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Kliková vs. impresní atribuce (Pavel Šíma)
The document discusses the advantages of impression-based attribution over click-based attribution, highlighting significant performance improvements in online campaigns. It emphasizes the need for meaningful ad spend, a data-driven attribution vendor, and post-GDPR user consent to implement this model effectively. Various examples illustrate the substantial increases in conversion rates achieved through impression-based models compared to last-click attribution.
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Kliková vs. impresní atribuce (Pavel Šíma)
- 1. Impression vs. clickbased 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
- 3. #1 DDA providerin CEE expanding to UK
- 4. Roivenue Agency partnersand clients
- 5. See the EntirePicture 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.
- 6. of online adsare never clicked on
- 7. From Last clickto Impression based ATT |The whole path Adform impression DoubleClick impression DoubleClick impression Facebook click AdWords click Criteo impression Conversion
- 8. From Last clickto 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%
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- 10. The impact ofimpression 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.
- 11. That‘s a 7,000 % DIFFERENCE betweenLast Click and DDA
- 12. Another client, anotherexample 3Click-based DDA (Makrov Chains) 0Last click 189Impression-based DDA (Markov Chains)
- 14. What you gonnaneed 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
- 15. What you gonnaneed in particular? DSPs ✅ Independent measurement ✅ White-listed account ✅ Your own infrastructure to save the logs in real time + ✅ Raw impression data FacebookDirect buys
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- 23. Who does Impression based DDA? The fullscorecard: www.roivenue.com/attribution- scorecard-2018 Or write us at hello@roivenue.com