online advertising theatre; a new generation in customer journey analysis
TRANSCRIPT
Sponsored by: Organised by:
A new Generation in Customer Journey Analysis
Ellie Edwards - Quisma UK
A New Generation in Customer Journey Analysis
Ellie Edwards-Scott, Managing Director, QUISMA UK
February 28, 2012
We’re all about Performance
Leveraging on its success in German speaking countries,QUISMA has focused on its International Roll-out since 2009
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All over Europe
Germany: Munich, Düsseldorf, Frankfurt
QUISMA GmbHRosenheimer Straße 145d81671 MunichFounded in: 2001
UK: London
QUISMA UK13 – 16 Jacobs Wells Mews London W1U 3DYFounded in: 2011
France: Paris
QUISMA France32 rue Guersant75017 ParisFounded in: 2011
Austria: Vienna
QUISMA AustriaWienerbergstraße 11/291100 ViennaFounded in: 2009
Switzerland: Zurich
QUISMA SwitzerlandJosefstrasse 2128005 ZürichFounded in: 2009
Benelux: Amsterdam
QUISMA BeneluxKarperstraat 101075 KZ AmsterdamFounded in: 2010
Poland: Warsaw
QUISMA Polandul. Zaryna 2B (budynek D)02-593 WarszawaFounded in: 2010
Spain: Madrid
Italy: Milan
QUISMA ItalyVia del Mulino 420090 Assago (MI)Gründung: 2011
QUISMA Spainc/ Norias, 92 28221 Majadahonda – MadridFounded in: 2011
History of Affiliate Marketing
•1994 -Affiliate programs are invented•1996 -Affiliate networks are born•2000 -Google launches Adwords•2004 -Google introduces quality score algorithm •2005 -Google introduces single URL policy•2006 -Voucher Code & Cashbacksites start to take off•2006 -£2.16 Billion revenue generated through affiliate •2008 -Google relaxes trademark rules•2010 -Affiliates are embracing mobile & social marketing•2011 -Consolidation of networks •2012 -£5 Billion revenue generated through affiliate
History of Affiliate Marketing
Affiliate Marketing £5bnOnline Sales
Revenue
Growth Success
Simple, effective pay-for-performance model Access to commission-based, extended sales team Innovation and agility
Attributes of Affiliate Marketing
Affiliate Marketing
Strategic
Intuitive
Innovative
Pioneered Accountability
Controlled Budgets
Connection With Partners
Track and Manage
Payments
Attributes of Affiliate Marketing
Performance Marketing
Strategic
Intuitive
Innovative
Pioneered Accountability
Controlled Budgets
Connection With Partners
Track and Manage
Payments
What's Next?
DATA
Understanding the Stages of Purchase Decision
Awareness Consideration
ConversionLoyalty
Boundaries of Classic Tracking Technology
Single medium tracking Device change Deletion of Cookies External factors Multiple tracking providers
Who We Are – The Facts!
11 European offices 150 Employees
2001 Established Since 1Google's biggest customer in Germany
134 millisecs RTB more than 100,000,000 ad impressions per day
430,000, transactions per month
5,160.000 Conversions in 2011
1 Proprietary Platform 100% Passion For Performance
Modelling
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13Insert Name / Date of presentation above header and footer
SALES
SEO
Affiliate Display
Seasonal Effects
CompetitionMarket Trends
TV
SEA Price
Benefits of Modelling
How high is the ROI of my Online and Offline marketing activities? Which of my channels present the greatest potential for growth? How do I optimally allocate my advertising budget across the
various advertising media available? And how does classic advertising affect buying behaviour Online?
Regression Analysis
Modelling in Action
Year-round measurement Media Planning Optimal management of Marketing Budget
Modelling in Action
Pre Modelling Post Modelling
Impressive Results
Budgets adjusted Overall sales barely dropped Display Advertising initiated more cross-media sales Clearer vision of consumer’s purchase journey
Click icon to add picture
Future Opportunity
PerformanceMarketing
Analysis ofConsumerpurchase journey
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= Tighter control Increased flexibility Budget adaption Greater ROI
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Performance Marketing is about engagement and efficiency, involving a continuous process of measurement of all the channels.
Come and meet the QUISMA UK Team
QUISMA UK and OA&A Networking Bar
London Office:QUISMA UKThe Pumphouse13-16 Jacobs Wells MewsLondonW1U 3DY
www.quisma.com
Sponsored by: Organised by:
Attribution and Beyond: DC Storm demonstrate how to
accurately value online channels
Lewis Lenssen - DC Storm
To Attribution and BeyondLewis Lenssen – Commercial Director - DC Storm
Lewis Lenssen• 5 years leading and building a search agency
• 1 year consulting on social media and online PR for retail brands (focusing on measurement and valuation)
• 18 months as Commercial Director of DC Storm
DC Storm – Optimising Digital Marketing• Delivering attribution for over five years
• Over 1,300 tracked websites with configured attribution
• Consulting service as well as technology
• What is attribution?
• Understanding paths to conversion
• Rules based attribution model
• Attribution model design and implementation
• Alpharooms.com case study
• Beyond……
What is Attribution?
PurchaseConfirmationResearch Suppliers Choice
Sale
‘PRPS skinny jeans’
Sale Attribution
• Actions are rarely driven by a single website visit or touch point• Actions are frequently driven by multiple marketing channels• The path to conversion is often days or weeks
‘Designer Jeans’
‘PRPS Jeans ‘Matches’
IMP IMP IMP
Understanding Paths to Conversion
Understanding Paths to Conversion
Attributes that must be understood:
• Length of path and numbers of touch points
• Touch points and their positions relative to each other and sale
• Touch point attributes:• Device
• Channel
• Keyword
• Creative
• Use of brand
• Combinations of touch points
Understanding Paths to Conversion
Useful segments
• User Attributes – M/F, age, registered, first/last visit date, visit frequency, etc.
• Sales/Action attributes – First sale, product category, sale value etc.
• Contributing events – Paths that include remarketing etc.
Rules Based Attribution
Rules based attribution
Flexible attribution of sales across all or a subset of the visits
Configurable rules for defining attribution period:• Fixed length of time• Period defined by visit gaps
Configurable rules for weighting:• Control of channel weighting• Control of brand weighting• Control of chain position weighting
Configurable rules for specific sale segments:• New or existing customers• Sale value
Allocation of multiple sale related values (e.g. margin)
Designing and Implementing an Attribution Model
• The results must be used to take action
• Must be well understood
• Must be fair to all channels and teams
• Attribution workshop
• Introduce the challenge and discuss the issues
• Manually attribute ten paths to conversion
• Aggregate and review the results
• Build an attribution model that best fits the target results
• Test and challenge the automated model
Alpharooms.com Case study
Alpharooms.com
• Successful discount travel website trading for 13 years
• Foundations in selling discount hotels
• Developed into flights, transfers, car hire, packages and insurance
• Sophisticated online marketing optimised based on performance
• Utilising all online channels
History
• Working with DC Storm for 5 years
• Early adopter of rules based attribution
• Attribution rules were designed for the hotels business
Project
• Analyse paths to conversion and evaluate against the existing attribution model
• Design a new attribution that reflects the current paths to conversion
• Implement the new model and compare the new and old
Findings
• More varied paths to conversion for the new products
• The existing model reflected the average but not the specific paths
• Value being attributed to channels and keywords was not ideal
Solution
• Implement chaining to identify contributing touch points
• Attribute to brand based on the position in the path to conversion
Results
• 18% shift of sales value between channels
• Significant shift of sale value between keywords
• Overall increase in sales whilst maintaining ROI
And Beyond? – Multi-Channel Modelling
Multi-Channel Modelling
• Define the touch point clusters:• Session Clusters – Touch points relating to single user sessions
• Booking or Buying Clusters – Touch points relating to bookings/purchases
• Identify attributes of touch points, clusters, ‘exposures to marketing’ and conversions that influence conversions (decision tree analysis)
• Calculate influence coefficients for the influential attributes (logistic regression)
• Build an attribution model based on the attributes and coefficients
• Utilise the insight to convert the non-converted paths
Summary
• Huge value in implementing the right attribution model
• Build a model for your business - The combination of technology and expertise is available now
• Alpharooms.com case study demonstrates the value
Beyond
• Multi-channel modelling
• Attribution based on statistical analysis
• Drive action as well as analysing performance
Sponsored by: Organised by:
Removing the Barriers: How developments in online and offline data is driving online targeting to deliver
greater relevancy and multi-channel
Stuart Colman - AudienceScience
Sponsored by: Organised by:
Knowing Consumers' Frame of Mind = The Last Word in Targeting
Damon Francis - ADmantX
Knowing Consumers' Frame of Mind
= The Last Word in Targeting
Damon FrancisBusiness Development Director
Revolutionary Times1950s & 1960s
• TV radically increases marketing messages
• Brands invest to reach consumers with new medium
• Agencies shape messages to make them exciting
Today• Web radically increases
marketing messages
• Brands invest to reach consumers with new medium
• Online ad technologies match content to message - poorly
But also Challenging timesSymptoms• Declining CTR / Remnant Prices
Falling• Brand Advertisers Under-
Represented
Prescriptions• "When an ad is targeted
properly, it ceases to be an ad, it becomes important information," … WPP
• On average, 82% of all campaigns evaluated showed a positive sales lift … for the brands being advertised increased by 22% … Comscore
• [A] simple and effective way to mitigate the increasing risk associated with today’s digital advertising environment is to test the quality of an ad’s creative strategy and execution before launching a campaign … Comscore
46Confidential
Targeting… today
Vs.Keyword
“State of the Art” in Online Advertising
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Confidential
“State of the Art” in Online Advertising
“State of the Art” in Online Advertising
“State of the Art” in Online Advertising
Semantic Targeting-Cookie-less Targeting
Semantic Tagging of Content
Confidential 53
Page contents are semantically processed & tagged using methods similar to human comprehension in preparation for precise selection by the ad server.
semantictags
Admant
Understands Ad Desires
Define AD Desire
Confidential 55
Profiling
Via simple UI at admantx.com user can create the profile of the content that better fits the ad.
Serve better Ads
Confidential 56
ad server
Profilingsemantictags
Proof MetricsDisplay Ads Airlines Fashion
Consumer Products
Improved CTR + 200% + 140%
+ 160%
Search Ads Admantx + AdSense
Google AdSense
CTR 2.63% 0.93%
Click Value 0.22 Euro 0.13 Euro
CPM per Page 0.65 0.13
Traffic Increase + 77% --
THANK YOU
Damon [email protected]
Office +44 (0)207 183 0305
Mobile +44 (0)7517 274206
follow us on:www.admantx.comwww.blog.admantx.c
omtwitter @ADmantX
Sponsored by: Organised by:
The Importance of Customization in Data Driven Marketing
Robin Davies - Mediaplex Simon Mansell - TBG