Jak nastavit impresní atribuci a jaké jsou její hlavní problémy? Jaké rozdíly ve výsledcích impresní atribuce dává (včetně ukázky klientských dat)? Kdo umí impresní atribuci nabídnout? A co na to všechno Facebook?

1. Impression vs. click based
attribution.
Do I really need it? And how do
I get it?
Data Restart
Prague, 5 April 2018
Adform
impression
DoubleClick
impression
DoubleClick
impression
Facebook
click
AdWords
click
Criteo
impression Conversion

3. #1 DDA provider in CEE expanding to UK

4. Roivenue Agency partners and clients

5. See the Entire Picture
With Roivenue’s data integration and data-driven attribution models, you’ll
see the entire customer journey in detail. Tie marketing performance to
revenue and profits, calculate CLV, and get more out of your marketing
investment.

6. of online ads are
never clicked on

7. From Last click to Impression based ATT
|The whole path
Adform
impression
DoubleClick
impression
DoubleClick
impression
Facebook
click
AdWords
click
Criteo
impression Conversion

8. From Last click to Impression based ATT
|Last click Attribution
|The whole path
| Linear Attribution
|Data-driven Click based ATT
|Data-driven Impression based ATT
Adform
impression
DoubleClick
impression
DoubleClick
impression
Facebook
click
AdWords
click
Criteo
impression Conversion
100%
50%50%
46%54%
5% 3% 3% 47% 36% 4%

9. bit.ly/
roivenue-att

10. The impact of impression based ATT
All display campaigns were performing significantly better if you compare any data-driven attribution model with
Last Click. Their sum of conversions went up from 2 under Last Click to 138–141 under DDA impression
based models.

11. That‘s a
7,000 %
DIFFERENCE
between Last Click and DDA

12. Another client, another example
3Click-based DDA
(Makrov Chains)
0Last click
189Impression-based
DDA
(Markov Chains)

14. What you gonna need in general?
✅ Meaningful ad spend on display and/or video (around 5–10 %
of your overall digital budget at minimum)
✅ DDA ATT vendor or a strong measurement partner
✅ Post GDPR – users‘ consent

15. What you gonna need in particular?
DSPs
✅ Independent
measurement
✅ White-listed account
✅ Your own
infrastructure to save
the logs in real time
+
✅ Raw impression
data
FacebookDirect buys

16. DSPs

17. DSPs Direct buys

18. DSPs FacebookDirect buys

19. DSPs FacebookDirect buys

22. Who does
Impression
based
DDA?

23. Who does
Impression
based
DDA?
The full scorecard:
www.roivenue.com/attribution-
scorecard-2018
Or write us at
hello@roivenue.com