thinkLA Programmatic Summit 2014 Seph Zdarko Presentation Slides

1| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential

Attribution InsightsA New Perspective on Attribution

Know ahead. Act before. TM


2

The Marketer’s Funnel and

Path to Conversion:

A New Perspective

3| Copyright 2014 Quantcast | Confidential

Upper Funnel

(Prospecting)

Lower Funnel

(Retargeting)

The marketer’s funnel


Split the funnel


The consumer’s path to conversion



Email

Search

Affiliat

e

Social

Mobile

Video

Off

LineDisplay



Display




Last touch attribution is outdated

All upper funnel activity

is missed

Multiple partners on the

plan “fight” to get last

touchRetargeting

Prospecting


Relay race


Prospecting brings

qualified and incremental

leads to your site

Retargeting pushes site

visitors down to the

conversion event

Incorporating the “first site visit” is crucial

Retargeting

Prospecting


The “first site visit” signals the beginning

of retargeting

Retargeting

Prospecting

Incorporating the “first site visit” is crucial


Relay race

14| Copyright 2014 Quantcast | Confidential 14| Copyright 2013 Quantcast | Confidential

Split funnel works across all channels and models

Bottom Funnel Split Funnel

Last touch

Linear

Multi touch

Regression

Last touch

Linear

Multi touch

Regression


15

Split Funnel Attribution

Metrics & Insights


Overall Mix

Prospecting,

44%

Retargeting,

56%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Partner 1 Partner 2 Partner 3 Partner 4

Mix by Partner

Prospecting Retargeting

Split Funnel Mix:A breakdown of Prospecting and Retargeting impressions to

show what partners are doing.


The ratio of consumers who

convert after the first visit

vs. those who convert after

multiple visits

A high % of conversion

on first visit = less need

for retargeting

A low % of conversion

on first = greater need

for retargeting

First Visit Conversion Ratio: A directional indicator for prospecting and

retargeting dependence.


Tim

e to

Vis

itT

ime

Afte

r V

isit

Time to Convert from the first

touch and the first visit provide

directional indicators for optimal

balance between retargeting and

prospecting

Tim

e to C

onvert

Time to Convert: The complete timeline of your consumers’

path to conversion.


The total number of

touchpoints from first

touch helps you define

how many touchpoints

to use in your attribution

model.

Ad Frequency

Before Visit

Per Visitor

Per Converter

Ad Frequency: Understand your customers’ interaction with

ad touchpoints.


Strike the right balance for splitting credit,

not just budget.

Split Credit for each Conversion1You Decide How to Divide Credit2

Upper Funnel Credit

Lower Funnel Credit

Prospecting Phase

Retargeting Phase

Align your incentives:


21

An example by the numbers:

Last Touch vs. Split Funnel


Example: 4 partners on the plan – equal budgets

Partners Budget

Prospector 1 $20,000



Retargeter 4 $20,000

Total $80,000


Last Touch


Performance based on last touch attribution

Partners BudgetLast Touch

Conversions

Last

Touch

CPA

Prosp 1 $20,000 100 $200

Prosp 2 $20,000 150 $133

Prosp 3 $20,000 200 $100

Rtrgtr 4 $20,000 550 $36

Total$80,00

01,000 $80

0

1,000

Before

Partners 1 is clearly lagging behind the pack

Partner 4 is gaining most of credit


0

1,000

Optimizations based on last touch attribution

Partners BudgetLast Touch

Conversions

Last

Touch

CPA

Budget

Prosp 1 $20,000 100 $200

Prosp 2 $20,000 150 $133

Prosp 3 $20,000 200 $100 $20,000

Rtrgtr 4 $20,000 550 $36 $60,000

Total$80,00

01,000 $80

$80,00

0

Before

Remove Partner 1

Remove Partner 2

Keep Partner 3

Keep Partner 4


0

1,000

0

1,000

Results with last touch attribution optimizations

Partner

sBudget

Last Touch

Conversions

Last

Touch

CPA

BudgetLast Touch

Conversions

Last

Touch

CPA

Prosp 1 $20,000 100 $200

Prosp 2 $20,000 150 $133

Prosp 3 $20,000 200 $100 $20,000 150 $133

Rtrgtr 4 $20,000 550 $36 $60,000 700 $86

Total$80,00

01,000 $80

$80,00

0850 $118

850

Before After

Reduced

Conversions


Split Funnel



Partners Budget




Retargeter 4 $20,000

Total $80,000



Partners Budget

Reported

Retargeting %

with Split Funnel

Prospector 1 $20,000 0%



Retargeter 4 $20,000 100%

Total $80,000


0

1,000

Performance based on split funnel attribution

Partners BudgetSplit Funnel

Conversions

Split

Funnel

CPA

Prosp 1 $20,000 306 $65

Prosp 2 $20,000 249 $82

Prosp 3 $20,000 140 $143

Rtrgtr 4 $20,000 311 $64

Total $80,000 1,000 $80

Visit Conv. Split Funnel

Partner 1 is now properly credited

Credit is more balanced


Optimizations based on split funnel attribution

Partner

sBudget

Split Funnel

Conversions

Split

Funnel

CPA

Budget

Prosp 1 $20,000 306 $65 $40,000

Prosp 2 $20,000 249 $82

Prosp 3 $20,000 140 $143

Rtrgtr 4 $20,000 311 $64 $40,000

Total$80,00

01,000 $80

$80,00

0

Keep Partner 1

Remove Partner 2

Remove Partner 3

Keep Partner 4


0

1,000

0

1,000

Results with split funnel attribution optimizations

Partner

sBudget

Split Funnel

Conversions

Split

Funnel

CPA

BudgetSplit Funnel

Conversions

Split

Funnel

CPA

Prosp 1 $20,000 306 $65 $40,000 575 $70

Prosp 2 $20,000 249 $82

Prosp 3 $20,000 140 $143

Rtrgtr 4 $20,000 311 $64 $40,000 625 $64

Total$80,00

01,000 $80

$80,00

01,200 $67

Before

Increased

Conversions

1,200

Visit Conv. After


33

Key Takeaways and Next Steps


Key takeaways

Split funnel attribution makes this all possible

1. Know your funnel metrics - what is actually happening

2. Understand your funnel dynamics – what you want to happen

3. Set the right incentives to maximize your desired results – influence the outcome


Talk to Quantcast

Ask for Split Funnel

Join our free beta offering

Next Steps: How do I Implement?

Talk to your attribution vendor

For more questions please feel free to reach out direct:

[email protected]


Thank you.

36

Education

thinkLA Programmatic Summit 2014 Seph Zdarko Presentation Slides