Today at the 2015 Masters of Marketing Conference, hosted by ANA (Association of National Advertisers), Adobe received the 2015 ANA Genius Award in the “Pioneering Analytics Innovation” category. The ANA Genius Awards recognize the best, brightest, most innovative and most impactful work in marketing analytics today and we’re honored to be the winner among so many talented finalists.
ANA Genius Award winners split a $100,000 prize pool for donation to a charity of their choice. Adobe is pleased to donate its $25,000 prize to non-profit organization Iridescent in support of their “Technovation” program. Technovation is the world’s largest program equipping young women to become technology innovators. Starting small in 2010, the Technovation challenge has grown into a global education program and competition reaching thousands of girls each year. The program focuses on educating and supporting teams of young women to develop mobile app “startups” to solve real problems in their communities. The Adobe Foundation, through its Youth Coding initiative, is proud to have supported the Technovation Challenge for the last two years, granting $450,000 in support of girls teams in both the US and India. Adobe is excited to recognize their great work.
ANA’s Genius Award recognized Adobe as an analytics trailblazer that is “brave enough to challenge the status quo to bring bleeding-edge analytics to their organizations.” At Adobe, we are customer zero when it comes to testing and implementing Adobe Marketing Cloud solutions to manage our digital marketing efforts across the company.
For the award, we submitted our work around “Project Iceberg,” which examined flaws in digital media attribution imposed on marketers by viewability, which we call the “forgotten side of viewability.” Viewability not only impacts digital inventory quality, it also negatively impacts attribution. Similar to an iceberg, digital marketing data has a lot going on below the surface – much of which can be misleading if not identified. The status quo is to simply look at whether a cookie was served an ad prior to conversion and then consider all those served events viable for attribution, regardless of whether they were in view by the end user. Our new methodology enhanced our dataset by measuring viewability at the event level (each impression for each user) to break down the impact of an impression even more granularly. As a result, we have two new game changing ways to evaluate our media contribution: 1) We have better visibility into which media is contributing to our business by isolating below-the-surface data. 2) We realized while out-of-view impressions don’t hold media effectiveness value, they do indeed hold the potential for analytic value.