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KN Dimestore Becomes the First to Optimize Digital Campaign Creative in Real Time Using Brand KPIs

Tuesday, March 29, 2011

KN Dimestore has become the first online survey provider to optimize digital campaign creative in real time using brand KPIs, such as purchase intent, as the leading performance indicator. The firm has been tapped by Aggregate Knowledge, the first pure-play data management platform (DMP), and Resource Interactive, a top-rated digital marketing agency, to support this ground-breaking approach to creative optimization for a major Consumer Packaged Goods brand (CPG).

"Purchase intent is the real metric that matters. Enabling in-market optimization against it while the campaign is live makes the media spend far more efficient," said Nathan Zwilling, Associate Director of Account Strategy, Resource Interactive. "KN Dimestore and Aggregate Knowledge enable us to quickly and easily understand which creative instances drive the highest levels of purchase intent across our campaigns, and then optimize to deliver better results for our client."

In the world of digital media, campaign creative is most often optimized using action items, such as Clicks or Conversion. This collaborative effort among Resource Interactive, KN Dimestore, and Aggregate Knowledge marks the first time creative units have been dynamically optimized against a brand's KPIs during a campaign according to the creative unit's impact on brand and attitudinal metrics. In its current execution, Resource Interactive is representing a major CPG advertiser and leveraging KN Dimestore's ability to survey respondents during the same session that they engage with the advertising campaign. KN Dimestore, then, in real time feeds these survey results, the "brand metric data," directly to the Aggregate Knowledge data management platform. This partnership benefits brands by increasing efficiency through enabling the dynamic optimization of hundreds of pieces of creative in real time.

"Simply measuring clicks and conversion rates doesn't make sense for brands," said Florian Kahlert, Senior Vice President at KN Dimestore. "This collaborative effort between Aggregate Knowledge, Resource Interactive, and KN Dimestore reveals just the tip of the iceberg in terms of capabilities with dynamic optimization against brand KPI metrics. Many advertisers run a significant number of pieces of creative for a particular campaign; simply understanding which executions are resonating with the target makes the campaign much more successful."·

About KN Dimestore

KN Dimestore, a subsidiary of Knowledge Networks – one of the top 15 custom market research companies in the U.S. – provides cost-effective and easy-to-implement online ad effectiveness measurement solutions to agencies, networks, and online publishers. Developed by online advertising insiders, the company's survey technology allows clients to conduct multi-question custom surveys within the footprint of the ad campaign (display or video) without requiring overlays or pop-up invitations.

For more information, go to www.knowledgenetworks.com/dimestore.

About Resource Interactive

Resource Interactive is one of the nation's top-rated independent agencies, with offices in Columbus, Cincinnati, and Palo Alto, leading Fortune 500 companies through the real time web while creating bold opportunities for consumer engagement and competitive advantage.

Now in its 29th year, Resource is the largest independent women-owned agency in the nation. Clients include Procter & Gamble, Hewlett-Packard, The Coca-Cola Company, Victoria's Secret, Sherwin-Williams and Nestlé, among others. For more information, visit www.resource.com.

About Aggregate Knowledge

Aggregate Knowledge is an IaaS (Infrastructure as a Service) company delivering the neutral data management platform (DMP) on which the world's largest advertisers make their digital media decisions. The patent-pending AK™ Platform combines data management and multi-touch attribution to make media accountable and help advertisers and agencies manage and exploit all of their data around a single view of the user. The platform automates "trading desk" like features by bundling hardware, software, science, tools, reports, and services into a single, highly scalable offering.

Aggregate Knowledge is funded by premier venture capital firms Kleiner Perkins Caufield & Byers, DAG Ventures, First Round Capital, and OVP Venture Partners.

About Knowledge Networks

At Knowledge Networks we are passionate about research in marketing, media, health and social policy – collaborating closely with client teams throughout the research process, while applying rigor in everything we do. We specialize in innovative online research that consistently gives leaders in business, government, and academia the confidence to make important decisions.

KN delivers affordable, statistically valid online research through KnowledgePanel® and leverages a variety of other assets, such as world class advanced analytics, an industry-leading physician panel, an innovative platform for measuring online ad effectiveness, and a research-ready behavioral database of frequent supermarket and drug store shoppers.

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