1| Copyright 2015 Quantcast | Confidential| Copyright 2015 Quantcast | Confidential

Why it’s Time to Rethink the Funnel:

A New Perspective on Attribution

Brooke Lydon BengierJuly 16, 2015

2| Copyright 2015 Quantcast | Confidential

What is Attribution?

A rule-based or statistical method for assigning conversions credit to media partners

A tool to optimize allocation of marketing budget across channels/campaigns

The search for causation

A very difficult problem

3| Copyright 2015 Quantcast | Confidential

Current attribution models overview Simple models Complex models

Last Touch

First Touch

First and Last

Linear

Time Decay

Position Based

Custom or Rule-Based

Statistical Model

4| Copyright 2015 Quantcast | Confidential

Attribution Vendors

(Google)

(Neustar)

(eBay Enterprise)(AOL)

(ex DC Storm)

5| Copyright 2015 Quantcast | Confidential

Attribution models are still a work in progress

Missing touch points

Rewarding correlation instead of causation

Not differentiating prospecting and retargeting

6| Copyright 2015 Quantcast | Confidential

The consumer’s path to conversion

Upper FunnelProspecting

Lower FunnelRetargeting

7| Copyright 2015 Quantcast | Confidential

Prospecting brings qualified and incremental leads to your site

Retargeting pushes site visitors down to the conversion event

Incorporating the “first site visit” is crucial

Retargeting

Prospecting

8| Copyright 2015 Quantcast | Confidential

The “first site visit” signals the

beginning of retargeting

Retargeting

Prospecting

Split the Funnel

9| Copyright 2015 Quantcast | Confidential

Last touch attribution is outdated

All upper funnel activity is missed

Multiple partners on the plan “fight” to get last touch

Retargeting

Prospecting

10| Copyright 2015 Quantcast | Confidential

Strike the right balance for splitting credit, not just budget.

Split Credit for each Conversion1You Decide How to Divide Credit2

Upper Funnel Credit

Lower Funnel Credit

Prospecting Phase

Retargeting Phase

Align your incentives:

11| Copyright 2015 Quantcast | Confidential

Example: Ad Server View

C

Last Touch

Partner A

Partner B

Partner C

7

12

13 LAST TOUCH

Ad impressionsPartners

12| Copyright 2015 Quantcast | Confidential

Example with First Visit

C

Last Touch

Partner A

Partner B

Partner C

7

12

13 LAST TOUCH

Ad impressionsPartners

Prospecting Retargeting

V V

13| Copyright 2015 Quantcast | Confidential

Standard Attributions with First Visit

CV

Last Touch

Linear

Time Decay

U-Shaped

Prospecting Retargeting

V V

Algorithmic

14| Copyright 2015 Quantcast | Confidential

Split Funnel AttributionProspecting Retargeting

CVV V

Last Touch

Split Funnel Attribution

Last TouchBefore Visit

15| Copyright 2015 Quantcast | Confidential

Split Funnel AttributionProspecting Retargeting

CVV V

Last Touch

Split Funnel Attribution

Last TouchBefore Visit

First Touch

16| Copyright 2015 Quantcast | Confidential 16| Copyright 2014 Quantcast | Confidential

Split funnel works across all channels and models

Time Decay

Position Based

Linear

Statistical or regression

Bottom Funnel

Split Funnel

17| Copyright 2015 Quantcast | Confidential

Key TakeawaysSplit funnel attribution makes this all possible

1. Know your funnel metrics - what is actually happening

2. Understand your funnel dynamics – what you want to happen

3. Set the right incentives to maximize your desired results – influence the outcome

18| Copyright 2015 Quantcast | Confidential

18| Copyright 2015 Quantcast | Confidential

Thank you.