DirecTV — Attribution Model | OBT Advanced Analytics

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Sheet Cover · showing 12 rows.


	DirecTV Attribution Model — Data Source
	OBT Advanced Analytics \| Multi-Touch Attribution & Channel ROI
	Date: 2026-05-06

	Sheet	Description
	KPI Summary	Top-line attribution metrics
	Multi-Touch Attribution	4-model comparison by channel
	ROAS by Channel	Return on ad spend per channel
	Funnel Attribution	Credit by funnel stage
	Budget Reallocation	Current vs recommended budget
	Path Analysis	Top conversion journey paths
	Shapley Values	Shapley value attribution table

Sheet KPI Summary · showing 6 rows.

Metric	Data-Driven Model	Last-Touch Model	Delta	Lift %
Overall ROAS	8.8	5.2	3.6	0.692307692307692
Top Channel	Connected TV	Linear TV	—	—
Avg Touchpoints to Convert	4.3	4.3	0	—
Model Accuracy	94.2%	71.3%	22.9pp	—
Annual Revenue Attributed ($B)	2.4	1.6	0.8	0.5
Budget Efficiency Score	87	61	26	—

Sheet Multi-Touch Attribution · showing 8 rows.

Channel	First Touch %	Last Touch %	Linear %	Data-Driven %
Connected TV	38	18	22	31
Linear TV	12	28	18	17
Digital Display	8	14	13	11
Paid Search	22	31	21	19
Social Media	11	7	14	13
Email/CRM	6	2	8	6
OOH/Radio	3	0	4	3
TOTAL	100	100	100	100

Sheet ROAS by Channel · showing 8 rows.

Channel	ROAS	Annual Revenue ($M)	Annual Cost ($M)	Incremental Revenue ($M)	Efficiency Tier
Connected TV	11.2	744	66.4	677.6	Tier 1 — Maximize
Paid Search	9.4	456	48.5	407.5	Tier 1 — Maximize
Email/CRM	8.1	144	17.8	126.2	Tier 1 — Maximize
Social Media	6.3	312	49.5	262.5	Tier 2 — Optimize
Linear TV	5.8	408	70.3	337.7	Tier 2 — Optimize
Digital Display	4.2	264	62.9	201.1	Tier 3 — Review
OOH/Radio	2.9	72	24.8	47.2	Tier 3 — Review
TOTALS	7.05467372134039	2400	340.2	2059.8

Sheet Funnel Attribution · showing 5 rows.

Funnel Stage	CTV %	Linear TV %	Digital %	Search %	Social %	Email %	Total
Awareness	45	30	12	3	8	2	100
Consideration	25	20	20	15	15	5	100
Intent	15	12	18	32	14	9	100
Conversion	10	8	12	38	12	20	100
Retention	8	5	8	12	22	45	100

Sheet Budget Reallocation · showing 7 rows.

Channel	Current Budget %	Current Budget ($M)	Recommended %	Recommended ($M)	Delta ($M)	Revenue Impact ($M)
Connected TV	0.22	74.8	0.34	115.6	40.8	+$134M
Linear TV	0.35	119	0.22	74.8	-44.2	-$48M
Digital Display	0.15	51	0.12	40.8	-10.2	-$22M
Paid Search	0.14	47.6	0.16	54.4	6.8	+$31M
Social Media	0.1	34	0.11	37.4	3.4	+$18M
Email/CRM	0.04	13.6	0.05	17	3.4	+$12M
TOTALS	1	340	1	340	1.59872115546023e-14	Projected Total Revenue Impact: +$340M

Sheet Path Analysis · showing 7 rows.

Conversion Path	% of Conversions	Avg Touchpoints	Avg Days to Convert	Avg Order Value ($)	ROAS
CTV → Search → Convert	0.28	2	3	94	11.4x
Linear → CTV → Search → Convert	0.19	3	7	89	8.2x
Social → CTV → Convert	0.16	2	5	86	7.8x
Search → Convert (Direct)	0.14	1	1	91	9.8x
Display → Social → Search → Convert	0.12	3	9	82	5.1x
Other Multi-Touch	0.11	4.3	12	78	4.4x
TOTALS / AVERAGES	1	2.55	6.16666666666667	86.6666666666667	—

Sheet Shapley Values · showing 8 rows.

Channel	Shapley Value	% of Credit	Avg Position in Path	Incremental Revenue ($M)	Total Cost ($M)	ROAS	vs Last-Touch Delta
Connected TV	0.31	0.31	1.2	744	66.4	11.2x	+13pp
Linear TV	0.17	0.17	2.1	408	70.3	5.8x	-11pp
Paid Search	0.19	0.19	3.4	456	48.5	9.4x	-12pp
Social Media	0.13	0.13	2.8	312	49.5	6.3x	+6pp
Digital Display	0.11	0.11	1.8	264	62.9	4.2x	-3pp
Email/CRM	0.06	0.06	4.1	144	17.8	8.1x	+4pp
OOH/Radio	0.03	0.03	1.5	72	24.8	2.9x	+3pp
TOTALS	1	1		2400	340.2	7.05467372134039	—

Source artefacts behind this analysis — case study writeups, raw data, and deliverable templates.

XLSX

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