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Attribution-Enabled Pay-for-Performance: A Success Story

Attribution-Enabled Pay-for-Performance: A Success Story. Woody Meachum, Group Director of Digital Strategy, OMD Manu Mathew, Co-Founder & CEO, Visual IQ. Enter Our Drawing – Lobster Clambake for Two. Situation. Financial services brand M ultiple online/offline channels

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Attribution-Enabled Pay-for-Performance: A Success Story

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  1. Attribution-Enabled Pay-for-Performance: A Success Story Woody Meachum, Group Director of Digital Strategy, OMD Manu Mathew, Co-Founder & CEO, Visual IQ

  2. Enter Our Drawing – Lobster Clambake for Two

  3. Situation • Financial services brand • Multiple online/offline channels • Variety online/offline conversions • Display for top & bottom of funnel • Multiple publishers claiming conversion credit

  4. Challenges • 100% of conversion credit given to last action/channel • Last action-based optimization • Impossible to quantify top-of-funnel tactic contribution • Knew measurement was flawed • Channel spend spread across multiple sources • Dissatisfied with overall ROI

  5. Solution • Performance-based partnership with 9 key display publishers • Gave partial credit for top-of-funnel contribution • Incented publishers to deliver quality inventory • Compensated publishers accordingly

  6. Implementation • Identify data sources for all paid & unpaid media • Standardize to shared KPIs & costs • Normalize data sources into shared format • Configure interface & reports • Review historical data & build model

  7. Making It Work • Convert complex attribution data into simplified output • Daily & weekly performance reporting & compensation • Periodic adjustment of model • Change management at publishers • Change management at agency • Change management at brand

  8. Results • 2012 -- conversions up 18% & CPA down 36% • 2013 – conversions up another 13.4% & CPA down another 34% • 2014 (Y-to-D) – conversions up another 9.8% above 2013 & CPA down another 28.1%

  9. Q&A • Be sure to drop your business card Manu.Mathew@Visualiq.com Woody.Meachum@OMD.com

  10. And the Winner IS? Lobster Clambake for Two

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