| Kenshoo: Proprietary and Confidential 1 Research: Facebook and Kenshoo Josh Dreller – Director Marketing Research, Kenshoo Rob Creekmore – Attribution Lead, Facebook
Aug 20, 2015
| Kenshoo: Proprietary and Confidential1
Research: Facebook and KenshooJosh Dreller – Director Marketing Research, Kenshoo
Rob Creekmore – Attribution Lead, Facebook
| Kenshoo: Proprietary and Confidential13
First ClickResult: the First Ad model attributed
30% more value to Facebook than the Last Ad model.
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Divide EquallyResult: the Divide Equally model
attributed 16% more value to Facebook than the Last Ad model.
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Prefer FirstResult: the Prefer First model attributed 20% more value to
Facebook than the Last Ad model.
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Prefer LastResult: the Prefer Last model attributed 12% more value to
Facebook than the Last Ad model.
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U-ShapedResult: the U-Shaped model attributed 15% more value to Facebook than the
Last Ad model.