This post is also available in: Español
Marketingdirecto.com, one of the most recognized Spanish websites, specialized in news related to marketing, interviews Carlos Molina, CEO at Tidart Digital Media and Data Agency and Managing Partner at Kimia Group.t In this article, Carlos Molina speaks about how relevant is AI impact on advertising.
Which is your clients profile?, who are your most outstanding clients?
We have a wide range of clients. Our know-how is based on achieving results, making every cent invested in advertising profitable. Advertising is not determining when it comes to achieving performance objectives. In Tidart, we optimize national and worldwide campaigns of large retailers and important transport, tourism or IT companies. Some of our clients are O2, Tuenti, Bimba and Lola, El Ganso, Hendrick’s Gin, and ALSA. We also manage specific campaigns for brands such as Repsol, Mutua madrileña, Santander Bank, Hyundai or Renault.
In general, what results has Tidart achieved with their different Jobs?
We have generated more than 100,000,000 euros in sales for different advertisers in the last 10 years. In all this time we have achieved more than 20,000,000 conversions and leads.
Although we can not disclose real data from our client’s performance campaigns, we can share that the churn rate of Tidart customers is practically zero. Most of our clients hace trusted us for many years, some of them since the beginning of our times.
What differences are between Tidart and any other media and digital marketing agency?
Tecnology. We take full advantage of the data and that, joined to our account managers’ knowledge in marketing and business, makes the difference. The key is to combine the best of technology with the best of people.
Our team of mathematicians and engineers develops custom algorithms for each of our clients. We are a data-driven agency that optimizes online advertising through artificial intelligence.
Therefore Tidart developed i+3D, our own technology of image preprocessing that generates dynamic banners (image and/or video) based on a totally customized design, to which we implement both external and internal information. What gives us the possibility of generating thousands of ad hoc creatives and making the advertising more relevant and efficient just in a few minutes.
What is attribution?
Attribution is the set of techniques that allow us to quantify the credit that we must allocate to the different traffic channels that contribute to a conversion. There are several models and each one does it in a different way. In general, attribution models quantify algorithmically the influence that an announcement has had on a conversion. The attribution identifies a set of actions that the user performs and that contribute in some way to the desired result. A value is the assigned to these actions, so we are able to analyze he impact of our marketing efforts.
What are the advantages and disadvantages of the attribution system of each one?
The Google system consist of 7 attribution models that can be compared to observe how each one affects the valuation of the different marketing channels. Facebook launched the beta version of Facebook Attribution after the summer. This consist in 7 attribution models and offers the possibility of ‘playing’ with different conversion windows equally. But, to make proper use of Facebook Attribution, you need to integrate the different traffic channels in an appropriate way.
In addition, it has a data-driven model for Facebook traffic that is based on data obtained from the Conversion Lift studies of the different verticals during the last years.
The main disadvantages of Google Anlytics and the long awaited Google Attribution are precisely those discused above, which makes it impossible to get an accurate measurement of Facebook traffic.
In this case, the main disadvantage is that Facebook Attribution is still a very recent product. Updates are missing and aspects such as the conversion path or a data driven model applicable to all channels are missing.
Article originally published in Marketing Directo. You can read the full interview here.