This breakout session presentation discusses how Adometry and Ideeli partnered to more accurately measure attribution across online and offline marketing channels. Ideeli is an online retailer that saw over 50% of display ads appear below the fold or not seen at all. Using Adometry's fractional attribution technologies, Ideeli was able to reallocate spending to top placements, eliminate inefficient placements, and reduce CPA by 14% while maintaining new member signups. For driving repeat purchases, last click understated attribution by over 90%. This insight allowed Ideeli to justify increasing ad spend, find new marketing channels, and increase repeat purchases by 30% with consistent monthly improvements.

1. Breakout Session Presentation:
Title Here
SESSION LEADER:
• Tina Moffett, Analyst, Forrester Research, Inc.
SPEAKERS:
• Paul Pellman, CEO, Adometry
• Dan Kirchgessner, Director, Online Advertising, Ideeli

2. Adometry + Ideeli
Our Mutual Purpose
• Utilize fractional data driven attribution
technologies
• Provide deeper and more accurate
insight into overall performance
• Drive incremental ROI of online and offline
cross-channel marketing efforts and
improve overall ROAS
• Guide and optimize future marketing
efforts
• Reduce waste & increase efficiency

3. Ideeli
Online Retailer with High Velocity User Experience
Exciting, members-only, daily
shopping experience of curated
brands
•“Incredible brands at exceptional prices”
•6 million members, over 1000 brand
partners with 20-30 new events every day
(an entirely new site - shoot nearly 2000
images daily)
Founded 2006
•Started in an apartment, now 32,000 sq ft
Ranked #1 Inc. 500 list in 2011

4. Ideeli Attribution Goals & Challenges
Goals:
1.Increase number of new member sign-ups
2.Drive up repeat purchases
Challenges:
1.Couldn’t trust last click or last view
measurement results
2.The complexity/velocity/frequency of user
engagement made it difficult to measure
media impact on purchases

5. Ideeli Results - New member signups
MEDIA BUY A
LIFT VIEWABILITY eCPA
• Display lifts search performance by 50%.
INSIGHT • Over 50% of display ads appeared “below the
fold” and up to 30% were never seen.
• Significant differences in attribution vs last event.
• Reallocated media spend to top performing
ACTION placements.
• Eliminated inefficient placements.
• Maintained aggregate new member signups and
reduced CPA by 14%.
RESULT • Re-allocated budget to fund marketing spend
boost to increase repeat purchasers.

6. Ideeli Results – Driving repeat purchases
MEDIA BUY A
CONVERSIONS
• Last click understated repeat purchases by >90%.
INSIGHT • Communicated to stakeholders the real advertising
value created by campaigns.
• Uncovered new marketing channels and sites to
promote repeat purchases.
• Re-set how we measure results.
ACTION • Justified increased ad spend to drive repeat
purchases.
• Found opportunities to re-allocate spend/optimize.
RESULT • Increased total repeat purchases by over 30%.
• Consistent month-to-month improvement.

7. Repeat
Purchaser New Sign-Up
Ideeli: Display Lift

8. Ideeli Results – Reallocated Budget
Re-allocated budget to fund marketing spend boost
increased repeat purchasers AND simultaneously
increased new sign-up conversions.

9. Ideeli: Algorithmic v Last Click
MEDIA BUY A: Repeat Purchasers