Chango's VP, Strategy Prem Shah discusses effective multi-channel attribution modeling in a programmatic world at ClickZ Live in NYC- April 1st 2014.

1. Effective Multi-Channel
Attribution Modeling in a
Programmatic World
Prem Shah
VP, Strategy
Chango

2. The Post Click
Challenge…
90% of all display conversions
will take place from ‘view-
through’
Only 10% from ‘post-click’
90% 10%

3. GAIN INSIGHT
and better understand
Your data & audience
RAISE BRAND
AWARENESS
and widen
the funnel
PROSPECT
and find new
customers
RETARGET
AND CONVERT
more of your
existing customers
Rise of Programmatic Calls
for Different Approach

4. The Basics…
Post-click vs.
Post-impression (or view-through)

5. Reasons FOR
& AGAINST
View-Through

6. Arguments AGAINST
View-Through
The wrong tracking window…

7. Arguments AGAINST
View-Through
Cookie stuffing…

8. Arguments FOR
View-Through
A nod to traditional advertising…

9. Arguments FOR
View-Through
The DNA of responders…

11. Retargeting Budgets
are Increasing in ‘14

12. We Know View-
Through Matters
100%
view-through
0%
view-through
But, the answer is somewhere between 0% and 100%...

13. Recency & Exposure
Measures

14. The PSA A/B
Split Test
A. Client's Ad
B. PSA Ad $10,000
Post-
impression
revenue
$50,000
Post-
impression
revenue
Calculate incremental revenue
= 100 -
PSA Ad
Client's Ad
= 100 - X 100
$10,000
$50,000
= 80% lift
X 100
The measurement methodology…

15. View-Through
Examples
A large, well-known brand retailer…
Prospecting for
new customers
27% Site retargeting
existing prospects
13% Site retargeting
existing customers
8%

16. View-Through
Examples
A small, unknown travel brand…
Prospecting for
new customers
93% Site retargeting
existing prospects
70% Site retargeting
existing customers
24%

17. What Are Marketers
Considering?
60% of marketers use a combination of view
and click-through

18. 3 Considerations for
View-Through…

19. #1: Inventory Quality
Matters
Ensure ad clutter is
removed…

20. #1: Inventory Quality
Matters
Understand
correlation with
Viewability…

21. #2: Creative Matters
Consider: Call to action, DCO, A/B testing

22. #3: Inventory Sources
Programmatic has expanded to high
engagement platforms and placements
(FBX, Twitter and other native sources)

23. Thank You!
#learn: chango.com/resources