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ClickZ Live NYC: Effective Multi-Channel Attribution Modeling in a Programmatic World
The document discusses effective multi-channel attribution modeling, emphasizing that 90% of display conversions occur via view-through rather than post-click. It highlights the importance of understanding data and audience, and argues for the relevance of view-through tracking despite common critiques. Key factors for successful attribution include inventory quality, creativity, and utilizing various programmatic sources.
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ClickZ Live NYC: Effective Multi-Channel Attribution Modeling in a Programmatic World
- 1. Effective Multi-Channel Attribution Modelingin a Programmatic World Prem Shah VP, Strategy Chango
- 2. The Post Click Challenge… 90%of all display conversions will take place from ‘view- through’ Only 10% from ‘post-click’ 90% 10%
- 3. GAIN INSIGHT and betterunderstand Your data & audience RAISE BRAND AWARENESS and widen the funnel PROSPECT and find new customers RETARGET AND CONVERT more of your existing customers Rise of Programmatic Calls for Different Approach
- 4. The Basics… Post-click vs. Post-impression(or view-through)
- 5.
- 6. Arguments AGAINST View-Through The wrongtracking window…
- 7.
- 8. Arguments FOR View-Through A nodto traditional advertising…
- 9. Arguments FOR View-Through The DNAof responders…
- 11.
- 12. We Know View- ThroughMatters 100% view-through 0% view-through But, the answer is somewhere between 0% and 100%...
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- 14. The PSA A/B SplitTest A. Client's Ad B. PSA Ad $10,000 Post- impression revenue $50,000 Post- impression revenue Calculate incremental revenue = 100 - PSA Ad Client's Ad = 100 - X 100 $10,000 $50,000 = 80% lift X 100 The measurement methodology…
- 15. View-Through Examples A large, well-knownbrand retailer… Prospecting for new customers 27% Site retargeting existing prospects 13% Site retargeting existing customers 8%
- 16. View-Through Examples A small, unknowntravel brand… Prospecting for new customers 93% Site retargeting existing prospects 70% Site retargeting existing customers 24%
- 17. What Are Marketers Considering? 60%of marketers use a combination of view and click-through
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- 19. #1: Inventory Quality Matters Ensuread clutter is removed…
- 20. #1: Inventory Quality Matters Understand correlationwith Viewability…
- 21. #2: Creative Matters Consider:Call to action, DCO, A/B testing
- 22. #3: Inventory Sources Programmatichas expanded to high engagement platforms and placements (FBX, Twitter and other native sources)
- 23.