thinkla programmatic summit 2014 seph zdarko presentation slides
DESCRIPTION
thinkLA Programmatic Summit 2014 Seph Zdarko of Quantcast Presentation SlidesTRANSCRIPT
1| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential
Attribution InsightsA New Perspective on Attribution
Know ahead. Act before. TM
2| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential
2
The Marketer’s Funnel and
Path to Conversion:
A New Perspective
3| Copyright 2014 Quantcast | Confidential
Upper Funnel
(Prospecting)
Lower Funnel
(Retargeting)
The marketer’s funnel
4| Copyright 2014 Quantcast | Confidential
Split the funnel
5| Copyright 2014 Quantcast | Confidential
The consumer’s path to conversion
6| Copyright 2014 Quantcast | Confidential
The consumer’s path to conversion
Search
Affiliat
e
Social
Mobile
Video
Off
LineDisplay
7| Copyright 2014 Quantcast | Confidential
The consumer’s path to conversion
Display
8| Copyright 2014 Quantcast | Confidential
The consumer’s path to conversion
9| Copyright 2014 Quantcast | Confidential
Last touch attribution is outdated
All upper funnel activity
is missed
Multiple partners on the
plan “fight” to get last
touchRetargeting
Prospecting
10| Copyright 2014 Quantcast | Confidential
Relay race
11| Copyright 2014 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
12| Copyright 2014 Quantcast | Confidential
The “first site visit” signals the beginning
of retargeting
Retargeting
Prospecting
Incorporating the “first site visit” is crucial
13| Copyright 2014 Quantcast | Confidential
Relay race
14| Copyright 2014 Quantcast | Confidential 14| Copyright 2013 Quantcast | Confidential
Split funnel works across all channels and models
Bottom Funnel Split Funnel
Last touch
Linear
Multi touch
Regression
Last touch
Linear
Multi touch
Regression
15| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential
15
Split Funnel Attribution
Metrics & Insights
16| Copyright 2014 Quantcast | Confidential
Overall Mix
Prospecting,
44%
Retargeting,
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Partner 1 Partner 2 Partner 3 Partner 4
Mix by Partner
Prospecting Retargeting
Split Funnel Mix:A breakdown of Prospecting and Retargeting impressions to
show what partners are doing.
17| Copyright 2014 Quantcast | Confidential
The ratio of consumers who
convert after the first visit
vs. those who convert after
multiple visits
A high % of conversion
on first visit = less need
for retargeting
A low % of conversion
on first = greater need
for retargeting
First Visit Conversion Ratio: A directional indicator for prospecting and
retargeting dependence.
18| Copyright 2014 Quantcast | Confidential
Tim
e to
Vis
itT
ime
Afte
r V
isit
Time to Convert from the first
touch and the first visit provide
directional indicators for optimal
balance between retargeting and
prospecting
Tim
e to C
onvert
Time to Convert: The complete timeline of your consumers’
path to conversion.
19| Copyright 2014 Quantcast | Confidential
The total number of
touchpoints from first
touch helps you define
how many touchpoints
to use in your attribution
model.
Ad Frequency
Before Visit
Per Visitor
Per Converter
Ad Frequency: Understand your customers’ interaction with
ad touchpoints.
20| Copyright 2014 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:
21| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential
21
An example by the numbers:
Last Touch vs. Split Funnel
22| Copyright 2014 Quantcast | Confidential
Example: 4 partners on the plan – equal budgets
Partners Budget
Prospector 1 $20,000
Prospector 2 $20,000
Prospector 3 $20,000
Retargeter 4 $20,000
Total $80,000
23| Copyright 2014 Quantcast | Confidential
Last Touch
24| Copyright 2014 Quantcast | Confidential
Performance based on last touch attribution
Partners BudgetLast Touch
Conversions
Last
Touch
CPA
Prosp 1 $20,000 100 $200
Prosp 2 $20,000 150 $133
Prosp 3 $20,000 200 $100
Rtrgtr 4 $20,000 550 $36
Total$80,00
01,000 $80
0
1,000
Before
Partners 1 is clearly lagging behind the pack
Partner 4 is gaining most of credit
25| Copyright 2014 Quantcast | Confidential
0
1,000
Optimizations based on last touch attribution
Partners BudgetLast Touch
Conversions
Last
Touch
CPA
Budget
Prosp 1 $20,000 100 $200
Prosp 2 $20,000 150 $133
Prosp 3 $20,000 200 $100 $20,000
Rtrgtr 4 $20,000 550 $36 $60,000
Total$80,00
01,000 $80
$80,00
0
Before
Remove Partner 1
Remove Partner 2
Keep Partner 3
Keep Partner 4
26| Copyright 2014 Quantcast | Confidential
0
1,000
0
1,000
Results with last touch attribution optimizations
Partner
sBudget
Last Touch
Conversions
Last
Touch
CPA
BudgetLast Touch
Conversions
Last
Touch
CPA
Prosp 1 $20,000 100 $200
Prosp 2 $20,000 150 $133
Prosp 3 $20,000 200 $100 $20,000 150 $133
Rtrgtr 4 $20,000 550 $36 $60,000 700 $86
Total$80,00
01,000 $80
$80,00
0850 $118
850
Before After
Reduced
Conversions
27| Copyright 2014 Quantcast | Confidential
Split Funnel
28| Copyright 2014 Quantcast | Confidential
Example: 4 partners on the plan – equal budgets
Partners Budget
Prospector 1 $20,000
Prospector 2 $20,000
Prospector 3 $20,000
Retargeter 4 $20,000
Total $80,000
29| Copyright 2014 Quantcast | Confidential
Example: 4 partners on the plan – equal budgets
Partners Budget
Reported
Retargeting %
with Split Funnel
Prospector 1 $20,000 0%
Prospector 2 $20,000 43%
Prospector 3 $20,000 68%
Retargeter 4 $20,000 100%
Total $80,000
30| Copyright 2014 Quantcast | Confidential
0
1,000
Performance based on split funnel attribution
Partners BudgetSplit Funnel
Conversions
Split
Funnel
CPA
Prosp 1 $20,000 306 $65
Prosp 2 $20,000 249 $82
Prosp 3 $20,000 140 $143
Rtrgtr 4 $20,000 311 $64
Total $80,000 1,000 $80
Visit Conv. Split Funnel
Partner 1 is now properly credited
Credit is more balanced
31| Copyright 2014 Quantcast | Confidential
Optimizations based on split funnel attribution
Partner
sBudget
Split Funnel
Conversions
Split
Funnel
CPA
Budget
Prosp 1 $20,000 306 $65 $40,000
Prosp 2 $20,000 249 $82
Prosp 3 $20,000 140 $143
Rtrgtr 4 $20,000 311 $64 $40,000
Total$80,00
01,000 $80
$80,00
0
Keep Partner 1
Remove Partner 2
Remove Partner 3
Keep Partner 4
32| Copyright 2014 Quantcast | Confidential
0
1,000
0
1,000
Results with split funnel attribution optimizations
Partner
sBudget
Split Funnel
Conversions
Split
Funnel
CPA
BudgetSplit Funnel
Conversions
Split
Funnel
CPA
Prosp 1 $20,000 306 $65 $40,000 575 $70
Prosp 2 $20,000 249 $82
Prosp 3 $20,000 140 $143
Rtrgtr 4 $20,000 311 $64 $40,000 625 $64
Total$80,00
01,000 $80
$80,00
01,200 $67
Before
Increased
Conversions
1,200
Visit Conv. After
33| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential
33
Key Takeaways and Next Steps
34| Copyright 2014 Quantcast | Confidential
Key takeaways
Split 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
35| Copyright 2014 Quantcast | Confidential
Talk to Quantcast
Ask for Split Funnel
Join our free beta offering
Next Steps: How do I Implement?
Talk to your attribution vendor
For more questions please feel free to reach out direct:
36| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential
Thank you.
36