Alphix Solutions were winner's at the 2023 Investment Marketing and Innovation Awards.
Here, Investment Week hears from Alphix Soultions about their win.
Alphix Solutions took home the Open Innovation Award at the Investment Marketing and Innovation Awards 2023. Read more about them here:
Can you explain simply what it (Alphix Solutions) is and how customers benefit?
Alphix Solutions is a cookie-free marketing intelligence suite built with privacy and accuracy at its heart. The platform is powered by the Alphix Tag, which was created to ensure we register all visits to a client's site, along with what the source of that visit was. It collects key data sets which are then passed through a data processing flow to define key attributes of each pageview. This transforms the analytics from simply being a counter to providing actual, verified attribution to the source of entry, and quality of the visit.
The deployment of the Alphix Tag allows our clients to gain true insights from accurate analytics of their website and campaign data that hasn't been compromised by cookie consent, privacy settings, adblockers or bots.
Alphix Bot provides detailed bot traffic data matching, identifying site traffic made by genuine users vs bots and splitting the traffic accordingly. This allows our clients to clearly identify and understand the true picture behind their advertising campaign and analytics data volumes.
The true analytics data gathered via the Alphix Tag is then used to seamlessly integrate clients' campaign performance data alongside website engagement. By matching firm name data with detailed campaign data, Alphix Firmographic allows clients to easily see which companies are interacting with their creatives, webpages, and products, providing them with actionable marketing insights so they can nurture the most promising business leads.
How did you come up with the idea for Alphix Solutions?
Alphix Solutions was built to answer a very specific issue for our clients, which was that traditional web analytics platforms were providing inaccurate data. We were seeing a really high ‘drop-off' from the volume of clicks being registered to the number of visits then arriving on site, and discovered the majority of drop-offs were being caused by the effects of cookie blocking, whether that be due to consent management platforms, browser settings, or the growing use of adblockers.
For our sister agency Fundamental Media, it's imperative they have accurate on-site data for proper attribution of the digital paid campaigns being run for clients, in order to demonstrate ROI. To ensure this was possible we developed our proprietary cookie-free solution, Alphix Solutions. This provides two key services for our clients. The first is to deliver an accurate view of the number of web visitors their site receives, and what is bringing them there. The second is to let them know the quality of these visits, by demonstrating a bot vs genuine user ratio down to page level, as well as firmographic data on what companies are engaging with on their site.
Can you highlight a few interesting things that customers have learned?
Alphix Solutions shines a spotlight on what was once quite an opaque space, highlighting both the true volume of traffic each marketing channel is delivering to the site, but also the quality.
Clients have been able to leverage a much richer downstream data set when looking at their marketing attribution. They can view what percentage of traffic each channel is delivering is genuine user vs. bot, which firms each media partner has delivered to the site, and what the average time on site is down to a firm level. This allows clients to move the conversation from quantity to quality of visit, take live action on campaign optimisation, as well as feeding actionable insights into future campaign planning.
Utilising firmographic data has allowed our clients to gain a deeper understanding of which firms are engaging with their content in real time. This allows them to see which firms have started paying a significantly higher interest in their content over a given period, surfacing the level of engagement of existing prospects as well as highlighting potential new leads to nurture.
How does Alphix Solutions support wider customer objectives?
The success of Alphix Solutions is measured by the massive improvement in the accuracy of our clients' on-site analytics and the resulting increase in ROI.
While legacy analytics systems fail to accurately report up to 90% of the traffic in some cases, Alphix Solutions provides the full picture of a client's web analytics across both paid and organic traffic. This enables them to make business decisions based on accurate data so that they can ensure their budget is spent where it'll have the biggest impact and provide the highest returns.
Alphix Bot allows our clients to see the volume of bot traffic on a page, and whether this is driven by few or many IPs. This prevents clients making business decisions based on pages with high bot traffic, as well as allowing us to place bots as an exclusion list for any re-targeting campaigns, ensuring all advertising money is spent reaching genuine users.
Alphix Firmographic allows clients to see which companies have come onto their site and which pages they looked at. The client can therefore see which of their prospects are the most engaged with their messaging and which product offering is the most likely to be successfully pitched to each prospect. This data can be used to inform decisions on which companies to target with specific products or services, as well as fed into the sales team as warm leads.
Why is this innovative?
Most marketeers rely on conventional cookie-based analytics systems to provide them with the data and insights to track the performance of their campaigns and calculate ROI. However, these cookie-based systems have been greatly affected by the effects of cookie blocking, whether that be due to cookie consent denial, privacy policies or the growing use of adblockers.
Marketeers are therefore in need of a new, innovative way of gathering web analytics, in order to demonstrate the efficacy of their campaigns as well as derive actionable insights. We have developed such a solution, specifically focused on the needs of the asset management industry. Alphix Solutions is a cookie-free marketing intelligence suite that provides marketeers with the full picture of their on-site analytics. This equips marketeers with actionable marketing insights so that they can nurture the most promising business leads and receive maximum ROI.
In a world where online privacy is becoming increasingly more important for both regulators and internet users themselves, our platform has been designed to be privacy first and aims to never handle or create any personal data.
As such, Alphix Solutions aims to solve key challenges faced by other platforms, by keeping our clients' users' privacy fully respected whilst enabling our clients to maximise data accuracy and scale.
To read more about the impact of the end cookies, click here.
To find out more about Alphix Solutions, visit our website.