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Kliková vs. impresní atribuce (Pavel Šíma)

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Jak nastavit impresní atribuci a jaké jsou její hlavní problémy? Jaké rozdíly ve výsledcích impresní atribuce dává (včetně ukázky klientských dat)? Kdo umí impresní atribuci nabídnout? A co na to všechno Facebook?

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Kliková vs. impresní atribuce (Pavel Šíma)

  1. 1. Impression vs. click based attribution. Do I really need it? And how do I get it? Data Restart Prague, 5 April 2018 Adform impression DoubleClick impression DoubleClick impression Facebook click AdWords click Criteo impression Conversion
  2. 2. #1 DDA provider in CEE expanding to UK
  3. 3. Roivenue Agency partners and clients
  4. 4. See the Entire Picture With Roivenue’s data integration and data-driven attribution models, you’ll see the entire customer journey in detail. Tie marketing performance to revenue and profits, calculate CLV, and get more out of your marketing investment.
  5. 5. of online ads are never clicked on
  6. 6. From Last click to Impression based ATT |The whole path Adform impression DoubleClick impression DoubleClick impression Facebook click AdWords click Criteo impression Conversion
  7. 7. From Last click to Impression based ATT |Last click Attribution |The whole path | Linear Attribution |Data-driven Click based ATT |Data-driven Impression based ATT Adform impression DoubleClick impression DoubleClick impression Facebook click AdWords click Criteo impression Conversion 100% 50%50% 46%54% 5% 3% 3% 47% 36% 4%
  8. 8. bit.ly/ roivenue-att
  9. 9. The impact of impression based ATT All display campaigns were performing significantly better if you compare any data-driven attribution model with Last Click. Their sum of conversions went up from 2 under Last Click to 138–141 under DDA impression based models.
  10. 10. That‘s a 7,000 % DIFFERENCE between Last Click and DDA
  11. 11. Another client, another example 3Click-based DDA (Makrov Chains) 0Last click 189Impression-based DDA (Markov Chains)
  12. 12. What you gonna need in general? ✅ Meaningful ad spend on display and/or video (around 5–10 % of your overall digital budget at minimum) ✅ DDA ATT vendor or a strong measurement partner ✅ Post GDPR – users‘ consent
  13. 13. What you gonna need in particular? DSPs ✅ Independent measurement ✅ White-listed account ✅ Your own infrastructure to save the logs in real time + ✅ Raw impression data FacebookDirect buys
  14. 14. DSPs
  15. 15. DSPs Direct buys
  16. 16. DSPs FacebookDirect buys
  17. 17. DSPs FacebookDirect buys
  18. 18. Who does Impression based DDA?
  19. 19. Who does Impression based DDA? The full scorecard: www.roivenue.com/attribution- scorecard-2018 Or write us at hello@roivenue.com

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