Digital Intelligence SolutionsDigital Intelligence Solutions
OMNI-CHANNEL ATTRIBUTION
& CONVERSION TRACKINGLIONEL BARNABAS LOW
DIGITAL ANALYTICS CONSULTANT
Digital Intelligence Solutions
Half the money I spend on advertising is wasted;
the trouble is I don't know which half.
John Wanamaker
[1838-1922]
Digital Intelligence Solutions
MORE COMPLICATED CONVERSION PATH
Digital Intelligence Solutions
EMBRACE ROPO
Digital Intelligence Solutions
CHALLENGES
› Manage digital investments
› Understand the value of each available lever on the market
› Find the optimal mix in terms of performance
› Identify the best partners with which to work
› In the digital era, we measure everything, and we have many measurement tools
› Ad-centric measurements (advertising agencies/service providers)
› Site-centric measurements (Web analytics tools)
› Measurements identified via company’s internal CRM
Digital Intelligence Solutions
IS DIGITAL THE PROBLEM?
DIGITAL IS ALSO THE SOLUTION!
Digital Intelligence Solutions
CASE STUDY - GLOBAL FINANCIAL SERVICES COMPANY
Anonymously reconcile ad-, site- and company-centric
measurements to create a consolidated vision of
online performance
Create a simple solution that is easy to monitor,
independent from media partners, which enables
reconciliation within regulatory constraints
THE NEED FOR A SOLUTION
Digital Intelligence SolutionsDigital Intelligence Solutions
360°Continuous measurementAnalytics + Tag Management
Digital Intelligence Solutions
OFFLINE
CONVERSION PROCESS
Visit RequestEstablish
contactProposal New sign-up
• Request a
quote
• Request more
information
• Make a
complaint
Contact ClientContactContactVisitor
• Sources • Request is
transferred to an
agent to be
addressed
• Agent sends
quote
• New business
Website Routing platform DATA WAREHOUSEMedia
Imp
res
sio
ns
Digital Intelligence Solutions
MULTIPLE CROSS-CHANNEL TOUCH POINTSTHREE LEVELS OF RECONCILIATION
Multiple Touchpoints
Analyse the whole sequence of
campaign elements
On / Off Line
Track the sign-up process
across all online and offline
channels
REQUESTESTABLISH
CONTACT
NEW
SIGN-UP
Deduplication
Uniquely identify a
prospect/client across all
touchpoints.
1
2
3
Digital Intelligence Solutions
DATA MATCHINGVISITOR & TRANSACTION
Reconcile visitor data
Tag Management System
and Analytics Tool’s unique IDs
REQUEST
ESTABLISH
CONTACT
NEW
SIGN-UP
Track individual
transactions
Transaction ID
REQUEST
REQUEST
REQUEST
ESTABLISH
CONTACT
ESTABLISH
CONTACT
1
2
Digital Intelligence Solutions
DATA FLOW
AD
SERVERAD
SERVERAD SERVER
CLIENT (WEB and CRM)
TAGMANAGEMENT
SYSTEM
End to end DASHBOARD
ANALYTICSTOOL
Digital Intelligence SolutionsDigital Intelligence Solutions
RESULTS & DRIVING
REAL-TIME DECISIONS
Digital Intelligence Solutions
OMNI-CHANNEL DASHBOARDCOMBINED PERFORMANCE OF TOUCHPOINTS
Digital Intelligence Solutions
A DIFFERENT VIEW OF ROI
Digital Intelligence Solutions
LIFETIME VALUE
Visit RequestEstablish
contactProposal New sign-up
• Request a
quote
• Request more
information
• Make a
complaint
Contact ClientContactContactVisitor
• Sources • Request is
transferred to an
agent to be
addressed
• Agent sends
quote
• New business
Website Routing platform DATA WAREHOUSEMedia
Imp
res
sio
ns
Digital Intelligence Solutions
GLOBAL DASHBOARD
› Pull out the data to display in
real-time
› Allocation by goal
› Request
› Establish contact
› New sign-up/business
Time to conversion
Visits before conversion
Offline conversion
Online contact
Digital Intelligence Solutions
WWW.ATINTERNET.COM
QUESTIONS? FEEDBACK?
Lionel Barnabas Low