Algorithms run the majority of advertising engines in the digital ad business, but rarely do marketers get a chance to check under the hood of that engine. Netmining is trying to change that. The audience targeting solutions provider has announced the release of SiteInsights, a dashboard that provides advertisers with real-time access to insights on their website audience and the key marketing analytics that can enhance their conversion optimization efforts.

Netmining advertisers can use SiteInsights to see their site visitor data which is gathered by the same tag that powers their display advertising campaigns. Armed with this data, advertisers and their agencies can gain an enhanced knowledge of customer behavior on their website to help inform conversion strategies and marketing programs.

“There are certainly a ton of other analytics providers out there. What we’re offering, which we think is very unique, is giving advertisers (not just corporate IT departments) running on our Audience Network access to their own website visitor data and transparency into Netmining’s scoring algorithm that we use to power a marketer’s audience targeting advertising,” says Will Margiloff, Chairman of Netmining and co-CEO of Innovation Interactive. “We’re opening the door to data transparency, giving marketers access to the same data we have on their audience and that our engine uses to deliver more relevant and higher performing advertising.”

Margiloff says SiteInsights to access analytics to improve the relevancy of their advertising, as well as their own site or other conversion efforts. For example, a marketer might use the “Score per Referrer” feature in SiteInsights, which overlays Netmining’s True Interest score for each visitor over traffic data from referring URLs, to understand which marketing channel/website or service drives not only the most traffic, but the most qualified traffic with the highest propensity to convert.

The reports available in SiteInsights allow marketers to understand KPIs, such as Netmining’s True Interest profiling scores by visitor, total site visitors and visits, recency and frequency of visits, entry and exit pages, top referrering sites, the most popular products and pages on a site and more. For example, a marketer might use the “Score per Referrer” feature in SiteInsights, which overlays Netmining’s True Interest score for each visitor over traffic data from referring URLs, to understand which websites drive not only the most traffic, but the most qualified traffic with the highest propensity to convert.

“Through focus groups with industry leaders and listening to our customers, we learned that advertisers desire more transparency, as well as actionable and clear insights into the data powering their targeting campaigns,” said Will Margiloff, Chairman of Netmining. “Netmining consistently achieves the best performance compared with other targeting networks because of the deep audience behavior data we gather and use to optimize campaigns – now we’re also able to offer marketers real-time insight into the analytics driving this performance.”

Select Features Include:

• Score per Referrer: View the volume and quality of traffic driven to a site by referring URL.
• Heat Map: Understand interest levels by product and product category on a site.
• Page View Insights: Gain a deeper perspective into how visitors are engaging with each page of the site.
• Transition Behaviors: Learn how visitors are behaving as they enter and exit the site.