In November 2012, between a hurricane and a Nor-easter, I presented a case study on Full-Funnel Attribution at the one of the premier industry conferences: Ad:tech NYC.
For the presentation I joined by Brad May of KSL Media, who is not only a client but also an early adopter and supporter of Attribution. Building on the insights from the Attribution Case study presented at Ad-Tech in San Fran, I was honored to speak again and present a case study illustrating how advanced analytics and full-funnel,cross-channel Attribution can be utilized to maximize performance and boost Return On Spend.
Among the highlights of the case study, we demonstrated:
- After modeling the impact of assist impressions and clicks, Display advertising accounted for almost 20% of achieved actions.
- Mobile ads generated low-cost mobile-generated actions (this year’s theme – mobile, mobile, mobile).
- Search played largely a supporting role.
- Frequency is an issues that all advertisers need to keep a close eye on.
For those who didn’t make the show, I’m happy to share the case study in two formats (both are hosted on slideshare):
As always, feel free to comment, tweet, like, post, share, or whatever it is you do in your own social sphere. Thanks for stopping by!