In the US, audience insights platform DISQO has partnered with former ARF CRO Joel Rubinson to launch the first report in a series called New Foundations of Ad Effectiveness, entitled 'X-Ray Specs for Path to Purchase Attribution'.
Los Angeles-based DISQO operates first-party panels that promise a 'complete view' of the consumer journey. Its new series has been launched to examine online consumer journeys and uncover what works in the digital advertising environment. Taking place over five months, the study examined the online behavior (desktop and mobile) of its opted-in, first-party digital audience in relation to both high-ticket products (eg laptops) and fast-moving consumer goods (eg pet food), including search, site visitation, social media activity and eCommerce.
The series is co-authored by ad research specialist Rubinson. According to DISQO, the first report found that brands with a restricted view of their consumers' journeys could actually drive customers away from the very destinations where they are most likely to buy. Anne Hunter, VP of Product Marketing, comments: 'DISQO's analysis raises a flag of caution on how brands' first-party activity should be used for campaign optimization. Brands really must find innovative ways to measure their customers' complete journeys so they can optimize results driving consumers to eCommerce and retail destinations'.
Web site: www.disqo.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.