2. Confidential and Proprietary
Three Frontiers of Innovation in Attribution
1. Purchase Path & Identity Management
Making it longer to cover more channels and touchpoints
2. Modelling & Credit Allocation
Doing it right and giving credit where credit is due
3. Taking Action
Simplification/automation to enable more stakeholders
5. Confidential and Proprietary5
People-Based Measurement + Attribution
People
Aware
People
Converted
[…]
People
Retained
People
Engaged
Traditional
Media
Digital
Media
In-Store
Research
Online
Sales
Retail, Call
Center
Sales
Digital
TV, Radio
Phone
Calls
Devices
Direct
Mail
Social
8. Confidential and Proprietary8
So What?
Channel Campaign Sales Revenue ROI
A 1 100 $100 100%
B 2 200 $200 200%
A 1 150 $150 150%
B 2 150 $150 150%
C 3 200 $200 200%
Total 500 $500 150%
10. Confidential and Proprietary10
The Modelling Approach Matters, A Lot
Hidden Markov Modell (HMM) proven to be most effective
§ Uses visible events to approximate hidden customer journey stages
§ Understands and can report on how prospect moves through stages
§ Does not make unrealistic assumptions on (linear) consumer habits
§ Does not overvalue touchpoints just for being present in the path
§ Accounts for display ad-viewability and ad-fraud automatically
11. Confidential and Proprietary
EQUIFAX
FINANCIAL
DATA
WE KNOW
HOW
MUCH
MONEY
YOU HAVE
WE KNOW
HOW
MUCH
MONEY
YOU MAKE
WE KNOW
HOW
MUCH
MONEY
YOU OWE
Actual vs Estimated Customer Value
WE KNOW
HOW MUCH
YOU CAN
(REALLY)
AFFORD
12. Confidential and Proprietary12
So What?
Channel Campaign Segment Sales Revenue ROI
A 1 150 $150 150%
A 1 150 $150 150%
B 2 200 $200 200%
A 1 Equifax X 150 $200 200%
A 1 Equifax Y 150 $100 100%
B 2 Equifax Z 200 $100 100%
Total 500 $400 150%
16. Confidential and Proprietary16
So What?
Channel Campaign Segment Sales Revenue ROI
A 1 Equifax X 150 $200 200%
A 1 Equifax Y 150 $100 100%
B 2 Equifax Z 200 $100 100%
A 1 Equifax X 150 $200 200%
B 2 Equifax X 150 $150 150%
C 3 Equifax X 200 $150 150%
Total 500 $500 175%