1. [x+1] Attribution February 2010

2. Forrester recently recognized our attribution modeling capabilities, which ensure we optimize to the right measures “[x+1] impressed us with its full service offering which includes some of the richest algorithmic analytics of the group” 2

3. Different questions at different “scopes” of attribution

4. Different questions at different “scopes” of attribution Assign “credit” to display networks and properties on your media plan in order to evaluate performance, or pay CPA bounties.

5. Different questions at different “scopes” of attribution Assign “credit” to online tactics..search, display, affiliates and social, in order to allocate budget more effectively.

6. Different questions at different “scopes” of attribution Optimize marketing investment and mix, by understanding interaction and synergy between online and offline tactics

7. Attribution Analysis Support Cross channel user interaction / conversion path data enablement Placebo analysis Remarketing attribution analysis Offline conversion integration Custom marketing mix modeling

9. # of click and display events by channel leading to a conversion event

10. Drill downs by different timelags (1 day, 1 week, etc.)

11. Optional data transfer for more in-depth sequencing analysis8 8

14. Performance ads drove a significant impact on conversions typically credited to Search.A new way to view the data drove marketing spend changes!

16. For days 1-16 after exposure, Performance ads drive about 3x more applications than Placebo and Brand ads drive about 2x more applications than Placebo

17. Performance and Brand ad performance converges closer in application rate after day 16 PI Lift % = (Display Application Rate % - Placebo Application Rate %) / Placebo Application Rate %

18. Cross-channel placebo analysis Leap Frog results are estimates

19. OFFLINE DATA INTEGRATION enables true business value analysis

20. Display Optimization: Avoid “false Darwinism” The default “last click/last view” approach creates incentives for bad behavior by all on the plan. Properties compete for “credit” by bombarding the remarketing pool…and are dis-incented to BUILD the remarketing pool. Networks and portals have learned to “game the system”, using a variety of tactics to set the last cookie…tactics that do not drive sales. Most of the time, clients and agencies get it wrong

25. CPA providers bombarded the remarketing pool, gaining credit for last view. Non CPA providers lost share of sales and had their budgets cut as their credited CPA’s went up.

27. Rewarded trial drivers and reach providers and eliminated remarketing for all but one partner. New approach led to renewed subscriber growth!

28. Proven online marketing mix modeling techniques are applied to drive full online channel optimization Three primary approaches: Conversion interaction analysis Goal – impact of immediate response (click and immediate viewthrough) behavior on overall channel responses (view and organic conversions) Online Cross channel analysis Goal - decompose drivers of online conversion using more detailed display drivers (offers, promotions, etc) and additional online channels (search, affiliate) Online Conversion analysis – tiered approach Goal - understand the detailed drivers of online conversions across marketing elements, both online and offline, and the interactions between them. 17

29. Conversion interaction analysis – Immediate response multiplier What you get: A basic understanding of relationship between click-based, view-based and organic conversions to help in forecasting and planning – identifying the multiplier Requirements: Differentiation in levels of display media execution Approach: Use regression to decompose display impact on organic and view-based conversion, controlling for high level market changes Example regression equation Example approach View through + Organic Conversions = constant + β1 * (PC conv.) + β2 * (lagged PC conv.) + β3 *(1 hr. PI) + β4 * (media = 1) + β5 * (week, month) + β6 * (site change) + β7 * (…) 18

30. Online Cross channel analysis What you get: A basic understanding of drivers of online conversion using more detailed display data (offers, promotions, etc) and additional online channels (search, affiliate) Requirements: Cross channel tagging or log files Approach: Use regression to decompose display impact on organic and view-based conversion, and other channels. Example regression equation Approach View through + Organic Conversions = constant + β1 * (PC conv.) + β2 * (lagged PC conv.) + β3 * (site change) + β4 * (media = 1) + β5 * (week, month) + β6 * (…) Search or affiliate click conversion = constant + β1 *(PC conversions) + β2 * (lagged PC conversions) + β3 * (media = 1) + β4 * (week, month) + β5 * (…) 19

31. Online Conversion analysis – tiered approach What you get: A detailed understanding of drivers of online conversion and the interactions between them, including online and offline efforts Challenges: Collinearity , too strong of a read, no read, model breakdown Approach: Basic approach is similar to classic marketing mix analysis, time series regression. However, tactic interactions are explored in more detail, through interaction variables, synergy terms, or additional models (i.e. search or display as a dependent). Expanding further, multiple models are run exploring different parts of the funnel. Classic marketing mix Example regression equations Conversions = constant + β1 * (price) + β2 * (special offer) + β3 * (economic factors) + β4 * (TV GRPs) + β5 * (Print TRPs) + β6 * (Search) + β7 * (…) Search traffic = constant + β1 * (economic factors) + β2 * (TV GRPs) + β3 * (Print TRPs) + β4 * (…) 20

32. Attribution Analysis Support Overview Cross channel user interaction / conversion path data enablement Placebo analysis Remarketing attribution analysis Offline conversion integration Custom marketing mix modeling Attribution analyses can lead directly to optimization of online marketing programs through POE