ESV Digital provides a multichannel attribution service with 3 key aspects: 1) An algorithm that calculates the true performance of marketing channels; 2) Insights and recommendations to improve ROI; 3) Optional consulting services. The service attributes conversions across channels based on factors like timing, engagement, clicks vs impressions. It gives credit to display ads even if not clicked by tracking impressions with pixels. The platform offers customizable reporting, cross-device tracking, and integration of offline data and costs. Pricing depends on site traffic and tracked impressions, ranging from $3,000-10,000 monthly.

1. ESV Digital – Multichannel attribution
2017

2. ESV Digital’s multichannel attribution service:
 An algorithm to calculate the true performance
of your various channels
 A decision making tool to provide actionable
insights and improve your ROI
 Consulting services available on demand to
assist with the decision making

3. What is attribution? User path example
Who should get the credit for the $500 conversion?
• According to Google Analytics:
• Last click non direct: Facebook gets the $500 credit
• First click: Google SEO gets the $500 credit
• Even distributed: $125 to each channel (Banner gets ignored)
• According to Facebook, Google Adwords, Quantcast and Criteo:
• They will all claim credit for this unique $500 conversion – the same conversion is counted multiple times
• According to ESV Digital’s algorithm:
• The various user paths, timing of visit, visit depth, visit length, will influence the outcome
• The $500 will be spread across the various channels accordingly and display impressions will get credit
Prospecting
banner view
SEO visit SEM visit
Facebook
visit
Retargeting
banner view
(Criteo)
Direct visit
Conversion -
$500

4. Our attribution model is based on
an algorithm that compares groups
of similar paths to analyze the
impact of each factor in the
conversion :
 Channel
 Source
 Timing
 Engagement
 Click or impression
Google
Website
$200
Revenue
ROI
Google
facebook
SEM > Affiliate > SEO > Social
SEM > Display > SEO > Social
Google
Website
Revenue
ROI
$200
Google
facebook
Our attribution model is based on an algorithm

5. Impression pixel – giving credit to “seeing” ads
without clicking
 An impression pixel is placed on your display campaigns
 Allows to see when the banner was seen in the user journey
 The algorithm will give credit to banner ads being seen, even if they are not
clicked on
 Our 2nd generation pixel allows to measure if the ad was really seen (based on
time on page, screen resolution, mouse scroll)

6.  No reporting restrictions (possibility to
report on an unlimited amount of
dimensions)
 No data sampling and extrapolations – you
access all the tracked traffic which came to
the site
 19 attribution models – allows to continue
to assess performance with previous
approach
Data accuracy & reporting features

7. Advanced report formatting with customizable templates
 Upload your own templates as Excel files :
formatting, formulas, pivot tables…
 Add your predefined reports to the default
reports gallery for your account
 The platform produces finalized reports
for you and your team (ex: predefined
reporting by category, brand, channel,
device…)

8. Platform dashboard: customizable widgets

9. Availability of all “classic” attribution models

10. Site centric information

11. Additional Platform Features

12.  Deterministic : Reconcile devices
using user-specific data (email,
user id, …)
 Probabilistic : Evaluate the
probability that two devices belong
to the same person using
behavioral and connection data (IP,
type of connection, frequency,
device …)
1- Cross-device tracking

13. Cost data integration & Offline conversion
 Cost data integration via API or custom imports
 Integration of instore conversions
 Integration of call center conversions
TV
 Ability to link a TV view to a digital visit
 Integration with Realytics & TVTY
 TV can be considered as an additional channel
2- Integration of offline conversions and cost data

14. 3- Integration with DMPs
 DMP data can now be integrated in the
Multichannel platform
 Currently support a number of DMP partners
and custom integration is possible
 Opens the possibility to add DMP segments as a
reporting dimension (eg. performance by age
group / income range)

15. Pricing

16. Pricing
• Pricing varies based on site traffic and number of tracked impression
• Consulting services are optional and priced separately
• Monthly software fees are likely to be range between $3,000 and $10,000

17. www.esvdigital.comcontact_us@esvdigital.com(734) 418 - 8628
Interested to know more?
Contact us today!