Presentation from Kenshoo's Josh Dreller shared at Kenshoo's K8 Summit on September 9th, 2013 in which he shares research performed by Kenshoo on Facebook performance, FBX, and multi-touch attribution

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Research: Facebook and Kenshoo
Josh Dreller – Director Marketing Research, Kenshoo
Rob Creekmore – Attribution Lead, Facebook

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RECENT CLIENT PERFORMANCE
Q2 vs. Q1, 2013

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MULTI-TOUCHATTRIBUTION
August, 2013

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First Click
Result: the FirstAd model attributed
30% more value to Facebook than the
LastAd model.

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Divide Equally
Result: the Divide Equally model
attributed 16% more value to
Facebook than the LastAd model.

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Prefer First
Result: the Prefer First model
attributed 20% more value to
Facebook than the LastAd model.

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Prefer Last
Result: the Prefer Last model
attributed 12% more value to
Facebook than the LastAd model.

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U-Shaped
Result: the U-Shaped model attributed
15% more value to Facebook than the
LastAd model.

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Josh.Dreller@Kenshoo.com