ICSF 2017

1. Proprietary + Confidential
The past

2. Proprietary + Confidential
The past

3. Proprietary + Confidential
The past

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The past

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Technology Changed Everything

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Technology Changed Everything

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Technology Changed Everything

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Technology Changed Everything

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10. Automation
machine learning
backed by

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So what
should you
do?

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So what
should you
do?
Audience

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So what
should you
do?
Audience
Right Message

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Dynamic Search Ads

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Dynamic Search Ads

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Dynamic Search Ads
1234 W. Elm Street

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Dynamic Search Ads
1234 W. Elm Street

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DSA is a very intuitive and
efficient tool… We’re able to
increase coverage of
searches while generating
the best ad copy and landing
page for a specific user.
“
Terry Slattery
President,
ForRent.com
”
26%
more
conversions

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So what
should you
do?
Audience
Right Message
Right Cost

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tCPA
Target CPA Automatically Bids Towards Critical
Signals
Chicago
Actively looking
Hoping to buy in next month
Chicago
Just bought a house
Likes to keeps tabs on local real estate
Target CPA = $10

21. Proprietary + Confidential
tCPA
Target CPA Automatically Bids Towards Critical
Signals
Chicago
Actively looking
Hoping to buy in next month
New York
Just bought a house
Likes to keeps tabs on local real estate
Target CPA = $10
$5.00 $0.25

22. Proprietary + Confidential
So what
should you
do?
Audience
Right Message
Right Cost
Right Measurement

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Dating app
STEP 1. STEP 2. STEP 3. STEP 4. END.
Journey of Getting Married
Go for a Coffee Date Start living together Propose! Conversion

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Marriage Credit Attribution Models
Dating app
1. 2. 3. 4. END.
Go for a Coffee Date Start living together Propose! Conversion
If you ask the Appx 1 0 0 0
If you ask the
proposer
x 1000
If you ask a
Data Scientist
x .3 x .2 x .2 x .3

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Data Driven Attribution (DDA) Finds What
Drives The Incremental Conversions
3%
conversion rate
For sale in Chicago
1% incremental impact
2%
conversion rate
West loop homes 3 bed west loop
West loop homes 3 bed west loop

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28%
Increase in
conversions
Data Driven Attribution with Target CPA Test Case Study
I Purplebricks
Think with Google Article

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Make sure
your house is
in order