Keynote: How Data-Driven Attribution Returned Greater Returns For TransUnion

transcript

Confidential | Internal use only

Gaining Unprecedented Insight

Data Driven Attribution

DECEMBER 2015

Agenda• TransUnion

• The Need for a Better Model

• Data-Driven Attribution

• Integrating Offline Channels

• Audience and Remarketing Lists

Empowering smarter decisions and creating better lives

Information is a powerful thing.

And the right information—analyzed by experienced people—can help all of us learn from the past, navigate the present and predict the future.

That's why at TransUnion we go beyond credit data to offer the insights businesses and consumers need to make informed decisions and achieve great things.

The need for a better model

More innovation in the past 20 years than the previous 120

If YouTube were a kid, it would be a fourth grader

Marketing ROI

Data Driven Attribution

…understanding the true connection between marketing and results.

The Business Opportunity…

Data-driven attribution has opened new frontiers

Data-driven attribution (DDA) has been a key driver in rebalancing TransUnion’s marketing program, allowing for lower spend with consistent impact

1 Display strategy has largely shifted to align with DDA insights

2 DDA insights revealed the need for continued investment in non-brand tactics

3 DRTV investment has been validated through impact to search channels

Orders

Data Inputs – 1st and 2nd party

Display• Campaign• Site• Placement• Format

Email• Campaign• Segment• Primary Message• Secondary Message

Affiliate• Campaign• Publisher• Offer

Conversions• New Customer• Returning Customer

Paid Search• Campaign• Provider• Keyword Group• Keyword Creative

Simple vs. Data-Driven Attribution

SimpleRules-Based

0% 0% 0% 100%

LAST EVENT

25%25%25%

POSITION

15%15%30%

Data-Driven Attribution Methodology

Data Driven A/B Testing

Valuing Impressions and Views

Paid Search

Display ImpressionEmail

Paid SearchEmail

Likelihoodof conversion

Valuing Impressions and Views

Paid Search

Display Impression

Paid SearchEmail

50% increase in probability of conversion

Likelihoodof conversion

Don’t give up on display

Display strategy has largely shifted to align with DDA insights

ORIGINAL STATE

2014 Media Funnel

Display

r%Display budget allocated to retargeting

CURRENT STATE

2015 Media Funnel

Display

2xr%Display budget allocated to prospecting (DDA proved that the channel acts as an introducer)

RESULTS

9% increase in orders from 2014

34% lift on Paid Search conversion rate

DDA insights highlighted impact of Display as an upper funnel channel

ROI Example: Frequency Capping

Site Recommended daily cap

% of Cumulative Conversions

% of Cumulative cost

A 5 95.75% 65.89%

B 4 95.35% 81.87%

C 4 99.92% 65.66%

D 11 98.20% 69.49%

Non-Brand Mobile Queries Continue to Grow2

DDA highlighted the need for continued non-brand Paid Search investment

DDA OBSERVATION RESULTS

197% increase in non-brand orders

78% stronger conversion rate from users who

clicked on non-brand ads

exposure to non-brand ads positively impacts

likelihood to convert on brand queries

ACTION

2014 2015non-brand spend

(for month of analysis, August)

higher non-brand investment YOY

Data Driven AttributionIntegrating TV

87% of TV viewers interact with second screen*

*Accenture Report April 2015

Incorporating offline media

Tablet Video

TV AdMobile Paid

Search

Desktop Conversion

Data Integration

Offline Media

Cross-Device Attribution

6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am

Digital Activity

Baseline Web traffic or search activity

Determine incremental impact of TV Airings through machine learning response models

Baseline = web traffic or Google Search queries

How it Works• Evaluate minute-by-minute

and hour-by-hour activity• Machine learning modeling

establishes baseline • Model incremental impact

of airings

TV Attribution Key Metrics

Response Rate Per Million

TV Attributed Clicks

TV Ad Impressions

* 1,000,000

Cost per TV Attributed Click (CPAC)

TV Ad Cost

TV Attributed Clicks

Strength Index

Search ShareShare of total TV-driven search lift

TV Ad ImpressionsIndexed

Cost Index

TV ATTRIBUTED WEB VISITS

TV ATTRIBUTED SEARCH

IndexedSearch Share

Share of total TV-driven search lift

TV Spot (T0) T1

TV Credit30%

TV Credit0%

Combining TV and Digital Conversion Paths

Display Credit

TV Credit10%

DN Credit -30%

DN Credit -10%

DN Credit100%

Optimizations are improving TV response

TV Impressions

TV IMPRESSIONS & RESPONSE RATE BY DAY

January February March

Response R

Response Rate (TV Attributed Clicks per 1MM viewers)

AVG. RESPONSE RATE

32 AVG. RESPONSE RATE

21 AVG. RESPONSE RATE

Search – Audience and Remarketing Lists

• Increase marketing efficiencies across AdWords and DoubleClick campaigns

• Drive up the number of conversions

• Find a platform that could test a number of audience lists without growing the complexity of tags

Tactics

• Used Google Analytics Premium audience lists and Remarketing Lists for Search Ads for smarter, more efficient bidding in AdWords and DoubleClick

• Organized audience lists in Google Analytics to maximize budget and avoid overexposure

Results

• Google Analytics Premium delivered the highest total conversions, most revenue, and second lowest eCPA across all programmatic display buying efforts

• Visitors who launched non-branded searches had:

– 65% higher conversion rate

– 58% higher revenue/transaction

– 50% lower cost/transaction