Building a Connected Brand with Attribution Modeling - iCrossing
Leveraging Digital Attribution Modeling To Achieve ... · Attribution Modeling offers a customer...
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Leveraging Digital Attribution Modeling To Achieve Customer
Centric Insights
Choice leverages Media Mix Modeling to measure the “Incremental ROI” driven by marketing activities
Drivers of Hospitality Bookings
Weekly TV GRPs
Weekly Search Clicks
Weekly Display
Impressions
Amount of Marketing
Spend
Brand Size ADR
Competitive Environment
Seasonality
Economy Media Mix Modeling
examines relationships between bookings, marketing efforts, and external factors, to quantify
the quantify the bookings driven by marketing efforts.
Digital Attribution Modeling provides further optimization of marketing dollars with customer centric insights, at a more GRANULAR and FREQUENT level
P
O
Customer Display Ad
View Search Click Email Open Booking?
Media Mix Modeling
Performance of marketing levers through “incremental” ROI
Attribution
Granular impacts to digital marketing levers
High Level View Granular
Granularity Insights on marketing ACTVITIES
Insights on ATTRIBUTES of marketing activities
Frequency 1-2x per year Quarterly, Monthly
Data Volumes
MILLIONS of bookings
MILLIONS of unique visitors with BILLIONS OF advertising exposures
How GRANULAR and FREQUENT is Digital Attribution Modeling?
Customer Centric Insights
Frequency
Granularity
Data Volumes
Media Mix Modeling
Attribution Modeling
Media Mix Modeling offers insights on TV, Print, Radio, Search, Display (Genre Level)…
Attribution offers insights on Display (Genre Level)…
…and AD SIZE, CREATIVE, FORMAT, SITES…
Attribution Modeling offers a customer centric view that we can build upon to better evaluate the impact of our marketing touch points on DIFFERENT TYPES of customers
Today, we link customers and
their ad exposures to determine
which ones are MOST EFFECTIVE
at driving bookings
P
O
Customer Display Ad
View Search Click Email Open Booking?
Linking CUSTOMER ATTRIBUTES with ad exposures will ensure that the RIGHT AD is served to the RIGHT CUSTOMER…
…so our digital media is even MORE EFFECTIVE at driving bookings
Loyalty Member Business Traveler
Millennial
Non Loyalty Member Leisure Traveler Baby Boomer