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Introducing v2 of the XC Logic™ Platform: 5 New Features that Make Attribution Easier

By February 16, 2016 November 13th, 2019 No Comments

Recently we announced V2, our latest major release of the XC Logic® Platform. We’re very excited about the technology advancements in the release, and wanted to share the details of what’s new, and why you should care.

Digital meets TV:

Thanks to major modelling and engineering enhancements we’ve developed for our updated time series + user level models, we are now able to display both TV and Digital with a shared baseline in the dashboard.

Benefit: This enables clients with both addressable (digital) and traditional (TV and/or radio) to see all channels represented in the same UI analysis space with a full accounting of credit throughout the UI. This means you can now see a full attribution breakdown across all channels in a single dashboard! Now this enables the apples to oranges comparison by making channels appl-anges (sounded better in my head!), most attribution providers struggle with. A ton of smart modelling and engineering has made this possible, including the shared baseline.

Common Baseline*:

TV and Digital channels now share a common holistic baseline, which represents non-TV and non-digital factors. In addition, Digital can be configured to properly remove baseline’s credit if a client prefers to see Digital in isolation, and baseline’s credit in TV can be configured to include or exclude Digital.

Benefit: This presents media practitioner with the ability to seamlessly move throughout the app without worrying about how cross-channel credit is applied. This means a channel owner will see an accurate view of performance which excludes the organic pull of the brand in-market.

Channel Synergy:

We are very excited to introduce a new report called Channel Synergy which shows the cross channel effects of channels on one another. This report answers the commonly asked yet hard to answer questions like “What is the effect of TV on Search?” or “How much impact does email have on display and affiliate?”

Benefit: This clean, simplified presentation should both provide an answer to common questions and do so in an intuitive way which will result in a more realistic and accurate view of incrementality. When budgets need to be shifted, say from TV, understanding of what the impact may be on conversions, not just from TV but from SEM, Display, and other channels is an absolute necessity. Screenshot is present in product.

UI features that make a user’s life easy:

Chart Type Switching
User’s can now switch between summary and time series views in performance detail charts, and even set time resolution when in time series mode to hourly, weekly, daily, and monthly. We have also introduced the ability for users to see time series in stacked or overlapping mode which, respectively, changes each channel’s plotting in the chart to being stacked on the Y axis or plotted using the same baseline.

Benefit: This is very useful for simultaneous comparison of 2-3 channels at various time resolution settings such as daily or weekly. Optimizing media for the same outcomes, such as revenue, channel owners can discover patterns and adjust media buys.

Column Filtering
Users can now hide or show columns in the data table, enabling customized views of data they wish to see use in their analysis.

Benefit: An analyst may require different views versus a media planner or customer engagement specialist. By democratizing what data can be viewed, we are able to adapt to a user’s precise needs.

*Baseline is a measure of conversions / revenue without any marketing stimulus

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