ses san francisco presentation by prem shah "beyond the last click"
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VP of Strategy Prem Shah discusses smart multi-channel attribution modeling at SES San Francisco 2013TRANSCRIPT
San Francisco • September 10–13, 2013 • #SESSF @SESConf
Beyond the Last Click Smart Mul?-‐Channel ACribu?on Modeling Premal Shah Chango VP, Strategy
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Post-‐click Issue:
90%
90% of all display conversions will occur
from ‘view-‐thru’
Only 10% from post-‐click
10%
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Rise of Programma?c Calls for a Data Driven Approach
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Basics: Post-‐click vs. Post-‐impression (or view-‐through)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Arguments AGAINST view-‐through
The wrong tracking window…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Arguments AGAINST view-‐through
Cookie stuffing…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Arguments FOR view-‐through
A nod to traditional advertising…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Arguments FOR view-‐through
Look at the DNA of responders…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The answer is somewhere between 0%-‐100%...
100% view-through
0% view-through
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Measurement Methodology The PSA A/B split test…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
View-‐through Examples Large, well-known brand retailer
Prospec?ng for new customers
27% Site retarge?ng exis?ng prospects
13% Site retarge?ng exis?ng customers
8%
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
View-‐through Examples Small, unknown travel brand
Prospec?ng for new customers
93% Site retarge?ng exis?ng prospects
70% Site retarge?ng exis?ng customers
24%
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Result: over 75% of marketers use a combina?on of click & view-‐through
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
Thank You!
#learn: chango.com/resources VIEW-‐THROUGH ATTRIBUTION EXPOSED: WHAT ‘LAST-‐TOUCH’ ISN’T TELLING YOU
CHANGO RETARGETING BAROMETER: WHAT MARKETERS & AGENCIES REALLY THINK ABOUT RETARGETING