FLORIAN GROUFFAL, COUNTRY DIRECTOR FRANCE        STEPHAN VAN DEN BREMER, MD EUROPE                            APRIL 11TH, ...
INTRODUCTION TOIGNITIONONEManage & Optimize                                    ConvertSearch                              ...
WHAT IS ATTRIBUTION?    “Attribution is the practice of allocating partial value todifferent touch points (players) within...
4Proprietary   &   Confidential
5
6
7
8
WHAT CAUSES LUCY TO BOOK HERTEST DRIVE?                                            9           Proprietary   &   Confident...
Attribution as we know it doesn’t value theuser experience (engagement) but only values                      the          ...
HOW TO MEASURE ENGAGEMENT ?    CTR   Time  Recency Page Views Frequency…or an algorithm using the above metrics           ...
A SINGLE ENGAGEMENTSCORE                                            12           Proprietary   &   Confidential
ALIGNING ENGAGEMENT TO YOURMEDIA                                +                                            13           ...
Entranc  e: 0                                       Exit:                                        80                       ...
Entranc  e:  70                                       Exit:                                       195                     ...
Entranc   e:  188                                      Exit:                                       287                    ...
Entranc   e:  282                                      Exit:                                       352                    ...
Last ClickStatic attribution based on exposure andsequenceDynamic attribution based on user experience                    ...
DANONECASE STUDY
CASE STUDY: DANONE’SDIGITAL MARKETINGCHALLENGESFragmented tracking technology (Use of multiple solutions)   Difficult to ...
STEP 1: CENTRALISE             MEDIA
DIGITAL CHANNELS                                                     Display                                              ...
STEP 2: DEFINITIONOF THE RIGHT KPISTO OPTIMISE MEDIA
SET OF KPIS USED TOOPTIMISE CAMPAIGNSAdvanced conversion = Actions/ConversionsMinimum conversion = Minimum engagement(Visi...
DisplayClick 1            Engagement          score for Display               visit 1:                +30                 ...
facebookClick 2           Engagement score          for facebook visit 2:                  +45                            ...
Paid SearchClick 3          Engagement score for           Paid Search visit 3:                   +15                     ...
STEP 3: ENGAGEMENTOPTIMISATION IN REAL                TIME
INTEGRATED UNIQUE SCORINGINTO MEDIA MANAGEMENTUnique « Engagement optimisation » approach:Econsultancy 2012 Award in innov...
ENGAGEMENT INSIGHTS        Results (vs. Paid Search):        •    Social: +27% engagement vs. -20% CR%120%        •    Dis...
ACTIONABLE INSIGHTS    Unique prediction modelling & automated bidding                                                    ...
ENGAGEMENT ATTRIBUTIONDynamic conversion attribution based on the engagement generated by each visit                      ...
THANK YOUStephan van den Bremerstephan.vandenbremer@ignitionone.comFlorian Grouffalflorian.grouffal@ignitionone.comwww.ign...
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Conversion2013 - Stephan van den Bremer - Florian Grouffal - IgnitionOne

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  • Taken out of the reputable eConsulatancy 2011 guide I’ve pulled the definition of attribution for those not familiar with the concept and added in a couple words for the sake of a sporting metaphor. In this instance no different to a team sport and acknowledging a goal, by Bolton wanders in this instance, was a result of multiple players and not the player who last touched the ball. As much as I’d love to talk about sport throughout the next 20 minutes I’m sure Fiagro would approve and would more than likely not invite us back next year..so lets take that metaphor into the online world.
  • Meet Lucy, she’s a 28 year old Kiwi living in London.She’s just passed her drivers and unknown be known to any markets/car manufactures is in the market for a new carWhat I’m going to take you though now is by no means revoltionary
  • Lucy searches on Google typing ‘Affordable city car” and see the Vauxhall paid search add. See clicks on it and lands on the Opel website.
  • Two days later, she sees a Facebook ad of the Corsa and visits the website once more.
  • Again, one week later when visiting a news site, a promotion draws her attention and she visits the Opel website for the 3rd time
  • On the 6th of July, Lucy decidesto have a look at the Corsaagainandsees the paid search addwhenshe types ‘VauxhallCorsa’. Sherequests a test-drive. For Vauxhall, Lucy is nowconvertedinto a lead.
  • Marketers are trying to work out how much value to ascribe to exposures in the exposure sequence
  • No value to the quality of the interaction
  • An inclination or natural tendency to behave in a particular way.
  • As much as I’d love to talk about sport throughout the next 20 minutes I’m sure Fiagro would approve and would more than likely not invite us back next year..so lets take that metaphor into the online world.
  • As much as I’d love to talk about sport throughout the next 20 minutes I’m sure Fiagro would approve and would more than likely not invite us back next year..so lets take that metaphor into the online world.
  • As much as I’d love to talk about sport throughout the next 20 minutes I’m sure Fiagro would approve and would more than likely not invite us back next year..so lets take that metaphor into the online world.
  • Objective: Understanding of the engagement and contribution each campaign made across the entire click path, and using these insights to maximise ROI in real time
  • Rudimentary, simple, but not typically most efficientSet up group of rules and apply to asset
  • Conversion2013 - Stephan van den Bremer - Florian Grouffal - IgnitionOne

    1. 1. FLORIAN GROUFFAL, COUNTRY DIRECTOR FRANCE STEPHAN VAN DEN BREMER, MD EUROPE APRIL 11TH, 2013
    2. 2. INTRODUCTION TOIGNITIONONEManage & Optimize ConvertSearch Deliver the rightDisplay - DSP message to the rightFacebook visitor at the right timeMobileMARKETER DMS CUSTOME User ScoringAttribute Re-engageMeasure across With visitors byall digital audience targeting andmarketing smart remarketingchannels 2 Proprietary & Confidential
    3. 3. WHAT IS ATTRIBUTION? “Attribution is the practice of allocating partial value todifferent touch points (players) within the customer journey which have influenced a sale (goal) or another desired outcome” -Econsultancy 3 Proprietary & Confidential
    4. 4. 4Proprietary & Confidential
    5. 5. 5
    6. 6. 6
    7. 7. 7
    8. 8. 8
    9. 9. WHAT CAUSES LUCY TO BOOK HERTEST DRIVE? 9 Proprietary & Confidential
    10. 10. Attribution as we know it doesn’t value theuser experience (engagement) but only values the end conversion Copyright IgnitionOne 2011 10 Proprietary & Confidential
    11. 11. HOW TO MEASURE ENGAGEMENT ? CTR Time Recency Page Views Frequency…or an algorithm using the above metrics 11 Proprietary & Confidential
    12. 12. A SINGLE ENGAGEMENTSCORE 12 Proprietary & Confidential
    13. 13. ALIGNING ENGAGEMENT TO YOURMEDIA + 13 Proprietary & Confidential
    14. 14. Entranc e: 0 Exit: 80 (+80) 14 Proprietary & Confidential
    15. 15. Entranc e: 70 Exit: 195 (+125) 15 Proprietary & Confidential
    16. 16. Entranc e: 188 Exit: 287 (+99) 16 Proprietary & Confidential
    17. 17. Entranc e: 282 Exit: 352 (+70) 17 Proprietary & Confidential
    18. 18. Last ClickStatic attribution based on exposure andsequenceDynamic attribution based on user experience Copyright IgnitionOne 2011 18 Proprietary & Confidential
    19. 19. DANONECASE STUDY
    20. 20. CASE STUDY: DANONE’SDIGITAL MARKETINGCHALLENGESFragmented tracking technology (Use of multiple solutions) Difficult to get an accurate depiction of the contribution of each channel Took a drawn out process to identify their real marketing ROIOptimisation based only on conversion data Complicated reporting and optimisation Non actionable insightsLast click attribution: optimising media spend based on the analysis ofthe final touch point Taking the wrong decisions 20 Proprietary & Confidential
    21. 21. STEP 1: CENTRALISE MEDIA
    22. 22. DIGITAL CHANNELS Display RTB Social Paid 3rd Search Party Ad server Other Organic Other campaigns Search Media Partnerships Affiliation Tracking Email Management Tracking, management & optimisation under one platform22 & Proprietary & Confidential
    23. 23. STEP 2: DEFINITIONOF THE RIGHT KPISTO OPTIMISE MEDIA
    24. 24. SET OF KPIS USED TOOPTIMISE CAMPAIGNSAdvanced conversion = Actions/ConversionsMinimum conversion = Minimum engagement(Visits, BR%, new/returning visitors, time on site)Basic conversion = Reaching High engagement Unique Scoring Engine: One metric, engagement score change, to optimise media against 24 Proprietary & Confidential
    25. 25. DisplayClick 1 Engagement score for Display visit 1: +30 25
    26. 26. facebookClick 2 Engagement score for facebook visit 2: +45 26
    27. 27. Paid SearchClick 3 Engagement score for Paid Search visit 3: +15 27
    28. 28. STEP 3: ENGAGEMENTOPTIMISATION IN REAL TIME
    29. 29. INTEGRATED UNIQUE SCORINGINTO MEDIA MANAGEMENTUnique « Engagement optimisation » approach:Econsultancy 2012 Award in innovation in Web Analytics Integration of site centric data: • Sessions/Visits • Pages vues • Time spent • Bounce rate • Engagement scores • % new visitors • Interest categories Improve budget optimisation Optimise campaigns based on engagement! Proprietary & Confidential Improve bid optimisation 29
    30. 30. ENGAGEMENT INSIGHTS Results (vs. Paid Search): • Social: +27% engagement vs. -20% CR%120% • Display: +20% engagement vs. -80% CR% 100% 100%100%80% 77% 69% 66%60% Conversion rate (index)40% Avg Score change 22% (index)20%00% 30 Display Paid rSearch Prop ietary & Confidential Social
    31. 31. ACTIONABLE INSIGHTS Unique prediction modelling & automated bidding 31 Proprietary & Confidential
    32. 32. ENGAGEMENT ATTRIBUTIONDynamic conversion attribution based on the engagement generated by each visit 32 Proprietary & Confidential
    33. 33. THANK YOUStephan van den Bremerstephan.vandenbremer@ignitionone.comFlorian Grouffalflorian.grouffal@ignitionone.comwww.ignitionone.nlwww.digitalmarketingsuite.com@ignitionone 33

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