Kristy Millers, Digital Manager @

NRMA

The mystery of attribution – How does NRMA give

credit where credit is due

NRMANational Roads & Motoring Association

- Member owned Mutual Organisation

- Launched in 1920, only 96 Years Young

- 1939 trained 603 Female Mechanics to operate during the war while male workforce was enlisted

- Core Business “Roadside Assistance” helping people everyday & in earlier days Insurance

- 2000 NRMA went through a demutualisation from NRMA Insurance, this adds complexity to our business with ongoing shared brand terms

- NRMA has 2.4 Million Members

- Membership Revenues alone $300 Million PA

NRMANational Roads & Motoring Association

Business Diversity

- The Open Road

- Thrifty Car Rental

- Travelodge Hotels

- NRMA Holiday Parks

- NRMA Motor Serve (Car Servicing Dealerships)

- NRMA Safer Driving School

- More4Members / NRMA Tix

- NRMA Advocacy

- NRMA Jump Program – Engaging Innovation for customer centricity

NRMANational Roads & Motoring Association

Innovation – NRMA Jump Start

"The need to innovate is a continuous process, one that is imperative to the growth and ultimately the sustainability of any organisation. The NRMA has undertaken to channel resources to our Jumpstart program which I'm confident will continue to identify new services and products suitable for our Members."NRMA Group CEO Tony Stuart

A grant was given for successful Innovative Start up Businesses coupled with potential opportunity to work with a large, engaged customer base 2.4 Million Members.

Some Successful Investments

- Campifly – (App) The AirBnB for Caravan Owners

- Careseekers – (App) A National in home service for connecting people requiring carers & carers requiring work

- WunderWalk – (App) Pocket Tour Guide, compiling sight seeing, eating, entertainment & events worldwide

                                                                                                                                                                                                                                                                                          

NRMANational Roads & Motoring Association

Recent Challenges

- High Cost of Service

- Aging Customer base

- Migrating Customers to Digital while being renowned for service excellence

- Cost of Competing on Shared Brand Terms

- Growing Competition Industry & Manufacturer Competitors

- New Generation not valuing assurance

- Internal Priorities

                                                                                                                                                                                                                                                                                          

That’s a lot of Challenges

NRMANational Roads & Motoring Association

“Moving with the times, but still providingGood Old Fashioned Service”

- Sales is no longer an art but a science

- NRMA is fortunate to have 2.4 Million individual lessons on how & why people choose to engage with us

- We use both GA & Adobe for digital intel

- Extensive data team to test, learn & replicate success in an agile environment

                                                                                                                                                                                                                                                                                

NRMANational Roads & Motoring Association

Attribution

An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions.

NRMANational Roads & Motoring Association

The Last Interaction ModelThe Last touch point, direct channel would get 100% of the credit for the sale

The First Click ModelThe First Touch Point would get 100% of the credit for the sale

Linear ModelThis is where each touch point would get equal credit for the sale E.G. Paid, Social, Network, email 25%

Time DecayThis is where all touch points get credit, the closest touch points to the sale would be given the most credit

Position BasedThis is where the most weight is given to the 1st & last touch points (Usually 40%) with the rest distributed to the touch points in the middle

                                                                                                                                                                                                                                                                                

NRMANational Roads & Motoring Association

Attempts to Closed Loop Attribution

We engaged Mobile Call Recording Support of Delacon, with lessons;

- SEM Branded 65% Mobile CTC Traffic was Service Related

The Future is closed Loop Attribution

- The perfect modelling formula of what touch points equate to success (including those outside of digital)

Example; SEM click though, to web chat, to content to call centre call & sale.

                                                                                                                                                                                                                                                                                

NRMANational Roads & Motoring Association

Sales & Consumer insights is now a science

- Learn your data

- Model your customer Pathways

- No future Marketing spend will be in vain

- Closed Loop Attribution will be the future

                                                                                                                                                                                                                                                                                

Thank You