Attribution & Our Approach Rupert Privett, Business Lead APAC from Essence, presented this deck at iMedia Brand Summits, Asia. #imbsummit

1. 1© Essence 2005—2014
Attribution & Our Approach
Rupert Privett,
Business Lead APAC
1

2. 2© Essence 2005—2014
Who we are
A serious agency, built for the digital age
We help some of the world’s top
brands earn valuable
connections with their
customers
We go deeper into data, media
and content to create beautiful
campaigns that deliver enduring
business success.
Objective
Media
Captivating
Experiences
Data
Science

3. 3© Essence 2005—2014
Media Mobile Social Creative Design & Build
 Display Planning &
Buying
 RTB
 Partnerships
 Search
 Paid Social
 Affiliates &
Listings
 Mobile
 Analytics & Insight
 Mobile planning
and buying
 Mobile design
 Mobile rich media
 Mobile App
development
 Mobile Analytics
and Insight
 Buzz monitoring &
reputation
management
 Design &
Development
 Content solutions
 Community
Management
 Media Planning &
Buying
 Social Commerce
 Conceptualisation
 Digital Display
 Digital Design
 Rich Media
 Animation
 Microsites
 Interactive
Campaigns
 User Centric Web
Design
 UI, Information
Architecture
 Application
Development
 Content
Management
 eCommerce
 Social Apps
 Web Hosting &
Management
Our services
Made up of five core practice areas, able to lend one another expertise as required
Strategic Planning

4. 4© Essence 2005—2014
A few of our clients
© Essence 2005 - 20112

5. 5© Essence 2005—2014
© Essence 2005 - 20112
San Francisco
Seattle
New York
London
Singapore
42
Nationalities
45
Languages
5
Offices
24
Timezones
75
Cultures
1
team
vision
mission
Experience at scale
Hub model = global coverage without compromise
71
Markets

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1. Commercial & client-centric
2. Strategic advisors first, agency second
3. Transcended by technology
4. Obsessive about measurement
5. Unique recruitment & talent management
6. Exceptional sense of family, diversity and fun
A serious agency, built for the digital age
Why Essence
What makes us different

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Attribution
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Attribution
"I know half of my advertising
budget is wasted
I just don't know which half.“
Henry Ford
Why attribution is important

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• The single streamed view of channels provides no allowance
for cross channel interaction
• The crude *last click* model is flawed
Attribution
What's wrong with the current approach?
A
A wa reness
Interes t
Desire
A
Display Social Search Retargeting
Assist

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Attribution
Why this is a problem?
Most media interactions are becoming screen based
Source: Google/IPSOS Study: The New Multi-Screen World, US August 2012

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Attribution
Our approach
• Attribute value based on the effect of media on conversion
probability
• Robust statistical methodology that compensates for cookie
deletion
• Ability to isolate particular channels and campaigns
• Readily deployable and usable across a range of clients

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Case study
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Objective
• Use an advanced “true impact” measurement solution to understand the real ROI of
each channel
• Employ these findings to transform and optimise media spend
Attribution Case Study

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Interaction paths depict the evolution of the user in the conversion process
• We analysed these paths including path length, compositions, channel interference,
and lag time to conversion as the significant indicators over a 6 month period
• We built a model which examined the probability of each type of channel appearing
in an interaction path for both converting and non-converting users
• This model enabled us to assign a score to each to reflect its real value in the
conversion process
Approach
Display Display Partnership Search Search
(Generic) (Brand)

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Last interaction channel - how this is influenced by other channels
85.03%
83.40%
81.72%
23.50%
15.73%
18.36%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
SEM Generic
SEM Brand
Retargeting
Display
Partnership
Affiliate
Note that this does not take into account single interaction users
Influencers
Vs
Converters
Results: Path Composition – Channels

16. Confidentiality
All rights reserved. The information contained in this document is confidential and may also be proprietary and trade secret. Without prior written approval from Essence Digital Ltd no part of this may be
reproduced or transmitted in any form or by any means, including but not limited to electronic, mechanical, photocopying or recording or stored in any retrieval system of whatever nature. Use of any
copyright notice does not imply unrestricted public access to any part of this document.

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Time lag (days) by converting channel
0
1
2
3
4
5
6
7
8
Partnerships Display Email Affiliate Retargeting SEM Brand SEM Generic
Results: Lag time to conversion
 Average time between last
interaction and conversion
 The analysis suggests that
display starts to drive brand
consideration earlier than
anticipated

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Relative weightings compared to last click
92%
171%
243%
593%
100% 88%
67% 75%
0%
100%
200%
300%
400%
500%
600%
700%  Large swing from Search, Email
Marketing & Retargeting
to Partnerships and Display
 Magnitude of increases is
because last-click model
attributes leaves those
channels with a small base.
Summary - Attributed Conversions

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• Last-click particularly undervalues display, and overvalues search engine marketing
• Due to ‘post click model’ optimisation and retargeting, impressions were being
monopolised by a small number of users
• Display should perform strongly due to its clear influence on other channels
• Average 4 interactions per user prior to conversions, 4 day path length
• Offline Impact: TV Rating is linked to online response rates, and the effect is long-lived
Executive Summary – Key findings and Conclusions

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Attribution & Media Weighting
 We reweighted media investment into Display
 Planning centred around an optimal frequency of 4 interactions/ user
Time lag to conversion analysis
 Media purchasing brought forward 3 days ahead of key events to allow for when
actions were more likely to happen
Results:
 An increase in conversions by market of between 150-180% Year on Year
Outcome: Using the key insights from the study we revised the media approach

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