TV-to-Digital-to-Offline Attribution
TL;DR Built an O2O attribution product that measured 4X conversion via sequential targeting post TV exposure.
Research: Partnering with a top insurance advertiser, I tested a hypothesis that shifting TV budget to digital with a sequential message would result in higher conversion rates compared to a 20% placebo.
Design: Utilizing a device graph & an offline sales file, I associated exposed households found in fingerprinted TV commercial data from the client with households reached via digital campaigns and provided a cross-channel performance report utilizing last-touch attribution.
Impact: Presented top-performing TV & digital creatives, resulting in a larger media-planning budget.
