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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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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? Presentation Transcript

  • How to move away from the last click attribution? 1
  • 2
  • Hello! My name is Nicolas
  • I’m a coffee geek
  • and just a geek tout court
  • DATA
  • BUSINESS
  • INTERNET
  • Internet Switch
  • From Few Data ...
  • To Big Data
  • Really Big Data
  • Really Big Data 340.000+ retweets
  • Multiple Digital Channels
  • Multiple Digital Channels 15
  • Multiple ScreensSource: Google/Ipsos/Sterling, 2012
  • Multiple Screens 17
  • More Complex
  • What’s Next? Visit Visitor
  • Conversion Paths Previously
  • Conversion Paths Now
  • Assisted Conversions
  • Attribution Modeling Previously €€€
  • Attribution Modeling Now €€€
  • Offline?
  • Offline Conversions Now Test Ride
  • Offline Conversions
  • Market Standards: What model?Technical Aspects: CRM integration?Branding Impact: Emotional value?Offline Media Role: It’s coming next?