jay burke, zipcar
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Digiday Programmatic Marketing Summit
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jay burke, zipcar
- 1. The Importance of Attribution June 1, 2017 Jay Burke
- 2. 2 ZIPCAR CONFIDENTIAL > 2/3 New Zipcar Members are “Multi-Touch” Exposed to Zipcar on > 3 Channels See > 10 Brand Exposures Last Touch? Lost Opportunity.
- 3. 3 ZIPCAR CONFIDENTIAL3 ZIPCAR CONFIDENTIAL Pre-Roll Video Search Display Remarketing Instagram Channel-Based View = Guided by (sometimes BAD) RULES Pre-Roll Video -- Search -- Display Remarketing -- Instagram 100% Pre-Roll Video 25% Search 25% Display Remarketing 25% Instagram 25% Pre-Roll Video 10% Search 20% Display Remarketing 30% Instagram 40% Pre-Roll Video 35% Search 6% Display Remarketing 48% Instagram 11% Consumer-Based View = Guided by MODEL, ANALYTICS, BEHAVIOR
- 4. 4 ZIPCAR CONFIDENTIAL Pre-Roll Video Search Display Remarketing Instagram Conversion Pathway 1 ► ● ● ● ● ● Pathway 2 ► ● ● ● ● ● Pathway 3 ► ● ● ● ● ● Pathway 4 ► ● ● ● ● ● Pathway N ► ● ● ● ● ● GOAL: Understand value of each interaction by comparing pathways WITH / WITHOUT Consumer-Based View = Compare Actual Pathways
- 5. 5 ZIPCAR CONFIDENTIAL5 ZIPCAR CONFIDENTIAL Unbiased Attribution of “Assists” = Benchmark of TRUE CPA Pre-Roll Video $275 Paid Search $41 Display Remarketing $54 Instagram $139 Pre-Roll Video $275 $181 Paid Search $41 $47 Display Remarketing $54 $35 Instagram $139 $113 Last-Touch CPA vs. Pathway-based CPA
- 6. 6 ZIPCAR CONFIDENTIAL What’s the Point? 1. It’s a Multi-Channel World. Get Used to It. 2. Growth Requires Testing “the NEW.” 3. Even Skeptics Can Learn to Love “Brand”
- 7. See you on the road!
Notes de l'éditeur
- Biggest challenge – what can be a struggle – is to determine HOW MUCH CREDIT TO GIVE EACH CHANNEL Channel Centric - Rules Driven Typical business rules evaluate media performance in channel based “swim lanes” Approaches don’t evaluate multiple interactions in an objective way Consumer Centric – Model Driven Model based solution evaluates all pathways in an objective way All interactions are valued based on their impact on consumers behavior -Our model takes a purely data driven approach to attribution. It is built at the consumer level and values each consumer interaction based on the impact it has on consumer behavior in their pathway to purchase - This is in contrast to rules based models that are common in digital media, specifically the last touch model, which gives 100% conversion credit to the last interaction that a consumer has prior to conversion, regardless of other interactions that likely played a role at other stages of the funnel
- -This is an example of a high level tangible output from our attribution model. -In this example, we are looking at all of the channels and tactics on a given advertisers media plan, and comparing their last touch CPAs to their CPAs when we re-weighted conversion volume via our empirical attribution model. -What you will see is that upper/mid funnel tactics tend to look more efficient vs last touch while lower funnel tactics look slightly less efficient compared to last touch. -This speaks to how our model can more fairly evaluate channels throughout the purchase funnel Proper, un-biased attribution that incorporates the value of ‘assists’ in multi-touch conversion pathways has a significant impact on the CPA of each marketing tactic Apply results to channel/tactic level optimizations to correctly value the impact of “assist” conversions Allocate budgets across tactics and channels to facilitate highest volume of conversions Test into new channels with confidence / expectations - Utilize results for new program and partner planning and forecasting Biggest challenge – what can be a struggle – is to determine HOW MUCH CREDIT TO GIVE EACH CHANNEL Channel Centric - Rules Driven Typical business rules evaluate media performance in channel based “swim lanes” Approaches don’t evaluate multiple interactions in an objective way Consumer Centric – Model Driven Model based solution evaluates all pathways in an objective way All interactions are valued based on their impact on consumers behavior -Our model takes a purely data driven approach to attribution. It is built at the consumer level and values each consumer interaction based on the impact it has on consumer behavior in their pathway to purchase - This is in contrast to rules based models that are common in digital media, specifically the last touch model, which gives 100% conversion credit to the last interaction that a consumer has prior to conversion, regardless of other interactions that likely played a role at other stages of the funnel