Sis thu 0900 siddharth shah

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  • Gives me insight into how channels interact and perhaps which channels help other channels and which get helped by others.. However, it does not tell me what is the allocation of budgets that will maximize my performance across channels…
  • Sis thu 0900 siddharth shah

    1. 1. The future of attribution:moving past the last click<br />Dr. Siddharth Shah<br />Sr. Director, Business Analytics<br />1<br />
    2. 2. Introductions<br />About Efficient Frontier<br /><ul><li>Over $1 Billion+ in annual marketing spend under management across search, display and social media
    3. 3. 250 Leading marketers work with Efficient Frontier globally
    4. 4. 50 Full-time engineers, 40 Master’s degrees, 8 PhD’s, 7 patents pending</li></ul>About Me<br /><ul><li>Oversee performance management of all client campaigns at the company across all media
    5. 5. Former quant nerd: PhD in Biomedical imaging
    6. 6. Specialize in bad mathematical one-liners</li></li></ul><li>Don’t drink and derive. Alcohol and algebra don’t mix !<br />3<br />
    7. 7. How do we buy online ?<br />Click<br />Impression<br />Click<br />Creative FB 1<br />Creative Disp 1<br />-<br />“t shirt”<br />RMX<br />Facebook<br />Adx<br />-<br />Adwords<br />Time<br />Conversion<br />Impression<br />Creative Disp 2<br />Event<br />Channel<br />KW / Creative<br />On average there are 4-6 touch-points across digital marketing before conversion.<br />
    8. 8. 5<br />PROBLEM WITH “LAST CLICK”<br />DIRECT<br />$10,000<br />INDIRECT<br />$20,000<br />
    9. 9. The keys to attribution<br />
    10. 10. Cross channel tracking: VALUE DISTRIBUTION ACROSS TOUCHPOINTS<br />NaturalSearch<br />DisplayView<br />Conversion<br />Facebook<br />PaidSearch<br />PaidSearch<br />0.2<br />0.2<br />0.2<br />0.2<br />0.2<br />1<br />
    11. 11. Multi channel ATTRIBUTION: ALTERNATIVE MODELS<br /><ul><li>Changing attribution will impact channel budget allocation.
    12. 12. Understand the impact before you make the change.</li></ul>8<br />
    13. 13. CROSS CHANNEL OPTIMIZATION:<br />THE VISION<br />$<br />Facebook<br />BiddableDisplay<br />$<br />Budget<br />Bids<br />Budget: $$$$$$$<br />Multiple Goals:(1) Max Revenue<br />(2) >10,000 Leads<br />“Dynamically model all cross-channel interaction effects and apply optimization algorithms to determine the correct media mix.”<br />$$<br /> SEM<br />$$$$<br /> TV<br />Cross Channel Modeling<br />
    14. 14. CROSS CHANNEL OPTIMIZATION<br />ALL ONLINE CHANNELS<br />Total Marketing Budget: $12,000<br />10<br />
    15. 15. CROSS CHANNEL OPTIMIZATION<br />TV + SEARCH<br />Collect SEM and TV data<br />Determine Revenue attribution for the multi-point multi-channel funnel <br />Build TV Models<br />Build SEM models<br />Cross Channel Optimization using portfolio theory<br />Cross-channel Efficient Frontier<br />Objective:<br />Given an overall budget, find the best way to bid across search and TV to get the maximum return for the advertising dollar. <br />
    16. 16. CROSS CHANNEL OPTIMIZATION<br />PRESS + SEARCH<br />Typically 6-7 weeks of improved performance on Search due to TV and press advertising campaigns<br />
    17. 17. CONCLUSIONS<br />First pre-requisite: Work through tracking to unify data for analysis.<br />Attribution is a partial solution.<br />Attribution + Algorithmic Optimization is the solution for answering the media mix question<br /> Still a young field with tons of potential !<br />13<br />

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