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Chicago • November 4–7, 2013 • #SESCHI @SESConf Beyond the Last Click Smart Multi-Touch Attribution Modeling Premal Shah Chango VP, Strategy
Chicago • November 4–7, 2013 • #SESCHI @SESConf
Beyond the Last ClickSmart Multi-Touch Attribution ModelingPremal ShahChangoVP, Strategy
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
The Post-Click Challenge
90% 10%
Only 10% from
post-click
90% of all display conversions will occur
from ‘view-through’
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
The Rise of Programmatic Calls for a Data Driven Approach
GAIN INSIGHTand better understandYour data & audience
RAISE BRAND AWARENESS
and widen the funnel
PROSPECT and find new customers
RETARGET AND CONVERTmore of your existing customers
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
The Basics: Post-click vs. Post-impression (or view-through)
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
The Arguments AGAINST view-through
The wrong tracking window…
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
The Arguments AGAINST view-through
Cookie stuffing…
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
The Arguments FOR view-through
A nod to traditional advertising…
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
The Arguments FOR view-through
The insights, or the “DNA” of responders…
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
Retargeting budgets are expected to increase in 2014
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
View-Through Matters…The answer is somewhere between 0%-100%...
100% view-through
0% view-through
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
The Measurement Methodology
The PSA A/B split test…
A. Client's Ad
B. PSA Ad $10,000Post-impressionrevenue
$50,000Post-impressionrevenue
Calculate incremental revenue
= 100 - PSA Ad
Client's Ad
= 100 - X 100$10,000
$50,000
= 80% lift
X 100
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
View-through ExamplesLarge, well-known brand retailer
Prospectingfor new customers
27% Site retargetingexisting prospects
13% Site retargetingexisting customers
8%
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
View-through ExamplesSmall, unknown travel brand
Prospectingfor new customers
93% Site retargetingexisting prospects
70% Site retargetingexisting customers
24%
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
The Result: over 60% of marketers use a combination of click & view-through
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@prem_shah
Thank You!
#learn: chango.com/resources
VIEW-THROUGH ATTRIBUTION EXPOSED: WHAT ‘LAST-TOUCH’ ISN’T TELLING YOU
THE RETARGETING BAROMETER REPORT
(POWERED BY DIGIDAY)
