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Attribution-Enabled Pay-for-Performance: A Success Story. Woody Meachum, Group Director of Digital Strategy, OMD Manu Mathew, Co-Founder & CEO, Visual IQ. Enter Our Drawing – Lobster Clambake for Two. Situation. Financial services brand M ultiple online/offline channels - PowerPoint PPT Presentation
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I N S I G H T S • I D E A S • R E S U LT S
Attribution-Enabled Pay-for-Performance: A Success StoryWoody Meachum, Group Director of Digital Strategy, OMDManu Mathew, Co-Founder & CEO, Visual IQ
Enter Our Drawing – Lobster Clambake for Two
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Situation
• Financial services brand• Multiple online/offline channels• Variety online/offline
conversions• Display for top & bottom of
funnel• Multiple publishers claiming
conversion credit
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Challenges
• 100% of conversion credit given to last action/channel
• Last action-based optimization
• Impossible to quantify top-of-funnel tactic contribution
• Knew measurement was flawed
• Channel spend spread across multiple sources
• Dissatisfied with overall ROI4
Solution
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• Performance-based partnership with 9 key display publishers
• Gave partial credit for top-of-funnel contribution
• Incented publishers to deliver quality inventory
• Compensated publishers accordingly
Implementation
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• Identify data sources for all paid & unpaid media
• Standardize to shared KPIs & costs
• Normalize data sources into shared format
• Configure interface & reports• Review historical data & build
model
Making It Work
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• Convert complex attribution data into simplified output
• Daily & weekly performance reporting & compensation
• Periodic adjustment of model • Change management at
publishers• Change management at
agency• Change management at
brand
Results
• 2012 -- conversions up 18% & CPA down 36%
• 2013 – conversions up another 13.4% & CPA down another 34%
• 2014 (Y-to-D) – conversions up another 9.8% above 2013 & CPA down another 28.1%
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And the Winner IS? Lobster Clambake for Two
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