attribution's other actionable benefits
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Proprietary and Confidential1
Attribution’s Other Actionable Benefits
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Clear’-Sale’ing (klir sāl ing)
n. 1. an advertising analytics technology company built on attribution management
v. 1. continually improving the incrementality, profitability and diversification of digital advertising campaigns
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Forrester Wave on Interactive Attribution
The definitive leader in:
• Current offering
• Product strategy
• Management team
• Corporate strategy
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130+ Active Advertisers on the Platform
4
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LAST AD
Attribution as an Evolution
5
Display(Impression
)
SocialMedia
Retargeting
Branded
PPC
Introducer Influencer Influencer Closer
EVEN
EVEN + EXCLUSION
PATTERN
0% 0% 0% 100%
25% 25% 25% 25%
33% 33% 33% 0%
35% 25% 25% 15%
ALGORITHMIC
47% 17% 15% 21%
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Poll Question #1
How do you attribute conversion credit?
- Last Click
- Even
- Even + Exclusions
- Pattern
- Algorithmic
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Attribution’s Other Actionable Benefits
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Display Advertising
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Negotiate C in CPA
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Given a Window of Time for A
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$
August 1, 12:26pm August 1, 12:36pm August 1, 12:46pm
10 minutes 10 minutes
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Why we feel cheated
$
July 3, 12:26pm August 3, 12:36pm August 3, 12:46pm
30 days 10 minutes
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The shelf life of a banner impression?
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
19.67
10.89
15.40
29.40
10.67
What is the shelf life of a banner impression?
Agency B2B B2C Other Unknown
avera
ge
len
gth
in
days
*Some responses were given in hours. Those were converted into fractional days and then calculated into the averages
Average excluding Other= 15.32 days
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Why we feel cheated
$
August 3, 12:26pm August 3, 12:36pm August 3, 12:46pm
10 minutes 10 minutes
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Reach
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70%
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80%
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90%
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Negotiate C and A in CPA
You the advertiser
The ad network
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100%
August 1, 12:26pm August 1, 12:36pm August 1, 12:46pm
0%
July 3, 12:26pm August 3, 12:36pm August 3, 12:46pm
50%
August 3, 12:26pm August 3, 12:36pm August 3, 12:46pm
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Poll Question #2
If you are buying display advertising, have you negotiated both the C and A in display?
- Yes
- No
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Affiliates
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Poll Question #3
Do you think you pay your affiliates ______?
- Too Much
- Too Little
- Just Right
- We Don’t Do Affiliate Marketing
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Double Dip
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Affiliates as Closers
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Affiliates as Introducers
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Affiliate Introducers Influencers Closers
Aff-123 0 0 20
Aff-456 3 3 5
Aff-789 7 8 5
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Cross Sell/ Up-sell
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Cross Sell/ Up-sell
Revenue - Cost of Goods Sold (COGS) - Cost of Advertising - Tax - Shipping - Discounts
= Profit
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COGS
What goods were sold?
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People that buy Ping irons often buy FootJoy brand golf shoes…hmmm
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Up-Sell Opportunity
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Latency
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Poll Question #4
Over what period do you typically measure an ad’s effectiveness?
- A couple hours
- One day
- One week
- Longer
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1
9876
4 532
$
SEARCH
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Lower Quality Score and Increase Profit
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CTR 4% 3% 2%
What’s good for the Google is not always good for the gander
A B C
Orders 70 55 40
Revenue $21,000 $27,500 $24,000
Profit $2,100 $4,125 $4,800
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What’s good for the gander is good for the Google
CTR 4% 3% 2%
Impressions 300,182 300,182 300,182
Projected Clicks 12,007 9,005 6,003
Conv. Rate 1.75% 1.83% 2.00%
Orders 210 164 120
Profit/Order $30 $75 $120
Projected Profit $6,300 $12,300 $14,400
A B C
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Poll Question #5
Are you running PPC creative based on what’s good for the Google (click-through rate) or for the gander (profit)?
- The Google
- The Gander (you)
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Questions?