SES San Francisco Presentation by Prem Shah "Beyond the Last Click"
 

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VP of Strategy Prem Shah discusses smart multi-channel attribution modeling at SES San Francisco 2013

VP of Strategy Prem Shah discusses smart multi-channel attribution modeling at SES San Francisco 2013

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SES San Francisco Presentation by Prem Shah "Beyond the Last Click" Presentation Transcript

  • 1. San  Francisco  •  September  10–13,  2013  •  #SESSF  @SESConf   Beyond  the  Last  Click   Smart  Mul?-­‐Channel  ACribu?on  Modeling   Premal  Shah   Chango   VP,  Strategy  
  • 2. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Post-­‐click  Issue:   90%         90%  of  all  display   conversions  will  occur   from  ‘view-­‐thru’     Only  10%  from  post-­‐click     10%  
  • 3. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Rise  of  Programma?c  Calls  for     a  Data  Driven  Approach  
  • 4. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Basics:    Post-­‐click  vs.     Post-­‐impression  (or  view-­‐through)  
  • 5. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Arguments  AGAINST  view-­‐through   The wrong tracking window…
  • 6. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Arguments  AGAINST  view-­‐through   Cookie stuffing…
  • 7. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Arguments  FOR  view-­‐through   A nod to traditional advertising…
  • 8. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Arguments  FOR  view-­‐through   Look at the DNA of responders…
  • 9. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah
  • 10. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  answer  is  somewhere  between  0%-­‐100%...   100% view-through 0% view-through
  • 11. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah
  • 12. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Measurement  Methodology   The PSA A/B split test…
  • 13. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah View-­‐through  Examples   Large, well-known brand retailer Prospec?ng   for  new  customers   27%   Site  retarge?ng   exis?ng  prospects   13%   Site  retarge?ng   exis?ng  customers   8%  
  • 14. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah View-­‐through  Examples   Small, unknown travel brand Prospec?ng   for  new  customers   93%   Site  retarge?ng   exis?ng  prospects   70%   Site  retarge?ng   exis?ng  customers   24%  
  • 15. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Result:    over  75%  of  marketers  use  a   combina?on  of  click  &  view-­‐through  
  • 16. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah Thank  You!   #learn:  chango.com/resources   VIEW-­‐THROUGH  ATTRIBUTION   EXPOSED:    WHAT  ‘LAST-­‐TOUCH’   ISN’T  TELLING  YOU   CHANGO  RETARGETING   BAROMETER:    WHAT   MARKETERS  &  AGENCIES   REALLY  THINK  ABOUT   RETARGETING