ses san francisco presentation by prem shah "beyond the last click"
DESCRIPTION
VP of Strategy Prem Shah discusses smart multi-channel attribution modeling at SES San Francisco 2013TRANSCRIPT
![Page 1: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/1.jpg)
San Francisco • September 10–13, 2013 • #SESSF @SESConf
Beyond the Last Click Smart Mul?-‐Channel ACribu?on Modeling Premal Shah Chango VP, Strategy
![Page 2: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/2.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Post-‐click Issue:
90%
90% of all display conversions will occur
from ‘view-‐thru’
Only 10% from post-‐click
10%
![Page 3: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/3.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Rise of Programma?c Calls for a Data Driven Approach
![Page 4: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/4.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Basics: Post-‐click vs. Post-‐impression (or view-‐through)
![Page 5: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/5.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Arguments AGAINST view-‐through
The wrong tracking window…
![Page 6: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/6.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Arguments AGAINST view-‐through
Cookie stuffing…
![Page 7: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/7.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Arguments FOR view-‐through
A nod to traditional advertising…
![Page 8: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/8.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Arguments FOR view-‐through
Look at the DNA of responders…
![Page 9: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/9.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
![Page 10: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/10.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The answer is somewhere between 0%-‐100%...
100% view-through
0% view-through
![Page 11: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/11.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
![Page 12: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/12.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Measurement Methodology The PSA A/B split test…
![Page 13: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/13.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
View-‐through Examples Large, well-known brand retailer
Prospec?ng for new customers
27% Site retarge?ng exis?ng prospects
13% Site retarge?ng exis?ng customers
8%
![Page 14: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/14.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
View-‐through Examples Small, unknown travel brand
Prospec?ng for new customers
93% Site retarge?ng exis?ng prospects
70% Site retarge?ng exis?ng customers
24%
![Page 15: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/15.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
The Result: over 75% of marketers use a combina?on of click & view-‐through
![Page 16: SES San Francisco Presentation by Prem Shah "Beyond the Last Click"](https://reader034.vdocuments.net/reader034/viewer/2022052523/55529762b4c905e8128b4cd9/html5/thumbnails/16.jpg)
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@prem_shah
Thank You!
#learn: chango.com/resources VIEW-‐THROUGH ATTRIBUTION EXPOSED: WHAT ‘LAST-‐TOUCH’ ISN’T TELLING YOU
CHANGO RETARGETING BAROMETER: WHAT MARKETERS & AGENCIES REALLY THINK ABOUT RETARGETING