start with clean data
OVERCOME OUTDATED METRICS
For the last 20 years, creative has been largely evaluated based on click-through rate (CTR). Unfortunately, this simple KPI has significant limitations. While useful in assessing response rates of long-tail retargeting campaigns, it’s unreliable and subject to bias for measuring and optimizing creative. Flashtalking Creative Analytics overcomes outdated metrics and provides a more accurate measurement of creative performance.
CREDIT EVERY TOUCH POINT
The customer journey is increasingly complex. As media engagement becomes further fragmented, it’s difficult to know which channels, placements, creatives and keywords move the needle. Black-box attribution models leave marketers with more questions than answers about media and creative performance. Flashtalking’s multi-touch attribution solution provides accurate, actionable insights with transparency and ease.
MEASURE WHAT MATTERS
As advertisers invest in building sophisticated ad tech stacks with website analytics, identity and measurement providers, they find it increasingly difficult to connect user IDs for a comprehensive view of the customer journey. Flashtalking solves this important challenge with IDconnect, enabling advertisers to integrate and synchronize IDs throughout the ad tech ecosystem in real-time.
Flashtalking’s reporting platform provides quick and easy access to performance data in your desired format via our web interface, API and data file transfer—including log files at the user level. Slice and dice large data sets at any level to produce advanced reports across any data set to exact specifications. Independently audit media partners to see what’s working for your business objectives and to inform optimization for future campaign planning.
ACTIONABLE creative measurement
Flashtalking’s Creative Analytics addresses the challenge to accurately measure creative performance in a world where click-through rate (CTR) and last-touch attribution (LTA) have previously held the status quo. In a recent study, Flashtalking discovered that CTR is negatively correlated with creative performance. We recognized that a new approach was required for accurate and actionable creative insights. Through Flashtalking’s Creative Performance Index (CPI), advertisers can better understand which creatives drive conversions with actionable recommendations to optimize creative rotation.
CONTROL FOR MEDIA BIAS
Creative attribution models exclude creatives served on underperforming placements to overcome media bias.
CONTROL FOR AUDIENCE BIAS
Machine learning models segment audiences into clusters based on their probability to convert to overcome audience bias.
ACTIONABLE INSIGHTS TO INCREASE ROI
The Creative Performance Index scores and ranks each creative version for each audience cluster, indicating which ads to increase in rotation.
CREATIVE ANALYTICS REPORT
Download Flashtalking’s Creative Analytics Report for an in-depth look at how marketers should rethink their approach to creative measurement.
Multi-touch Attribution with full transparency
Flashtalking addresses the unmet need for accurate, actionable insights with transparency and ease. Our award- winning multi-touch attribution (MTA) solution features a user-friendly interface to help brands measure and optimize campaigns across channels and devices. Our machine learning models measure and visualize the contribution of each touchpoint, providing data-driven insights into each channel, placement, creative and keyword. Most importantly, Flashtalking provides full transparency into the data, attribution models, validation process and predictive accuracy scores so advertisers can optimize with confidence.
I’m pleased Vodafone is at the forefront of digital attribution advances and reaping the business benefit. Our new digital algorithmic attribution model better reflects consumer behavior, and, in addition, delivers almost real-time insights and reporting, and cross-device consumer behavior. We better understand what activity has influenced purchase, widening the funnel, as well as what converts it.
— Senior Digital Media Lead, Vodafone
Connect the adtech ecosystem
Flashtalking’s IDconnect unifies data across the ecosystem, providing a more comprehensive view of campaign activity and the customer journey—making analytics more accurate and actionable.
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Connect Trade Desk prospecting ads and Marin search activity to in-store visits using using Tapad graph and Place IQ location data.
Onboard impression-level outputs from IAS, MOAT or Double Verify to exclude fraudulent or non-viewable ads from digital conversion paths.
Supplement the loss of Doubleclick User IDs to connect ad exposure to converters reported by Adobe Analytics.