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