Breakout Session Presentation:Title Here

SESSION LEADER:

• Tina Moffett, Analyst, Forrester Research, Inc.

SPEAKERS:

• Paul Pellman, CEO, Adometry

• Dan Kirchgessner, Director, Online Advertising, Ideeli

Adometry + IdeeliOur Mutual Purpose

• Utilize fractional data driven attribution technologies

• Provide deeper and more accurate insight into overall performance

• Drive incremental ROI of online and offline cross-channel marketing efforts and improve overall ROAS

• Guide and optimize future marketing efforts

• Reduce waste & increase efficiency

IdeeliOnline Retailer with High Velocity User Experience

Exciting, members-only, daily shopping experience of curated brands•“Incredible brands at exceptional prices”•6 million members, over 1000 brand partners with 20-30 new events every day (an entirely new site - shoot nearly 2000 images daily)

Founded 2006•Started in an apartment, now 32,000 sq ft

Ranked #1 Inc. 500 list in 2011

Ideeli Attribution Goals & Challenges

Goals:1.Increase number of new member sign-ups2.Drive up repeat purchases

Challenges:1.Couldn’t trust last click or last view measurement results2.The complexity/velocity/frequency of user engagement made it difficult to measure media impact on purchases

INSIGHT

LIFT

• Display lifts search performance by 50%.• Over 50% of display ads appeared “below the

fold” and up to 30% were never seen.• Significant differences in attribution vs last event.

ACTION

RESULT

• Reallocated media spend to top performing placements.

• Eliminated inefficient placements.

• Maintained aggregate new member signups and reduced CPA by 14%.

• Re-allocated budget to fund marketing spend boost to increase repeat purchasers.

Ideeli Results - New member signups

MEDIA BUY A

VIEWABILITY eCPA

INSIGHT

CONVERSIONS

• Last click understated repeat purchases by >90%.• Communicated to stakeholders the real advertising

value created by campaigns.• Uncovered new marketing channels and sites to

promote repeat purchases.

ACTION

RESULT

• Re-set how we measure results. • Justified increased ad spend to drive repeat

purchases.• Found opportunities to re-allocate spend/optimize.

• Increased total repeat purchases by over 30%.• Consistent month-to-month improvement.

Ideeli Results – Driving repeat purchases

MEDIA BUY A

Rep

eat

Pu

rch

aser

Ideeli: Display LiftN

ew S

ign

-Up

Re-allocated budget to fund marketing spend boost increased repeat purchasers AND simultaneously increased new sign-up conversions.

Ideeli Results – Reallocated Budget

Ideeli: Algorithmic v Last Click

MEDIA BUY A: Repeat Purchasers