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Chango Webinar: Exposing Display Media Measurement April 2013

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Exposing Display Media Measurement: …

Exposing Display Media Measurement:
Why marketers are getting it wrong, and losing dollars, with their current attribution

Learn everything you need to know about the right and wrong ways to measure your display media programs in 30 minutes. In a world of real-time bidding and programmatic marketing, great investment is made in bringing data together and ensuring a personalized ad experience for each user, but too little attention is paid to accurate measurement and attribution (how an ad is credited for conversions).
Join Dax Hamman from Chango to discuss:
How marketers are measuring display today
Why retargeting is over-valued, causing marketers to waste dollars
View-through attribution and the arguments for and against it
The right and wrong ways to measure view-through attribution

Published in: Technology, Business

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  • 1. MINI-WEBINARExposing displaymedia measurementAPRIL 24TH 2013DAX HAMMANChief Strategy Officer, Founding Teamdax@chango.com / @daxthink
  • 2. …because you cant makesmart decisions withoutthe right data!
  • 3. CONFIDENTIAL // APR 2013 //Marketers use Changobecause we consistently& professionally solvetheir digital needsCONFIDENTIAL // APR 2013 //
  • 4. CONFIDENTIAL // APR 2013 //FULLY MANAGED SOLUTIONSWe help you prospect fornew customers and convertexisting site visitors1. SEARCH RETARGETING2. LOOK-A-LIKE TARGETINGPROSPECTfor new customersCONVERTmore site visitors3. PROGRAMMATIC SITE RETARGETING
  • 5. CONFIDENTIAL // APR 2013 //
  • 6. CONFIDENTIAL // APR 2013 //FIRST, THE BASICSPost-click versuspost-impression
  • 7. CONFIDENTIAL // APR 2013 //90%90% of all displayconversions will occurfrom ‘view-thru’Only 10% from post-click10%
  • 8. CONFIDENTIAL // APR 2013 //ARGUMENTS AGAINST VIEW-THRUThe wrong tracking window
  • 9. CONFIDENTIAL // APR 2013 //ARGUMENTS AGAINST VIEW-THRUCookie-stuffing & fraud
  • 10. CONFIDENTIAL // APR 2013 //ARGUMENTS FOR VIEW-THRUA nod to traditional advertising
  • 11. CONFIDENTIAL // APR 2013 //ARGUMENTS FOR VIEW-THRULook at the ‘DNA’ of responders
  • 12. CONFIDENTIAL // APR 2013 //We know advertising works,so clearly 0% is misleading.But I concede that 100% isan arrogant claim.(Google “daxthink winston churchill”)
  • 13. CONFIDENTIAL // APR 2013 //THE MEASUREMENT METHODOLOGYThe PSA A/B split test
  • 14. CONFIDENTIAL // APR 2013 //
  • 15. CONFIDENTIAL // APR 2013 //Prospectingfor new customers27% Site retargetingexisting prospects13% Site retargetingexisting customers8%VIEW-THRU EXAMPLESLarge, well-known brand retailer
  • 16. CONFIDENTIAL // APR 2013 //Prospectingfor new customers93% Site retargetingexisting prospects70% Site retargetingexisting customers24%VIEW-THRU EXAMPLESSmall, unknown travel brand
  • 17. CONFIDENTIAL // APR 2013 //Site Retargeting isfundamentally brokenCONFIDENTIAL // APR 2013 //
  • 18. CONFIDENTIAL // APR 2013 //http://bit.ly/daxthink_imedia5
  • 19. #learn: chango.com/resourcesFor more information visitchango.comDAX HAMMANChief Strategy Officer, Founding Teamdax@chango.com / @daxthinkVIEW_THROUGHATTRIBUTION EXPOSEDThe arguments for andagainst view-through, laidbare, including stories fromreal marketers.

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