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Sis thu 0900 siddharth shah
 

Sis thu 0900 siddharth shah

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  • Gives me insight into how channels interact and perhaps which channels help other channels and which get helped by others.. However, it does not tell me what is the allocation of budgets that will maximize my performance across channels…

Sis thu 0900 siddharth shah Sis thu 0900 siddharth shah Presentation Transcript

  • The future of attribution:moving past the last click
    Dr. Siddharth Shah
    Sr. Director, Business Analytics
    1
  • Introductions
    About Efficient Frontier
    • Over $1 Billion+ in annual marketing spend under management across search, display and social media
    • 250 Leading marketers work with Efficient Frontier globally
    • 50 Full-time engineers, 40 Master’s degrees, 8 PhD’s, 7 patents pending
    About Me
    • Oversee performance management of all client campaigns at the company across all media
    • Former quant nerd: PhD in Biomedical imaging
    • Specialize in bad mathematical one-liners
  • Don’t drink and derive. Alcohol and algebra don’t mix !
    3
  • How do we buy online ?
    Click
    Impression
    Click
    Creative FB 1
    Creative Disp 1
    -
    “t shirt”
    RMX
    Facebook
    Adx
    -
    Adwords
    Time
    Conversion
    Impression
    Creative Disp 2
    Event
    Channel
    KW / Creative
    On average there are 4-6 touch-points across digital marketing before conversion.
  • 5
    PROBLEM WITH “LAST CLICK”
    DIRECT
    $10,000
    INDIRECT
    $20,000
  • The keys to attribution
  • Cross channel tracking: VALUE DISTRIBUTION ACROSS TOUCHPOINTS
    NaturalSearch
    DisplayView
    Conversion
    Facebook
    PaidSearch
    PaidSearch
    0.2
    0.2
    0.2
    0.2
    0.2
    1
  • Multi channel ATTRIBUTION: ALTERNATIVE MODELS
    • Changing attribution will impact channel budget allocation.
    • Understand the impact before you make the change.
    8
  • CROSS CHANNEL OPTIMIZATION:
    THE VISION
    $
    Facebook
    BiddableDisplay
    $
    Budget
    Bids
    Budget: $$$$$$$
    Multiple Goals:(1) Max Revenue
    (2) >10,000 Leads
    “Dynamically model all cross-channel interaction effects and apply optimization algorithms to determine the correct media mix.”
    $$
    SEM
    $$$$
    TV
    Cross Channel Modeling
  • CROSS CHANNEL OPTIMIZATION
    ALL ONLINE CHANNELS
    Total Marketing Budget: $12,000
    10
  • CROSS CHANNEL OPTIMIZATION
    TV + SEARCH
    Collect SEM and TV data
    Determine Revenue attribution for the multi-point multi-channel funnel
    Build TV Models
    Build SEM models
    Cross Channel Optimization using portfolio theory
    Cross-channel Efficient Frontier
    Objective:
    Given an overall budget, find the best way to bid across search and TV to get the maximum return for the advertising dollar.
  • CROSS CHANNEL OPTIMIZATION
    PRESS + SEARCH
    Typically 6-7 weeks of improved performance on Search due to TV and press advertising campaigns
  • CONCLUSIONS
    First pre-requisite: Work through tracking to unify data for analysis.
    Attribution is a partial solution.
    Attribution + Algorithmic Optimization is the solution for answering the media mix question
    Still a young field with tons of potential !
    13