For TV Attribution, we’ll hear first from a top brand and one of Google’s largest advertisers, Zalando.

1. T u r n i n g T V a n a l yt i c s i n t o
a c t i o n a b l e i n s i g h t s
Attribution 360
R o l f S e e g e l k e n
0 6 - 0 4 - 2 0 1 7

2. 2
WHY WE FAVORED GOOGLE‘S SOLUTION
G O O G LE O THE R V E NDO RS
I M P L E M E N TATI O N GA already implemented Data feed required
M E T H O D O L O GY Sophisticated partially less sophisticated
V AL U E F O R M O N E Y
O TH E R B E N E F I TS Search query insights -

3. 3
PROJECT SETUP
INPUT OUTPUT
MEDIA
AGENCIES
BRAND
MANAGEMENT
DIGITAL
ANALYTICS
MEDIA
BUYING TEAM
LOCAL SALES
MANAGER
LOCAL BRAND
MANAGER
MARKETING
INTELLIGENCE

4. 4
1) Website Traffic Devices
2) Program Environment
3) Comparison of Campaigns
TV INSIGHTS

5. 5
INSIGHTS FOR SYNCHED SECOND SCREEN ADVERTISING

6. 6
1) Website Traffic Devices
2) Program Environment
3) Comparison of Campaigns
TV INSIGHTS

7. 7
INSIGHTS ON PROGRAM ENVIRONM ENT EFFECTIVENESS

8. 8
INSIGHTS ON PROGRAM ENVIRONM ENT EFFECTIVENESS

9. 9
INSIGHTS ON PROGRAM ENVIRONM ENT EFFECTIVENESS

10. 10
1) Website Traffic Devices
2) Program Environment
3) Comparison of Campaigns
TV INSIGHTS

11. 11
INSIGHTS ON CAM P AIGN PERFORM ANCE
WHY DID THIS
SPOT PERFORM
BETTER?

12. 12
IVY PARK SPOT (APR/M AY 2016)

13. 13
DEEP DIVE ON SEARCH QUERIES
IVY PARK SPOT OTHER SPOTS

14. 14
OUR EVALU ATI ON OF THE INTERFACE
I NFORM ATI V E
ACTI ON ABLE
I NTE RACTI V E
ACCE S S
COM P ARABI LI TY

15. 15
OUR FEATURE WISH -LIST
Long-term
Effects
Automatic TV Spot
Recognition
Data-Driven Search
Query Buckets
Feed Results into
Attribution

16. 16
Rolf Seegelken
Senior Manager Digital Analytics
rolf.seegelken@zalando.de
LinkedIn
THANK YOU!