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Seattle and New York Dec. 6, 2004 - In an effort to increase efficiency in managing online advertising campaigns and delivering better results for clients, The Digital Edge, Mediaedge:cia's interactive communications division, turned to Atlas DMT, a digital marketing technology provider and an operating unit of aQuantive Inc. (NASDAQ: AQNT), to develop a series of sophisticated analyses and custom reports.
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Atlas DMT today released a detailed case study outlining The Digital Edges efforts to fully utilize online analytics and optimization technologies to maximize clients online advertising return on investment. The entire case study can be found at: http://atlasdmt.com/insights/.
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"Being able to analyze and discover insights from the sea of data resulting from online advertising campaigns is the key to success," said Alan Schanzer, managing partner, The Digital Edge and Outrider SEM. "Embracing data and the technologies available to decipher that data is the difference between sinking and swimming. With the custom reports we developed with Atlas DMT, we can bring to fruition for our clients what the industry has been promising for years."
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The Digital Edge, in partnership with Atlas DMT and leveraging the Atlas Digital Marketing Suite, developed turn-key analytics capabilities, including Optimal Frequency, Conversion Rates by Week or Day Part, and Customer Lifecycle analyses that can help all of their clients improve results online. Through a deep understanding of Atlas campaign management technology, The Digital Edge has designed custom scripts that enable them to pull unique data to provide clients custom analysis on an ongoing basis.
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According to The Digital Edge Director of Insights and Analytics Greg Rogers, clients including Xerox, AT&T and Best Western are all enjoying better performance results through the Optimal Frequency analysis. This custom report helps The Digital Edges clients determine how often prospects are exposed to advertisements before converting. Armed with this information, clients are then able to analyze trade offs between frequency rates and conversion rates, and determine which level of frequency will meet profitability targets without a considerable amount of investment.
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"The Digital Edge's leadership in tackling the opportunity online analytics offers is very exciting," said Young-Bean Song, director of analytics, Atlas DMT. "Already, one of the custom analyses showed where the advertiser could scale their buys more profitably. The analysis and recommendation enabled the client to double their media budget and therefore drive a big increase in sales, while still meeting their ROI goals."
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"By working with Atlas as a partner, not just as a digital marketing technology provider, we are able to continue achieving a competitive edge for our clients," concluded Schanzer.
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About Atlas DMT
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Atlas DMT (www.atlasdmt.com) is a marketing technology provider and creator of the Atlas Digital Marketing Suite, the industry's first fully integrated online campaign management platform built by and for marketers. The Atlas Suite helps advertising agencies and advertisers deliver efficient, profitable digital marketing programs. The Suite manages online media planning, buying, creative management, analysis and optimization, and offers an integrated paid search management toolset. Atlas Suite clients include Carat Interactive, OMDi, Euro RSCG Worldwide, Tribal DDB, Foote, Cone & Belding, and ID Media. Atlas DMT serves its clients from offices in Seattle, San Francisco, New York, and London, delivering the industry's most complete service and support. Atlas DMT is an operating unit of aQuantive, Inc (NASDAQ: AQNT). Atlas DMT is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of the Atlas DMT cookie, go to: www.networkadvertising.org.
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About The Digital Edge
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The Digital Edge (TDE) is a division of Mediaedge:cia, a global media investment company and part of the WPP group of companies. Globally headquartered in New York City, TDE also has North American offices in Irvine (California), St. Louis, and Chicago, along with 17 locations globally representing every major marketing region in the world.
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The Digital Edge operates Outrider, a leading global search marketing company. Search marketing solutions are delivered through TDE as part of a comprehensive digital marketing effort or directly through Outrider as part of a stand alone, comprehensive search program.
