The Marketer's Funnel and Path to Conversion - A New Perspective at DAS, 10/20/14

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

Rethink the Funnel: A New Perspective on AttributionPeter O’Sullivan, Senior Sales Director, Western Region, QuantcastLauren Marks, Account Leader, iProspect

Know ahead. Act before.

TM

2| Copyright 2014 Quantcast | Confidential

About QuantcastThe most effective advertising from the people who really get audiences

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Measures millions of customer behaviors in the moment.

Directly measuring audiences spanning hundreds of millions of web destinations

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The Consumer Journey Down The Funnel

It’s Time To Evolve

An Example By The Numbers

Agenda


54% of marketers still use last touch attribution

Source: Econsultancy, “Marketing attribution: Valuing the Customer Journey”, February 2012

• Upper funnel is missed.

• All partners on the plan “fight” to get last touch.

• Creates the wrong incentives and a lose, lose, lose situation for consumers, marketers and media partners.

• Easily manipulated and gamed.

Challenges


It’s Time To Evolve….And It’s Not That Hard


A new perspective: Split Funnel Attribution

• Clean way to measure Prospecting and Retargeting.

• Creates a partnership between upper and lower funnel tactics.

• Aligns incentives for splitting credit and managing budget.

• Enhances all methods of attribution modeling.

Benefits


Strike the right balance for splitting credit, not just budget.Align your incentives:

Split Credit for each Conversion1You Decide How to Divide Credit2

Upper Funnel Credit

Lower Funnel Credit

Prospecting Phase

Retargeting Phase


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Split Funnel In Action: iProspect Case Study, Lauren Marks


Campaign Overview

Client: Leading Niche RetailerCampaign Goal: 2:1 ROI (~$35 CPA)Budget: $12.5K Time Period: August 2014Attribution Methodology: Last Touch

Total number of partners: 6, including QuantcastBreakdown of tactics by partner: 5 Full-Funnel, 1 Retargeting-only


Partner 1 Partner 2 Partner 3 Quantcast Partner 5 Partner 60

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

Impression Mix by Partner

Partner Overview

15%

64% 44%13%

40% Overall Retargeting %

Prospecting

Retargeting

88%

1%

Partners 1, 3 and Quantcast are running full funnel targeting, with Partner 3 retargeting fairly heavily.

Partner 6 is running prospecting only.

Partner 2 and Partner 5 are running retargeting only.


Prospecting Effectiveness

Quantcast and Partner 3 have the lowest prospecting cost per converter, while driving the highest conversion rates.Despite running mostly prospecting impressions, Partner 1 is not effective in prospecting

Prospecting impression volume Prospecting cost per converter

Partn

er 1

Partn

er 3

Quant

cast

Partn

er 6

$0

$10

$20

$30

$40

$50

$60

$70

Partn

er 1

Partn

er 3

Quant

cast

Partn

er 6

0.000%

0.020%

0.040%

0.060%

0.080%

0.100%

0.120%

0.140%

Prospecting conversion rate


Retargeting Effectiveness

Partner 5 is the most effective retargeting partner.

Quantcast has the lowest cost per retargeted converter.

Despite running high volume of retargeting impressions, Partner 2 is not retargeting effectively.

Partn

er 2

Partn

er 3

Quant

cast

Partn

er 5

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

Partn

er 2

Partn

er 3

Quant

cast

Partn

er 5

0.00%0.20%0.40%0.60%0.80%1.00%1.20%1.40%1.60%1.80%2.00%

Retargeting impression volume Retargeting cost per converterRetargeting conversion rate


Last Touch and Split-Funnel CPA (Low CPA is Good)

*CPA calculated assuming all partners on the same CPM rate

Average CPA Last Touch CPA Split Funnel CPA

Quantcast becomes the best performing partner once their Prospecting performance is taken into account.

Partner 6, who is doing mostly prospecting looks better once their prospecting contribution is credited with Split Funnel Attribution, but still does not match other partner’s performances.

Results will change with correct CPM Rates

Partn

er 1

Partn

er 2

Partn

er 3

Quant

cast

Partn

er 5

Partn

er 6

$-

$10

$20

$30

$40

$50

$60


Key TakeawaysSplit 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


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Questions?



Thank you.