looking beyond the last click P2C

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1 on (release) { geturl(_root.clicktag, "_blank"); looking beyond the last click P2C WHITE PAPER

2 Introduction Adform focuses on delivering the most advanced industry analysis tools and we are proud to be an industry leader in P2C analysis and attribution modeling. Now more than ever, advertisers and marketers need to understand how their efforts contribute to the bottom line. An increased focus on marketing budgets means that advertisers must closely examine those elements in the marketing mix that are effective in inducing customers to purchase. Measuring the effectiveness of digital marketing campaigns solely on the last-click methodology has been a universally accepted practice for many years. However, in today's diversified marketing world, this is an inadequate way of evaluating media and campaign performance. Today, many advertisers seek a more holistic understanding of their digital marketing activities and how these activities influence each other. Looking beyond the last click Adform provides full exposure of the P2C, giving marketers and advertisers valuable insights into their digital media mix. All digital touch points that customers have with and an advertiser through , searches, display advertisements, social media, partners and on campaign websites are tracked, connected and reported automatically. This data enable you to see beyond the traditional last-click count attribution to the true value of each media purchase! To help advertisers gain a better understanding of their digital marketing activities and how they interact, Adform has developed a technology that enables advertisers to view and analyze their media buys beyond the last-click event. P2C analysis reports provide an effective overview of campaign performance and offer valuable insights into attribution. Advertisers are presented with information about the performance and contribution of each channel in one place, facilitating decisions for future campaigns. Adform's P2C analysis reports provide details of user exposure to ads across all channels including: Display, PPC, Affiliate, , Social Media, Referrers, Direct, Natural Search. 1

3 In Detail Given today s challenging economic times, attribution is critically important because so many organizations are questioning the value of their outbound marketing efforts Forrester, Multicampaign Attribution To help advertisers gain a better understanding of their digital marketing activities and how they interact, Adform has developed a technology that enables advertisers to view and analyze their media buys beyond the lastclick event. P2C analysis reports provide an effective overview of campaign performance and offer valuable insights into attribution. Advertisers are presented with information about the performance and contribution of each channel in one place, facilitating decisions for future campaigns. Paw Saxgren Digital Director Mindshare Denmar The nature of most conversions is that several interactions are required over a period of time. With Adform s P2C reporting advertisers can now analyze the entire set of touch points customers encounter before actually converting! 2

4 Adform s P2C analysis reports Adform's P2C analysis reports provide details of user exposure to ads across all channels including natural searches, direct referrers, social media and mobile. Adform's P2C analysis reports contain unlimited touch points cross-channel influence overview credit allocation of conversions and sales values analysis of all media placements and banner positions referrer analysis path patterns natural and paid search keyword analysis time to conversion number of interactions till conversion 3

5 P2C for Advertisers Because the industry is quickly moving beyond digital channels as direct response vehicles measured only by clickthrough rates, Adform's P2C reveals the entire path of events leading to a conversion, exposing the true potential of digital advertising. With Adform P2C advertisers now have a comprehensive picture of how all their online advertising campaigns work together with a single marketing objective, rather than silos competing against each other. Advertisers need to analyze how their digital marketing activities work together rather than viewing them as competing silos. These advertisers are already using Adform's P2C to obtain a complete overview of their digital marketing ROI. 4

6 Why use Adform P2C? With an increasing proportion of brand budgets being allocated to digital media, advertisers seek more accurate measures of the total impact of their campaigns. Adform P2C P2C analysis provides a complete and effective overview of campaign performance and provides additional insights into how campaigns can be optimized. enables more effective planning of media budgets is the only platform providing unlimited touch point provides valuable inputs for SEM campaign optimization offers a complete picture of all your digital advertising activities combined enables advertisers to analyze the entire set of touch points that customers converting encounter before UNLIMITED TOUCH POINTS COMPLETE OVERVIEW IN ONE PLACE PLAN FUTURE CAMPAIGNS MORE EFFECTIVELY 5

7 Attribution You can experiment with three attribution methods to decide how to better allocate your marketing budget last click is no longer the only option. The available methods are: Last click the last click before buying Last interaction the last interaction before buying (e.g., a search) Geometric decay all interactions before buying are credited and distributed proportionall Assists and assists ratio metrics will help you to discover the hidden value of each channel, publisher, placement, banner, and keyword. Advertisers can now gain a comprehensive picture of how all their online advertising campaigns work together to achieve a single marketing objective, rather than as separate channels in silos competing against each other. 6

8 Recommended analysis approach Attribution modeling based on Adform's P2C reports enables advertisers to plan and buy better digital marketing campaigns. We recommend using this eight-step approach when analyzing the P2C: Investigate the time to conversion and the number of interactions to conversion Investigate the hidden effect of channel participation in P2C Investigate channel interaction and potential crossover areas Investigate which media, referrers and natural and paid search keywords fail to get proper credit because of last-click attribution Compare influence and attribution with media spending Analyze data for repeat conversion events Experiment with fractional attribution models Develop a strategy and measure to continually improve ROAS with follow-up reports Search Marketing Now, Attribution Modeling Without tracking and analyzing multiple touch points, marketers can't get the true ROI of their marketing dollars. As a result, you might not be fully optimizing your marketing initiative 7