We help agencies and brands interpret and apply data for the greatest return on investment.
i.Predictus analyzes the past performance of your media spend to predict future results with unprecedented accuracy and speed. So you can turn insights
into actions that drive immediate returns.
Custom Data Visualization
i.Predictus gathers and cleanses even the messiest data, allowing you to see media performance and business impact at the push of a button. It’s understanding where your business is going based on where it’s been. So you can toss
the spreadsheets and turn on a dime.
i.Predictus shows you what’s working in each channel so you can easily identify
your media outcomes.
Nov, 18, 2015
To understand data, you must first be able to see the data. That’s the fundamental premise behind the i.Predictus data visualization platform – i.Power 3.0 – that provides marketers snapshots for instant and omnichannel understanding of their business outcomes. But why say it when we can show it?
With point and click functionality, users can easily see their metrics from the highest level down to the most finite detail. What’s more, i.Predictus’ ability to collect and organize data for immediate analysis and action saves countless hours and allows users to work on more meaningful revenue-generating tasks.
Know what else data visualization can be? Fun. That’s why i.Predictus included data sandbox capabilities for easy exploration and innovation. Data visualization has become a great storytelling device and brands are beginning to use it as much for content as for analytics. An insightful, crowd-pleasing infographic can change the world.
With 2.5 quintillion bytes of data generated each day (there’s a fact that could use some visual context), the rendering of data in a transparent, actionable way is vital to virtually every business goal imaginable.
Nov, 4, 2015
The great disruption to television advertising inventory is now on the horizon: the Presidential election of 2016. The Cook Political Report last month came out with their projections for TV media spend during the 2016 election cycle and, sure enough, it is a record-breaking, ballot-stuffing $4.4 billion dollars.
Nonetheless, voters in the swing states can soon expect their airwaves to be saturated with political advertisements. That’s you Florida, Virginia, Ohio, North Carolina, Nevada, Iowa and New Hampshire.
It used to be that campaign strategists (the political kind) could take a “wait and see” approach to media spend, watching as voting trends evolved and poll numbers came into sharper focus. Increasingly, however, much of the appealing slots are bought up before the desired placements reveal themselves. Anticipation is everything.
Mitt Romney found out the hard way what can happen when a candidate waits too long to hit the buy button. In the 2012 election Romney outspent Obama by a wide margin but came up short at the most critical juncture. According to the Washington Post, the Obama campaign aired about 50,000 more ads than Romney from June through Election Day.
“Obama’s quality and quality control beat out quantity of dollars spent” by Romney, said Elizabeth Wilner of the Campaign Media Analysis Group, a nonpartisan organization that monitors ad spending.
How did the Obama campaign hyper target votes on such a local level? They invested in the technology. Google’s Eric Schmidt advised on the campaign and told the Washing ton Post, “If you don’t know anything about campaigns you would assume it’s national, but a successful campaign is highly, highly local, down to the Zip code. The revolution in technology is to understand where the undecideds are in this district and how you reach them. That was what the integration of technology and old-fashioned organizing was designed to do for Obama in 2012.”
In addition, the Obama campaign was ahead of the curve in creating a vast social network of support that they combined with richly targeted local ad spending for an overall strategy dubbed “grassroots sharing.” It was an omnichannel approach to winning an election that paid off. Omnichannel wins every time.
Oct, 21, 2015
i.Predictus today launched its new i.Power 3.0 platform for agencies and brands, featuring custom data visualization capabilities for instant and omnichannel understanding of business outcomes. The addition of i.Power 3.0 makes i.Predictus the most user-friendly media measurement platform available today.
“The new platform is a real game changer, allowing clients a full picture of their marketing plans and the insights to act on them,” said Carina Pologruto, EVP and General Manager of i.Predictus. “It’s not just a tool but a system of intelligence.”
The platform offers views from the highest level down to the most finite detail for unparalleled depth of reporting. With point and click simplicity, i.Power 3.0 is infinitely customizable to any company’s objectives and key performance indicators. Data sandbox capabilities make exploration easy and effective. i.Predictus’ ability to collect and organize data for immediate analysis and action is unequaled. i.Power 3.0 brings the value of that data to a client’s fingertips.
“Data agility is key to our success,” said Pologruto. “Faster, smarter, better.”
i.Predictus cleanses and ingests data from any source, including television, digital, mobile, web analytics, direct mail, consumer databases and email. Validated by nearly a billion dollars in media spend and powered by a patented predictive algorithm, i.Predictus eliminates hours of time gathering data in excel spreadsheets as it allows users to greatly improve their media efficiency in near real time.
Oct, 1, 2015
i.Predictus, the media measurement company made by marketers for marketers, today announced that Carina Pologruto has been named General Manager & Executive Vice President while Donald Gallant will assume the role of Vice President, Analytics and Innovation.
Monica Smith, the Founder and CEO of i.Predictus, says that the new appointments signal i.Predictus’ aggressive growth strategy.
“I picked this management team because I know they share my relentless belief in the i.Predictus platform and our mission to deliver data differently to a world that demands it,” said Smith, who is also CEO and Chairwoman of Marketsmith, Inc. “Carina is a recognized leader with a proven track record in developing new business models and creating exponential growth for her clients. Donald is an industry expert in leveraging data analytics to uncover strategic insights. I’m confident they will drive innovation every day.”
i.Predictus is the category leader in media measurement for agencies and brands looking to leverage their data for greater results. It offers custom data visualization, omnichannel attribution and media optimization that drive return on investment of 30% or more. It was founded by Smith, who saw a better way to optimize media and acted on it quickly and effectively. Competing and winning against Silicon Valley has only catalyzed her resolve to innovate to stay at the forward edge of marketer needs. Last week, Smart CEO Magazine recognized Smith with a prestigious Brava Award for her entrepreneurial spirit and visionary leadership.
The appointment of two award-winning executives promises to keep i.Predictus at the forefront of the marketing services industry.
Recognized this week with an NJ Biz “40 under 40” Award, Pologruto is charged with positioning the i.Predictus platform for a new generation of clients who are looking to leverage their data for a greater return on investment.
Gallant, who was Director of Analytics at Marketsmith, is an industry pioneer in data analytics. Named one of DM News “40 under 40,” he will be leading innovation and data insights across all divisions.
Sep, 16, 2015
Data visualization is predicated on a simple premise: data can be difficult to comprehend and there’s a whole lot of it. We used to refer to data visualization as visual aids. They were the charts, graphs and models that made information and mathematics more easily understood and assimilated. Remember those transparencies viewed via overhead projector? (Ping!) But thanks to the explosion of big data, visualization has come a long way, baby!
Here are a few recent examples of data visualization that have made an impact beyond their intended audience:
These are fun exercises with often surprising results but data visualization can be used effectively in every field from healthcare to car care. This infographic on income inequality proved to be a driving force in the Occupy movement and has been viewed over 16 million times on YouTube.
The entire Ted Talk phenomenon, in fact, relies heavily on data visualization to tell complex stories with drama and flair. In fact, here’s one called “The Beauty of Data Visualization” by David McCandless that promises to change the way we see the world. Watch it and you just might agree. More than 2 million people have.
For companies that use great troves of data – like ours, for instance – data visualization is key to converting information into actionable insights. That’s why i.Predictus was designed to let you choose how you want your underlying data displayed, with the exact level of complexity, filtering and sorting totally in your control.
There are two old sayings that apply here: a picture says a thousand words. And seeing is believing.
Sep, 1, 2015
Investing money in TV media is a crap-shoot these days. Well, actually, it’s more like a roulette wheel. Besides the Super Bowl, who’s watching live scheduled TV anyway? Did you know that the television audience for the final episode of M*A*S*H in 1983 was 121.6 million viewers? Compare that to last week’s finale of “The Daily Show with Jon Stewart,” which enjoyed the second most successful episode of its 16-year run with 3.5 million viewers. It is a gaping disparity made even more notable by the fact that 99 percent of American households own at least one television “set” compared to 65 percent thirty years ago. Not to mention that there are about 85 million more people in the U.S. today than there were when M*A*S*H signed off.
Where have all the viewers gone? As you probably already know, everywhere. The average American home now receives 189 channels, or roughly 183 more than a 1970’s era home. What’s more, people watch what (Netflix!), when (DVRs), where (mobile devices) and how (the Internet!) they please to such an extraordinary degree that finding the right audience for a brand can be a riddle wrapped in a mystery inside an enigma.
The idea of “broadcasting” is becoming an anachronism. As Nielsen reports, “2014 has seen a significantly more precipitous decline in TV viewing than any previous year.” And yet…
Television is still our most popular – and oftentimes effective – medium. One of the ways that advertisers can take advantage of the fracturing of the television landscape is through programmatic media buying, which allows brands to reach more highly targeted and coveted niche audiences with greater efficiency. Ad Age predicts that programmatic TV will grow to $10 billion of TV budgets by 2019. The surge is already well underway:
Programmatic TV — in this case defined as all spending transacted through a technology platform rather than a traditional insertion order – will represent 4% and $2.5 billion of U.S. TV budgets in 2015, the company reported. That sliver will increase to 17% and $10 billion of TV budgets by 2019.
It is clear that early adopters of programmatic strategies will be better positioned to reap the returns on investment of the nascent technology. As we at i.Predictus, the definitive leader in marketing and media automation for agencies and brands running large scale campaigns like to say, “Imagine knowing TV performance before it even happens.”
Aug, 25, 2015
Attribution. It’s a great word. Basically, it means proof, evidence or accountability. Many industries that trade in truth demand it – journalism, economics, accounting. In advertising and marketing, it means all these things as well, plus one: Where did the customer come from? To what do we attribute his or her behavior? Or, if you want to get technical (and Wikipedia does), “Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behavior, typically referred to as a conversion.” You might think of it as giving credit where credit is due.
As you might suspect, the key to meaningful cross-channel attribution is data and more data. There are several types of attribution models, including:
Google Analytics actually gives seven examples in their Attribution Model Overview if you’re inclined to drill deeper. Like the PSA says, the more you know. But more important than what attribution measures is what that measurement can mean for an advertiser. Let us count the ways:
i.Predictus, for one, is on a quest to make attribution the new normal. We were recently awarded a patent for our process of ascribing the real-time value of a television airing throughout its entire life cycle, making it possible for marketers and agencies to hold every media plan to the highest standard ever.
Ultimately, attribution tells you about your customer’s journey and how they interact with your marketing.
Aug, 17, 2015
By Monica Lenti
VP, Business Relationships, i.Predictus
I just arrived at Lake Tahoe, and it is every bit as beautiful as I had imagined.
Amazingly, this incredible spot on the planet had never been seen by a non-native-American until 1844. And today it is once again playing host to a group of explorers looking to establish a foothold in a new territory with dreams of endless opportunity and promise.
It’s time for MediaPost’s Programmatic Insider Summit, the new frontier is total accountability for every media plan, and i.Predictus, the company I work for, is leading the expedition.
The programmatic space is fascinating and I’m looking forward to meeting with my counterparts from across all sides of the category. To compare notes and learn of all the challenges and breakthroughs they’ve experienced as this new technology has so quickly evolved over the past five years. And discuss and perhaps even debate the many forms it could take over the next five.
What I’m most interested in hearing about is – with TV, video, display and mobile all migrating towards common platforms, data, and technologies – how will it impact measurement and attribution? And what does “programmatic” really mean these days?
And maybe while I’m at it, how much is a boat ride on this amazingly crystal clear, blue lake?
Aug, 12, 2015
i.Predictus, already the definitive leader in marketing and media automation for agencies and brands running large scale campaigns, takes programmatic to the next level of measurement. Last week, it received a patent for its proprietary process that ascribes the real-time value of a television airing throughout its entire life cycle. This breakthrough lets marketers hold every media plan to a standard never before possible.
Now, marketers can get the most up to date measure ever of an airing’s profitability. Using a graphical interface, they can choose from one or more of the following variables: by station or network, day part, product, creative, or offer. They can also access comparative views such as one or more networks in a specified time frame for one or more offers, or one or more creative units.
As extraordinary as the new i.Predictus patent is, the company’s ability to simply receive it is just as remarkable. Last summer’s historic Alice v. CLS Supreme Court decision has made the criteria for receiving patents on abstract ideas extremely difficult to meet.
But the stunning rise of i.Predictus extends well beyond this recent patent office victory. This is the story of a woman entrepreneur in New Jersey, Monica C. Smith, taking on the well-funded Silicon Valley boys club, and signing on investors at a faster rate than of all her competitors combined. Every month the company has some new innovation to tout and new clients signing long-term contracts. The patent is just the latest in a series of victories.
“Total accountability will be the new normal,” said Smith, adding, “Understanding consumer reactions to creative, product, and price is mission critical. Media is expensive, and in order to bring the best value to brands running large scale television and digital campaigns, there is only one solution: i.Predictus. We are on a mission to change the way advertising is bought and sold. Networks, rating conglomerates, media operating systems, and DSPs now know that transparency is critical. This opens the door to a whole slew of innovations in the near future, with a number of additional patents on the way. Who’d have thought that Silicon Valley and Madison Avenue would be turned on their ears by a marketing automation company from New Jersey? It’s a whole new ballgame.”
Aug, 5, 2015
By Dawn Smith
VP, Enterprise Training and User Satisfaction, i.Predictus
The 2016 Presidential race is heating up but it appears that there may already be a winner: programmatic media. With political campaigns becoming savvier about using data to reach the right voters, smart TV money is starting to be placed on programmatic, which uses data-based insights and automation to target a more qualified audience with greater accuracy. According to political operatives, it’s all about value.
“There are absolutely opportunities to target undervalued inventory,” Daniel Huey, deputy director for Independent Expenditures at the National Republican Senatorial Committee told Adweek. There’s also money to be spent. It’s been reported that Jeb Bush’s Super PAC alone has already raised more than $100 million dollars, the lion’s share of which will be incorporated into media spend.
In the 2012 election cycle, it was the Obama campaign – and its groundswell of digitally native acolytes – who created a new media playbook by scooping up undervalued cable inventory and riding the key niche audiences to victory. This time around, programmatic is the new, new thing, allowing campaigns to more efficiently deploy resources and enjoy real-time accountability. The result: a lower cost per vote. What a country.
While the influence of programmatic ads on politics is clear, the benefits hold true for just about any brand or advertiser with the right data:
• The ability to more precisely target an audience
• To buy media more efficiently and change course easily
• The probability of greater return on investment
The i.Predictus programmatic media optimization and measurement platform, for one, guarantees a 30% lift in ROI to any client’s previous media plans. It doesn’t take an MBA to see the inherent opportunity in those analytics. While the vast majority of the record-breaking broadcast buy during election season will be spent on traditional channels, it’s easy to see how programmatic strategies could hold the key to the presidency of the future.
That’s change we can believe in.
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