Attribution & Creative Analytics - Steve Latham, Flashtalking Analytics. If you would like a copy of this presentation, please email your contact at Flashtalking.

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25% 15% 30% 15% 15%
Keys to Successful Attribution
Steve Latham, Head of Analytics
May 2017

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The customer journey is increasingly complex
Fractional Attribution
…Highlighting the need for accurate attribution

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The problem with “old” attribution
Last-touch (100%)
• Penalizes upper funnel ads
• Rewards low-funnel ads
• Encourages bad behavior (cookie bombing)
Even weighted
• Gives credit to every ad – regardless of impact
• Penalizes quality ads and rewards cookie bombing
First touch (100%)
• Rewards ads that may not have been noticed
• Penalizes middle and lower funnel
Time Decay
• Rewards most recent ads – regardless of impact
• Penalizes upper funnel ads
Display Imp: #1
Paid
Visit
#1
Display Imp: #4 Display Imp: #3
Display Imp: #2
Paid
Visit
#2
Non-
Paid
Visit
Display Imp: #5 Conversion

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Bad attribution can do more harm than good
Fractional Attribution
30-50% of
Last-Touch
Signals are
WRONG

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Solution: algorithmic fractional attribution
Approach
• Unify customer journey (across platforms)
• Use validated, machine learning models to measure
contribution of each touchpoint
• Allocate fractional credit to each channel, placement,
creative and keyword
• Use those insights to optimize spend
Benefits:
• Accurate insights: cross-channel / full-funnel
• Transparency + confidence
• Higher returns from digital media
Display Imp: #1
Paid
Visit
#1
Display Imp: #4 Display Imp: #3
Display Imp: #2
Paid
Visit
#2
Non-
Paid
Visit
Display Imp: #5 Conversion

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5 Keys to Successful Attribution
FRACTIONAL ATTRIBUTION
1. Unified data
2. Validated models
3. Intuitive reporting
4. Actionable recommendations
5. Ecosystem friendly

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Requirement #1: Comprehensive, unified data
FRACTIONAL ATTRIBUTION
Desktop
Impression
CONVERSION PATH ASSEMBLY
Non-Paid
Click
Conversion
Desktop Click
In-App
Impression
Desktop
Impression
In-App
Impression
Mobile Web
Impression
In-App
Impression
VISUALIZATION
DATA INPUTS
In-App Ads
Desktop Ads
Mobile Ads
Conversions
AD SERVER
ALGORITHMIC
MODELING
No redundant tagging.
No discrepancies.
Better data.
Better insights.

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Requirement #2: Validated Models
FRACTIONAL ATTRIBUTION
Split the data into two representative groups: Training and Holdout
Run model(s) against the Training group
Validate the outputs against a holdout group to determine the predictive accuracy
Machine Learning Validation
Models must be validated. Validate predictions against a holdout group

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Requirement #3: Intuitive reporting
FRACTIONAL ATTRIBUTION

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Requirement #4: Actionable recommendations
FRACTIONAL ATTRIBUTION

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Fractional Attribution
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FRACTIONAL ATTRIBUTION
Dynamic Ad Serving
Cookieless tracking
Delivery
Programmatic
Creative
Data and Reporting
Standard Ad Serving
Verification & Fraud
Cross-Device
Offline Sales
DMP Segments
Requirement #5: Ecosystem friendly (frictionless)

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…For those who thought Data and Creativity
could not co-exist…

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Introducing Creative Analytics
Problem: traditional metrics are flawed
• Click-through rates are misleading
• Last-touch favors low funnel (penalizes upper funnel)
• Bias exists among placements and audiences
Solution: Creative Analytics
• Remove underperforming placements
• Cluster Users based on behavior
• Analyze Creatives within each Cluster
using algorithmic models

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Inside Creative Analytics
1. Remove underperforming placements via attribution modeling
2. Cluster Users based on complexity and conversion probability (via Entropy and Turbulence modeling)
3. Analyze creatives within each cluster and Index based on probability of converting
Data Driven approach to measuring creative performance

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Creative Case Study: Fortune 500 Bank
Last-touch: Dynamic ads had 15% higher CPA than Control (Static) group
With Creative Analytics we discovered:
• Dynamic outperformed by 40% (25% lower CPA)
• 38% of Control converters were exposed to Dynamic
Dynamic ads outperformed
Control group on each site

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In Closing…
Multi-touch attribution is no longer a luxury – it’s a necessity
Benefits
• Better insights
• Superior performance
• Less friction
• Higher ROE: Return On Effort
Keys to Success
• Unified data
• Validated models
• Intuitive reporting
• Actionable recommendations
• Ecosystem friendly