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?

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

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