DMEXCO: AI start-up Nexoya presents solution to the “attribution dilemma”: calibration of attribution values for digital advertising campaigns
Nexoya’s marketing analytics experts will present their solution for cross-channel campaign optimization to visitors at booth SU-020 in hall 6 / Speech by founder and CEO Marco Hochstrasser on the topic of “Attribution Dilemma”
Zurich and Berlin, September 4, 2023 – Nexoya AG offers advertisers a SaaS platform that optimizes digital multi-channel campaigns with the help of artificial intelligence (AI). At this year’s Digital Marketing and Advertising trade show DMEXCO on September 20 and 21 in Cologne, Germany, Nexoya’s team of experts will show visitors its solution to the “attribution dilemma” at booth SU-020 in Hall 6: an innovative approach to calibrate attribution values and automate budget optimization of cross-channel digital advertising campaigns using AI. Co-founder and CEO Marco Hochstrasser will delve into the topic in his speech “Attribution Dilemma – How Nexoya’s Advanced Calibration and Optimization Solution helps you to boost your performance” on September 20 at 2:20 pm on the Start-up Stage. Media representatives can arrange an advance appointment with Marco Hochstrasser or Roger Gatti, Head of Product and Marketing, at the booth: firstname.lastname@example.org.
Marketing attribution evaluates the value and influence of individual measures on the behavior of users. With multiple attribution sources such as Meta, TikTok, Pinterest, Google Analytics 4, Adobe Analytics, Google Ads or other multi-touch models, the “attribution dilemma” quickly becomes prominent: there is a general confusion about which source can be trusted and what data can be compared. Additional aspects such as the future of marketing without third-party cookies, as well as strict privacy regulations and technical restrictions in browsers and apps, make the situation even more challenging for advertisers.
Attribution sources alone do not provide the whole truth
Nexoya’s experts have developed their own solution to this problem: calibrating existing attributions for AI-based automated budget adjustment. Over the past 16 months, the marketing analytics startup has analyzed more than 500 advertising accounts. It quickly became apparent that the results of the attribution source analysis did not show the whole truth. While raw data and trends from the various attribution sources are accurate indicators, they cannot be compared. Nexoya’s platform uses a novel approach, combining all data sources and then using additional customer data to calibrate AI-based budget allocation. The integrated data includes industry best practices, strategic inputs, client marketing mix models or control studies. This comprehensive approach ensures a holistic view of attribution. The system starts with raw attribution data from advertising platforms and then continues with calibration factors based on various information. Based on that, Nexoya provides continuous optimization with weekly adjustments to budgets based on the calibrated data. Finally, every three to six months a recalibration process is conducted to ensure that the data remains accurate and relevant.
Marco Hochstrasser, co-founder and CEO of Nexoya, adds: “Our primary mission at Nexoya is to simplify the complex world of performance marketing. Through our unique attribution calibration process, we aim to provide clarity in an environment filled with multiple data sources and uncertainties. We believe that with the right technology and approach, businesses can navigate the attribution dilemma with confidence. With Nexoya’s calibrated attribution combined with the predictions of future campaign results and automatic budget adjustments, our clients are achieving up to 30 percent more conversions.”
Contact for media representatives on the subject of “Calibration of attribution values”
Nexoya AG at booth SU-020 in hall 6
Roger Gatti, Head of Product and Marketing, Nexoya AG
Please feel free to make an appointment in advance by email: email@example.com
DMEXCO – Digital Marketing Exposition & Conference
September 20 and 21, 2023
Nexoya’s marketing analytics experts will demonstrate and explain their innovative approach to calibrating attribution values at DMEXCO (Photo: Nexoya AG)
Nexoya co-founder and CEO Marco Hochstrasser (right) and his marketing analytics experts await visitors to DMEXCO at booth SU-020 in hall 6 (Photo: Nexoya AG)
The start-up Nexoya Ltd., based in Zurich and Berlin, has been implementing automated analyses for the digital marketing of medium-sized and large companies since 2018 – in an user-friendly manner and in compliance with data protection laws. Using machine learning, the SaaS platform “nexoya Marketing Analytics” optimizes multi-channel marketing campaigns: For this purpose, the solution aggregates key metrics from different marketing channels such as Google Ads, Instagram, or Facebook, displays them clearly and takes over the monitoring of the data. Based on the data collected and by using artificial intelligence (predictive analytics), Nexoya then optimizes the campaign budgets. The solution relieves marketing teams of routine operational tasks, simplifies automated data-driven decisions, and reduces marketing costs by up to 30 percent. Nexoya only collects non-personalized data that resides in certified Swiss data centers. Customers include well-known companies such as Yuh, Generali, Swisscom, Kardex in Switzerland, and Magix Software in Germany. www.nexoya.com
Sabrina Ortmann, Nexoya
Tel: +49 (30) 549 092 40