Attribution's Other Actionable Benefits

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Attribution's Other Actionable Benefits

  1. 1. 1<br />Attribution’s Other Actionable Benefits<br />
  2. 2. 2<br />Clear’-Sale’ing (klir sāl ing)<br />n. 1. an advertising analytics technology company built on attribution management <br />v. 1. continually improving the incrementality, profitability and diversification of digital advertising campaigns<br />
  3. 3. 3<br />Forrester Wave on Interactive Attribution<br />The definitive leader in:<br />Current offering<br />Product strategy<br />Management team<br />Corporate strategy<br />
  4. 4. 130+ Active Advertisers on the Platform <br />4<br />
  5. 5. Attribution as an Evolution<br />5<br />Display<br />(Impression)<br />Social<br />Media<br />Branded <br />PPC<br />Retargeting<br />Closer<br />Introducer<br />Influencer<br />Influencer<br />LAST AD<br />0%<br />0%<br />0%<br />100%<br />EVEN<br />25%<br />25%<br />25%<br />25%<br />EVEN + EXCLUSION<br />33%<br />33%<br />33%<br />0%<br />PATTERN<br />35%<br />25%<br />25%<br />15%<br />ALGORITHMIC<br />47%<br />17%<br />15%<br />21%<br />
  6. 6. Poll Question #1<br />How do you attribute conversion credit?<br /><ul><li>Last Click
  7. 7. Even
  8. 8. Even + Exclusions
  9. 9. Pattern
  10. 10. Algorithmic</li></ul>6<br />
  11. 11. 7<br />Attribution’s Other Actionable Benefits<br />
  12. 12. 8<br />Display Advertising<br />
  13. 13. Negotiate C in CPA<br />9<br />
  14. 14. Given a Window of Time for A<br />10<br />
  15. 15. 11<br />
  16. 16. 12<br />
  17. 17. 13<br />$<br />August 1, 12:26pm<br />August 1, 12:36pm<br />August 1, 12:46pm<br />10 minutes<br />10 minutes<br />
  18. 18. Why we feel cheated<br />14<br />$<br />July 3, 12:26pm<br />August 3, 12:36pm<br />August 3, 12:46pm<br />30 days<br />10 minutes<br />
  19. 19. The shelf life of a banner impression?<br />15<br />Average excluding Other<br />= 15.32 days<br />*Some responses were given in hours. Those were converted into fractional days and then calculated into the averages<br />
  20. 20. Why we feel cheated<br />16<br />$<br />August 3, 12:26pm<br />August 3, 12:36pm<br />August 3, 12:46pm<br />10 minutes<br />10 minutes<br />
  21. 21. Reach<br />17<br />
  22. 22. 18<br />70%<br />
  23. 23. 19<br />80%<br />
  24. 24. 20<br />90%<br />
  25. 25. 21<br />
  26. 26. Negotiate C and A in CPA<br />22<br />You the advertiser<br />The ad network<br />
  27. 27. 23<br />100%<br />August 1, 12:26pm<br />August 1, 12:36pm<br />August 1, 12:46pm<br />0%<br />July 3, 12:26pm<br />August 3, 12:36pm<br />August 3, 12:46pm<br />50%<br />August 3, 12:26pm<br />August 3, 12:36pm<br />August 3, 12:46pm<br />
  28. 28. Poll Question #2<br />If you are buying display advertising, have you negotiated both the C and A in display?<br /><ul><li>Yes
  29. 29. No</li></ul>24<br />
  30. 30. 25<br />Affiliates<br />
  31. 31. Poll Question #3<br />Do you think you pay your affiliates ______?<br /><ul><li>Too Much
  32. 32. Too Little
  33. 33. Just Right
  34. 34. We Don’t Do Affiliate Marketing</li></ul>26<br />
  35. 35. 27<br />
  36. 36. 28<br />
  37. 37. 29<br />
  38. 38. Double Dip<br />30<br />
  39. 39. Affiliates as Closers<br />31<br />
  40. 40. Affiliates as Introducers<br />32<br />
  41. 41. 33<br />
  42. 42. 34<br />Cross Sell/ Up-sell<br />
  43. 43. Cross Sell/ Up-sell<br />35<br /> Revenue<br /> - Cost of Goods Sold (COGS)<br /> - Cost of Advertising<br /> - Tax<br /> - Shipping<br /> - Discounts <br />= Profit<br />
  44. 44. COGS<br />36<br />What goods were sold?<br />
  45. 45. 37<br />People that buy Ping irons often buy FootJoy brand golf shoes…hmmm<br />
  46. 46. 38<br />
  47. 47. 39<br />
  48. 48. 40<br />
  49. 49. 41<br />Up-Sell Opportunity<br />
  50. 50. 42<br />Latency<br />
  51. 51. Poll Question #4<br />Over what period do you typically measure an ad’s effectiveness?<br /><ul><li>A couple hours
  52. 52. One day
  53. 53. One week
  54. 54. Longer</li></ul>43<br />
  55. 55. 44<br />
  56. 56. 45<br />1<br />4<br />5<br />3<br />2<br />SEARCH<br />$<br />9<br />8<br />7<br />6<br />
  57. 57. 46<br />
  58. 58. 47<br />Lower Quality Score and Increase Profit<br />
  59. 59. What’s good for the Google is not always good for the gander<br />48<br />A<br />B<br />C<br />
  60. 60. What’s good for the gander is good for the Google<br />49<br />A<br />B<br />C<br />
  61. 61. Poll Question #5<br />Are you running PPC creative based on what’s good for the Google (click-through rate) or for the gander (profit)?<br /><ul><li>The Google
  62. 62. The Gander (you)</li></ul>50<br />
  63. 63. 51<br />Questions?<br />

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