Live: Measurement Leads from FB, Google, YT Europe at ICEE Fest Day 1

Categories Events
Ioana Rebeca Glitia 3:28 PM
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Igor Skokan & Karolina Janus (Facebook) about to start talk on ‘Everything you wanted to know about Performance on FB’ @ICEEfest #measure
Ioana Rebeca Glitia 3:32 PM
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Karolina Janus, Client Solutions Manager CEE, Facebook
Ioana Rebeca Glitia 3:40 PM
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30% of mobile shoppers consider video the best media for discovering new products. Karolina Janus of Facebook #measure #mobile #iCEEFest
Ioana Rebeca Glitia 3:43 PM
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‪45% of all shopping journeys contain a mobile action Karolina Janus of Facebook #measure #ICEEfest ‬
Ioana Rebeca Glitia 3:51 PM
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‪Stat on travel industry from Facebook #ICEEfest: on avg 56 touchpoints before person decides to go on holiday. 2 months to decide #measure ‬
Ioana Rebeca Glitia 3:52 PM
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Events you can track with FB pixels. But the smartest advertisers use their engineers to modify the code.
Ioana Rebeca Glitia 3:59 PM
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Facebook claims people are consuming and creating 3 times more videos then they did last year.
Ioana Rebeca Glitia 4:27 PM
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Igor Skokan Measurement Lead at Facebook: The challenge with measurement on FB is comparability – How do fb campaigns compare to other tools & business resulrs?
Ioana Rebeca Glitia 4:35 PM
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Igor of FB: “‪“We all intuitively feel that last-click is a wrong way to measure, however it’s very difficult to come up with an attribution model that is trained on your data.”‬
Ioana Rebeca Glitia 4:50 PM
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Facebook’s Igor Skokan announced that together with their partners they’re developing an owned solution on how to improve standards of measurement & measure with other media touch points”. It’s called Lift Measurement and it’s in Closed Alfa. It will enable all advertisers to get access to a high quality attribution model, using people based data on it. Here’s how it looks:
Ioana Rebeca Glitia 5:49 PM
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Antonia Caraveteanu, Measurement & Attribution Specialist, Google sharing another journey path
Ioana Rebeca Glitia 5:49 PM
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Ioana Rebeca Glitia 5:50 PM
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Google Attribution is our solution to this maddness
Ioana Rebeca Glitia 5:51 PM
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Antonia: we’re tesing Beta with 20 advertisers so far. Here’s how Google Attribution looks like
Ioana Rebeca Glitia 5:54 PM
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Antonia from Google – We know four main things are important: to be easy to set up, to work across channels and devices and to take action. You just link your Google analytics and Google account with Google Attribution and you’re good to go.
Ioana Rebeca Glitia 5:56 PM
Google Attribution will work cross devices – Because of Google’a large device graph, we are able to use data from the 1 billion users signed in.
Ioana Rebeca Glitia 5:59 PM
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Here’s another Google Attribution example of how you’ll be able to compare to see who should be getting the right credit from your organisation, for a specific campaing. You’ll be able to compare last interaction with data driven attribution.
Ioana Rebeca Glitia 6:04 PM
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According to a Google meta study, switching to their Data Driven Model lead to +5% more conversions at similar CPA (Google’s data driven model uses all your paths to calculate the actual impact of every click & attribute value accordingly. )
+5% is the official number that has been publicly made available by Google

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