San	
  Francisco	
  •	
  September	
  10–13,	
  2013	
  •	
  #SESSF	
  @SESConf	
  
Beyond	
  the	
  Last	
  Click	
  
Sma...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
The	
  Post-­‐clic...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
The	
  Rise	
  of	...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
The	
  Basics:	
  ...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
The	
  Arguments	
...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
The	
  Arguments	
...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
The	
  Arguments	
...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
The	
  Arguments	
...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
The	
  answer	
  i...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
The	
  Measurement...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
View-­‐through	
  ...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
View-­‐through	
  ...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
The	
  Result:	
  ...
San	
  Francisco|	
  September	
  10–13,	
  2013	
  |	
  #SESSF	
  |	
  @SESConf	
  	
  	
  
@prem_shah
Thank	
  You!	
  
...
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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

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

  1. 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. 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. 3. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Rise  of  Programma?c  Calls  for     a  Data  Driven  Approach  
  4. 4. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Basics:    Post-­‐click  vs.     Post-­‐impression  (or  view-­‐through)  
  5. 5. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Arguments  AGAINST  view-­‐through   The wrong tracking window…
  6. 6. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Arguments  AGAINST  view-­‐through   Cookie stuffing…
  7. 7. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Arguments  FOR  view-­‐through   A nod to traditional advertising…
  8. 8. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Arguments  FOR  view-­‐through   Look at the DNA of responders…
  9. 9. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah
  10. 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. 11. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah
  12. 12. San  Francisco|  September  10–13,  2013  |  #SESSF  |  @SESConf       @prem_shah The  Measurement  Methodology   The PSA A/B split test…
  13. 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. 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. 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. 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  
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