Managing digital media through Multi-touch Attribution Chapter produced in collaboration with
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Conference
11:50 AM - 12:30 PM
Managing digital media through Multi-touch Attribution GUILHEM BODIN
enior Manager expert Media Converteo
SABINE DE COURCY
SIRISACK VIENGSAVANH
MATTHIEU BRET
Acquisition & Digital Trafic Manager Canal Plus
Data Media and Tools Manager
Head of Data and Omnichannel Analytics
BNP Paribas
Orange France
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GENERAL OVERVIEW
1
WHAT IS ATTRIBUTION?
2
What is Multi-touch Attribution ?
SABINE DE COURCY Responsible e-marketing
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4
What are the Multi-touch models ? Who are the market players ?
CANAL +
MATTHIEU BRET Head of Data and Omnichannel Analytics ORANGE
GUILHEM BODIN 5
How can attribution be used in 2019 ?
Senior Manager CONVERTEO
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INTRODUCTION TO Multi-touch Attribution
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WHAT IS ATTRIBUTION?
Attribution allows to reconcile adcentric and site-centric data by comparing data related to ad exposure and the action resulting from it. It mainly aims at improving reporting, analysis and budget optimization.
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WHAT IS MULTI-TOUCH ATTRIBUTION? Multi-touch attribution allows to analyze the performance of each interaction of the marketing channels used in a conversion, relying on media and site behavior-related data. It aims at obtaining a unified and comprehensive vision of the customer journey leading to conversion.
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WHAT ARE THE MULTI-TOUCH MODELS?
WEIGHTED MODELS
AD-HOC MODELS
ALGORITHMIC MODELS
LINEAR MODEL PROGRESSIVE MODEL DECLINING MODEL U-SHAPE MODEL
BASED ON BUSINESS PRIORITIZATION
BASED ON HISTORICAL DATA
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WHO ARE THE MARKET PLAYERS? TOOLS
FULL STACK
Enables connected tools sharing same data collection system to rebuild customer journeys Data is gathered in the cloud to create custom models displayed through data visualization tools
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HOW CAN ATTRIBUTION BE USED IN 2019? ADJUST MIX MEDIA AND EXPENDITURE
ASSESS CAMPAIGN OR MEDIUM REGARDING GLOBAL MARKETING STRATEGY
ENABLE CONTINUOUS IMPROVEMENT BASED ON TEST AND LEARN
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Cost
Data Collection
Models Limitations
ROUND TABLE Features Technological stack WIFI digitbench19
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THANK YOU!
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