Meritus launches Focus+ to help marketers track ad click-through rates

Meritus Analytics has launched Focus+, a solution that uses advanced statistical techniques to analyse click stream information from online campaigns. The results help marketers identify key elements and combination of elements within an online advertising programme that result in a sales, enquiry, or registration conversion. Focus+ can assess combinations of online components, including ad position, ad message, keywords, headlines, ad sequence, and fatigue rates.

Balasubramanium V, CEO, Meritus Analytics, said, “There are off-the-shelf tools that help manage the online advertising process. Based on pre-determined rules, these tools can serve the ads. These tools have managed to simplify the operational part of online advertising though strategic issues remain like which combination of clicks are driving sales/conversion, sequence of ads and fatigue rates among others. Focus+ has been designed to provide solutions to these critical issues.”

He further said, “Focus+ helps companies determine the number of ads a prospect must see to convert the impact of ad placement within various product categories, and the effect that other advertising media has on an online campaign.”

According to Balasubramanium, Meritus enabled online marketers to continually tweak campaigns by identifying combinations that made the biggest difference to response rates. “In some cases, paying a premium to position an ad may not be worthwhile and Focus+ can help marketers make that decision quickly and objectively,” he added.

Strategic questions that Focus+ could answer include: which clicks have resulted in a conversion, what element mix will result in the most clicks, how does the placement and position of an ad affect the conversion rate and what is the optimum number of placements for high impact and low fatigue.

Online advertising campaigns differ significantly from other mass media campaigns because the response can be tracked to a specific individual and the path leading to conversion.

Meritus Analytics is a one-stop business solutions provider with vertical expertise in marketing, finance, retail, telecom and healthcare.