Presentatie op 16 november 2017 tijdens Emerce Performance door Olivier van Hees over Media Mix Modelling en Multi-Touch Attribution.

1. Emerce Performance
Multi-touch Attribution and Media Mix Modelling
16 November 2017

2. Agenda
▪ Introduction
▪ Do's and don’ts
▪ Test your organization!
2

3. Introduction
Multi-touch Attribution and Media Mix Modelling
3

4. About Olivier van Hees
4

5. About Objective Partners
5
Our Mission Our Solution
Our company’s mission is to
bring transparency to the
media domain by using
mathematical modelling.
Our proven solution enables you to
increase media ROI based on Multi-
Touch Attribution and Media Mix
Modelling.

6. What is MTA and MMM?
6
Conversion
paths
User level data
Multi-Touch
Attribution
Unified Model
Statistical
analysis
Aggregated
data
Media Mix
Modelling

7. Do's and don'ts
Multi-touch Attribution and Media Mix Modelling
7

8. 8
“Why is MTA and MMM so difficult in practice?”

9. It’s like playing chess simultaneously…
9

10. …on four different chess boards.
10
1. Data
3. Technology
2. Organization
4. Strategy

11. 11
Data
Organization
Technology
Strategy
D
O
T
S
Connecting the DOTS’s

12. Data: What data do I really need?
12

13. Define your business objective first
13
Media spend
Online
Offline
Sales
Online
Offline

14. DO’s and DON’Ts
14
DON’T DO
Collect all available data in your organization. Define your business objective first.D

15. Organization: Who do I need to involve?
15

16. Involve all internal and external stakeholders
16
Analyze
DecideShare

17. DO’s and DON’Ts
17
DON’T DO
Collect all available data in your organization. Define your business objective first.
Let your analytics team experiment. Involve all stakeholders needed.
D
O

18. Technology: Can I do this on my own?
18

19. DO’s and DON’Ts
19
DON’T DO
Collect all available data in your organization. Define your business objective first.
Let your analytics team experiment. Involve all stakeholders needed.
Try to do everything by yourself. Use proven technology in the marketplace.
D
O
T

20. Strategy: What is your business strategy?
20

21. Define a busines blueprint
Business objective Marketing channels
Data mapping User onboarding

22. DO’s and DON’Ts
22
DON’T DO
Collect all available data in your organization. Define your business objective first.
Let your analytics team experiment. Involve all stakeholders needed.
Try to do everything by yourself. Use proven technology in the marketplace.
Do an one-off pilot. Have a business blueprint in place.
D
O
T
S

23. So, let’s connect the D.O.T.S. to increase media ROI
23

24. Test your own organization!
Multi-touch Attribution and Media Mix Modelling
24

25. 25
Join this Quiz at kahoot.it

26. 26
THANK YOU
Contact Details
Olivier van Hees +31 6 28 90 8227
olivier.vanhees@objectivepartners.com