1. Breakout Session Presentation:
Title Here
SESSION LEADER:
• Tina Moffett, Analyst, Forrester Research, Inc.
SPEAKERS:
• Paul Pellman, CEO, Adometry
• Dan Kirchgessner, Director, Online Advertising, Ideeli

2. Adometry + Ideeli
Our Mutual Purpose
• Utilize fractional data driven attribution
technologies
• Provide deeper and more accurate
insight into overall performance
• Drive incremental ROI of online and offline
cross-channel marketing efforts and
improve overall ROAS
• Guide and optimize future marketing
efforts
• Reduce waste & increase efficiency

3. Ideeli
Online Retailer with High Velocity User Experience
Exciting, members-only, daily
shopping experience of curated
brands
•“Incredible brands at exceptional prices”
•6 million members, over 1000 brand
partners with 20-30 new events every day
(an entirely new site - shoot nearly 2000
images daily)
Founded 2006
•Started in an apartment, now 32,000 sq ft
Ranked #1 Inc. 500 list in 2011

4. Ideeli Attribution Goals & Challenges
Goals:
1.Increase number of new member sign-ups
2.Drive up repeat purchases
Challenges:
1.Couldn’t trust last click or last view
measurement results
2.The complexity/velocity/frequency of user
engagement made it difficult to measure
media impact on purchases

5. Ideeli Results - New member signups
MEDIA BUY A
LIFT VIEWABILITY eCPA
• Display lifts search performance by 50%.
INSIGHT • Over 50% of display ads appeared “below the
fold” and up to 30% were never seen.
• Significant differences in attribution vs last event.
• Reallocated media spend to top performing
ACTION placements.
• Eliminated inefficient placements.
• Maintained aggregate new member signups and
reduced CPA by 14%.
RESULT • Re-allocated budget to fund marketing spend
boost to increase repeat purchasers.

6. Ideeli Results – Driving repeat purchases
MEDIA BUY A
CONVERSIONS
• Last click understated repeat purchases by >90%.
INSIGHT • Communicated to stakeholders the real advertising
value created by campaigns.
• Uncovered new marketing channels and sites to
promote repeat purchases.
• Re-set how we measure results.
ACTION • Justified increased ad spend to drive repeat
purchases.
• Found opportunities to re-allocate spend/optimize.
RESULT • Increased total repeat purchases by over 30%.
• Consistent month-to-month improvement.

7. Repeat
Purchaser New Sign-Up
Ideeli: Display Lift

8. Ideeli Results – Reallocated Budget
Re-allocated budget to fund marketing spend boost
increased repeat purchasers AND simultaneously
increased new sign-up conversions.

9. Ideeli: Algorithmic v Last Click
MEDIA BUY A: Repeat Purchasers