next gen ad attribution - paul pellman
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TRANSCRIPT
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Breakout Session Presentation:Title Here
SESSION LEADER:
• Tina Moffett, Analyst, Forrester Research, Inc.
SPEAKERS:
• Paul Pellman, CEO, Adometry
• Dan Kirchgessner, Director, Online Advertising, Ideeli
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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
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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
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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
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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
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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
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Rep
eat
Pu
rch
aser
Ideeli: Display LiftN
ew S
ign
-Up
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Re-allocated budget to fund marketing spend boost increased repeat purchasers AND simultaneously increased new sign-up conversions.
Ideeli Results – Reallocated Budget
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Ideeli: Algorithmic v Last Click
MEDIA BUY A: Repeat Purchasers