Why Metricsflow?

Learn Content Consumption Behavior from Ad to Conversion Across Devices and Platforms

“I have been struck again and again by how important measurement is to improving the human condition.”    –Bill Gates

Five Thoughts for CMO Consideration

In the world today companies have more data to parse, more channels to cover, more opportunities to embrace, more responsibilities to shoulder. The only things we don’t have more of are time and resources.

We share the following 5 thoughts with the CMO community and believe the investment in AI in your sales and marketing budget is worthy of your consideration.

  1. Precise measurement ensures optimized ROI.
  2. Cookies prevent precise measurement.
  3. Accurate attribution is now available across platforms.
  4. Content drives conversion. You must “know” what combination of ads, content and platforms drives conversion.
  5. AI designed to precisely measure visitor content consumption from ad to conversion, across platforms saves time, reduces cost, and empowers companies to deliver relevant content.

Precise Measurement Ensures Optimized ROI

CMO’s need to demonstrate ROI and prove marketing’s value in concrete ways.  To do this successfully, we need the ability to accurately identify a unique visitor across multiple platforms, learn their content consumption pathways through to conversion. 

With this knowledge are able to clearly see what ads, content and platforms result in conversion.  We will “know” and can prove what is working and adjust accordingly.

Cookies Prevent Precise Measurement

We live and die by the data we use to make marketing decision.  Most often our data comes from the use of cookies to track visitor interactions.  The problem with cookies is clear:

  • Cookies are very often cleaned off of visitor computers on a regular basis, resulting in over 40% of visitor data being lost.
  • Cookies are not cross platform, nor mobile friendly. Cookies do not allow an uninterrupted view of individuals as they move through your content, from multiple accounts, browsers, platforms or devices.
  • Apple and Google are implementing Intelligent Tracking Prevention technology directly affecting cookies effectiveness. Gulp!
  • Lastly, cookies introduce inaccuracy in the data process. Those visiting the site who have visited many times, but whose cookies have been removed, are seen as first time visitor from an analytics perspective.

Unlike cookie technology, Metricsflow’s unique DNA identifier cannot be deleted or blocked. As a result, up to 40% more data is collected from the same visitor volume immediately. The machine learning then uses aggregate identifiers’ engagement behaviors to generate patterns, which describe segments (personas) with deep insight into channels, platforms and the effectiveness of every piece of content driving conversion.

Accurate Attribution is Now Available Across Platforms

Metricsflow enables users of paid advertising platforms to attribute specific keywords and display ads to a visitor’s unique ID and then digitally follow their content journey to conversion. Additionally, organic paths are also followed, so you are able to fully see traffic that comes from sources such as organic search and social content.

Easily implemented, this capability immediately allows digital marketers to see what combination of ads, keywords, channels, platforms and content produce the greatest conversion. Armed with this knowledge, you can focus ad dollars and content development efforts in the most effective manner.

Content Drives Conversion! You Must “Know” What Combination of Ads, Content and Platforms Drives Conversion

Metricsflow enables users of paid advertising platforms to attribute specific keywords and display ads to a visitor’s unique ID and then digitally follow their content journey to conversion. Additionally, organic paths are also followed, so you are able to fully see traffic that comes from sources such as organic search and social content.

AI Designed to Precisely Measure Visitor Content Consumption

Metricsflow has been designed to empower CMO’s by:

  1. Eliminating the cookie problem.
  2. Bringing together disconnected data silos.
  3. Learning what works from visitors converting and those that don’t.
  4. Precisely attributing ads, content, and platforms to conversion.

Marketing Use Cases: Your Digital Marketing Accelerated

Lead Nurturing

Vast amounts of data, analyzed every 1/2th of a second with key knowledge delivered directly to the company’s CRM system for sales and automated follow-up.

Persona Based Marketing / Segmentation

Knowing what content resonates with specific segments of visitors enables companies to deliver less content that is more effective in driving customer behavior.

Account Based Marketing

Identifying visitors by company and content consumption opens the door to better MAP implementation and effective personalization.

Data-Informed Content / Buying Process Funnel Management

Knowing precisely the origin, specific content is consumed, when, and in what order empowers you to deliver content most relevant to specific segments of the visiting public.

Metricsflow is Here to Help CMO’s Grow the Business

Our vision, is to make it easy for companies to learn from visitors digital content consumption, and use this knowledge to develop and deploy content that educates, motivates, and empowers visitors, while delivering a strategic advantage to our clients.

We invest heavily in our pilot program partners because we understand the need to prove the ROI when a company applies our AI and machine learning services to precisely track and deliver valuable insights.

We want you to have the opportunity to learn “before” investing.

Fill out the form on the left to learn more about the Pilot Program.

What People Say?

Blair Connolly -Craig Tucker, Managing Partner, Group M5

“ Metricsflow helps us get actionable insights to our content marketing campaigns. We are able to profile our leads and manage marketing budget effectively ”   – Blair Connolly, VP Sales & Marketing at British Group

Craig Tucker

“Our customers are in real-time today, the ability for us to ensure that we getting real-time information and data out of theose customers through the content we create is crucial and that poses a challenge for us”   -Craig Tucker, Managing Partner, Group M5