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Chango SES Chicago 2013-Beyond the Last Click

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Chango's VP of Strategy, Premal Shah, shared his insight at the SES conference this year during a session titled "Beyond the Last Click". …

Chango's VP of Strategy, Premal Shah, shared his insight at the SES conference this year during a session titled "Beyond the Last Click".

During this session you will learn how to manage digital marketing programs the right way by examining:
-The impact of the rise of mobile traffic (paid clicks, etc.).
-The different types of attribution models.
-ROI-driven Facebook Exchange, Twitter Ads API, Google Enhanced Campaigns, and Bing Product Ads (as newly introduced ad formats), and where marketers should allocate their ad spend.
-The right and wrong ways to measure viewthrough attribution.
-Why retargeting may be overvalued, causing marketers to waste money.
-The increasing value of social media for advertisers.

Published in: Marketing, Business, Technology
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  • 1. Beyond the Last Click Smart Multi-Touch Attribution Modeling Premal Shah Chango VP, Strategy Chicago • November 4–7, 2013 • #SESCHI @SESConf
  • 2. Chicago | November 4–7, 2013 | #SESCHI | @SESConf The Post-Click Challenge 90% 90% of all display conversions will occur from „view-through‟ 10% Only 10% from post-click @prem_shah
  • 3. Chicago | November 4–7, 2013 | #SESCHI | @SESConf The Rise of Programmatic Calls for a Data Driven Approach RAISE BRAND AWARENESS and widen the funnel GAIN INSIGHT and better understand Your data & audience PROSPECT and find new customers RETARGET AND CONVERT more of your existing customers @prem_shah
  • 4. Chicago | November 4–7, 2013 | #SESCHI | @SESConf The Basics: Post-click vs. Post-impression (or view-through) @prem_shah
  • 5. Chicago | November 4–7, 2013 | #SESCHI | @SESConf The Arguments AGAINST view-through The wrong tracking window… @prem_shah
  • 6. Chicago | November 4–7, 2013 | #SESCHI | @SESConf The Arguments AGAINST view-through Cookie stuffing… @prem_shah
  • 7. Chicago | November 4–7, 2013 | #SESCHI | @SESConf The Arguments FOR view-through A nod to traditional advertising… @prem_shah
  • 8. Chicago | November 4–7, 2013 | #SESCHI | @SESConf The Arguments FOR view-through The insights, or the “DNA” of responders… @prem_shah
  • 9. Chicago | November 4–7, 2013 | #SESCHI | @SESConf @prem_shah
  • 10. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Retargeting budgets are expected to increase in 2014 @prem_shah
  • 11. Chicago | November 4–7, 2013 | #SESCHI | @SESConf View-Through Matters… The answer is somewhere between 0%100%... 0% view-through 100% view-through @prem_shah
  • 12. Chicago | November 4–7, 2013 | #SESCHI | @SESConf @prem_shah
  • 13. Chicago | November 4–7, 2013 | #SESCHI | @SESConf The Measurement Methodology The PSA A/B split test… $50,000 Calculate incremental revenue Postimpression revenue A. Client's Ad = 100 - PSA Ad X 100 Client's Ad B. PSA Ad $10,000 Postimpression revenue = 100 - $10,000 X 100 $50,000 = 80% lift @prem_shah
  • 14. Chicago | November 4–7, 2013 | #SESCHI | @SESConf View-through Examples Large, well-known brand retailer Prospecting for new customers 27% Site retargeting existing prospects 13% Site retargeting existing customers 8% @prem_shah
  • 15. Chicago | November 4–7, 2013 | #SESCHI | @SESConf View-through Examples Small, unknown travel brand Prospecting for new customers 93% Site retargeting existing prospects 70% Site retargeting existing customers 24% @prem_shah
  • 16. Chicago | November 4–7, 2013 | #SESCHI | @SESConf The Result: over 60% of marketers use a combination of click & view-through @prem_shah
  • 17. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Thank You! #learn: chango.com/resources THE RETARGETING BAROMETER REPORT (POWERED BY DIGIDAY) VIEW-THROUGH ATTRIBUTION EXPOSED: WHAT „LAST-TOUCH‟ ISN‟T TELLING YOU @prem_shah

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