Exclusive event by AccuraCast - sports marketing and attribution - presentation by Farhad Divecha on 3 October 2019 at the Lord's Tavern.

1. Sports Marketing
Presented by: Farhad Divecha
Date: 3rd October 2019
#AccuraCastSports

2. Introductions
Farhad Divecha
( Faar-haad Dee vey tcha )

3. Innovation Multilingual
Data Intelligence Flexibility

4. Digital
Advertising
Our Services
Search
optimisation
Multilingual
marketing
Social media
marketing

5. Clients

6. The story of Lil Nas
X

8. “Yeah, I'm gonna take my horse to the old town road
I'm gonna ride 'til I can't no more ”

9. It’s a whole new world we be livin’ in

10. Your customers don’t live in silos

11. Go multichannel
Create experiences
Engage authentically
Grow communities
Differentiate
#AccuraCastSports

12. That is the question…
Which Channel Works Best?

13. © 2019 AccuraCast Limited +44 (0)800 019 6813
www.accuracast.com
Channel Clicks Cost Conversions CPA
Search 4,500 £6,000 300 £20
Shopping 3,200 £4,500 450 £10
Display 15,800 £1,500 100 £15
Facebook 5,600 £5,000 500 £10
Instagram 2,300 £2,000 150 £13
Twitter 3,700 £4,000 200 £20
YouTube 1,600 £3,000 20 £15
TikTok 12,300 £1,000 250 £4
In a siloed world…

14. Attribution

15. © 2019 AccuraCast Limited +44 (0)800 019 6813
www.accuracast.com
Paid Search
Display
Remarketing
Facebook
Organic
Search
Who gets the credit?

16. © 2019 AccuraCast Limited +44 (0)800 019 6813
www.accuracast.com
Channel Clicks Cost Last-click Cv Attributed Cv CPA Effective CPA
Search 4,500 £6,000 300 600 £20 £10
Shopping 3,200 £4,500 450 450 £10 £10
Display 15,800 £1,500 100 50 £15 £30
Facebook 5,600 £5,000 500 250 £10 £20
Instagram 2,300 £2,000 150 500 £13 £4
Twitter 3,700 £4,000 200 50 £20 £80
YouTube 1,600 £3,000 20 20 £15 £15
TikTok 12,300 £1,000 250 50 £4 £20
In the real world…

17. © 2019 AccuraCast Limited +44 (0)800 019 6813
www.accuracast.com
0
500
1000
1500
2000
2500
3000
£5 £10 £15 £20 £25 £30 £35
Lower Effective CPA = Room to grow
#AccuraCastSports

19. Case study:
American Golf
 FR, DE, & IT
 Purely digital activity & no stores
to drive traffic
 All sales are repeat or seeded by
non-brand activity

22. Attributed conversions
Last Click First Click CPA δ
DE 39.15% 53.66% 37%
FR 39.53% 56.74% 44%
IT 29.39% 39.04% 32%

23. Attribution
Model?

24. © 2019 AccuraCast Limited +44 (0)800 019 6813
www.accuracast.com
0%
5%
10%
15%
20%
1st Interaction 2nd Interaction 3rd Interaction 4th Interaction 5th Interaction
Start Linear

25. © 2019 AccuraCast Limited +44 (0)800 019 6813
www.accuracast.com
0%
10%
20%
30%
40%
1st Interaction 2nd Interaction 3rd Interaction 4th Interaction 5th Interaction
Progress to Time Decay

26. © 2019 AccuraCast Limited +44 (0)800 019 6813
www.accuracast.com
0%
10%
20%
30%
1st Interaction 2nd Interaction 3rd Interaction 4th Interaction 5th Interaction
Ace with Data-driven & Custom

27. AI enhances digital
marketing performance

28. Under-performing ads
High value keywords
Budget wasters
Engaged audiences
Low value leads
Bid management
Low ROI channels
Day-parts bidding
Barriers to sale
Target demographics

29. Twitter
Facebook
Google
Display

30. unyte.ai

31. Thank You!
www.accuracast.com
Presented by: Farhad Divecha
Date: 3rd October 2019