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Coremetrics Impression Attribution

February 22, 2009 By 6 Comments

Coremetrics, last week announced the launch of Coremetrics Impression Attribution™, the first solution to analyze the value of online marketing campaigns that occur outside a company’s website. Impression Attribution effectively connects online behavior to the many marketing campaigns people are exposed to across the Web, even if that exposure includes un-clicked campaigns. For the first time, a company will receive an integrated view of exactly what combination of display ads, widgets, syndicated videos, microsites or other online campaigns drove people to the company’s website and/or to complete a transaction. Impression Attribution will be available Feb. 23.

Previously, the impact of un-clicked online marketing has proven difficult to measure, and therefore, difficult to optimize. However, with visitors and buyers taking longer than ever to complete an online transaction or purchase, they are being exposed to myriad online marketing campaigns before converting. Businesses are under extreme pressure to measure the efficacy of their online marketing campaigns, justifying investments based on results and adjusting accordingly. With Impression Attribution, companies will now be able to obtain a complete understanding of online visitor behavior and conversion patterns by tying online marketing exposure to website behavior.

Although the algorithm behind Impression Attribution is complex, the solution is fairly simple for customers to implement. Coremetrics clients tag their display ads, widgets, syndicated videos, micro-sites and other content with the Impression code, which then maps the visitor’s impressions to activity on the Client site. This mapping forms the basis for multi-session attributed metric calculation and analysis, such as sales, orders, conversion events, and page views.


“Users of Web analytics tools constantly struggle with the question of attribution,” said Bill Gassman, Industry Analyst at Gartner, Inc. “New approaches are needed to increase the visibility of how content that is delivered off-site, such as advertising and video clips, drives behavior on-site.”

Filed Under: coremetrics, Web Analytics

Coremetrics Summit 2008 Day 1

February 27, 2008 By Leave a Comment

I was quite pleased with Day 1 of the Coremetrics Client Summit, learning many different ways that our clients can leverage Coremetrics as well as the services provided by the Coremetrics partners. 300 people were in attendence which made asking questions and having one one chats with Coremetrics analysts VERY easy.

Joe Davis, President of Coremetrics, kicked things off with a keynote discussing a few concepts including:

  • There is more adoption of Internet technologies at an earlier age.
  • People are not just consuming content anymore but rather creating and sharing content as well.
  • Watching and listening to your customers is extremely important because they will show you what they want.
  • It’s not about just conversions anymore, it’s about creating relationships and maximizing the life time value of a customer.

Laura Evans, Executive Studio Director, Resource Interactive, Inc. was up next and based her entire presentation on the concept of the iCitizen and the benefits of Open Brands (Revenue, ROI, R & D, Relevance, and Relationships). iCitizens consists of 4 different types people:

  • First people who show expertise and knowledge surrounding a specific subject matter.
  • Next is people who have a passion about a subject and often review and create content surrounding their passion.
  • Third is Transparency where people show a desire with no corporate filters.
  • Finally, there is notoriety which includes people who are online celebrities and have created a following.

Later in the afternoon I attended various sessions put on by Coremetrics experts where I got insight on the topics of:


  • Attributing revenue/conversions to proper channels across throughout a consumers’ life span.
  • Segmenting data in numerous ways such as referring sources, content, products, etc….
  • Measuring web 2.0 technologies such as AJAX, Flash, Blogs, RSS, Widgets using Coremetrics.
  • Behavioral re-targeting using LiveMail as well as best practices for email campaigns
Filed Under: coremetrics, Web Analytics

Coremetrics Connect Integrates Marketing Applications

February 27, 2008 By Leave a Comment

Coremetrics, announced the launch of Coremetrics Connect™ which integrates leading digital marketing applications—including search, online content optimization, email and behavioral targeting technologies—to effectively monitor, measure and optimize campaign performance across multiple channels. Coremetrics Connect enables a network of closed-loop marketing solutions with a single view of campaign performance, and campaign optimization based on the most comprehensive and accurate picture of customer behavior. Coremetrics Connect launches with 25 Certified Partners with more to be added as they pass certification.

A January 2008 report, The Forrester Wave™: Enterprise Marketing Platforms, Q1 2008, surveyed 73 marketers and found that “nearly 60% of respondents lack the ability to manage marketing processes and resources and coordinate interaction management across channels.” The report goes on to say that “given the scope of their responsibility, marketing leaders look for platforms that integrate processes across the department, deliver tools that enhance collaboration and productivity, measure overall performance, and deliver on the promise of integrating marketing across channels.”

Coremetrics Connect is specifically designed to help marketers address the pain points of integrating the various components of their online marketing campaigns. The Coremetrics Connect platform provides a single, consistent and accessible data source that enables marketers to acquire data about visitors, analyze trends and opportunities based on key visitor segments and act on this data for effective targeting throughout all their marketing channels.

“Coremetrics Connect sits at the center of PETCO’s efforts to match our passionate community of online users with performance data to make significant strides in our online business,” said John Lazarchic, Vice President of E-commerce at PETCO. “By leveraging the integration of Coremetrics with Bazaarvoice, our provider of user-generated content reviews, we’re able to accurately see the impact of our user-generated campaigns.”

Accredited Coremetrics Connect Certified Partners include:

Filed Under: coremetrics

Coremetrics Client Summit 2008

February 25, 2008 By 1 Comment


This week I am headed off to Fort. Worth, Texas where I will be attending my first Coremetrics Client Summit. It’s actually perfect timing as I will be attending the Omniture Summit next week so it will be interesting to compare what’s to come from the two web analytics giants in the future. Late last week I had a demo of Coremetrics’ SEM Tools where I was impressed with the integration of SEM + Web Analytics and the ability to slice/dice that data as well as manage keyword bids.

Here are some of the items on the Agenda which I will hope to attend:

  • Multichannel Measurement: Tying Online and Offline Together – Thomas Mann, Bank of AmericaWilliam Greene, Coremetrics
  • Best Practices in A/B Testing: Matt Cardwell, Quicken LoansKate Heintz, Coremetrics
  • Measuring Engagement Workshop: Eric Peterson, Web Analytics Demystified – John Squire, Coremetrics
  • Search Engine Optimization: How to Play the Game – Jessica Maier, Calendars.com Kelli Blankenbaker, Coremetrics

Keynotes this year will feature:

  • Laura Evans, Executive Studio Director, Resource Interactive, Inc.
  • Eric T. Peterson, CEO and Principal Consultant at Web Analytics Demystified
  • Kenneth Seiff, CEO, Diet Channel Network, Inc.
Filed Under: coremetrics, Web Analytics

Web Analytics Costs

July 16, 2007 By Leave a Comment
In my research for The Web Analytics Report, many web analytics managers found that determining web solutions costs to be like an iceberg…where the cost for the solution was only a fraction of the investment. In a recent article , I describe in some detail, the 8 elements you need to consider when fully pricing out your web analytics initiative. If you want to make sure you’re covering your bases when you submit your business case for funding, I invite you to read on…
Filed Under: Click Tracks, coremetrics, costs, Omniture, unica, vendors, visual sciences, Web Analytics, WebTrends