An introduction to Wizaly, a multi-touch attribution technology.

1. Multi-touch attribution technology

2. • Founded in 2004
• Continuously developed by a team of 25+ R&D
people focused on tracking, algorithms and AI
• Our mission: help advertisers spend their
marketing budgets more efficiently by
understanding the entire customer journey
Background
Wizaly: a combination of data scientists, tracking experts and AI

3. Why Wizaly?
Our 3 Platform Objectives
The Wizaly platform applies its algorithmic attribution technology to provide you with a holistic and
unbiased vision, together with actionable recommendations
● Understand the real performance of
each channel
● De-duplicate and attribute conversions
● Understand the view-through impact
of your display campaigns
● Understand the interactions between
media channels
● Understand consumer conversion
funnels
● Arrange, clean and display data in a
manner that’s easy to understand
● Optimize your strategy via trusted and
reliable recommendations that can
improve the operational bottom line
● Propose solutions to increase or decrease
media investment by channel
● Keep a real time view of the performance
and course correct immediately

4. Intuitive User Interface
• Personalized Dashboards for each user
• Intelligent data graphic representation to
highlight key data insights
• Large gallery of data widgets
• Preconfigured dashboards
• Metric comparison using Wizaly’s algorithmic
model vs. Traditional attribution models
• Unique infographic presentation of key analysis
insights and challenges
Customizable widget-based platform

5. A decision making tool
Automated set of analysis that provides immediate actionable recommendations
Our automated analysis is based on a series of methodologies
developed by Wizaly’s in-house team of data analysts and media
experts. Your data is presented using these methodologies in the
form of a single dashboard available directly on the platform.
• Invest or reallocate your budgets based on ROI
• Understand the role of each media channel and its effect on
conversion, post-click or post view
• Analyze your customers’ journey, their purchase cycle and
how it can evolve
• Discover the optimal frequency and timing of your display ads

6. MEASURE

7. Data collection
● Today, data is a strategic asset of any company.
● Without reliable, comprehensive and granular data, there is no
point using any advanced analytics tool
● Wizaly uses proprietary tracking and your existing UTM
parameters to record all the incoming traffic
SAMPLING AGGREGATION

8. Records every order ID and the technology identifies the individual user path (including
display views) that leads to every single conversion.
Granularity
Each Order ID’s journey is tracked

9. Third party data integration
Integrate spend, offline conversion and even DMP / CRM data
Wizaly can automatically connect a large number of marketing solutions, allowing for the integration of media spends and
specific campaign or market data for the relevant channel. The data collected can also be enriched with segmentation
data supplied by a DMP or CRM platform.

10. UNDERSTAND

11. 2 main factors are taken into account to
attribute conversions and revenue:
● Engagement metrics (time on site,
number of page views)
● The intrinsic value of a channel being
in the user journey (by being in the
journey, does a channel tend to
influence the outcome positively)?
Algorithmic Attribution technology
Going beyond First Click, Last Click or other predefined models
SEM > Affiliate > SEO > Social
SEM > Display > SEO > Social
1% conversion rate
3% conversion rate

12. REACT

13. Benefits: Real ROI measurement

14. View-through impact measurement for Display

15. New vs Returning visitor / New vs Existing Client analysis

16. Store Proximity Analysis

17. Investment Recommendations

18. • This Wizaly client was running Display campaigns via a
3rd party vendor
Case Study - Display advertising
Context
• Performed an A/B test with another vendor,
ran a one month head to head test, and
selected the most efficient partner to increase
their media spend.
• The US market was split in 2 equal DMA groups
and each vendor their own territory to target

19. Case Study - Display advertising
Results
Test results for the month Vendor A Vendor B
Conversions according to the Vendor themselves 1,583 1,645
Conversions according to Google Analytics 4 5
Conversions according to Wizaly 34 148
Revenue according to Wizaly $ 149,900 $ 665,500
• Vendor A and B took 100% credit for a 24 hour view-through that lead to a sale
• Google Analytics uses last click to deduplicate and only takes click through into account
• Wizaly took a 24 hour view-through window and deduplicated conversions
> $10m / year
incremental
revenue

20. Seamless implementation
● The only technical requirement on the
client side is the implementation of our
proprietary tracking pixel. Configuration
of the pixel is done by Wizaly.
● Channel mapping, tracking verification,
definition of page types, connector setup
is all handled by Wizaly
● The setup is completed in 30 days
on average

21. Edwin Dewez
COO - North America
(734) 418 8628
edwin.dewez@wizaly.com
www.wizaly.com
THANK YOU