attribution-enabled pay-for-performance: a success story

I N S I G H T S • I D E A S • R E S U LT S

Attribution-Enabled Pay-for-Performance: A Success StoryWoody Meachum, Group Director of Digital Strategy, OMDManu Mathew, Co-Founder & CEO, Visual IQ

Enter Our Drawing – Lobster Clambake for Two

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Situation

• Financial services brand• Multiple online/offline channels• Variety online/offline

conversions• Display for top & bottom of

funnel• Multiple publishers claiming

conversion credit

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Challenges

• 100% of conversion credit given to last action/channel

• Last action-based optimization

• Impossible to quantify top-of-funnel tactic contribution

• Knew measurement was flawed

• Channel spend spread across multiple sources

• Dissatisfied with overall ROI4

Solution

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• Performance-based partnership with 9 key display publishers

• Gave partial credit for top-of-funnel contribution

• Incented publishers to deliver quality inventory

• Compensated publishers accordingly

Implementation

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• Identify data sources for all paid & unpaid media

• Standardize to shared KPIs & costs

• Normalize data sources into shared format

• Configure interface & reports• Review historical data & build

model

Making It Work

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• Convert complex attribution data into simplified output

• Daily & weekly performance reporting & compensation

• Periodic adjustment of model • Change management at

publishers• Change management at

agency• Change management at

brand

Results

• 2012 -- conversions up 18% & CPA down 36%

• 2013 – conversions up another 13.4% & CPA down another 34%

• 2014 (Y-to-D) – conversions up another 9.8% above 2013 & CPA down another 28.1%

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Q&A

• Be sure to drop your business card

Manu.Mathew@Visualiq.comWoody.Meachum@OMD.com

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And the Winner IS? Lobster Clambake for Two

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