Post on 26-Jan-2015
description
1| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential
Rethink the Funnel: A New Perspective on AttributionPeter O’Sullivan, Senior Sales Director, Western Region, QuantcastLauren Marks, Account Leader, iProspect
Know ahead. Act before.
TM
2| Copyright 2014 Quantcast | Confidential
About QuantcastThe most effective advertising from the people who really get audiences
Quantcast Measure Quantcast Advertise
Knows your customer’s next move, so you can make yours first.
Measures millions of customer behaviors in the moment.
Directly measuring audiences spanning hundreds of millions of web destinations
Advertising that acts on real-time audience behavior.
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The Consumer Journey Down The Funnel
It’s Time To Evolve
An Example By The Numbers
Agenda
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54% of marketers still use last touch attribution
Source: Econsultancy, “Marketing attribution: Valuing the Customer Journey”, February 2012
• Upper funnel is missed.
• All partners on the plan “fight” to get last touch.
• Creates the wrong incentives and a lose, lose, lose situation for consumers, marketers and media partners.
• Easily manipulated and gamed.
Challenges
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It’s Time To Evolve….And It’s Not That Hard
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A new perspective: Split Funnel Attribution
• Clean way to measure Prospecting and Retargeting.
• Creates a partnership between upper and lower funnel tactics.
• Aligns incentives for splitting credit and managing budget.
• Enhances all methods of attribution modeling.
Benefits
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Strike the right balance for splitting credit, not just budget.Align your incentives:
Split Credit for each Conversion1You Decide How to Divide Credit2
Upper Funnel Credit
Lower Funnel Credit
Prospecting Phase
Retargeting Phase
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Split Funnel In Action: iProspect Case Study, Lauren Marks
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Campaign Overview
Client: Leading Niche RetailerCampaign Goal: 2:1 ROI (~$35 CPA)Budget: $12.5K Time Period: August 2014Attribution Methodology: Last Touch
Total number of partners: 6, including QuantcastBreakdown of tactics by partner: 5 Full-Funnel, 1 Retargeting-only
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Partner 1 Partner 2 Partner 3 Quantcast Partner 5 Partner 60
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
Impression Mix by Partner
Partner Overview
15%
64% 44%13%
40% Overall Retargeting %
Prospecting
Retargeting
88%
1%
Partners 1, 3 and Quantcast are running full funnel targeting, with Partner 3 retargeting fairly heavily.
Partner 6 is running prospecting only.
Partner 2 and Partner 5 are running retargeting only.
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Prospecting Effectiveness
Quantcast and Partner 3 have the lowest prospecting cost per converter, while driving the highest conversion rates.Despite running mostly prospecting impressions, Partner 1 is not effective in prospecting
Prospecting impression volume Prospecting cost per converter
Partn
er 1
Partn
er 3
Quant
cast
Partn
er 6
$0
$10
$20
$30
$40
$50
$60
$70
Partn
er 1
Partn
er 3
Quant
cast
Partn
er 6
0.000%
0.020%
0.040%
0.060%
0.080%
0.100%
0.120%
0.140%
Prospecting conversion rate
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Retargeting Effectiveness
Partner 5 is the most effective retargeting partner.
Quantcast has the lowest cost per retargeted converter.
Despite running high volume of retargeting impressions, Partner 2 is not retargeting effectively.
Partn
er 2
Partn
er 3
Quant
cast
Partn
er 5
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
Partn
er 2
Partn
er 3
Quant
cast
Partn
er 5
0.00%0.20%0.40%0.60%0.80%1.00%1.20%1.40%1.60%1.80%2.00%
Retargeting impression volume Retargeting cost per converterRetargeting conversion rate
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Last Touch and Split-Funnel CPA (Low CPA is Good)
*CPA calculated assuming all partners on the same CPM rate
Average CPA Last Touch CPA Split Funnel CPA
Quantcast becomes the best performing partner once their Prospecting performance is taken into account.
Partner 6, who is doing mostly prospecting looks better once their prospecting contribution is credited with Split Funnel Attribution, but still does not match other partner’s performances.
Results will change with correct CPM Rates
Partn
er 1
Partn
er 2
Partn
er 3
Quant
cast
Partn
er 5
Partn
er 6
$-
$10
$20
$30
$40
$50
$60
14| Copyright 2014 Quantcast | Confidential
Key TakeawaysSplit 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
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Questions?
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Thank you.