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Measuring cross-media advertising | How to move away from the last click attribution?
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Measuring cross-media advertising | How to move away from the last click attribution?

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Measuring cross-media advertising | How to move away from the last click attribution?

Measuring cross-media advertising | How to move away from the last click attribution?

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  • 1. How to move away from the last click attribution? 1
  • 2. 2
  • 3. Hello! My name is Nicolas
  • 4. I’m a coffee geek
  • 5. and just a geek tout court
  • 6. DATA
  • 7. BUSINESS
  • 8. INTERNET
  • 9. Internet Switch
  • 10. From Few Data ...
  • 11. To Big Data
  • 12. Really Big Data
  • 13. Really Big Data 340.000+ retweets
  • 14. Multiple Digital Channels
  • 15. Multiple Digital Channels 15
  • 16. Multiple ScreensSource: Google/Ipsos/Sterling, 2012
  • 17. Multiple Screens 17
  • 18. More Complex
  • 19. What’s Next? Visit Visitor
  • 20. Conversion Paths Previously
  • 21. Conversion Paths Now
  • 22. Assisted Conversions
  • 23. Attribution Modeling Previously €€€
  • 24. Attribution Modeling Now €€€
  • 25. Offline?
  • 26. Offline Conversions Now Test Ride
  • 27. Offline Conversions
  • 28. Market Standards: What model?Technical Aspects: CRM integration?Branding Impact: Emotional value?Offline Media Role: It’s coming next?