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.

Marketing

Effective Multi-Channel
Attribution Modeling in a
Programmatic World
Prem Shah
VP, Strategy
Chango

The Post Click
Challenge…
90% of all display conversions
will take place from ‘view-
through’
Only 10% from ‘post-click’
90% 10%

The Basics…
Post-click vs.
Post-impression (or view-through)

Arguments AGAINST
View-Through
The wrong tracking window…

Arguments AGAINST
View-Through
Cookie stuffing…

Arguments FOR
View-Through
A nod to traditional advertising…

Arguments FOR
View-Through
The DNA of responders…

Retargeting Budgets
are Increasing in ‘14

We Know View-
Through Matters
100%
view-through
0%
view-through
But, the answer is somewhere between 0% and 100%...

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…

What Are Marketers
Considering?
60% of marketers use a combination of view
and click-through

#1: Inventory Quality
Matters
Ensure ad clutter is
removed…

#1: Inventory Quality
Matters
Understand
correlation with
Viewability…

#2: Creative Matters
Consider: Call to action, DCO, A/B testing

#3: Inventory Sources
Programmatic has expanded to high
engagement platforms and placements
(FBX, Twitter and other native sources)

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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)

5. Reasons FOR & AGAINST View-Through

6. Arguments AGAINST View-Through The wrong tracking window…

7. Arguments AGAINST View-Through Cookie stuffing…

8. Arguments FOR View-Through A nod to traditional advertising…

9. Arguments FOR View-Through The DNA of responders…

10.

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%...

13. Recency & Exposure Measures

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

18. 3 Considerations for View-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)

23. Thank You! #learn: chango.com/resources

ClickZ Live NYC: Effective Multi-Channel Attribution Modeling in a Programmatic World

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