AdKnowledge Unveils ROI Measurement Tool

AdKnowledge introduced AdKnowledge
Advisor, a tool providing a way to measure and optimize return on Web
advertising that tracks consumers’ complete response to ads, including buying
patterns.


Advisor is the latest component of the AdKnowledge System, which automates the
Web advertising process. Advisor is seamlessly integrated into the AdKnowledge
System, which takes the customer from pre-planning all the way through to the
measurement and optimization of ROI.


The company said AdKnowledge Advisor applies sophisticated analytic tools that
enable advertisers to understand customer actions, which, over a specified
period of time, are reported and correlated back to the ads to which they
responded. Advertisers
can act on those ads, target work and make changes in a campaign as it
runs.


Post-click tracking defines advertising results more accurately than click-
through, because it reports on what customers do after they click on an ad and
calculates
customer conversion rates based on criteria such as downloads, purchases, or
time spent on a Web site.


“Using Advisor, we build a data warehouse for advertisers of what is working
with which user types and where, and then use proven data mining practices to
maximize the effectiveness of Web marketing campaigns over the long term,”
said Scott Kauffman, president and CEO of AdKnowledge.


The AdKnowledge System includes planning, buying and trafficking, targeting
and serving, reporting, and now post-click tracking and return on investment.


The AdKnowledge System is available on an annual subscription basis. Billing
is based on percentage tiers that correlate to monthly advertising billing
volume. In addition,
Advisor’s basic reporting function is available now for a set-up charge and
fixed monthly fee.

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