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Emerce Performance Media Mix Modelling en Multi-touch Attribution

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Presentatie op 16 november 2017 tijdens Emerce Performance door Olivier van Hees over Media Mix Modelling en Multi-Touch Attribution.

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Emerce Performance Media Mix Modelling en Multi-touch Attribution

  1. 1. Emerce Performance Multi-touch Attribution and Media Mix Modelling 16 November 2017
  2. 2. Agenda ▪ Introduction ▪ Do's and don’ts ▪ Test your organization! 2
  3. 3. Introduction Multi-touch Attribution and Media Mix Modelling 3
  4. 4. About Olivier van Hees 4
  5. 5. About Objective Partners 5 Our Mission Our Solution Our company’s mission is to bring transparency to the media domain by using mathematical modelling. Our proven solution enables you to increase media ROI based on Multi- Touch Attribution and Media Mix Modelling.
  6. 6. What is MTA and MMM? 6 Conversion paths User level data Multi-Touch Attribution Unified Model Statistical analysis Aggregated data Media Mix Modelling
  7. 7. Do's and don'ts Multi-touch Attribution and Media Mix Modelling 7
  8. 8. 8 “Why is MTA and MMM so difficult in practice?”
  9. 9. It’s like playing chess simultaneously… 9
  10. 10. …on four different chess boards. 10 1. Data 3. Technology 2. Organization 4. Strategy
  11. 11. 11 Data Organization Technology Strategy D O T S Connecting the DOTS’s
  12. 12. Data: What data do I really need? 12
  13. 13. Define your business objective first 13 Media spend Online Offline Sales Online Offline
  14. 14. DO’s and DON’Ts 14 DON’T DO Collect all available data in your organization. Define your business objective first.D
  15. 15. Organization: Who do I need to involve? 15
  16. 16. Involve all internal and external stakeholders 16 Analyze DecideShare
  17. 17. DO’s and DON’Ts 17 DON’T DO Collect all available data in your organization. Define your business objective first. Let your analytics team experiment. Involve all stakeholders needed. D O
  18. 18. Technology: Can I do this on my own? 18
  19. 19. DO’s and DON’Ts 19 DON’T DO Collect all available data in your organization. Define your business objective first. Let your analytics team experiment. Involve all stakeholders needed. Try to do everything by yourself. Use proven technology in the marketplace. D O T
  20. 20. Strategy: What is your business strategy? 20
  21. 21. Define a busines blueprint Business objective Marketing channels Data mapping User onboarding
  22. 22. DO’s and DON’Ts 22 DON’T DO Collect all available data in your organization. Define your business objective first. Let your analytics team experiment. Involve all stakeholders needed. Try to do everything by yourself. Use proven technology in the marketplace. Do an one-off pilot. Have a business blueprint in place. D O T S
  23. 23. So, let’s connect the D.O.T.S. to increase media ROI 23
  24. 24. Test your own organization! Multi-touch Attribution and Media Mix Modelling 24
  25. 25. 25 Join this Quiz at kahoot.it
  26. 26. 26 THANK YOU Contact Details Olivier van Hees +31 6 28 90 8227 olivier.vanhees@objectivepartners.com

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