In this webinar, Zeta’s own GVP, Analytics & Data Science, Pavan Korada and GVP, Audience Activation Solutions, Lewis Steckler engage in a detailed discussion around the evolution of attribution and how true deterministic measurement can solve these all-to-common marketing challenges: What is the true impact of channels layered on top of one another? and What is the optimal mix of media spend?

1. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com
What You Need to Know to Keep Up
With Market Changes
and Drive Positive Outcomes
Deterministic
Measurement
& Attribution
April 2019

2. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com 22019 Zeta Global Proprietary & Confidential
+ Attribution in 2019
+ Approaches in market today
+ What is working and what is not
+ Emerging attribution trends
+ Q&A
What We Will Cover Today
2019 Zeta Global · Proprietary & Confidential 2

3. Lewis Steckler
Group Vice President,
Audience Activation Solutions
New York, NY
Pavan Korada
Group Vice President,
Analytics & Data Science
San Francisco, CA
Introductions
32019 Zeta Global · Proprietary & Confidential

4. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com
42018 Zeta Global Proprietary & Confidential
v
1,250 employees
+ 500+ engineers
+ 60+ data scientists
+ 75+ AI experts
+ 50 strategic and analytic experts
+ 40 sales consultants
+ 21 marketing and sales support
700+ Global Clients across key verticals
+ Retail
+ Financial
+ Auto & Insurance
+ Media & entertainment
+ Healthcare
Zeta is a data-driven marketing technology
company that uses proprietary data, advanced
analytics and artificial intelligence to help
leading brands acquire, retain & grow customer
relationships
New York City HQ
Boston, Hyderabad, London,
Nashville, San Francisco
4

5. EFFORTLESS, REAL-TIME, PEOPLE-BASED
CONNECTIONS that ACCELERATE BUSINESS
RESULTS to drive value for people and value
for brands...
52019 Zeta Global · Proprietary & Confidential

6. We ingest, synthesize,
score and activate identity-
level data to respond to
consumer signals in real
time across channels at
every touchpoint.
People-based
Data Data
Cloud
AI-powered
Technology
62019 Zeta Global · Proprietary & Confidential
Data Cloud

7. CONNECTIVITY
Activate that Understanding
Through personalized
marketing curriculum to
deliver 1:1, at scale to
increase lifetime value
Zeta’s
Differentiating
Asset:
The Data Cloud
72019 Zeta Global · Proprietary & Confidential

8. What is attribution in 2019?

9. Advertisers today face two key
attribution questions:
1. What is the true impact of
channels layered on top of one
another?
2. What is the optimal mix of media
spend?
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10. Marketers Need Cross Channel Activation
and Measurement
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11. Improving Response Attribution is a Top
Priority for Marketers in 2019
112019 Zeta Global · Proprietary & Confidential
31% 30% 29% 29% 27% 26% 25% 24% 23% 23%
0%
5%
10%
15%
20%
25%
30%
35%
Utilize real-time
data
Improving response
attribution
Improving
segmentation and
targeting
Greater use of
analytics in order to
optimize our
communications
Centralizing our
customer data and
making it actionable
Increase relevancy
of direct
communications
through the use of
dynamic content
Improve frequency
control (e.g. number
of messages
customers receive)
Improve email inbox
delivery of our
messages
Improve
transactional email
messaging
capabilities (e.g.
creative, reliability,
measurement,
improve up-sell
capabilities)
Integrating into
advertising channels
(e.g. display,
retargeting, etc.)
Question Asked: What are your top five priorities for improving the ROI of your email marketing campaigns in 2019?
Source: The Relevancy Group Executive Marketer Survey n=360 2/19 U.S. only

12. Vast Majority of Marketers Fail to Tie Offline
Conversions to Email Campaigns
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31%
36% 35%
29%
18%
30%
24%
18%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Consumer
Products
Education Financial
Services
Manufacturing Media/
Publishing
Retail/
eCommerce
Tech/ High-
Tech
Travel &
Hospitality
Question Asked: From the following list please select the statements that represent how your marketing organization operates. We practice marketing
response attribution to ensure that offline response is attributed back. Source: The Relevancy Group Executive Marketer Survey n=360 2/19 U.S. only

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1. Not take all channels into account.
2. Not take audience into account
sufficiently.
3. Not be experimentally sound.
4. Not be sufficiently actionable.
Industry standard measures are
flawed.
Existing attribution solutions
often can:

14. What are traditional
approaches tried in market?

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CTR- click-through rate
Pros: Always On/Proxy for Engagement
Cons: Few people click; clickers rarely buy;
most clicks accidental/fraudulent; easily
gamed
Last Click – last ad clicked
Pros: Measures productive clicks only; difficult to
game; can be linked to ROI
Cons: Ads building awareness/ intent given no
credit; conversion unclear
1 3
2 4
View Through – last ad viewed before
outcome
Pros: Credits views not clicked
Cons: ads don't have to influence consumers;
quality of media/placement have little impact;
easily gamed; overvalues retargeting
Algorithmic- computer assigns credit
for outcomes
Pros: Can overcome limitations
Cons: Confuses correlation for causation;
requires measuring all users/channels;
No industry standard; difficult to work

16. Attribution Methods
Accurate & transparent measurement is a competitive advantage for brands
162019 Zeta Global · Proprietary & Confidential
+ Deterministic lift analysis directly
quantifies ROI and is unbiased by other
media
+ Front-end metrics (CTR) are not strongly
correlated with conversion
+ Overly conservative methods (last-click)
disincentivize scaling media and inhibit
growth
+ Inaccurate methods (view-through)
waste media dollars
+ Black box models can be gamed by
media providers
+ Online-only methods omit critical offline
media & conversion data
Misleading Accurate
BlackBoxTransparent
Deterministic Lift Analysis
Click-through Rate
Last-Click
Weighted Attribution
Algorithmic Attribution
Last Impression

17. Only 15% of Marketers Across Business Verticals
Measure Lift v. Control
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13%
15%
20%
13% 13%
27%
13%
19%
0%
5%
10%
15%
20%
25%
30%
Consumer Products Education Financial Services Manufacturing Media/ Publishing Retail/ eCommerce Tech/ High-Tech Travel & Hospitality
Question Asked: Please select the statement or statements that best describe the email marketing tactics that you regularly utilize? Measure lift vs. control.
Source: The Relevancy Group Executive Marketer Survey n=360 2/19 U.S. only

18. The Attribution
Difference
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Heart of deterministic media mix modeling
appraoch
Incremental measurement1
2
3
Controlled Experimentation
Non-cookie based to accurately
quantify true audience ROI
Person-level identifiers
Quantifies the true impact of
campaigns in a biased-free manner

19. 2019 Zeta Global · Proprietary & Confidential
Zeta will calculate the true ROI of media campaigns utilizing a deterministic match-back of targeted
email records, display and social impressions with a Marketer’s new customer records (PII)
Key Features
+ People-Based, 100% Deterministic
+ All results determined at the
individual level using PII based on
your data (email address or postal
address as identifier)
+ Hashed individual level data can be
shared with advertiser for internal
analysis
✘ DSPs & DMPs do not offer
integrated measurement
✘ Identity Management & Attribution
Vendors can’t effectively apply
anonymous insights to addressable,
omni-channel activation
Deterministic Sales Lift Framework

20. What is an example of
causal attribution?

21. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com
+ Conversion around brand KPIs
+ Split into TRT and CTR
+ Split TRT into equal budget groups
+ Run channel-specific campaigns with
similar creatives and messaging for a
specific period of time
+ Calculate lift in conversion
and brand KPIs
+ Normalize incrementality measurements
for KPIs of interest to calculate optimal
channel mix
Steps to determine
the right media mix
212019 Zeta Global · Proprietary & Confidential
Channel Incremental Lift Recommended Media
on Conversion Metric Allocation %
Email 8% [8]/[8+4+1+7+1] = 38.0%
Social 4% [4]/[8+4+1+7+1] = 19.0%
Display 1% [1]/[8+4+1+7+1] = 4.7%
DM 7% [7]/[8+4+1+7+1] = 33.3%
TV 1% [1]/[8+4+1+7+1] = 4.7%

22. Applications of
Deterministic
Measurement at
Zeta Global
Case Study
22
2019 Zeta Global · Proprietary & Confidential

23. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com
Case Study
Ridesharing Advertiser
232019 Zeta Global · Proprietary & Confidential
Challenge
+ Help a leading ride sharing company quantify
true impact of Zeta campaigns internally.
Background
+ Advertiser's media optimization teams wanted to
understand true impact of Zeta campaigns.
Solution
+ Zeta devised a test and control experimentation
framework. At the end of the campaign quantified
the difference in conversion rates between TRT
and CTR groups was 67%. Zeta was able to
increase the size of its campaigns even more, by
drawing spend from other channels.

24. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com
Case Study
Life Insurer
242019 Zeta Global · Proprietary & Confidential
Challenge
+ Help a prominent life insurance advertiser execute
multi-channel campaign and quantify the impact
of channel layering.
Background
+ Insurer was looking to generate leads via a multi-
channel campaign and was also interested in
understanding the impact of channel sequencing
and layering.
Solution
+ Zeta was able to quantify the true impact of
channel layering. Found that running
Email+Display+Social over Email increases
performance by as much as 20%.
Such a ready insight is typically found only
anecdotally – we were able to prove
this out.

25. What are emerging
topics in attribution?

26. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com
+ Attribution and Omnichannel media
activation
+ Integration of attribution and identity
management solutions
+ Integration of attribution and data lake
solutions
+ Attribution and machine learning
Emerging Topics
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27. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com
Q&A

28. 2019 Zeta Global – Proprietary & Confidential www.zetaglobal.com
Thank You
Lewis Steckler
Group Vice President, Audience
Activation Solutions
@linkedin
Pavan Korada
Group Vice President,
Analytics & Data Science
@linkedin