What is it Like to Chat With a Monkey? (Part 5) Measurement, Validation and the Purchase Journey

This is the last in a series of blogs entitled, "What is it Like to Chat With a Monkey?" At Genius Monkey, we take things like measurement and validation very seriously, as well as low-quality traffic, click fraud and brand safety issues.

  • First, we rely on Omni Monkey to act as a filter to protect against anything that looks outside of the norm
  • Second, it's filtered through third-party validation sources like DoubleVerify, Comscore, Nielsen, etc.
  • Third, we use Zvelo, a crucial validation partner we use to monitor the others, or "police the police," to make sure all traffic that ends up on the advertisers' sites is human.

Years ago, when Genius Monkey first came into this space, the technology was very new. We were limited to evaluating through secondary trackable indicators such as increases in traffic, out performing current traffic in media, and then a lot of feedback from our client partners telling us how we're doing on calls, leads, in store traffic, gross sales, etc.

What we found in the market was attribution reporting that was based on highly-modeled functions, meaning that they would take 5% of the data, maybe 7%, and model that out. We wanted more than that, and we were determined to create not only a better product but a different product. Being the "geniuses" that our engineers are, they brought to us the ability to see line-by-line every conversion that was taking place, whether it was a click or an impression. We could also see the date and the timestamp of when it took place, where it took place, what type of conversion it was, and where the consumer was in their interaction with us (meaning Genius Monkey either first interaction, supporting interaction, last interaction, or first and last interaction). Oh, and by the way, this attribution that the team came up with no longer models based upon 5% of the data ... we now use 95 to 99% of the data, making it far more reliable as we're making our decisions!

Now, let's take a peek behind the curtain at how we're able to do this, and the technology that we developed. We can literally drop a stack of papers that is usually tens of thousands of conversions, along with a detailed list of all the conversions that happen based upon people who not only clicked on the ad, but more importantly, were influenced by the ad just by seeing it somewhere along the way.

We can take one specific IP address and see their first interaction, meaning that they have never before been to the site. We started serving them ads on the 14th of April and then over the course of several days from the 16th to the 26th they were served 60 more ads. Then, the user was served a Genius Monkey ad on the morning of the 26th, then watched two video ads later that night at 11:41 p.m. On the 16th the user browsed used SUVs on the website at 3:49 p.m. Finally, we come to a conversion on the 16th at 4:03 p.m., where they actually go into a specific vehicle display page (VDP) and submit a form.

That's Genius Monkey in a nutshell (or better yet, a banana peel). Our attribution and conversion tracking are two of the things that have placed, and kept, Genius Monkey on the cutting edge of digital programmatic success.

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