H&R Block, Digital Attribution Pricing Model, OMD US
Who better than tax preparers to have to challenge the pricing system (CPM or CPA) used by digital publishers? To insure that appropriate influence was credited beyond the last impression, H&R Block developed a payment method that rewarded publishers for any digital impression or click that leads to conversion. All touchpoints were captured and valued for their role in the conversion path, while ad server and conversion data defined the value for each touchpoint in the sales path—based on past quantitative modeling. As a result, digital display contributed to 87% of all conversions in 2012 compared to 38% in 2011. And this digital attribution-based pricing saved around $1 million when compared to the last-ad CPA method used previously.