2. Factors and media effects The most important aim of the attribution analysis is to get to the relationship between media spend and the KPI that we are optimizing for. In order to get there, we need to understand each media type impacts KPIs and each other Media Cost Curves Effectiveness Curves Ad Stock Effects Total Budget Optimizer
3. Ad Stocking effects Adding the ad stocking effect of media to the model helps account for the diminishing effects of an ad over time. The chart below shows the approximate half life of each media type modeled. Note some media types have a longer half life than others, i.e. the effect of TV ads tend to last longer than a banner ad for example. Typical Half Life's by Media Types
4. Media effectiveness curves The effectiveness of media diminishes as the volume of exposure is increased. Eventually the incremental change in media will have little to no effect on the reached audience, the saturation point. Each media type reaches its saturation point at different levels of exposure (GRPs). Diminishing Returns by Media Type
5.
6.
7.
8. Optimization The optimizer takes into account all of the factors, ad stocking, diminishing returns, cost and inventory constraints and through and through an iterative process chooses the optimal media channel for each incremental dollar spent. Diminishing Returns by Media Spend Final Optimized Results
9. Contact info For more information please contact the Razorfish Insight group. Seth Garske Sr. Consultant – Insight Group Seth.garske@razorfish.com Brian Chaffe Director – Insight Group Brian.chaffe@razorfish.com Sandy Schlee VP– Insight Group Sandy.schlee@razorfish.com
