Learn how multi-touch attribution works for modern in-house marketers.

1. © 2019 Rockerbox, Inc. All Rights Reserved.
Multi-Touch Attribution
For modern in-house marketers

2. Some of our customers
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About Rockerbox

3. © 2019 Rockerbox, Inc. All Rights Reserved.Page 3
Although we’ve been consumers of every
attribution product out there,
we’ve never been fans of the legacy solutions.
Delayed Reporting
Reports arrive weeks after
campaigns complete
Broad Insights
CPA & ROAS only at the
channel level
Offline Separated
Offline channels have no
connection to digital
Non-Customizable
One statistical attribution
models for all brands
Slow Onboarding
Onboardings that take
quarters to complete

4. © 2018 Rockerbox, Inc. All Rights Reserved.Page 4 |
We would be willing to live with these shortcomings if
not for the BIG glaring issue….
Enterprise-grade multi-touch attribution
costs anywhere are
Too Expensive

5. Enterprise grade multi-touch attribution made simple and affordable
Rockerbox Attribution Platform

6. Base Attribution Capabilities
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Non-Digital Advertising
Rockerbox is also able to attribute your
offline, non-digital media
• TV
• Radio
• Direct Mail
Traditional Attribution
Out of the box Rockerbox provides all of the
base attribution models:
• First Touch
• Last Touch
• Even Weight
• Time Decay
“Statistical” Multi-Touch Attribution
Rockerbox’s “Statistical” attribution model is a
multi-touch approach to attribution based off
Rockerbox’s proprietary logistic regression
models.
Statistical models considers your marketing
data to determine the efficiency of your
marketing
Digital Advertising
Rockerbox is able to provide attribution for your
digital advertising
• Search
• Display
• Social
• Content
• Email
• Organic
• Influencers
• Affiliates
• Etc…

7. Why Attribution Models Matter
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Conversion #123 -- User #4355
Marketing Touchpoints – Path to Conversion Attribution Model Comparison
Date Type Channel Platform Campaign Creative / Keyword Platform #s First Touch Last Touch Statistical
1 1/2/18 11:14:18 Click Display GDN Prospecting_january 300x250_January_Test 1 0 0.16
2 1/3/18 14:16:42 Post View Display Liveintent The_Skimm 120x600_the_skimm 1 0 0 0.06
3 1/3/18 22:51:24 Direct Visit 0 0 0.00
4 1/3/18 6:22:29 Paid Search Google Brand SEM Company_name 1 0 0 0.26
5 1/4/18 07:58:01 Impression Retargeting AdRoll Base_Retargeting Base_300x250 0 0 0.09
6 1/4/18 15:41:34 Paid Retargeting Criteo Winter_sale Winter_v2_728x90 1 0 0 0.07
7 1/4/18 15:42:01 Post View Retargeting AdRoll Base_Retargeting Base_300x250 1 0 0 0.13
8 1/5/18 15:42:50 Click Retargeting Facebook Retargeting_123 New_Copy 1 0 0 0.05
9 1/7/18 08:10:42 Direct Visit 0 0 0.00
10 1/7/18 21:01:01 Paid Email Mailchimp Cart_abandonment Discount_20% 1 0 1 0.18
1/7/18 21:15:01 Conversion 6 1 1 1
Summary:
• Platform #s: 6 conversions reported, even though 1 occurred
• First touch: 1 conversion reported but 100% of the credit goes to GDN
• Last touch: 1 conversion reported but 100% of the credit goes to Mailchimp
• Statistical: 1 conversion reported, credit distributed accurately to each touchpoint

8. Reporting
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Log Level Reporting
Here you can see where an individual path to
purchase is traced, chronologically showing
how the user engaged with the brand by
touch-point, date/time stamped & how each
touchpoint is valued by the algorithm
Web Dashboard
Attribution dashboard is built from the granular
results shown on the left. Attribution dashboard
is built from this granularity, aggregating up to
examine results & opportunities by touchpoint,
channel, customer segment & overall.
Email Summaries
Weekly summaries sent to your inbox, showing
how each of your marketing channels are
performing and calling out week over week
changes in performance.

9. Comparing Marketing Channels
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Quickly uncover how each marketing
channel is performing across every
attribution model.
How does CPA compare and
different for first touch vs last touch
vs multi-touch?
Rockerbox Attribution Platform can
answer this for you.

10. Performance by Channel
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Rockerbox Attribution
Platform can
automatically ingest
your spend data from
the various platforms
that you’re buying on
so you can accurately
see your multi-touch
CPA/ROAS by channel.

11. Path to Conversion
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Aggregate PathsCustomer Level Path
See the most common paths to conversion across all of
your customers
View every interaction that led a customer to convert

12. Bucketing Rules: Clean Data
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Have your marketing
UTMs gotten messy
overtime? With
Bucketing Rules, you
are able to build a
clean structure ontop
of even dirty /
unorganized UTMs.

13. Rockerbox Modelling Methodology
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Logistic Regression
Rockerbox’s base modelling is structured
around Logistic Regression. We look at all of
your marketing interactions (independent
variable) to determine what leads to a
particular outcome / conversion (dependent
variable)
Bespoke Models
No two companies are alike. With different
prospects, customers, funnels and sales
cycles, it would be impossible to have one
model that is designed to work for all of our
customers. Instead, we custom build out
model based on your specifics.
Additional Effects:
• Base / lift analysis
• Frequency or continuous covariates
• Recency or time decay
• Diminishing returns or non linear effects
• Sequence chaining

14. Onboarding (Digital Attribution)
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Data Collection
Duration: 1-3 weeks
Platform Setup
Duration: 1-3 weeks
Validation / Training
Duration: 1 week
Collect on-site data:
Placing Rockerbox pixel on
customer website. This can be
done via Google Tag Manager,
Segment or Adobe
Update click-through URLs:
Rockerbox provides custom
fields that you add to your click
through URLs. These ensure we
granular data for reporting.
Collect off-site data (Optional)
Rockerbox provides impression
tracking pixels. These can be
placed to track “post-view”
conversions for off-site events.
Bucketing Rules
Your implementation engineer
will build the rules atop your
marketing to ensure clean and
reliable data
Spend Ingestion
API Integrations with your buying
platforms bring spend in
automatically. This enables us to
pull in your daya
Model Development
A Rockerbox Data Scientist will
train and develop a custom
statistical attribution models for
each of your conversion events
Data Validation
An onboarding isn’t complete
unless you and Rockerbox both
agree the numbers displayed are
accurate
Platform Training
Rockerbox will walk you and your
entire team through the platform
as well as our documentation.

15. Pricing and Support
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Our Pricing Philosophy
An attribution vendor must be
neutral. This can only be achieved
when pricing isn’t based off media
spend or on a CPM.
Attribution should be affordable. It
shouldn’t come at the expense of
your media.
Rockerbox prices based off the
number of visitors to your site. We
lock this in over the course of your
term.
Product Offering
• Digital Attribution
• Non-Digital Attribution (Optional)
• Includes TV, Radio and Direct Mail
• Retail Attribution (Optional)
Support Offering
• 24x7 Technical Support
• Dedicated Implementation Engineer
• Manages all of technical aspects of onboarding through completion
• Dedicated Account Manager
• Your main point of contact. Does trainings with all members of your
team, monthly status updates and annual business-reviews
• Attribution Analyst Consultant (Optional)
• Post onboarding and training, Rockerbox is able to provide Attribution
Analysts to continually consult and assist your team in their marketing
analysis and optimizations

16. Thanks!
sales@rockerbox.com
© 2019 Rockerbox, Inc. All Rights Reserved.