1. The future of attribution:moving past the last click Dr. Siddharth Shah Sr. Director, Business Analytics 1

3. 250 Leading marketers work with Efficient Frontier globally

5. Former quant nerd: PhD in Biomedical imaging

7. How do we buy online ? Click Impression Click Creative FB 1 Creative Disp 1 - “t shirt” RMX Facebook Adx - Adwords Time Conversion Impression Creative Disp 2 Event Channel KW / Creative On average there are 4-6 touch-points across digital marketing before conversion.

8. 5 PROBLEM WITH “LAST CLICK” DIRECT $10,000 INDIRECT $20,000

9. The keys to attribution

10. Cross channel tracking: VALUE DISTRIBUTION ACROSS TOUCHPOINTS NaturalSearch DisplayView Conversion Facebook PaidSearch PaidSearch 0.2 0.2 0.2 0.2 0.2 1

12. Understand the impact before you make the change.8

13. CROSS CHANNEL OPTIMIZATION: THE VISION $ Facebook BiddableDisplay $ Budget Bids Budget: $$$$$$$ Multiple Goals:(1) Max Revenue (2) >10,000 Leads “Dynamically model all cross-channel interaction effects and apply optimization algorithms to determine the correct media mix.” $$ SEM $$$$ TV Cross Channel Modeling

14. CROSS CHANNEL OPTIMIZATION ALL ONLINE CHANNELS Total Marketing Budget: $12,000 10

15. CROSS CHANNEL OPTIMIZATION TV + SEARCH Collect SEM and TV data Determine Revenue attribution for the multi-point multi-channel funnel Build TV Models Build SEM models Cross Channel Optimization using portfolio theory Cross-channel Efficient Frontier Objective: Given an overall budget, find the best way to bid across search and TV to get the maximum return for the advertising dollar.

16. CROSS CHANNEL OPTIMIZATION PRESS + SEARCH Typically 6-7 weeks of improved performance on Search due to TV and press advertising campaigns

17. CONCLUSIONS First pre-requisite: Work through tracking to unify data for analysis. Attribution is a partial solution. Attribution + Algorithmic Optimization is the solution for answering the media mix question Still a young field with tons of potential ! 13