Epsilon announced the launch of its new digital media branding solution, the industry’s first offering for measuring brand consideration at the individual level, and at scale. Instead of relying on self-reported survey results from relatively small sample groups, Epsilon’s branding solution measures brand consideration by looking at the behaviors of every consumer messaged. The consideration rate metric is calculated as the percentage of messaged consumers who later visited a brand’s website, opened a brand’s app or email, or researched the brand on a third-party website.
The solution is the newest addition to Epsilon PeopleCloud, the marketing platform for personalizing consumer journeys with performance transparency. As part of Epsilon PeopleCloud’s Digital Media Solutions suite, the offering helps marketers drive engagement and brand consideration across multiple formats, such as display, online video, and OTT streaming. Its launch comes at a time when marketers are struggling to prove return on their investments.
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Thirty-one percent (31%) of brand marketers surveyed in the Gartner 2019 CMO Brand Strategy and Innovation Survey identified measuring the impact of brand investments as one of their top three challenges around brand marketing. According to the report, “brand investments remain some of the most difficult expenditures to accurately track. Despite technology advancements and the creation of more sophisticated attribution models, marketing leaders continue to struggle to measure the impact of brand investments.”
“The industry’s expectations have been too low for far too long. Brand marketers deserve better measurement,” said Ric Elert, President and Chief Operating Officer at Epsilon. “I’ve spoken to brand marketers who are fighting for a bigger slice of the marketing budget without precise metrics to prove how their campaigns are performing. We took our clients’ feedback and developed a solution we feel fills a gap and moves all digital media in a direction where we can message and measure all campaigns at the individual level.”
How It Works
- Marketers using the solution tap into Epsilon’s CORE ID and 200M+ comprehensive consumer profiles that include demographics, psychographics, browsing behavior, and purchase data.
- Using 200B+ daily observations, Epsilon’s CORE AI serves consumers with high impact ads across display, pre-roll digital video, and OTT streaming.
- Success is measured by looking at the four distinct actions that indicate brand consideration, and media is optimized in real-time to increase Epsilon’s unique consideration rate metric.
“We worked with one client whose search rankings saw a significant decrease following updates to their website. On the surface, it seems like no big deal, right? But the website was an important channel for people researching products before heading in-store to make a purchase,” said Elert. “We were able to work with the client to identify people who were considering a purchase, deliver ads across channels, and measure the success of those messages.”
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Digital Media Solutions is one of six distinct offerings within Epsilon PeopleCloud that work together or independently. Powered by Epsilon’s CORE Onboarding, ID, Data, and AI to drive real-time personalization and optimization, other Digital Media Solutions include:
- Retention – motivate existing customers to buy more, more often
- Acquisition – find new customers who are in the market for your product
- Category Driver – drive sales in specific product categories
- Partner-Funded – sell more of your partner brands’ products
- Actions – encourage customers to reach goals beyond purchases
- Location Driver – drive customers to buy at specific locations
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