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The Marketer's Funnel and Path to Conversion - A New Perspective at DAS, 10/20/14

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Peter O'Sullivan from Quantcast's presentation from Digiday Agency Summit on October 20, 2014.

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The Marketer's Funnel and Path to Conversion - A New Perspective at DAS, 10/20/14

  1. 1. 1 Rethink the Funnel: A New Perspective on Attribution Peter O’Sullivan, Senior Sales Director, Western Region, Quantcast Lauren Marks, Account Leader, iProspect | Copyright 2014 Quantcast | Confidential Know ahead. Act before. TM
  2. 2. 2 About Quantcast The most effective advertising from the people who really get audiences Quantcast Measure Quantcast Advertise | Copyright 2014 Quantcast | Confidential Knows your customer’s next move, so you can make yours first. Measures millions of customer behaviors in the moment. Directly measuring audiences spanning hundreds of millions of web destinations Advertising that acts on real-time audience behavior.
  3. 3. 3 Agenda The Consumer Journey Down The Funnel It’s Time To Evolve An Example By The Numbers | Copyright 2014 Quantcast | Confidential
  4. 4. 4 54% of marketers still use last touch attribution LAST TOUCH Conve rsion Source: Econsultancy, “Marketing attribution: Valuing the Customer Journey”, February 2012 | Copyright 2014 Quantcast | Confidential Challenges • Upper funnel is missed. • All partners on the plan “fight” to get last touch. • Creates the wrong incentives and a lose, lose, lose situation for consumers, marketers and media partners. • Easily manipulated and gamed.
  5. 5. 5 It’s Time To Evolve ….And It’s Not That Hard | Copyright 2014 Quantcast | Confidential
  6. 6. 6 A new perspective: Split Funnel Attribution | Copyright 2014 Quantcast | Confidential Benefits • Clean way to measure Prospecting and Retargeting. • Creates a partnership between upper and lower funnel tactics. • Aligns incentives for splitting credit and managing budget. • Enhances all methods of attribution modeling.
  7. 7. 7 Strike the right balance for splitting credit, not just budget. Align your incentives: | Copyright 2014 Quantcast | Confidential Split Credit for each Conversion 1 You Decide How to Divide Credit 2 Upper Funnel Credit Prospecting Phase Lower Funnel Credit Retargeting Phase
  8. 8. 8 Split Funnel In Action: iProspect Case Study, Lauren Marks | Copyright 2014 Quantcast | Copyright 2014 Quantcas t | | C Coonnfifdideenntitaial l
  9. 9. 9 Campaign Overview Client: Leading Niche Retailer Campaign Goal: 2:1 ROI (~$35 CPA) Budget: $12.5K Time Period: August 2014 Attribution Methodology: Last Touch Total number of partners: 6, including Quantcast Breakdown of tactics by partner: 5 Full-Funnel, 1 Retargeting-only | Copyright 2014 Quantcast | Confidential
  10. 10. 10 Partner Overview 15% 64% 44% | Copyright 2014 Quantcast | Confidential 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0 Impression Mix by Partner 13% Partner 1 Partner 2 Partner 3 Quantcast Partner 5 Partner 6 40% Overall Retargeting % Retargeting Prospecting 88% 1% Partners 1, 3 and Quantcast are running full funnel targeting, with Partner 3 retargeting fairly heavily. Partner 6 is running prospecting only. Partner 2 and Partner 5 are running retargeting only.
  11. 11. 11 Prospecting Effectiveness | Copyright 2014 Quantcast | Confidential Quantcast and Partner 3 have the lowest prospecting cost per converter, while driving the highest conversion rates. Despite running mostly prospecting impressions, Partner 1 is not effective in prospecting Prospecting impression volume Prospecting cost per converter $70 $60 $50 $40 $30 $20 $10 $0 0.140% 0.120% 0.100% 0.080% 0.060% 0.040% 0.020% 0.000% Prospecting conversion rate
  12. 12. 12 Retargeting Effectiveness | Copyright 2014 Quantcast | Confidential Partner 5 is the most effective retargeting partner. Quantcast has the lowest cost per retargeted converter. Despite running high volume of retargeting impressions, Partner 2 is not retargeting $3.50 $3.00 $2.50 $2.00 $1.50 $1.00 $0.50 $0.00 effectively. 2.00% 1.80% 1.60% 1.40% 1.20% 1.00% 0.80% 0.60% 0.40% 0.20% 0.00% Retargeting conversion rate Retargeting impression volume Retargeting cost per converter
  13. 13. 13 Last Touch and Split-Funnel CPA (Low CPA is Good) Average CPA Last Touch CPA Split Funnel CPA $60 $50 $40 $30 $20 $10 *CPA calculated assuming all partners on the same CPM rate | Copyright 2014 Quantcast | Confidential Quantcast becomes the best performing partner once their Prospecting performance is taken into account. Partner 6, who is doing mostly prospecting looks better once their prospecting contribution is credited with Split Funnel Attribution, but still does not match other partner’s performances. Results will change with correct CPM Rates $-
  14. 14. 14 Key Takeaways Split funnel attribution makes this all possible 1. Know your funnel metrics - what is actually happening 2. Understand your funnel dynamics – what you want to happen 3. Set the right incentives to maximize your desired results – influence the outcome | Copyright 2014 Quantcast | Confidential
  15. 15. 15 Questions? | Copyright 2014 Quantcast | Copyright 2014 Quantcas t | | C Coonnfifdideenntitaial l
  16. 16. 16 Thank you. | Copyright 2014 Quantcast | Copyright 2014 Quantcas t | | C Coonnfifdideenntitaial l 16

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