Measuring cross-media advertising | How to move away from the last click attribution?

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Measuring cross-media advertising | How to move away from the last click attribution?

How to move away
from the last click
attribution?
1

Hello! My name is Nicolas

I’m a coffee geek

and just a geek tout court

DATA

BUSINESS

INTERNET

Internet Switch

From Few Data ...

To Big Data

Really Big Data

Really Big Data

340.000+
retweets

Multiple Digital Channels

Multiple Digital Channels

15

Multiple Screens

Source: Google/Ipsos/Sterling, 2012

Multiple Screens

17

More Complex

What’s Next?

Visit Visitor

Conversion Paths
Previously

Conversion Paths
Now

Assisted Conversions

Attribution Modeling
Previously €€€

Attribution Modeling
Now €€€

Offline?

Offline Conversions
Now Test Ride

Offline Conversions

Market Standards: What model?

Technical Aspects: CRM integration?

Branding Impact: Emotional value?

Offline Media Role: It’s coming next?

Measuring cross-media advertising | How to move away from the last click attribution?

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Measuring cross-media advertising | How to move away from the last click attribution?

1. How to move away from the last click attribution? 1

3. Hello! My name is Nicolas

4. I’m a coffee geek

5. and just a geek tout court

9. Internet Switch

10. From Few Data ...

11. To Big Data

12. Really Big Data

13. Really Big Data 340.000+ retweets

14. Multiple Digital Channels

15. Multiple Digital Channels 15

16. Multiple Screens Source: Google/Ipsos/Sterling, 2012

17. Multiple Screens 17

18. More Complex

19. What’s Next? Visit Visitor

20. Conversion Paths Previously

21. Conversion Paths Now

22. Assisted Conversions

23. Attribution Modeling Previously €€€

24. Attribution Modeling Now €€€

26. Offline Conversions Now Test Ride

27. Offline Conversions

28. Market Standards: What model? Technical Aspects: CRM integration? Branding Impact: Emotional value? Offline Media Role: It’s coming next?