clickz live nyc: effective multi-channel attribution modeling in a programmatic world

Effective Multi-Channel Attribution Modeling in a

Programmatic World

Prem ShahVP, Strategy

Chango

The Post Click Challenge…

90% of all display conversions will take place from ‘view-through’

Only 10% from ‘post-click’

90% 10%

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

Rise of Programmatic Calls for Different Approach

The Basics…

Post-click vs. Post-impression (or view-through)

Reasons FOR

& AGAINST

View-Through

Arguments AGAINST View-Through

The wrong tracking window…

Arguments AGAINST View-Through

Cookie stuffing…

Arguments FORView-Through

A nod to traditional advertising…

Arguments FORView-Through

The DNA of responders…

Retargeting Budgets are Increasing in ‘14

We Know View-Through Matters

100% view-through

0% view-through

But, the answer is somewhere between 0% and 100%...

Recency & Exposure Measures

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

The measurement methodology…

View-Through Examples

A large, well-known brand retailer…

Prospecting for new customers

27% Site retargeting existing prospects

13% Site retargeting existing customers

8%

View-Through Examples

A small, unknown travel brand…

Prospecting for new customers

93% Site retargeting existing prospects

70% Site retargeting existing customers

24%

What Are Marketers Considering?

60% of marketers use a combination of view and click-through

3 Considerations for View-Through…

#1: Inventory Quality Matters

Ensure ad clutter is removed…

#1: Inventory Quality Matters

Understand correlation with Viewability…

#2: Creative Matters

Consider: Call to action, DCO, A/B testing

#3: Inventory Sources

Programmatic has expanded to high engagement platforms and placements

(FBX, Twitter and other native sources)

Thank You!

#learn: chango.com/resources