Representative of global clients TRAVEL RETAIL & AUTOS MEDIA AGENCY & OTHER FINANCE
3 “All models are wrong. Some are useful.” George Box
On average there are 4-6 touchpoints across before conversion
What are users doing online?
The problem with last click 5 £1,000 £2,000
Value distribution across touchpoints Conversion DirectWebsite PaidSearch PaidSearch DisplayView Facebook 0.2 0.2 0.2 0.2 0.2 1
EF Event Attribution Models 1 Last First Equal Last More FirstMore Custom
Multi channel ATTRIBUTION: INSIGHTS Changing attribution changes your budget allocation Understand the impact before you make the change Doesn’t really explain interaction effects between channels What about time between interactions? 9
What is Cross Channel Optimisation? Problem Determine the right way of spending across all media channels, accounting for interaction effects across channels to maximise my ROI. Solution Dynamically model all cross-channel interaction effects and apply optimisation algorithms to determine the correct media mix.
Dynamically model € Facebook BiddableDisplay € Budget Bids Budget: €€€€€€ Multiple Goals:(1) Max Revenue (2) >10,000 Leads €€ SEM €€€€ TV Cross Channel Modeling Cross Channel OptimiSation: The Vision
Cross Channel OptimiSation: Online 12 Total Marketing Budget: $12,000
Search + offline 13
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 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 Efficient Frontier Search + tv
How long does TV effect last? Effect on SEM Clicks Effect on TV Contact TV Advertising has effect on both TV Contact and SEM Clicks TV effects usually last for 4 weeks on TV Contacts and SEM Clicks
Cross Channel Optimisation
Our models show that the optimal budget allocation of TV and SEM spend in July would have resulted in 5% lift.
Press + search Typically 6-7 weeks of improved search performance 17
In summary First pre-requisite: Unified Tracking Platform Attribution is a partial solution Attribution + Algorithmic Optimisation is the solution for answering the media mix question This is a young field! There’s a long way to go! 18
Thank you Blog: blog.efrontier.com Twitter: @efrontier; @searchbeest 19