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1| Copyright 2015 Quantcast | Confidential| Copyright 2015 Quantcast | Confidential
Why it’s Time to Rethink the Funnel:
A New Perspective on Attribution
Brooke Lydon BengierJuly 16, 2015
2| Copyright 2015 Quantcast | Confidential
What is Attribution?
A rule-based or statistical method for assigning conversions credit to media partners
A tool to optimize allocation of marketing budget across channels/campaigns
The search for causation
A very difficult problem
3| Copyright 2015 Quantcast | Confidential
Current attribution models overview Simple models Complex models
Last Touch
First Touch
First and Last
Linear
Time Decay
Position Based
Custom or Rule-Based
Statistical Model
4| Copyright 2015 Quantcast | Confidential
Attribution Vendors
(Google)
(Neustar)
(eBay Enterprise)(AOL)
(ex DC Storm)
5| Copyright 2015 Quantcast | Confidential
Attribution models are still a work in progress
Missing touch points
Rewarding correlation instead of causation
Not differentiating prospecting and retargeting
6| Copyright 2015 Quantcast | Confidential
The consumer’s path to conversion
Upper FunnelProspecting
Lower FunnelRetargeting
7| Copyright 2015 Quantcast | Confidential
Prospecting brings qualified and incremental leads to your site
Retargeting pushes site visitors down to the conversion event
Incorporating the “first site visit” is crucial
Retargeting
Prospecting
8| Copyright 2015 Quantcast | Confidential
The “first site visit” signals the
beginning of retargeting
Retargeting
Prospecting
Split the Funnel
9| Copyright 2015 Quantcast | Confidential
Last touch attribution is outdated
All upper funnel activity is missed
Multiple partners on the plan “fight” to get last touch
Retargeting
Prospecting
10| Copyright 2015 Quantcast | Confidential
Strike the right balance for splitting credit, not just budget.
Split Credit for each Conversion1You Decide How to Divide Credit2
Upper Funnel Credit
Lower Funnel Credit
Prospecting Phase
Retargeting Phase
Align your incentives:
11| Copyright 2015 Quantcast | Confidential
Example: Ad Server View
C
Last Touch
Partner A
Partner B
Partner C
7
12
13 LAST TOUCH
Ad impressionsPartners
12| Copyright 2015 Quantcast | Confidential
Example with First Visit
C
Last Touch
Partner A
Partner B
Partner C
7
12
13 LAST TOUCH
Ad impressionsPartners
Prospecting Retargeting
V V
13| Copyright 2015 Quantcast | Confidential
Standard Attributions with First Visit
CV
Last Touch
Linear
Time Decay
U-Shaped
Prospecting Retargeting
V V
Algorithmic
14| Copyright 2015 Quantcast | Confidential
Split Funnel AttributionProspecting Retargeting
CVV V
Last Touch
Split Funnel Attribution
Last TouchBefore Visit
15| Copyright 2015 Quantcast | Confidential
Split Funnel AttributionProspecting Retargeting
CVV V
Last Touch
Split Funnel Attribution
Last TouchBefore Visit
First Touch
16| Copyright 2015 Quantcast | Confidential 16| Copyright 2014 Quantcast | Confidential
Split funnel works across all channels and models
Time Decay
Position Based
Linear
Statistical or regression
Bottom Funnel
Split Funnel
17| Copyright 2015 Quantcast | Confidential
Key TakeawaysSplit funnel attribution makes this all possible
1. Know your funnel metrics - what is actually happening
2. Understand your funnel dynamics – what you want to happen
3. Set the right incentives to maximize your desired results – influence the outcome
18| Copyright 2015 Quantcast | Confidential
18| Copyright 2015 Quantcast | Confidential
Thank you.
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