ClickZ Live NYC: Effective Multi-Channel Attribution Modeling in a Programmatic World
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Chango's VP, Strategy Prem Shah discusses effective multi-channel attribution modeling in a programmatic world at ClickZ Live in NYC- April 1st 2014.
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ClickZ Live NYC: Effective Multi-Channel Attribution Modeling in a Programmatic World
- 1. Effective Multi-Channel Attribution Modeling in a Programmatic World Prem Shah VP, Strategy Chango
- 2. The Post Click Challenge… 90% of all display conversions will take place from ‘view- through’ Only 10% from ‘post-click’ 90% 10%
- 3. GAIN INSIGHT and better understand Your data & audience RAISE BRAND AWARENESS and widen the funnel PROSPECT and find new customers RETARGET AND CONVERT more of your existing customers Rise of Programmatic Calls for Different Approach
- 4. The Basics… Post-click vs. Post-impression (or view-through)
- 6. Arguments AGAINST View-Through The wrong tracking window…
- 8. Arguments FOR View-Through A nod to traditional advertising…
- 9. Arguments FOR View-Through The DNA of responders…
- 11. Retargeting Budgets are Increasing in ‘14
- 12. We Know View- Through Matters 100% view-through 0% view-through But, the answer is somewhere between 0% and 100%...
- 14. The PSA A/B Split Test A. Client's Ad B. PSA Ad $10,000 Post- impression revenue $50,000 Post- impression revenue Calculate incremental revenue = 100 - PSA Ad Client's Ad = 100 - X 100 $10,000 $50,000 = 80% lift X 100 The measurement methodology…
- 15. View-Through Examples A large, well-known brand retailer… Prospecting for new customers 27% Site retargeting existing prospects 13% Site retargeting existing customers 8%
- 16. View-Through Examples A small, unknown travel brand… Prospecting for new customers 93% Site retargeting existing prospects 70% Site retargeting existing customers 24%
- 17. What Are Marketers Considering? 60% of marketers use a combination of view and click-through
- 19. #1: Inventory Quality Matters Ensure ad clutter is removed…
- 20. #1: Inventory Quality Matters Understand correlation with Viewability…
- 21. #2: Creative Matters Consider: Call to action, DCO, A/B testing
- 22. #3: Inventory Sources Programmatic has expanded to high engagement platforms and placements (FBX, Twitter and other native sources)