In Part One and Part Two of this blog, we read about our abilities here at Genius Monkey to track and measure with proper attribution. Along those very lines, let's take a look at the subject of Dynamic Number Insertion (DNI) and how it plays a role in our measurement practices:
DNI in Pixel Monkey Can be More Complex When Needed
If there are only specific instances that need to be DNI'd, we can do that in Pixel Monkey (PM), which is an integral component of Omni Monkey, our digital ad optimization technology. It's a proprietary set of algorithms that assures that our optimization process is accomplished in real-time.technology. We can accomplish this without involving or asking the client to do anything for us (other than having our tracking code snippet installed on their site in the first place).
Most companies don't utilize Dynamic Number Insertion (DNI) because they don't know how to configure it. No doubt, it can be very complex. With Pixel Monkey, as long as they have our code, in most cases we can use it without involving our client at all.
All of your self-serve programmatic platforms, and even some full-service digital advertising services are going to try to help you track conversions. But, because they don't have a team to help you out with the setup, it's essentially all on you. This is the reason that other companies aren't able to track conversions in the same manner that we do. Even if other digital ad agencies had our technology, they would have difficulties making it work without the knowledge of how to use it in the most effective manner. As a full-service company, we will set it up, test it, verify it, track it and report on it.
Our Pixel Monkey Never Sleeps
As things change (in this case, let's say that the website team makes a change and they don't tell the marketing team), our system will catch the fact that something is off, and we can adjust on-the-fly to keep tracking.
Our conversions allow information to be passed back from the website, which allows correlation to things like VIN number for auto dealers, product IDs, ticket sales or order numbers for other ecommerce sites.
An example of this would be the automobile industry; one of the things they like to track is the vehicle identification number pages (VIN). As long as that is in the URL, we can pass it back through from the website to correlate which cars the consumers were looking at.
The same thing occurs with ecommerce. Each product should be tagged in the URL. Let's say a website sells purses. The brown Louis Vuitton could be tagged as louisvuittonxyzbrownpurse. We can pass that through the system and come up with all kinds of different reporting for it.
Another tried and true example would be our ability to track ticket sales, as well. Using what you read about in part one of this blog series, "Cross Site Tracking," and our integration to most every ticket sales platform out there like Ticketmaster, we can track right down to the sale. We can also track numbers of tickets bought and dollar amounts of those tickets to create a true ROAS (Return On Ad Spend).
Here at Genius Monkey, We Get It
The main point to get across in this series of blogs is that Pixel Monkey is our proprietary tracking process that tracks multiple KPI's and conversions -- from the ad impression down to the end goals -- which is really one of the paramount reasons that Genius Monkey is on top of the programmatic ad technological world, and why our clients prosper as they do.
Jeremy Hudgens Addresses the Digital Summit Crowd