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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
2.
2
3.
Hello! My name
is Nicolas
4.
I’m a coffee
geek
5.
and just a
geek tout court
6.
DATA
7.
BUSINESS
8.
INTERNET
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 €€€
25.
Offline?
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?