x attribution accelerator - insight...
TRANSCRIPT
![Page 1: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/1.jpg)
Rethinking Ad Effectiveness and Audience Effectiveness
Attribution Accelerator | November 2016
![Page 2: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/2.jpg)
We measure consumer preferences & behaviors
![Page 3: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/3.jpg)
Observe Ask
![Page 4: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/4.jpg)
Rethinking Ad Effectiveness
![Page 5: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/5.jpg)
The Old Way to Ask
![Page 6: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/6.jpg)
The New Way to Ask: Publisher Network
![Page 7: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/7.jpg)
The New Way to Ask: : The SurveyWall
![Page 8: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/8.jpg)
The New Way to Ask: The SurveyWall
![Page 9: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/9.jpg)
75% to 95%
![Page 10: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/10.jpg)
More reach =
![Page 11: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/11.jpg)
More reach =
More respondents =
![Page 12: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/12.jpg)
More reach =
More respondents =
Faster to significance =
![Page 13: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/13.jpg)
More reach =
More respondents =
Faster to significance =
Real-‐time campaign adjustments
![Page 14: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/14.jpg)
Rethinking Audience Effectiveness
![Page 15: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/15.jpg)
15
![Page 16: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/16.jpg)
Old Method
![Page 17: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/17.jpg)
17
![Page 18: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/18.jpg)
Old Method New Method
![Page 19: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/19.jpg)
Segment validation
Segment selection
Ad pre-‐testing
![Page 20: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/20.jpg)
What’s next to rethink?
![Page 21: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/21.jpg)
Audience profiling
CRM validation
Building audience segments
![Page 22: x Attribution Accelerator - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2016/12/PDF/chris.pdf · tough streets of an immigrant neighborhood to become the greatest singer](https://reader033.vdocuments.mx/reader033/viewer/2022050522/5fa5f21118f80743ff126fc3/html5/thumbnails/22.jpg)
Thank you