Presentation from Kenshoo's Josh Dreller shared at Kenshoo's K8 Summit on September 9th, 2013 in which he shares research performed by Kenshoo on Facebook performance, FBX, and multi-touch attribution
13. | Kenshoo: Proprietary and Confidential
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First Click
Result: the FirstAd model attributed
30% more value to Facebook than the
LastAd model.
14. | Kenshoo: Proprietary and Confidential
14
Divide Equally
Result: the Divide Equally model
attributed 16% more value to
Facebook than the LastAd model.
15. | Kenshoo: Proprietary and Confidential
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Prefer First
Result: the Prefer First model
attributed 20% more value to
Facebook than the LastAd model.
16. | Kenshoo: Proprietary and Confidential
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Prefer Last
Result: the Prefer Last model
attributed 12% more value to
Facebook than the LastAd model.
17. | Kenshoo: Proprietary and Confidential
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U-Shaped
Result: the U-Shaped model attributed
15% more value to Facebook than the
LastAd model.