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Tracking Display Impressions in an Attribution Model

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iCrossing
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Presented and narrated by Chuck Sharp, Senior Vice President, Analytics, iCrossing.

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Tracking Display Impressions in an Attribution Model Chuck Sharp Senior Vice President, Analytics iCrossing
Display Impression Cookie DART Event #1 User sees a display ad for the client Visitor receives Display cookie Ads are served by Display Vendor 3rd Party Ad Server COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
Search Click-through Event #2 User does a search for “Kia” and clicks thru to kia.com. The user requests a quote from the dealer Dealer Quote Page Sale with order code #ABC123 happened 3rd Party Ad Server Kia Sale with order code #ABC123 happened Visitor from Search Site Analytics (I2A Tracking) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
Search and Display Correlation Dealer Request Page Sale with order code #ABC123 happened 3rd Party Ad Server Sale with order code #ABC123 happened Data Export Visitor with order code #ABC123 saw one display ad on cnn.com Data Export Attribute Credit Visitor searched for the keyword “KiA” Site Analytics in Google.com Now we can see how search and (I2A Tracking) display both influenced this sale COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
Thank you Chuck Sharp Senior Vice President, Analytics iCrossing chuck.sharp@icrossing.com @chucklsharp

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Tracking Display Impressions in an Attribution Model

  • 1. Tracking Display Impressions in an Attribution Model Chuck Sharp Senior Vice President, Analytics iCrossing
  • 2. Display Impression Cookie DART Event #1 User sees a display ad for the client Visitor receives Display cookie Ads are served by Display Vendor 3rd Party Ad Server COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
  • 3. Search Click-through Event #2 User does a search for “Kia” and clicks thru to kia.com. The user requests a quote from the dealer Dealer Quote Page Sale with order code #ABC123 happened 3rd Party Ad Server Kia Sale with order code #ABC123 happened Visitor from Search Site Analytics (I2A Tracking) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
  • 4. Search and Display Correlation Dealer Request Page Sale with order code #ABC123 happened 3rd Party Ad Server Sale with order code #ABC123 happened Data Export Visitor with order code #ABC123 saw one display ad on cnn.com Data Export Attribute Credit Visitor searched for the keyword “KiA” Site Analytics in Google.com Now we can see how search and (I2A Tracking) display both influenced this sale COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  • 5. Thank you Chuck Sharp Senior Vice President, Analytics iCrossing chuck.sharp@icrossing.com @chucklsharp