HOW TO OPTIMIZE

THE CUSTOMER JOURNEY

WITH PERFORMANCE ADVERTISING

Brussels | 16.10.2014

2

ABOUT

3Brussels | 2014 | zanox

PERFORMANCE ADVERTISING STRATEGY

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PERFORMANCE ADVERTISING SCORES

1. KEEPER → BLOGS

2. DEFENDER → MOBILE

3. MIDFIELDER → PROSPECTING

4. BOX TO BOX MIDFIELDER → PREMIUM PACKAGES

5. OFFENSIVE MIDFIELDER → SOCIAL

6. STRIKER → AFFILIATE

7. REBOUND → EMAIL REMARKETING

8. TAKE AWAYS

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KEEPER: BLOGS

Player stats (KPIs)1 month2.3 million blogpost views4000 clicks157 sales (95% postview)18.000 Euro advertiser turnover1500 Euro blogger commission

Courtois

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DEFENDER: MOBILE - SMARTPHONES

Kompany Player stats (KPIs)

8 days

1,25 million views

5000 clicks

CTR of 0,44%

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MIDFIELDER: PROSPECTING

Witsel

5 weeksBounce rate: 23%Activity rate index: 3,97

Player stats (KPIs)

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BOX TO BOX MIDFIELDER:PREMIUM PACKAGES

Fellaini Player stats (KPIs)

Branding budget: 45.000 € Period: 2 months Total views: 2.000.000 Traffic: 422.876 clicks Old ROI: 9,9 New ROI: 7,2Average growth sales: 412%

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OFFENSIVE MIDFIELDER: SOCIAL

Hazard

ROI target of 3 (1€ marketing = 3€ turnover)

10 day period4K budget5K clicks120 sales12K turnover

Player stats (KPIs)

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STRIKER: AFFILIATE MARKETING

Origi Player stats (KPIs)

Measure effectiveness not just by # goals but also quality and/or importance of the goals

1 2 3 4 5 6 7 8 9 10 11 120

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# LeadsCPS

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Chadli

REBOUND: EMAIL REMARKETING

Player stats (KPIs)

Mails sent: 180.370

Openrate: 20,80%

CTR: 19,4%

CR: 1,51%

eCPM: 13,22 Euro

Turnover: 28.552 Euro

Lukaku

12Berlin | 2014 | zanox | Company Presentation

WINNING TAKE AWAYS

Team effort

Differentiate in valuation

Look beyond last click

Combine offline with online data