Search and Performance Insider Summit, Deer Valley, UT, Dec. 13, 2019 - 08:15 AM: Why Your Competitors Hope You Stay On Last-ClickLearn about the ways last-click attribution biases your media mix and creates opportunities for your competitors. We'll also walk through some actionable steps you can take to make sure you're taking advantage of these opportunities for your business, instead of being the ones taken advantage of.Presenter: Joseph Yakuel,Founder & CEO,Agency WithinJoseph is the founder & CEO of Agency Within, a full service digital marketing agency managing budgets over $500MM. Joseph founded the agency in 2015, which has since grown to 100 employees and works with clients such as Nike, Shake Shack & Spanx. Joseph was previously the Senior Director of Digital Marketing and CRM at the Vitamin Shoppe, responsible for customer acquisition & retention for the $100MM+ e-commerce business and 700+ retail stores with revenue approaching $1B. Prior to joining Vitamin Shoppe, Joseph managed digital marketing for Quidsi (an Amazon company), includingDiapers.com,Soap.com,Wag.comand their other family brands with over $500MM in revenue. Joseph received his MBA from NYU’s Stern School of Business, specializing in digital marketing, entrepreneurship, innovation and business analytics.

1. Why Your Competitors Hope You Stay on
Last-Click
Presented by Joe Yakuel, CEO of Agency Within

2. Enterprise Brands We Optimize
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3. OUR AGENDA
01 02 03
HOW WE HELP OUR
CLIENTS TAKE
ADVANTAGE
WHY LAST CLICK
ATTRIBUTION BIASES
YOUR MEDIA MIX
THE RESULTS: MORE
PROFIT $$$
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4. ATTRIBUTION IS HARD!
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5. LAST CLICK IS
EASY…
BUT VERY FLAWED
PROS
De-duplication of marketing channels
✚
Simple & easy to understand
✚
Provides a performance KPI for each
channel
CONS
No credit for view through or cross device
activity
✚
Bias to short time lag / intent driven channels
✚
Upper funnel channels do not have a chance
to prove value & scale
✚
Forces inefficient budget allocation decisions
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6. DOES IT REALLY MAKE A DIFFERENCE?
Performance will look very different
depending on which “source of truth”
you use:
▪ On average, revenue attributed to
Facebook ads is reported 5X higher in
Facebook than according to Google
Analytics
▪ GA loses visibility into view-through
conversions, as well as cross-device
activity
Before you can adjust your media mix to
make more money, you need to
accurately gauge platform performance
✚
✚
SALES@AGENCYWITHIN.COM
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7. ESTABLISH CROSS-CHANNEL ATTRIBUTION
PROPER AUDIENCE
SEGMENTATION
Separate incoming users in all
channels into like buckets
COMPARE
PERFORMANCE
ACROSS CHANNELS
Analyze return from like
buckets in different channels
FIND APPROPRIATE
LOOKBACK WINDOWS
By audience, device, channel
and interaction (view vs. click)
ALLOCATE BUDGET
ACCORDINGLY!
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8. Channel Mix Shifts
Revenue Increased by 587% YoY in
Q4 with spend increasing by 44%
Shift in Media Spend by Device
CHANGES IN MEDIA MIX
Revenue from mobile devices increased
588% after making this change.
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9. Revenue from mobile
devices increased
33% YoY after
adopting this strategy
Customers acquired
from social channels
increased 28% while
CPA dropped 27% YoY
Shift in Media Spend by DeviceChannel Mix Shifts
CHANGES IN MEDIA MIX
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10. Customers acquired
from social
increased 37% while
improving channel
ROI by 7%
Revenue from
mobile devices
increased 31%
after adopting
this strategy
Shift in Media
Spend by Device
Channel
Mix Shifts
CHANGES IN MEDIA MIX
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11. Marginal Bidding > Average Bidding
Campaign A Campaign B
$1 $15
$2 $16
$3 $17
$4 $20
$5 $22
$6 $22
$7 $24
$12 $25
$25 $26
$35 $34
Campaign A Campaign B
$1 $15
$2 $16
$3 $17
$4 $20
$5 $22
$6 $22
$7 $24
$12 $25
$25 $26
$35 $34
Campaign Cost Conversio
n
CPA Revenue Profit
A $176 11 $16 $440 $264
B $48 3 $16 $120 $72
Total $224 14 $16 $560 $336
Campaign cost Conversion CPA Revenue Profit
A $63 8 $7.88 $320 $257
B $161 8 $20.13 $320 $159
Total $224 16 $16 $640 $416

12. Average Marginal
Acquired customer Unacquired customer Profit difference
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13. ROAS
Return On Advertising Spend
57% increase in
revenue on 17%
increase in ROAS
84% increase in
revenue on 39%
increase in ROAS
YouTube Facebook
Results
Display retargeting decreases as a portion of portfolio by 44%
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14. KEY TAKEAWAYS
02
This encourages
misallocation of budget and
creates arbitrage
opportunities for your
competitors
Using last click attribution
under-values upper funnel
channels
With proper audience
segmentation and lookback
windows, you can
accurately value your
channel/audience
combinations
01
Re-allocation of budget
based on incrementality
results in significant
increases in ROI.
0403
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15. The massive shift to visual communication
The monumental shift in the way we communicate has
placed a higher premium on creative than ever before.
-Best practices are
changing on a daily
basis
-Formats are in
constant flux
-Survival means
capturing attention
while still building a
consistent brand
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16. There’s only value. You either create it or you don’t. By collapsing
brand awareness and direct-response into the same objective,
companies create opportunity for rapid growth in the short term
and strengthen their brand to create lifetime value.
Traditional companies treat performance and branding as mutually
exclusive objectives.
Mobile and paid social have leveled the playing field making:
every touchpoint a performance + branding opportunity
There is no funnel
anymore
$
Brand
awareness, creativity,
audience
Performance
action, data, shopper
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17. Always On: Iterative Learning
Data frames the problem. Creative solves the problem.
Everything we do is informed by data and rigorous testing to find what
works, but more importantly what doesn’t.
We continuously monitor performance during campaign cycles to inform
real time creative changes.
Our Process
1
Rapid Concepting
& Prototyping
Test & Learn Repeat
01 02 03
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18. Volume of curated options to build performance
creative at scale.
● Instead of shooting one idea or concept, shoot
volume to construct multiple iterations in post.
● Test multiple variations of the same content in order
to identify the best performing ad set.
● Repeat the process at scale in-order to drive
monetization through performance-based video.
Modular Content
Creation

19. The new narrative:
Telling stories in 12 sec or less.
Then: Now:
Story arcs Visual concepts
Single aspect
ratio to consider
(wide/TV)
Framing must be
used as a device
(square/vert/mobile)
Static production
process
focussed on one
sequence
Fluid process
designed for
multiple variations
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20. Performance and brand
aren’t mutually exclusive
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21. Creating for the speed of feed
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22. In-feed Landing Page
-Tell a more cohesive &
in-depth product story
-Establish brand while
pushing for conversion
-Built for mobile
-Test more, learn more,
win more
Creating a seamless journey from in-feed
to cart using landing page experiences.
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23. In-feed
Landing Page
Another example seamless journey from in-feed
to cart using landing page experiences.
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25. THANK YOU
CONTACT
(844) 494 8446
sales@agencywithin.com
www.agencywithin.com
43-01 22nd St, Suite 503
Long Island City, NY 10001