04/23/23

[ + ] Make every interaction count

AttributionAttributionMoving Beyond “the last click wins” in Conversion

Attribution

© [x+1] 2010, Proprietary and Confidential

Agenda• Who [x+1] is – and why attribution matters to

us• Three attribution challenges• Recommended approaches• What is good enough?

© [x+1] 2010, Proprietary and Confidential

[x+1] provides an online customer and prospect marketing platform for advertisers and agencies to optimize results from display media, search landing pages and websites.

Who we are…

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Who we help…

© [x+1] 2010, Proprietary and Confidential

Search+

Data

Need or Desire

Awareness &Investigation

Purchase &Conversion

Ranking &Refinement

“End to End” digital marketing: The data driven purchase cycle

© [x+1] 2010, Proprietary and Confidential

The [x+1] PlatformMedia+1Audience and content based ad targeting and optimization; private client networks

Site+1Personalized websites with content/offer/creative tailored to specific audience segments

[x+1] Platform optimizes results from display media,

landing pages and websites.

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[x+1]Virtual

Audience Network

CPG Connect powered by

© [x+1] 2010, Proprietary and Confidential

Getting attribution right is important when you run an optimization engine…optimizing to the wrong measure is a bad thing.

• Forrester recently recognized our attribution modeling capabilities, which ensure we optimize to the right measures

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“[x+1] impressed us with its full service offering which includes some of the richest algorithmic analytics of the group”

© [x+1] 2010, Proprietary and Confidential

There are many different paths to conversion

Search E-mail

Mail

TV

Affiliate

HomepageDisplay

SearchE-mail

© [x+1] 2010, Proprietary and Confidential

Different questions at different “scopes” of attribution

© [x+1] 2010, Proprietary and Confidential

Different questions at different “scopes” of attribution

Assign “credit” to display networks and properties on your media plan in order to evaluate performance, or pay CPA bounties.

© [x+1] 2010, Proprietary and Confidential

Different questions at different “scopes” of attribution

Assign “credit” to online tactics..search, display, affiliates and social, in order to allocate budget more effectively.

© [x+1] 2010, Proprietary and Confidential

Different questions at different “scopes” of attribution

Optimize marketing investment and mix, by understanding interaction and synergy between online and offline tactics

© [x+1] 2010, Proprietary and Confidential

Display Optimization: Avoid “false Darwinism”• The default “last click/last view” approach creates incentives for bad

behavior by all on the plan.

• Properties compete for “credit” by bombarding the remarketing pool…and are dis-incented to BUILD the remarketing pool.

• Networks and portals have learned to “game the system”, using a variety of tactics to set the last cookie…tactics that do not drive sales.

How can agencies and clients get it right?

Steps to avoid False Darwinism2. Analytics: • Unique contribution to

reach• “Reach duplication”• Unique contribution to the

remarketing pool• Remarketing duplication• Cost for each measure

1. Plan structure:• Limit remarketing partners• Remarketing frequency

caps• NO text links, buttons or

chat windows allowed to set cookie

• “Cost per Reach” targets

Two [x+1] case studies…

Case Study: Driving Conversions Via Free Trials

Dynamics:• To scale, client added CPA• CPA providers bombarded the

remarketing pool, gaining credit for last view.

• Non CPA providers lost share of sales and had their budgets cut as their credited CPA’s went up.

• Remarketing pool shrank, sales flattened at a higher overall cost.

Better approach:• For each provider, measured

unique contribution to reach overall and to remarketing reach.

• Rewarded trial drivers and reach providers and eliminated remarketing for all but one partner.

© [x+1] 2010, Proprietary and Confidential

224

155

62236302440

1,550

15 1638

Search TV Radio Magazine Newspaper

Marketing Driven Transactions Offline Impact on Search

Search Transactions Driven by Offline*Transactions (000’s):

$10.3 MM

595

317252

100

224

155

62236302440

1,550

15 1638

Search TV Radio Magazine Newspaper

Marketing Driven Transactions Offline Impact on Search

Search Transactions Driven by Offline*Transactions (000’s):

$10.3 MM

595

317252

100

Case Study 2: Online Travel Co. was over attributing results to search

In this example, offline tactics drove approximately 220,000 search transactions. TV advertising had the strongest interaction.

• The search team claimed credit for almost 16% of total sales. • Statistical analysis found that 38% of those would have occurred anyway, and 15% _ of the rest were due to synergy with offline channels.

© [x+1] 2010, Proprietary and Confidential

How important is it to get attribution right?• At [x+1], we think the answer is very important.

• Issues to consider:• How big is the budget?• Does your business depend on it?• Do you have alignment across your organization?• Are you working with the right resource?

Thank you! Thank you!