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thinkLA Programmatic Summit 2014 Seph Zdarko Presentation Slides

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thinkLA Programmatic Summit 2014 Seph Zdarko Presentation Slides

  1. 1. 1 Attribution Insights A New Perspective on Attribution | Copyright 2014 Quantcast | Confidential Know ahead. Act before. TM
  2. 2. 2 The Marketer’s Funnel and Path to Conversion: A New Perspective | Copyright 2014 | Copyright 2014 Q Quuaanntctcaasst t | | C Coonnfifdideenntitaial l
  3. 3. 3 | Copyright 2014 Quantcast | Confidential Upper Funnel (Prospecting) Lower Funnel (Retargeting) The marketer’s funnel
  4. 4. 4 Split the funnel | Copyright 2014 Quantcast | Confidential
  5. 5. 5 The consumer’s path to conversion | Copyright 2014 Quantcast | Confidential
  6. 6. 6 The consumer’s path to conversion | Copyright 2014 Quantcast | Confidential Email Mobile Search Social Affiliat e Video Off Line Display
  7. 7. 7 The consumer’s path to conversion | Copyright 2014 Quantcast | Confidential Display
  8. 8. 8 The consumer’s path to conversion | Copyright 2014 Quantcast | Confidential
  9. 9. 9 Last touch attribution is outdated | Copyright 2014 Quantcast | Confidential All upper funnel activity is missed Multiple partners on the plan “fight” to get last touch Prospecting Retargeting
  10. 10. 10 Relay race | Copyright 2014 Quantcast | Confidential
  11. 11. 11 Incorporating the “first site visit” is crucial | Copyright 2014 Quantcast | Confidential Prospecting brings qualified and incremental leads to your site Retargeting pushes site visitors down to the conversion event Prospecting Retargeting
  12. 12. 12 Incorporating the “first site visit” is crucial | Copyright 2014 Quantcast | Confidential The “first site visit” signals the beginning of retargeting Retargeting Prospecting
  13. 13. 13 Relay race | Copyright 2014 Quantcast | Confidential
  14. 14. 14 Split funnel works across all channels and models Bottom Funnel Split Funnel Last touch Linear Multi touch Regression Last touch Linear Multi touch Regression 2014 | Copyright 2013 QQuuaannttccaasstt || CCoonnffiiddeennttiiaall 14
  15. 15. 15 Split Funnel Attribution Metrics & Insights | Copyright 2014 | Copyright 2014 Q Quuaanntctcaasst t | | C Coonnfifdideenntitaial l
  16. 16. 16 | Copyright 2014 Quantcast | Confidential Overall Mix Prospecting, 44% Retargeting, 56% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Mix by Partner Partner 1 Partner 2 Partner 3 Partner 4 Prospecting Retargeting Split Funnel Mix: A breakdown of Prospecting and Retargeting impressions to show what partners are doing.
  17. 17. 17 | Copyright 2014 Quantcast | Confidential The ratio of consumers who convert after the first visit vs. those who convert after multiple visits A high % of conversion on first visit = less need for retargeting A low % of conversion on first = greater need for retargeting First Visit Conversion Ratio: A directional indicator for prospecting and retargeting dependence.
  18. 18. 18 | Copyright 2014 Quantcast | Confidential Time After Visit Time to Visit Time to Convert from the first touch and the first visit provide directional indicators for optimal balance between retargeting and prospecting Time to Convert Time to Convert: The complete timeline of your consumers’ path to conversion.
  19. 19. 19 | Copyright 2014 Quantcast | Confidential The total number of touchpoints from first touch helps you define how many touchpoints to use in your attribution model. Ad Frequency Before Visit Per Visitor Per Converter Ad Frequency: Understand your customers’ interaction with ad touchpoints.
  20. 20. 20 Align your incentives: | Copyright 2014 Quantcast | Confidential Strike the right balance for splitting credit, not just budget. Split Credit for each Conversion 1 You Decide How to Divide Credit 2 Upper Funnel Credit Prospecting Phase Lower Funnel Credit Retargeting Phase
  21. 21. 21 An example by the numbers: Last Touch vs. Split Funnel | Copyright 2014 | Copyright 2014 Q Quuaanntctcaasst t | | C Coonnfifdideenntitaial l
  22. 22. 22 Example: 4 partners on the plan – equal budgets Partners Budget Prospector 1 $20,000 Prospector 2 $20,000 Prospector 3 $20,000 Retargeter 4 $20,000 Total $80,000 | Copyright 2014 Quantcast | Confidential
  23. 23. 23 Last Touch | Copyright 2014 Quantcast | Confidential
  24. 24. 24 Performance based on last touch attribution Partners Budget 1,000 | Copyright 2014 Quantcast | Confidential Last Touch Conversions Last Touch CPA Prosp 1 $20,000 100 $200 Prosp 2 $20,000 150 $133 Prosp 3 $20,000 200 $100 Rtrgtr 4 $20,000 550 $36 Total $80,00 0 1,000 $80 0 Before Partners 1 is clearly lagging behind the pack Partner 4 is gaining most of credit
  25. 25. 25 Optimizations based on last touch attribution 1,000 | Copyright 2014 Quantcast | Confidential 0 Partners Budget Last Touch Conversions Last Touch CPA Budget Prosp 1 $20,000 100 $200 Prosp 2 $20,000 150 $133 Prosp 3 $20,000 200 $100 $20,000 Rtrgtr 4 $20,000 550 $36 $60,000 Total $80,00 0 1,000 $80 $80,00 0 Before Remove Partner 1 Remove Partner 2 Keep Partner 3 Keep Partner 4
  26. 26. 26 Results with last touch attribution optimizations 1,000 | Copyright 2014 Quantcast | Confidential 1,000 0 0 Partner s Budget Last Touch Conversions Last Touch CPA Budget Last Touch Conversions Last Touch CPA Prosp 1 $20,000 100 $200 Prosp 2 $20,000 150 $133 Prosp 3 $20,000 200 $100 $20,000 150 $133 Rtrgtr 4 $20,000 550 $36 $60,000 700 $86 Total $80,00 0 1,000 $80 $80,00 0 850 $118 850 Reduced Conversions Before After
  27. 27. 27 Split Funnel | Copyright 2014 Quantcast | Confidential
  28. 28. 28 Example: 4 partners on the plan – equal budgets Partners Budget Prospector 1 $20,000 Prospector 2 $20,000 Prospector 3 $20,000 Retargeter 4 $20,000 Total $80,000 | Copyright 2014 Quantcast | Confidential
  29. 29. 29 Example: 4 partners on the plan – equal budgets Partners Budget | Copyright 2014 Quantcast | Confidential Reported Retargeting % with Split Funnel Prospector 1 $20,000 0% Prospector 2 $20,000 43% Prospector 3 $20,000 68% Retargeter 4 $20,000 100% Total $80,000
  30. 30. 30 Performance based on split funnel attribution Partners Budget 1,000 0 | Copyright 2014 Quantcast | Confidential Split Funnel Conversions Split Funnel CPA Prosp 1 $20,000 306 $65 Prosp 2 $20,000 249 $82 Prosp 3 $20,000 140 $143 Rtrgtr 4 $20,000 311 $64 Total $80,000 1,000 $80 Visit Conv. Split Funnel Partner 1 is now properly credited Credit is more balanced
  31. 31. 31 Optimizations based on split funnel attribution | Copyright 2014 Quantcast | Confidential Partner s Budget Split Funnel Conversions Split Funnel CPA Budget Prosp 1 $20,000 306 $65 $40,000 Prosp 2 $20,000 249 $82 Prosp 3 $20,000 140 $143 Rtrgtr 4 $20,000 311 $64 $40,000 Total $80,00 0 1,000 $80 $80,00 0 Keep Partner 1 Remove Partner 2 Remove Partner 3 Keep Partner 4
  32. 32. 32 Results with split funnel attribution optimizations 1,000 | Copyright 2014 Quantcast | Confidential 1,000 0 0 Partner s Budget Split Funnel Conversions Split Funnel CPA Budget Split Funnel Conversions Split Funnel CPA Prosp 1 $20,000 306 $65 $40,000 575 $70 Prosp 2 $20,000 249 $82 Prosp 3 $20,000 140 $143 Rtrgtr 4 $20,000 311 $64 $40,000 625 $64 Total $80,00 0 1,000 $80 $80,00 0 1,200 $67 Before Increased Conversions 1,200 Visit Conv. After
  33. 33. 33 Key Takeaways and Next Steps | Copyright 2014 | Copyright 2014 Q Quuaanntctcaasst t | | C Coonnfifdideenntitaial l
  34. 34. 34 Key takeaways Split funnel attribution makes this all possible 1. Know your funnel metrics - what is actually happening 2. Understand your funnel dynamics – what you want to happen 3. Set the right incentives to maximize your desired results – influence the outcome | Copyright 2014 Quantcast | Confidential
  35. 35. 35 Next Steps: How do I Implement? Talk to your attribution vendor Ask for Split Funnel Talk to Quantcast Join our free beta offering | Copyright 2014 Quantcast | Confidential For more questions please feel free to reach out direct: szdarko@Quantcast.com
  36. 36. 36 Thank you. | Copyright 2014 Quantcast | Confidential 36

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