End-to-End Attribution

Analyze and Optimize for Success

The practice of set it and forget it has never been part of our DNA at Icon. From our inception, we focused our business on delivering accountable media campaigns. And more and more, today’s marketers need to be able to prove the return on investment of each marketing dollar spent. This is good news: Understanding how and where your marketing dollars work best leads to growth.

Analyze and Optimize for Success – Icon WebTraxx™

At Icon Media Direct, our deep-seated commitment to provide accountable media resulted in the need to provide insightful analytics to accurately optimize campaigns and increase ROI. This promise is delivered through Icon WebTraxx, our proprietary attribution measurement platform. With WebTraxx, we analyze web data at a granular level to truly understand the impacts of your campaigns – down to the level of each spot airing – on sales and conversions.

With WebTraxx, we look at both micro-attribution (what happened immediately after each spot airing) and macro-attribution (what are the long-tail impacts on other sources of activity). Looking at both micro and macro-attribution provides a clearer picture of your ROI throughout the lifecycle of a campaign and serves as the foundation for successful optimizations.

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Consumer Research

We take a deep dive into what your audience looks like from a demographic standpoint and also, what makes them tick, psychographically. We know that not all Women 25-54 have the same viewing habits and interests, so we dig deeper to further segment what makes your customers unique and create a plan that reaches your audience.

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Competitive Analysis

We keep close tabs on what your competition is doing. By analyzing their messaging and media strategy, we can learn how to differentiate our clients in the marketplace. Our competitive analysis yields insights that help shape a more disruptive, results-focused approach to your media plan.

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Icon Database

Our secret weapon comes in the form of a database. Sounds kind of boring right? But when you think about the power that the knowledge of our 19 year history, across dozens of industries and hundreds of brands provides our planning team, you won’t think it’s so boring after all.

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Negotiate

Because of our media buying team structure, when our buyers come to the negotiating table, they come with the ability to buy across all of our clients, not just one single account and that makes a big difference in how much clout we have. Whether we’re buying upfront, scatter, filler or non-preemptible, we know what, where and how to get the rates we need to deliver to our clients. We also pride ourselves in negotiating value-adds whenever we’re at the negotiating table to ensure we’re delivering as much value as possible to our clients.

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Opportunistic Buys

Often the first to get the call when fire sales and last-minute opportunities arise, our nimble team is able to capitalize on opportunistic buys. With our finger on the pulse of each network and provider, we know when it’s best to commit or push for more competitive opportunities. We are wired to relentlessly negotiate an outcome that maximizes your exposure and exceeds your expectations.

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Optimize

Once we set your media plan into motion, our work isn’t done. We know that circumstances are ever changing, and events happening in the world can impact consumer response. So we continually monitor and optimize your plan away from lower performing placements into higher performing placements. This delivers results that continue to perform throughout your campaign and the duration of the year.

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Scrub

We scrub, validate and dedupe until we know we’re dealing with only relevant data and have identified outliers that could skew results artificially.

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Standardize

Then we make adjustments necessary to account for airings across the country that happen at different times.

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Attribute

Once we have clean, accurate data, we can get down to the business of attributing responses to each spot airing to optimize our media plans from a network, program and daypart perspective.

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Report

Our clients have access 24/7 to their data through customized dashboards where our clients can see cost per visit, cost per acquisition, spend analysis, clearance and any other relevant data to help them make decisions to drive their business.

The latest blogs in Attribution

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Icon Media Direct’s Jeff Lazkani Offers a Micro and Macro Viewpoint on Attribution

(As published in the DRMA Voice, a publication for the Alliance for Performance-Based Marketers) By Jeff Lazkani In today’s multi-screen, cross-platform world, marketers have more ways than ever before to interact with consumers through each stage of the customer journey. This multimedia environment has created an engagement dynamic between marketers and consumers that has resulted in

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Passion About the ROI Advertising Model

Icon Media Direct is Dedicated to the Discipline, Especially Its Clients (As published in the October 10, 2011 issue of Forbes) No one has money to waste these days. Every company large or small, startup or Fortune 500, needs to get the most for its advertising dollars; which is why Direct Response advertising has never

Ready to change the game?

At Icon Media Direct, we’re experts at media buying and planning, and at relationships too. Some of our largest clients are also our oldest. We pride ourselves on clear communication, killer ROI and an ongoing commitment to disrupting norms to get your brand the attention it deserves.
Contact us to learn how Icon Media Direct can increase your brand’s profile and your bottom line.

Analyze and Optimize for Success