AT&T’s Journey To Actionability Through Attributioninsightinnovation.org/wp-content/uploads/2017/10/Attribution/Anubhavi.pdfAT&T’s Journey To Actionability Through Attribution

AT&T’s Journey To Actionability Through Attribution AT&T EG - Marketing ROI

Charlie Hinton, AVP - Advance AnalyticsAnubhavi Gupta, Principal – Advance Analytics

October 12, 2017

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Shifting gears towards true attribution & “Near-real time” optimization

Media Planning

Historical Performance Insights

+ Impact

Near –real time tactical guidance

Marketing ROI

Market Testing

Campaign optimization

Digital Attribution

Budget Optimization

Customer Journey

Media Efficiencies

3

Our Solution enables MMM and MTA to work together with integration at customer level

Brand

Product

Media

Holistic & Strategic

Placement Creative

Campaigns Publishers Propensity Scoring& Segmentation

Granular & Tactical

Mixed Media Modeling(MMM)

Multi-Touch Attribution(MTA)

4

MTA solution includes propensity to buy, non-addressable drivers and addressable media

Addressable Media Interactions

Multi-Dimensional Customer View

Mass-Media & External Influence

Male Female Family

Purchases Location

TV Radio Magazine

Seasonality Weather Pricing Competition

Mobile

Email

Display

Search

Video

Social

5

MTA Solution helps answer granular level questions :

• How do our media tactics interact to drive sales?

• Can we quantify the precise combination of ads that most effectively stimulate sales?

• Which activities generate the most profit (or LTV)?

• How does advertising one product influence purchase of another product?

• Can we drive minute-to-minute allocation decisions?

• AT&T is an agile marketer…. with MTA we can increase agility in advertising …

6

The MTA Solution:

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Teamwork is essential piece of MTA Deployment…..

Partnership and Alignment

Internal stakeholders | Analytics partners | Agency partners | Media partners

Time and Resourcing

Commitment to process| Leverage insights for optimization| Training

Validation

Offline & Online data| Match rates| A/B Testing to understand link between macro & micro models