The Science of Audience

and Attribution Modeling

https://aka.ms/audienceandattribution

Today’s Webcast Speakers

MJ DePalma

SEM Pro Community Manager

Bing Ads, Microsoft

@mjdepalma

Christi Olson

Search Evangelist

Bing Ads, Microsoft

@ChristiJOlson

#BingAdsWebcast

Paul Rinaldi

Head of Paid Media

LSEO.com

@lseocom

#bingadswebcast

Today’s Guest Speaker

#BingAdsWebcast

Chris Haleua

Sr. Product Marketing Manager

Adobe

@chrishaleua

#bingadswebcast

Today’s Guest Speaker

Agenda

• Attribution

• Adobe Attribution Case Study

• Bing UET

• Remarketing

• LSEO Remarketing Case Study

Attribution

Defining Attribution

Process

Process and science

behind identifying the

combination of events in a

particular order influence

and drive consumers

to take a desired action

Media

Mix Modeling

Analysis to estimate the impact

of various marketing tactics

impact on desired actions.

Optimize budget allocation

Across channels and tactics.

Online to Offline

Across Devices

Across Channels

Which is the Perfect Attribution Model

First / Last ClickThe last of the first channel

clicked is awarded 100%

for the conversion

Data-DrivenIncludes same level of

scoring – allocates value across

assists to

the final conversions

We’ll go into detail on how you can get to a more data-driven

solution in the webcast

For the full presentation, register for the On Demand webcast and download from the resource list:

https://aka.ms/audienceandattribution

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other

product names are or may be registered trademarks and/or trademarks in the U.S.

and/or other countries.

The information herein is for informational purposes only and represents the current

view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not

be interpreted as a commitment on the part of Microsoft, and Microsoft cannot

guarantee the accuracy of any information provided after the date

of this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–

REGARDING THEI NFORMATION IN THIS PRESENTATION.