DigitalBrain:Search Ends Last Click Wins Debate

21/07/09

AgencyDMG, the UK’s largest digital marketing specialist* have launched a revolutionary paid search product ‘Digital Brain: Search’ - a first-to-UK market paid search product that enables marketers to understand the value of each click to improve search efficiency and ROI by at least 20%.

Combining CheezeDMG’s paid search expertise with JaywingDMG's powerful data and smart statistical modeling techniques, Digital Brain:Search draws on pre-existing, non-private data from a number of sources to help marketers understand all of the search interactions which take place in the consumers’ journey to purchase. It then statistically attributes the correct value to each interaction to better inform bid management and the development of campaigns.

This information allows clients to target the consumer at their first interaction point with the brand, rather than the last, to drive maximum sales with the most efficient cost.

And by tracking the different paths to purchase, it also enables marketers to segment the target audience to inform not only their search engine marketing strategy, but also their wider marketing strategy, both on and offline.

In 2008, almost £2bn was spent on search in the UK, accounting for over 50% of all online ad expenditure. Already being used by one of AgencyDMG’s major clients who has experienced significant improvement in paid search performance, and with several more clients due to start using it shortly; DigitalBrain:Search will significantly increase the efficiency of search and will be a major force in driving growth in the industry.

CEO Ben Langdon comments; “Search engine marketing offers the opportunity to measure ROI and dynamically change campaign elements based upon those returns. But with campaigns often generating multiple exposures, ROI is hampered by the current “last click wins” model – and with advertisers increasingly focused on getting maximum value for their spend, this is commoditising the industry.

“Digital Brain: Search helps marketers understand the value of all the consumers’ search interactions and will provide a better return on investment for every pound of paid search budget. It also creates improved insight into customer attitudes and motivations that leads to more sales, not only now, but in the future.

“Putting the ‘last click wins’ debate to bed, Digital Brain:Search changes the face of search, will be a major force in driving its growth, and with it, AgencyDMG.”

*Kingston Smith W1, January 2009