Attribution Accelerator NYC Equifax Innovation in Attribution
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This document discusses three frontiers of innovation in attribution: 1) expanding purchase path and identity management, 2) improving modeling and credit allocation techniques, and 3) taking action based on insights. It focuses on Equifax's ability to track individuals across channels and devices to better attribute touchpoints. Advanced modeling like hidden Markov models is highlighted as most effective for understanding consumer journeys. The value of Equifax's financial data for segmentation and targeting high ROI audiences is also emphasized.
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Attribution Accelerator NYC Equifax Innovation in Attribution
- 1. © Equifax, Inc,, Atlanta GA. All Rights Reserved 1 INNOVATION IN ATTRIBUTION The Three Frontiers Christian Bartens Marketing Measurement Leader, Equifax
- 2. Confidential and Proprietary Three Frontiers of Innovation in Attribution 1. Purchase Path & Identity Management Making it longer to cover more channels and touchpoints 2. Modelling & Credit Allocation Doing it right and giving credit where credit is due 3. Taking Action Simplification/automation to enable more stakeholders
- 3. © Equifax, Inc,, Atlanta GA. All Rights Reserved PURCHASE PATH & IDENTITY Making it looooooooooooonger
- 4. Confidential and Proprietary4 People-Based Measurement + Attribution People Aware People Converted People Retained People Engaged Source: McKinsey
- 5. Confidential and Proprietary5 People-Based Measurement + Attribution People Aware People Converted […] People Retained People Engaged Traditional Media Digital Media In-Store Research Online Sales Retail, Call Center Sales Digital TV, Radio Phone Calls Devices Direct Mail Social
- 6. Confidential and Proprietary GFK MRISocial Direct Mail In-Store Research, Location Phone Calls Facebook Digital TV Ads Online Sales Retail, Call Centre Sales Digital Media Traditional Media Investment, Spend Ads, Content Devices People Households Return, Revenue Equifax Segments, Data 6 Equifax Excels at ID Management & Matching
- 7. Confidential and Proprietary7 People-Based Measurement Match Rates TransactionsTouchpoints
- 8. Confidential and Proprietary8 So What? Channel Campaign Sales Revenue ROI A 1 100 $100 100% B 2 200 $200 200% A 1 150 $150 150% B 2 150 $150 150% C 3 200 $200 200% Total 500 $500 150%
- 9. © Equifax, Inc,, Atlanta GA. All Rights Reserved MODELLING & CREDIT Yes, accuracy bl**dy matters
- 10. Confidential and Proprietary10 The Modelling Approach Matters, A Lot Hidden Markov Modell (HMM) proven to be most effective § Uses visible events to approximate hidden customer journey stages § Understands and can report on how prospect moves through stages § Does not make unrealistic assumptions on (linear) consumer habits § Does not overvalue touchpoints just for being present in the path § Accounts for display ad-viewability and ad-fraud automatically
- 11. Confidential and Proprietary EQUIFAX FINANCIAL DATA WE KNOW HOW MUCH MONEY YOU HAVE WE KNOW HOW MUCH MONEY YOU MAKE WE KNOW HOW MUCH MONEY YOU OWE Actual vs Estimated Customer Value WE KNOW HOW MUCH YOU CAN (REALLY) AFFORD
- 12. Confidential and Proprietary12 So What? Channel Campaign Segment Sales Revenue ROI A 1 150 $150 150% A 1 150 $150 150% B 2 200 $200 200% A 1 Equifax X 150 $200 200% A 1 Equifax Y 150 $100 100% B 2 Equifax Z 200 $100 100% Total 500 $400 150%
- 13. © Equifax, Inc,, Atlanta GA. All Rights Reserved TAKING ACTION No action no renewal
- 14. Confidential and Proprietary GFK MRISocial Direct Mail In-Store Research, Location Phone Calls Facebook Digital TV Ads Online Sales Retail, Call Centre Sales Digital Media Traditional Media Ads, Content Devices People Households Return, Revenue ROI by Equifax Segment 14 Closing The Loop With Equifax Segments Target Equifax Segments
- 15. Confidential and Proprietary15 Target Equifax Segments With High ROI Traditional Direct Digital + In real-time on your website/apps […]
- 16. Confidential and Proprietary16 So What? Channel Campaign Segment Sales Revenue ROI A 1 Equifax X 150 $200 200% A 1 Equifax Y 150 $100 100% B 2 Equifax Z 200 $100 100% A 1 Equifax X 150 $200 200% B 2 Equifax X 150 $150 150% C 3 Equifax X 200 $150 150% Total 500 $500 175%