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Attribution & Our Approach Rupert Privett, Business Lead APAC

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Who we are A serious agency, built for the digital age

We help some of the world’s top

brands earn valuable

connections with their

customers

We go deeper into data, media

and content to create beautiful

campaigns that deliver enduring

business success.

Objective

Media Captivating

Experiences

Data

Science

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Media Mobile Social Creative Design & Build

Display Planning &

Buying

RTB

Partnerships

Search

Paid Social

Affiliates &

Listings

Mobile

Analytics & Insight

Mobile planning

and buying

Mobile design

Mobile rich media

Mobile App

development

Mobile Analytics

and Insight

Buzz monitoring &

reputation

management

Design &

Development

Content solutions

Community

Management

Media Planning &

Buying

Social Commerce

Conceptualisation

Digital Display

Digital Design

Rich Media

Animation

Microsites

Interactive

Campaigns

User Centric Web

Design

UI, Information

Architecture

Application

Development

Content

Management

eCommerce

Social Apps

Web Hosting &

Management

Our services Made up of five core practice areas, able to lend one another expertise as required

Strategic Planning

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A few of our clients

© Essence 2005 - 20112

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© Essence 2005 - 20112

San Francisco

Seattle

New York

London

Singapore

42 Nationalities

45 Languages

5 Offices

24 Timezones

75 Cultures

1 team

vision

mission

Experience at scale Hub model = global coverage without compromise

71 Markets

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1. Commercial & client-centric

2. Strategic advisors first, agency second

3. Transcended by technology

4. Obsessive about measurement

5. Unique recruitment & talent management

6. Exceptional sense of family, diversity and fun

A serious agency, built for the digital age

Why Essence What makes us different

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Attribution

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Attribution

"I know half of my advertising

budget is wasted

I just don't know which half.“

Henry Ford

Why attribution is important

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• The single streamed view of channels provides no allowance

for cross channel interaction

• The crude *last click* model is flawed

Attribution What's wrong with the current approach?

A

A wa rene s s

In te re s t

Desire

A

Display Social Search Retargeting

Assist

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Attribution Why this is a problem?

Most media interactions are becoming screen based

Source: Google/IPSOS Study: The New Multi-Screen World, US August 2012

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Attribution Our approach

• Attribute value based on the effect of media on conversion

probability

• Robust statistical methodology that compensates for cookie

deletion

• Ability to isolate particular channels and campaigns

• Readily deployable and usable across a range of clients

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Case study

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Objective

• Use an advanced “true impact” measurement solution to understand the real ROI of

each channel

• Employ these findings to transform and optimise media spend

Attribution Case Study

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Interaction paths depict the evolution of the user in the conversion process

• We analysed these paths including path length, compositions, channel interference,

and lag time to conversion as the significant indicators over a 6 month period

• We built a model which examined the probability of each type of channel appearing

in an interaction path for both converting and non-converting users

• This model enabled us to assign a score to each to reflect its real value in the

conversion process

Approach

Display Display Partnership Search Search

(Generic) (Brand)

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Last interaction channel - how this is influenced by other channels

85.03%

83.40%

81.72%

23.50%

15.73%

18.36%

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

SEM Generic

SEM Brand

Retargeting

Display

Partnership

Affiliate

Note that this does not take into account single interaction users

Influencers

Vs

Converters

Results: Path Composition – Channels

Confidentiality

All rights reserved. The information contained in this document is confidential and may also be proprietary and trade secret. Without prior written approval from Essence Digital Ltd no part of this may be

reproduced or transmitted in any form or by any means, including but not limited to electronic, mechanical, photocopying or recording or stored in any retrieval system of whatever nature. Use of any

copyright notice does not imply unrestricted public access to any part of this document.

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Time lag (days) by converting channel

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1

2

3

4

5

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7

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Partnerships Display Email Affiliate Retargeting SEM Brand SEM Generic

Results: Lag time to conversion

Average time between last

interaction and conversion

The analysis suggests that

display starts to drive brand

consideration earlier than

anticipated

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Relative weightings compared to last click

92%

171%

243%

593%

100% 88% 67% 75%

0%

100%

200%

300%

400%

500%

600%

700% Large swing from Search, Email

Marketing & Retargeting

to Partnerships and Display

Magnitude of increases is

because last-click model

attributes leaves those

channels with a small base.

Summary - Attributed Conversions

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• Last-click particularly undervalues display, and overvalues search engine marketing

• Due to ‘post click model’ optimisation and retargeting, impressions were being monopolised by a small number of users

• Display should perform strongly due to its clear influence on other channels

• Average 4 interactions per user prior to conversions, 4 day path length

• Offline Impact: TV Rating is linked to online response rates, and the effect is long-lived

Executive Summary – Key findings and Conclusions

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Attribution & Media Weighting

We reweighted media investment into Display

Planning centred around an optimal frequency of 4 interactions/ user

Time lag to conversion analysis

Media purchasing brought forward 3 days ahead of key events to allow for when

actions were more likely to happen

Results:

An increase in conversions by market of between 150-180% Year on Year

Outcome: Using the key insights from the study we revised the media approach

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