DIGITAL MARKETING

TRAFFIC DATA MANAGEMENT
PLATFORM

+30%
E-COMMERCE
CONVERSIONS!

THANKS TO A DYNAMIC ATTRIBUTION MODEL AND THE INTELLIGENT MANAGEMENT OF TRAFFIC DATA FROM DIGITAL MEDIA CHANNELS.

Traffic tracking platform for digital media channels visiting e-commerce sites. Collection and Organisation of daily traffic data. Attribution of conversions to channels based on their real importance in the decision-making process (not just Last-Click). Consolidation of traffic and conversion data for online analysis using Google Data Studio and Google Sheets dashboards.

DYNAMIC CONVERSION
ATTRIBUTION

Multi-channel Conversion Attribution Model. Effective, modern and inexpensive alternative to Last-Click without the need for a DMP. Rewards all channels that have contributed to conversions by differentiating between types of traffic (prospecting, retargeting, affiliate, organic, direct, etc.).

The Attribution Algorithm can be weighted and customised for each individual customer and their e-commerce project.

DATA MANAGEMENT
PLATFORM

Internal Digital Marketing Management Platform for E-commerce companies. Manages the digital marketing team's activities, including the collection, consolidation and analysis of traffic data generated by various digital media channels.

Multi-user access for Digital Managers (team managers) and Channel Managers (media channel managers) including any external agencies.

TRAFFIC DATA
ACQUISITION

  • Organises digital media traffic acquisition channels with tracking (integration with GA and GTM).

  • Records daily traffic and conversion results.

  • Associates the daily traffic and conversion data recorded through various online digital media channels with the different attribution models.

  • Attributes conversions and calculates profits for each online media channel via the proprietary attribution algorithm. Attributes conversion percentages to the channel's daily total.

DATA ANALYSIS AND
CONSOLIDATION

  • Regular analysis (ideally weekly) of the daily traffic results and conversions attributed by the algorithm.

  • Weights conversions for each channel to align the attribution of conversions to channels, customising the approach in line with your corporate strategies.

  • Consolidates daily data and definitively establishes the conversion volume of each online media channel. Calculates the profits produced by each channel using the consolidated attribution data.

  • Regular analysis (ideally weekly) of the daily traffic results and conversions attributed by the algorithm.

DYNAMIC
DASHBOARDS AND REPORTS

Analisi Performance E-Commerce

Cruscotto Dinamico

Tabelle di Dettaglio Performance

Cruscotto Dinamico

Modello di Attribuzione Conversioni

Cruscotto Dinamico
  • Native integration with GDS (Google Data Studio) and Google Sheets. Connects to consolidated databases to produce a range of dashboards.

  • Multi-Channel Dashboard - Compares acquisition and results data from the various channels organised by traffic type: Prospecting, Retargeting and Organic. KPIs (key performance indicators).

  • Sponsor Dashboard - Compares paid traffic acquisition channels, displaying the attribution weighting value.

  • Organic Dashboard - Compares organic traffic acquisition channels, displaying the attribution weighting value.

  • CPA Dashboard - Special dashboard based on Google Sheets that analyses the consolidated results by inserting them into value limiters (performance dashboard). Special tool that allows for increased media investment while keeping the CPA and BV (Business Volume) under control.

  • Budget/Target Dashboard - Special dashboards that compare up-to-date results with the annual budget and target data. Calculates future planning values, taking into account forecast results (budget and dynamic target).

DIGITAL PLATFORMS
INTEGRATED

SUBSCRIPTIONS
PLANS

SelfService

Access to the online platform. Initial setup service for the platform and external environments. Ticket-based technical and functional support service.

Assisted

Full access to the platform. Full setup services. Strategic consulting on reorganising and adapting digital marketing flows. Backend training and operational support.

Managed

Full access to the platform. Full setup services. Full-time operations manager on-site to handle operational matters. Backend strategic and operational support.

TESTIMONIALS

Gabriele Taviani

AUTHOR OF THE BOOK "RETARGETING MANAGEMENT" HOEPLI 2017

I started investing in Facebook Advertising in 2014. At a certain point, thanks to Google Analytics, I realised that the FB campaigns weren't performing, so I put Facebook acquisitions on hold. At the same time, I also noticed a significant drop in conversions from the Google AdWords channel. That's when I understood the importance of upper funnel traffic and, above all, I understood the importance of DATA in terms of collection, attribution and analysis. These realisations allowed me to achieve significant sales increases: over 450% in 2.5 years for Emozione3 (Smartbox group) and over 50% in 1.5 years for BottegaVerde. I wanted to offer this experience and this method of collecting, attributing and analysing DATA as part of a platform available on the market. The result was Slymetrix, the data management platform for e-commerce digital marketing.

FEATURES

WHAT IS SLYMETRIX?

An innovative online system for the daily collection of traffic data from various digital media channels and the subsequent analysis and attribution of goals on a weighted basis.

CONVERSION ATTRIBUTION MODEL

For e-commerce sites, attributing the goals achieved is the key to distributing investments in the various digital media channels based on the actual influence that each individual channel has had on the achievement of a goal.

ATTRIBUTION FOR WEIGHTING

Innovative conversion attribution system developed by Brokerad, removing the need for expensive and complex data management platforms (DMPs). It works by attributing daily conversions to the media channels that developed the traffic while taking into account different channel and tracking factors.

WEIGHTING ALGORITHM

Over the years, Brokerad has developed a complex and proprietary algorithm for digital media channel conversions that suggests the volume of daily conversions to be attributed to each digital media channel.

MULTI-CHANNEL DATA ANALYSIS

The data featuring the weighted and consolidated conversions can be used to produce various dynamic reports that compare the results of the different digital media channels. These reports allow you to understand the true effectiveness of the various integrated digital media channels and, above all, to make immediate decisions regarding the optimisation of investments and the delivery of traffic.

TRAFFIC ORGANISATION FOR GOALS

The results of the delivered and converted traffic are organised according to the type of campaign goal: Prospecting (interest, with a site visit as the objective), Retargeting (persuasion, with the goal as the objective). This distribution of channel results allows investments in Prospecting and Retargeting to be optimised correctly, something which is not possible with traditional Last-Click and First-View attribution.

HOW IT WORKS

PHASE 1 - AUTOMATIC IMPORTING OF DAILY RESULTS

Via an automatic connection with Google Analytics, the platform records the results of the previous day for each project (e-commerce website): visits, users, goals (conversions) and revenue. Optionally, e-commerce management software can also be connected as a source for the following values: goals (sales) and revenue (turnover).

PHASE 2 - UPLOADING OF DAILY DATA

Using a simple interface, each individual Channel Manager can manually upload the data for the digital media channels they oversee. Data includes recorded traffic values and channel goals tracked from 3 sources: impressions, interactions, clicks, visits, goals (conversions), channel costs, revenue generated. Data reading sources: supplier platform, tracking system and Google Analytics. Each source uses a proprietary attribution model.

PHASE 3 - AUTOMATIC PRE-ATTRIBUTION

The weighting algorithm analyses the channel data recorded by the Channel Managers in real time and, based on the configuration parameters set for each customer and project, provisionally attributes the volume of conversions to each digital media channel.

PHASE 4 - DAILY DATA ANALYSIS AND CONSOLIDATION

The Digital Manager regularly accesses the various daily records in order to analyse the results recorded by the channels and attributed by the algorithm. The Digital Manager can intervene to manually adjust the attribution before consolidating the final attribution results.

PHASE 5 - DASHBOARD REPORTS

The Digital Manager can access the various dashboards of recorded data (including non-consolidated data) to examine trends and make decisions to optimise investments and digital traffic acquisition.

PHASE 6 - DYNAMIC REPORT SHARING

Thanks to the integration with GDS (Google Data Studio), the consolidated data is available for analysis and can be used to produce dynamic reports. A range of pre-configured and customisable reports are available to anyone authorised by the Digital Manager. Using these reports, filters can be applied and historical and trend reports can be produced.

Slymetrix is a brand/product of Brokerad Ltd
www.brokerad.co