Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Comparing Attribution Solutions - BENCHMARK BY EBG - BARCELONA 2018

69 views

Published on

More info on ebg.net/barcelona2018

Published in: Business
  • Be the first to comment

  • Be the first to like this

Comparing Attribution Solutions - BENCHMARK BY EBG - BARCELONA 2018

  1. 1. # MEDIA ATTRIBUTION
  2. 2. digitbench18WIFI digitbench18 # SPEAKERS HATIM BELYASMINE Data Marketing & Science Specialist JULIEN LECHAT Director e- Acquisitions MAXIME MORELLI E-Commerce Manager JEAN MENEVEAU Partner
  3. 3. digitbench18WIFI digitbench18 # WHAT IS … MEDIA ATTRIBUTION
  4. 4. digitbench18WIFI digitbench18 # WITHOUT ATTRIBUTION MODEL WITH ATTRIBUTION MODEL LAST CLICK A MULTI-TOUCH MODEL ENGAGEMENT AND CONVERSION ARE A 100% ATTRIBUTED TO THE LAST CLICK (ex : SEM) EFFECTIVENESS OF ALL MARKETING CHANNELS IS MEASURED AND TAKEN INTO ACCOUNT VS … THROUGH A QUANTIFICATION OF EACH TOUCHPOINT INFLUENCE ATTRIBUTION ANALYSIS TO OPTIMIZE MEDIA STRATEGIES AND EXPENDITURES
  5. 5. digitbench18WIFI digitbench18 # MARKET TRENDS
  6. 6. digitbench18WIFI digitbench18 # THE RISE OF PURE PLAYERS SPECIALISTS, FULLY FOCUSED ON COOKIELESS ENVIRONMENTS TV Attribution Mobile apps Attribution Impacts on mobile apps downloads Impacts on-site trafic and conversions Mobile Ad MARKET TREND 1
  7. 7. digitbench18WIFI digitbench18 # THE ABILITY OF TURNING TV AD AUDIENCES INTO DIGITAL 1ST PARTY DATA TV ATTRIBUTION SPECIALISTS ENABLE CROSS-DEVICE TARGETING STRATEGIES TV ADS Identification of visitors coming from TV campaigns Digital TV audiences are sent to marketing and media partners on retargeting purposes 1 2 MARKET TREND 1
  8. 8. digitbench18WIFI digitbench18 # CRM ON-BOARDERS MATCH USERS ID ACCROSS CHANNELS AND DEVICES TOWARDS A UNIFIED VISION OF THE CUSTOMER ONLINE JOURNEY From devices siloes… … to cross-device view MARKET TREND 2
  9. 9. digitbench18WIFI digitbench18 # USING PANELS TO EVALUATE CAMPAIGNS IMPACT ON OFFLINE STORES THE NEXT BIG THING: OFFLINE STORES ATTRIBUTION Identification of targeted audiences offline purchases Panels MARKET TREND 2
  10. 10. digitbench18WIFI digitbench18 # BENCHMARK
  11. 11. digitbench18WIFI digitbench18 # TRACKING TV & APPS CAMPAIGNS: “NICHE” FEATURES > Channels, devices, number of touchpoints before conversion… > Impressions, clicks, visibility, media ad expenditures… > Audience, visits, engagement, conversions… > Event, post-imp/click, channels, devices, geography… > standard models, cross-device… > Cross-channel modelling, offline campaign impacts… > Data viz, extracts, scheduled reports… > Campaigns, channels… Marketcoverage > Duration between expositions and conversions, simulations, optimizations… Online site Performance Offline tracking / segmentation Data viz Online Tracking Online media Performance Online Segmentation Online Attribution modelling Offline Attribution modelling Online Insight Commodity Specific Niche
  12. 12. digitbench18WIFI digitbench18 # … COVERED BY PURE PLAYERS, AND TRADITIONAL DATA MARKETING SOLUTIONS THAT LASTLY ADDED ATTRIBUTION FUNCTIONALITIES TO THEIR STACK A NEED OF SHARP TRACKING FEATURES TMS DMP Activation platfoms Analytics PURE PLAYERS DATA MARKETING SOLUTIONS Specialists Generic
  13. 13. digitbench18WIFI digitbench18 # Generic Pure players Mostly focused on advanced attribution features TV/mobile Pure players Complementary to other solutions Analytics Mostly click centric models except for solutions that combine TMS features DMP As combined with activation features, attribution helps evaluate audiences and campaigns performances Activation Mostly ad centric focused solutions, in which attribution features help to evaluate campaigns performances TMS Collect all digital footprints whether adcentric or site centric ALL IN ONE BEST OF BREED FUNCTIONS Maturity EACH ATTRIBUTION SOLUTION LEVERAGES ITS CORE ACTIVITY
  14. 14. digitbench18WIFI digitbench18 # PANEL DISCUSSION
  15. 15. digitbench18WIFI digitbench18 # PRESENTATION OF THE PANELISTS HATIM BELYASMINE Data Marketing & Science Specialist JULIEN LECHAT Director e- Acquisitions MAXIME MORELLI E-Commerce Manager
  16. 16. What goals and needs lead to the implementation of an attribution solution?
  17. 17. Which attribution models were chosen? Why?
  18. 18. Feedback on your attribution solution? How was it positioned in your digital ecosystem?
  19. 19. What kind of achievement? Examples of media optimization and performance uplift?
  20. 20. QUESTIONS?
  21. 21. digitbench18WIFI digitbench18 # CONTACT JEAN MENEVEAU Partner meneveau@colombus-consulting.com +33 6 50 73 60 99
  22. 22. # THANK YOU FOR YOUR ATTENTION

×