Admeta answers questions about their advertising optimization solution.

Could you tell us more about the methodology behind AdImprover? How do you apply genetic programming to marketing?

The method is based on the same mechanisms you find in nature, i.e., evolution. A simple explanation is that a computer program is trained in selecting the right creative for the right visitor. The worst-performing solutions are removed from the decision-making process, and the best ones are combined to produce new alternatives to fill up the void left from the removed ones. That way the “genes” from the good ones are left, and the process mimics nature. This means that the system is self-learning and quickly adapts to changes in user behavior.

Why would your methodology perform better than choice modeling, optimal design, or the Taguchi Method modified for marketing?

The major difference is that we don’t treat all visitors the same. AdImprover makes a unique decision for each individual exposure and learns from it. AdImprover is adaptive and changes its behavior when the user’s behavior changes. The way the visitor is acting can be different at the end of a campaign compared to the beginning of it. Another important difference is that AdImprover doesn’t need that much data before it kicks into effect. Between 200 and 300 conversions is enough for the turbo to kick in.

Would you do any head-to-head tests with competing methodologies?

Absolutely! We would love to. We have done our own tests against statistical algorithms, and they didn’t stand a chance.

Do you find it difficult to convince prospects that they should apply science to what to many has been considered merely a creative endeavor?

Yes, unfortunately. The problem is that it sounds too good to be true. We have, however, solved that in a simple manner by changing our pricing model to a pure revenue-share based on the improvement. That way the customer isn’t taking any risk at all. We have never shown a lesser improvement than 30%.

When using AdImprover, how much of it would you say is technology (including methodology) and how much is people?

Up until the campaign is launched, there is some human involvement. For instance, you have to produce different creatives and you have to define what AdImprover should optimize based on (orders, revenue, clicks, etc.) Once the campaign is launched, it is 100% technology. The system optimizes better than any human could. It just gets better after each exposure.

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I have acquired Facebook. Naaaaaah! I have unfortunately not done that. Just felt like saying it. It felt good.

What is true is that I have finally given in and created a Facebook group for the readers of WebAnalysts.Info.

You too can join the WebAnalysts.Info Facebook group

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Web Analytics Demystified and Satama announced a Nordic partnership in September and I decided to get to know the reasoning behind it.

Eric T. Peterson, Web Analytics Demystified, answers questions about the partnership

How will companies in the Nordics benefit from your recently announced partnership with Satama?

Satama clients and prospects will have easier access to Web Analytics Demystified consulting services, available directly through Satama.

Why do you think the timing is right to form a partnership in the Nordics?

I have always been tremendously impressed with the quality of measurement work coming from the Nordic countries. Your efforts as well as those of Satama and others have established Scandinavia as a “measurement hotbed” and I wanted to do what I could to participate and help grow this community.

Additionally, Satama’s commitment to “performance marketing” and taking care to measure their client’s marketing efforts is fantastic and very forward thinking, especially in Europe. I know that is a gross generalization, but after meeting hundreds of companies over the summer, it was common for business people to say they were considering measurement but not just there yet.

Any thoughts on why Omniture and WebTrends decided to build a strong presence in the Nordics this year?

I’d hate to comment on Omniture and WebTrends business decisions. Perhaps they saw the same enthusiasm and growth opportunities I saw when I decided to work with Satama?

It’s probably too early to tell, but have you found anything that seems to be particularly different in the Nordics? Advantages/disadvantages?

Everyone speaking such good English certainly helps U.S.-based consultants and companies, at least in my opinion. On my recent trip to Finland and Sweden I was immensely impressed with how knowledgeable and well-read everyone I met was. But yeah, in terms of real business commitment to measurement, I would say it is too early to tell.

Does the partnership mean that you’ll get to have more aquavit, i.e. visit the Nordics more often?

I certainly hope so! My hosts in Finland regaled me with tales of the “lake house” and traditional Nordic saunas. While I look forward to coming back to work with some of Satama’s great clients, I’d also love to spend a little more time in Finland and Sweden getting to see the country and experiencing “aquavit.”

Steve Jackson, Satama, comments the partnership

I have admired Eric’s work from afar for a long time now. This partnership reflects how far Satama have come. Eric’s endorsement in partnering with us shows we’re one of the premier companies in web analytics worldwide, whereas before our name was only known in Northern Europe. What I hope we can achieve with Eric is that we work together on web 3.0 measurement methodology primarily, setting standards for mobile web sites, mobile search, widsets and widgets which is where we both see the evolving future of web analytics. I look forward to a fruitful and rewarding partnership.

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