Visibility Detection: Providing Unrivalled Content Visibility to Measure Effectiveness

The "last mile" of any decisioning or personalization initiative is very difficult for solutions to deliver upon. With the complexity of digital across all channels, organizations don’t even realize how few of their offers or experiential changes even make it to the consumer due to poor coding, data time outs, and other challenges common in the market today. In addition, even if the content was delivered, there is no real reporting on the visibility of those changes.

Download Data Sheet

Decisioning engines rely on machine learning models to determine which messages work best for which customers. Data used to train models look for whether content was loaded, plus whether a customer clicked on that content. If a customer doesn’t click, machine learning will assume the message didn’t work, but what if the message wasn’t even visible?

This problem with assumed visibility has far wider impacts beyond machine decisioning:

  • Performance reporting will be skewed
  • Marketing Mix Models or Attribution models will be inaccurate
  • Predictive models used for offline marketing will be sub-optimal
  • Retargeting non-responders will not work

ENTER VISIBILITY DETECTION 2.0 FROM CELEBRUS CDP

Visibility Detection was added to Celebrus CDP in 2020 and has been further enhanced with the release of Visibility Detection 2.0 to provide protection from bias in the machine learning models as mentioned above.

Visibility Detection 2.0 generates the most accurate insights into how visitors interact with targeted content, including:

  • Measuring when content is displayed 'above the fold'
  • Standard visibility measurement according to Internet Advertising Bureau standards
  • Visibility timings and coverage metrics are generated for accurate measurement beyond standards
  • Measurement is paused if content moves off the page (i.e., not visible as a user scrolls)
  • Measurement is also paused during 'tab-over' events in the browser

VISIBILITY DETECTION 2.0 IN PRACTICE

The use cases deployed today with customers span across the entire organization, but here are some of the most common benefits of this feature:

More accurate Predictive Analytics

models for real time decisioning and outbound marketing, leading to increased sales

Marketing Mix Modelling

or Multi Touch Attribution Models improved to drive better return on marketing spend

Marketing Performance/Funnel

reporting will accurately reflect the relative performance of different pieces of content/messages

Improved compliance and auditability

around whether customers have reviewed T’s & C’s or other regulatory content

WANT TO FIND OUT MORE?

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