the ins and outs of fractional attribution: how to select the right partner, launch and get results!
TRANSCRIPT
Confidential and Proprietary
THE INS AND OUTS OF FRACTIONAL ATTRIBUTIONHow to Select the Right Partner, Launch and Get Results!
© Equifax Confidential and Proprietary 2
“If Anyone Tells You Your Hair Is Too Big, Get Rid Of Them.
You Don’t Need That Kind Of Negativity In Your Life.”
Dolly Parton
© Equifax Confidential and Proprietary 3
Media Savings Identified in
First Two Years
$4M+
© Equifax Confidential and Proprietary 4
Roadblocks to success made us revisit our DR media approach: Category disruption & bottom-funnel media planning
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Attribution approach was a key foundation to enable opportunities in an ever-changing marketplace, while meeting
growth-focused volume goals
© Equifax Confidential and Proprietary
Decision point: Apply data-driven decisioning & remove human-based bias
Attribution approaches include: Last touch, last click, fractional & algorithmic
© Equifax Confidential and Proprietary 6
• Save +$1M in Year One• Invest smarter• Reduce waste• Identify actionable
optimizations• Galvanize
organizational groups• Inspire creative
thinking approach
Gain a line-of-sight into better decisioning:
© Equifax Confidential and Proprietary 7
Foundations for success:
• Unified goal & team• Clean data• Trust in set up & output• Strong champions
“The Best Way To Predict Your Future Is To Create It.”
© Equifax Confidential and Proprietary
Selling into agencies
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1. Shared Goal 2. Contribution 3. Excitement
Kickoff Project As A Team Across Brand, Agency & Partner
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Key Learnings:
• Time Lag to Conversion Longer than Expected: 60+ Days
• Do the Easy Stuff First
• Maintain Frequent Check-Ins with Executive Sponsors
• Continued Training is a Necessity
© Equifax Confidential and Proprietary 10
• Frequency capping• Placement funding changes• Creative optimization• Campaign budget changes• Search bid changes/pauses
• Partner selection/funding levels• Core plan reinvestment• Test assessment• Scenario planning• Halo contribution readouts
“No Fear” Optimization Approach
Confidential and Proprietary 11
Future of Attribution at Equifax
• Cross-Device
• Go Global
• Incorporate LTV
• Add Audience Segments
