand; without this information, we are marketing with one arm tied behind our back, which is a losing proposition in the fight for ROI.

Ben Wolin
Co-founder and CEO, Everyday Health

Over 65 million consumers and one-third of all HCPs have registered with Everyday Health providing insights to their overall health objective from therapeutic conditions of interest to fitness goals.  This data helps provide a tailored user experience to promote the best healthcare decisions and drive positive health outcomes.

By employing analytics tools and adhering to strict industry data usage guidelines, first-party health data can be appended with third-party prescription data to optimize campaigns, not just on standard metrics like click-thru rate or time spent, but also on actual prescription sales.

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