« Multi-touch » and conversion attributionMeasuringvisitors’ different online touchpointsbeforetheir conversion<br />Autho...
Who we are<br />Converteo is a consulting firm specialized in e-business performance. Our team is made up of high level co...
7  fields of intervention serving one single goal<br />8/24/2010<br />3<br />White paperextract<br />Download the FULL .pd...
They trust Converteo<br />8/24/2010<br />4<br />« Multi-touch » White Paper - Converteo<br />White paperextract<br />Downl...
It is time to re-assess your online investments<br />Why this white paper?<br />Selling products or services, whether onli...
What is « Multi-touch »?<br />In this study, we call « multi-touch » the phenomenon of using several different sources (SE...
An Internet user who connects to a website several times from several sources is considered as several visitors.<br />In m...
An Internet user who connects to a website several times from several sources is considered as one unique prospect.<br />M...
Each lever has a different role in the conversion process<br />Traffic sources have different impacts on the sale process....
Threeproblemssolved by Multi-touch<br />8/24/2010<br />10<br />White paperextract<br />Download the FULL .pdf white paperf...
1/ Branding measurement<br />Nowadays, it is very hard to measure the performance of display and branding campaigns, and i...
2/ Online ROI measurement<br />The market is full of pre-conceived ideas on the assumed profitability of some media, where...
3/ The billing issue<br />Many advertisers do not know how marketing agencies bill them for their lead generation, nor wha...
Feel free to contact us<br />Thomas Faivre-Duboz<br />E-Mail: tfaivre-duboz@converteo.com  <br />Phone: +33 1 44 77 99 43<...
(1) Tagman deduplication survey, March 2009,<br />http://www.tagman.com/pdf/TagMan_deduplication_survey_full_results.pdf<b...
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[EN] Multitouch and Conversion Attribution [Download the full study on www.converteo.com]

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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

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

  1. 1. « Multi-touch » and conversion attributionMeasuringvisitors’ different online touchpointsbeforetheir conversion<br />Authors<br /> Thomas Faivre-Duboz, Partner <br /> Kévin Gentil-Cantin, Consultant<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />
  2. 2. Who we are<br />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.).<br />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.<br />We are a Google Analytics certified partner and a member of ACSEL.<br />A best-selling book:<br />Web conversion, Stratégies pour convertirvosvisiteurs en clientsPublished on May 2009, Dunod Editions<br />8/24/2010<br />2<br />« Multi-touch » White Paper - Converteo<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />
  3. 3. 7 fields of intervention serving one single goal<br />8/24/2010<br />3<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />« Multi-touch » White Paper - Converteo<br />
  4. 4. They trust Converteo<br />8/24/2010<br />4<br />« Multi-touch » White Paper - Converteo<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />
  5. 5. It is time to re-assess your online investments<br />Why this white paper?<br />Selling products or services, whether online or offline, often requires multiple touchpoints between the prospect and the advertiser, via various channels.<br />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.<br />Today, online investments remain primarily based on visits, not on customers.<br />The aims of this white paper are to:<br />Present the « Multi-touch » concept and related issues<br />Define the conceptual framework needed to measure this phenomenon<br />Present the different market players working on this phenomenon<br />Show a case study of multi-touch measurement with Google Analytics<br />8/24/2010<br />5<br />« Multi-touch » White Paper - Converteo<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />
  6. 6. What is « Multi-touch »?<br />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.).<br />8/24/2010<br />6<br />« Multi-touch » White Paper - Converteo<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />
  7. 7. An Internet user who connects to a website several times from several sources is considered as several visitors.<br />In most cases, the sale is attributed to the last source used by the visitor before the conversion (« last click wins » model).<br />Without multi-touch, decisions on online investments are made according to the different marketing levers.<br />Without<br />multi-touch<br />An example… without multi-touch<br />8/24/2010<br />7<br />« Multi-touch » White Paper - Converteo<br />Comparative articleon a product<br />Search for a specific product model<br />Click on an advertiser emailing <br />Search for a specific model and your website<br />Your website<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />
  8. 8. An Internet user who connects to a website several times from several sources is considered as one unique prospect.<br />Multi-touch makes it possible to take into account all the marketing levers and their different roles in enabling the prospect’s conversion.<br />With multi-touch, online investments are focused on the customers.<br />An example … with multi-touch<br />8/24/2010<br />8<br />Monday 12AM<br />Monday 08PM<br />Tuesday 11AM<br />Tuesday 10PM<br />Comparative articleon a product<br />Search for a specific product model<br />Click on an advertiser emailing <br />Search for a specific model and your website<br />Customer process<br />Your website<br />CONVERSION<br />With multi-touch<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />« Multi-touch » White Paper - Converteo<br />
  9. 9. Each lever has a different role in the conversion process<br />Traffic sources have different impacts on the sale process.<br />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. <br />… but all of them have their importance in the conversion process of a prospect into a customer!<br />Below is an example of the conversion funnel which shows us levers used by visitors at each step of a visitor’s buying process. <br />8/24/2010<br />9<br />Lever 1<br />Lever 2<br />Lever 3<br />Lever 4<br />VISIT<br />ENGAGEMENT<br />CONVERSION<br />« Multi-touch » White Paper - Converteo<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />EXPOSURE<br />
  10. 10. Threeproblemssolved by Multi-touch<br />8/24/2010<br />10<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />« Multi-touch » White Paper - Converteo<br />
  11. 11. 1/ Branding measurement<br />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.<br />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.<br />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.<br />8/24/2010<br />11<br />« Multi-touch » White Paper - Converteo<br />« 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.<br />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! <br />In order to measure display performance, you have to assess the Internet users’ behavior over the long term. »<br />Gian Fulgoni<br />Executive Chairman & Co-Founder<br />Comscore<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />Journal du Net, 06/18/2010,http://www.journaldunet.com/ebusiness/publicite/gian-fulgoni-interview-gian-fulgoni-comscore.shtml<br />
  12. 12. 2/ Online ROI measurement<br />The market is full of pre-conceived ideas on the assumed profitability of some media, whereas: <br />The profitability of each medium has to be calculated, not separately, but as part of the advertiser’s entire system. <br />The profitability of each medium is different depending on the advertiser, their products/services and e-marketing strategy. <br />8/24/2010<br />12<br />« Multi-touch » White Paper - Converteo<br />?<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />
  13. 13. 3/ The billing issue<br />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):<br />Cookie duration<br />Integration or not of post-view / post-click<br />Billing model in case of multiple visits/transactions made by a single prospect<br />Etc.<br />37.5% of marketing managers do not de-duplicate leads that have been billed to them (1).<br />Among them:<br />62.5% think that duplicate leads are not a major issue<br />25% do not know any technical solutions allowing to solve this problem<br />8/24/2010<br />13<br />« Multi-touch » White Paper - Converteo<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />
  14. 14. Feel free to contact us<br />Thomas Faivre-Duboz<br />E-Mail: tfaivre-duboz@converteo.com <br />Phone: +33 1 44 77 99 43<br />http://www.converteo.com/ <br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />
  15. 15. (1) Tagman deduplication survey, March 2009,<br />http://www.tagman.com/pdf/TagMan_deduplication_survey_full_results.pdf<br />(2) Atlas Institute: “Engagement Mapping for Publishers”<br />http://www.atlassolutions.com/uploadedFiles/Atlas/Atlas_Institute/Engagement_Mapping/20080415Slides-EMap-Advertisers.pdf<br />(3) Atlas Institute: “The Combined Impact of Search and Display Advertising”<br />http://www.atlas solutions.com/uploadedFiles/Atlas/Atlas_Institute/Published_Content/dmi-CombinedImpactSearchDisplay.pdf<br />(4) Atlas Institute: “The Hidden Cost of Pay-for-Performance Media”<br />http://www.atlassolutions.com/uploadedFiles/Atlas/Atlas_Institute/Published_Content/pfpmediahiddencost.pdf<br />8/24/2010<br />15<br />White paperextract<br />Download the FULL .pdf white paperfreely on www.converteo.com> Ressources > Livres Blancs<br />« Multi-touch » White Paper - Converteo<br />

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