Your SlideShare is downloading. ×
[EN] Multitouch and Conversion Attribution [Download the full study on www.converteo.com]
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

[EN] Multitouch and Conversion Attribution [Download the full study on www.converteo.com]

875
views

Published on

This is an extract of Converteo's white paper about Multitouch and conversion attribution. …

This is an extract of Converteo's white paper about Multitouch and conversion attribution.

You can download the full white paper FREELY on http://www.converteo.com/ressources/livre_blanc.php

Published in: Business

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
875
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. « Multi-touch » and conversion attributionMeasuringvisitors’ different online touchpointsbeforetheir conversion
    Authors
    Thomas Faivre-Duboz, Partner
    Kévin Gentil-Cantin, Consultant
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
  • 2. Who we are
    Converteo is a consulting firm specialized in e-business performance. Our team is made up of high level consultants, who assist your operational contractors (web agency, seo specialists, etc.).
    We are architects of Internet websites developed by third parties, we audit the performance of existing websites, and we optimize them with the help of webanalytics data.
    We are a Google Analytics certified partner and a member of ACSEL.
    A best-selling book:
    Web conversion, Stratégies pour convertirvosvisiteurs en clientsPublished on May 2009, Dunod Editions
    8/24/2010
    2
    « Multi-touch » White Paper - Converteo
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
  • 3. 7 fields of intervention serving one single goal
    8/24/2010
    3
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
    « Multi-touch » White Paper - Converteo
  • 4. They trust Converteo
    8/24/2010
    4
    « Multi-touch » White Paper - Converteo
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
  • 5. It is time to re-assess your online investments
    Why this white paper?
    Selling products or services, whether online or offline, often requires multiple touchpoints between the prospect and the advertiser, via various channels.
    Measurements carried out by marketing agencies and adserving or audience measurement tools, of the duration and frequency of online touchpoints, are often inaccurate and sometimes totally wrong. Furthermore, duplicate touchpoints are only rarely – or poorly – taken into account.
    Today, online investments remain primarily based on visits, not on customers.
    The aims of this white paper are to:
    Present the « Multi-touch » concept and related issues
    Define the conceptual framework needed to measure this phenomenon
    Present the different market players working on this phenomenon
    Show a case study of multi-touch measurement with Google Analytics
    8/24/2010
    5
    « Multi-touch » White Paper - Converteo
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
  • 6. What is « Multi-touch »?
    In this study, we call « multi-touch » the phenomenon of using several different sources (SEO, SEA, affiliate program, display, emailing, direct acces, etc.) to visit and return to a specific website before making a conversion (a sale, a lead, etc.).
    8/24/2010
    6
    « Multi-touch » White Paper - Converteo
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
  • 7. An Internet user who connects to a website several times from several sources is considered as several visitors.
    In most cases, the sale is attributed to the last source used by the visitor before the conversion (« last click wins » model).
    Without multi-touch, decisions on online investments are made according to the different marketing levers.
    Without
    multi-touch
    An example… without multi-touch
    8/24/2010
    7
    « Multi-touch » White Paper - Converteo
    Comparative articleon a product
    Search for a specific product model
    Click on an advertiser emailing
    Search for a specific model and your website
    Your website
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
  • 8. An Internet user who connects to a website several times from several sources is considered as one unique prospect.
    Multi-touch makes it possible to take into account all the marketing levers and their different roles in enabling the prospect’s conversion.
    With multi-touch, online investments are focused on the customers.
    An example … with multi-touch
    8/24/2010
    8
    Monday 12AM
    Monday 08PM
    Tuesday 11AM
    Tuesday 10PM
    Comparative articleon a product
    Search for a specific product model
    Click on an advertiser emailing
    Search for a specific model and your website
    Customer process
    Your website
    CONVERSION
    With multi-touch
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
    « Multi-touch » White Paper - Converteo
  • 9. Each lever has a different role in the conversion process
    Traffic sources have different impacts on the sale process.
    Some bring visitors who just want to look around, others bring visitors who wish to select products, and finally, a few bring visitors who actually want to buy something.
    … but all of them have their importance in the conversion process of a prospect into a customer!
    Below is an example of the conversion funnel which shows us levers used by visitors at each step of a visitor’s buying process.
    8/24/2010
    9
    Lever 1
    Lever 2
    Lever 3
    Lever 4
    VISIT
    ENGAGEMENT
    CONVERSION
    « Multi-touch » White Paper - Converteo
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
    EXPOSURE
  • 10. Threeproblemssolved by Multi-touch
    8/24/2010
    10
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
    « Multi-touch » White Paper - Converteo
  • 11. 1/ Branding measurement
    Nowadays, it is very hard to measure the performance of display and branding campaigns, and it is illusory to try to measure a lever only by the click rates and visits directly generated by a campaign.
    Post-view and its measuring conditions have to be defined and measured over the long term if the impact of a branding campaign is to be fully understood.
    Visitors exposed to a branding campaign but who do not click on it have to be considered using web analytic tools (Google Analytics, AT Internet, Omniture, etc.) and not only adserving tools.
    8/24/2010
    11
    « Multi-touch » White Paper - Converteo
    « A display campaign encourages Internet users to visit the advertiser’s website even if they didn’t click on the banner during the time of the exposure.
    A study claims that 60% of media agencies are still convinced that clickrates are the way to measure a campaign’s performance. For them, display is, without a doubt, a bad lever. But that is a big mistake!
    In order to measure display performance, you have to assess the Internet users’ behavior over the long term. »
    Gian Fulgoni
    Executive Chairman & Co-Founder
    Comscore
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
    Journal du Net, 06/18/2010,http://www.journaldunet.com/ebusiness/publicite/gian-fulgoni-interview-gian-fulgoni-comscore.shtml
  • 12. 2/ Online ROI measurement
    The market is full of pre-conceived ideas on the assumed profitability of some media, whereas:
    The profitability of each medium has to be calculated, not separately, but as part of the advertiser’s entire system.
    The profitability of each medium is different depending on the advertiser, their products/services and e-marketing strategy.
    8/24/2010
    12
    « Multi-touch » White Paper - Converteo
    ?
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
  • 13. 3/ The billing issue
    Many advertisers do not know how marketing agencies bill them for their lead generation, nor what hypotheses are made in order to measure their performance (and generated conversions):
    Cookie duration
    Integration or not of post-view / post-click
    Billing model in case of multiple visits/transactions made by a single prospect
    Etc.
    37.5% of marketing managers do not de-duplicate leads that have been billed to them (1).
    Among them:
    62.5% think that duplicate leads are not a major issue
    25% do not know any technical solutions allowing to solve this problem
    8/24/2010
    13
    « Multi-touch » White Paper - Converteo
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
  • 14. Feel free to contact us
    Thomas Faivre-Duboz
    E-Mail: tfaivre-duboz@converteo.com
    Phone: +33 1 44 77 99 43
    http://www.converteo.com/
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
  • 15. (1) Tagman deduplication survey, March 2009,
    http://www.tagman.com/pdf/TagMan_deduplication_survey_full_results.pdf
    (2) Atlas Institute: “Engagement Mapping for Publishers”
    http://www.atlassolutions.com/uploadedFiles/Atlas/Atlas_Institute/Engagement_Mapping/20080415Slides-EMap-Advertisers.pdf
    (3) Atlas Institute: “The Combined Impact of Search and Display Advertising”
    http://www.atlas solutions.com/uploadedFiles/Atlas/Atlas_Institute/Published_Content/dmi-CombinedImpactSearchDisplay.pdf
    (4) Atlas Institute: “The Hidden Cost of Pay-for-Performance Media”
    http://www.atlassolutions.com/uploadedFiles/Atlas/Atlas_Institute/Published_Content/pfpmediahiddencost.pdf
    8/24/2010
    15
    White paperextract
    Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs
    « Multi-touch » White Paper - Converteo