Attribution – a Sales & Marketing Director’s view NMA Live – May 20th 2011Colin Whaley Center Parcs UK
Why attribution?Source: Forrester Research: The State Of Consumer Technology Adoption 2005
Today’s Presentation Introduction to Center Parcs Our Marketing Challenge Our approach to Online Attribution Where next with Attribution?
Introduction to Center Parcs UK Family short break destination 4 holiday resorts in England, each set within 400 acres of forest Over 100 indoor and outdoor activities
The Marketing Challenge for Center Parcs 100% direct sell - no affiliate activity Limited spare capacity – 95% occupancy Aggressive sales and profit targets Strict limits on marketing budget It’s all about improving Return On Investment
Our reality in 2009Only accurate tracking was ‘last click’, … Limited visibility of the consumer click path Multiple platforms tracking various channels Conversions were not being de-duped Insights were retrospective
Was attribution a path worth pursuing? 65% of paths had more than one click or exposure 50% of customers were interacting on more than one media channel before converting The average number of exposures before conversion was 3.2 Average length of consideration period – 17.2 days
The way we were… legacy ‘last-click’ model PPC 0% 0% 0% 100%
The Vision – increase ROI Attribute revenue across all online channels Minimise wastage and duplication on overlapping channels Optimise online campaign in real-time Have one fluid budget pot (channel agnostic)
Multiple touchpoints working together CORE IDEA E-CRM DISPLAY PPC SEO Social We need to ensure our channels are working for each other, not against each other.
The right team, the right platform
Getting started Initially 5 channels measured: Paid Search (PPC) Display click Display view Organic search (SEO) Paid inclusion Ability to re-process 60 days worth of data to visualise different scenarios Flexibility to apply custom business rules to predictive modelling and optimisation algorithms
5 Step Methodology:1. Analyse touchpoints2. Select channel prioritisation3. Customise weight of each channel4. Customise Distribution across click path5. Analyse and apply insights for optimisation of spendLive November 2009
2009/10 Attribution Model 10% 15% 25% 50%
2009/10 Campaign results 14% decrease in cost-per-click 35% increase in bookings 43% increase in revenue 54% increase in ROI
Year 2 – Broadening the model One budget pot across search and display Reduced spending on Paid Search Increased spending on SEO and Display Investment in a Social Strategy
Year 2 (2010/11) results Further YOY 19% increase in bookings Further YOY 27% increase in revenue Further YOY 29% increase in ROI
And the bigger picture at Center Parcs?Overall marketing costs have been held over 3 years,whilst achieving: Record occupancies in each of the last 3 years Record Revenues in each of the last 3 years Record Profits in each of the last 3 years
Where Next with Attribution?
Social Media integration How can our Social Media activity be measured within the sales funnel?
What is the Connection Between Device Type and Conversion? What effect does device type have on attribution?
In Conclusion.. the main lessons learned Keep it simple – take ‘baby steps’ Get all the key stakeholders to collaborate (ensure the client understands!) Be open-minded and channel agnostic Be patient and willing to continually test and learn Stay focused (or lose touch and waste money)