Upload
bing-ads
View
114
Download
0
Embed Size (px)
Citation preview
The Science of Audience
and Attribution Modeling
https://aka.ms/audienceandattribution
Today’s Webcast Speakers
MJ DePalma
SEM Pro Community Manager
Bing Ads, Microsoft
@mjdepalma
Christi Olson
Search Evangelist
Bing Ads, Microsoft
@ChristiJOlson
#BingAdsWebcast
Paul Rinaldi
Head of Paid Media
LSEO.com
@lseocom
#bingadswebcast
Today’s Guest Speaker
#BingAdsWebcast
Chris Haleua
Sr. Product Marketing Manager
Adobe
@chrishaleua
#bingadswebcast
Today’s Guest Speaker
Agenda
• Attribution
• Adobe Attribution Case Study
• Bing UET
• Remarketing
• LSEO Remarketing Case Study
Attribution
Defining Attribution
Process
Process and science
behind identifying the
combination of events in a
particular order influence
and drive consumers
to take a desired action
Media
Mix Modeling
Analysis to estimate the impact
of various marketing tactics
impact on desired actions.
Optimize budget allocation
Across channels and tactics.
Online to Offline
Across Devices
Across Channels
Which is the Perfect Attribution Model
First / Last ClickThe last of the first channel
clicked is awarded 100%
for the conversion
Data-DrivenIncludes same level of
scoring – allocates value across
assists to
the final conversions
We’ll go into detail on how you can get to a more data-driven
solution in the webcast
For the full presentation, register for the On Demand webcast and download from the resource list:
https://aka.ms/audienceandattribution
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THEI NFORMATION IN THIS PRESENTATION.