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Online Advertising Theatre; A New Generation in Customer Journey Analysis
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Online Advertising Theatre; A New Generation in Customer Journey Analysis



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  • 1. A New Generation inCustomer JourneyAnalysisEllie Edwards-Scott, Managing Director, QUISMA UKFebruary 28, 2012We’re all about Performance
  • 2. Leveraging on its success in German speaking countries,QUISMA has focused on its International Roll-out since 2009All over EuropeGermany: Munich, Austria: Vienna Poland: WarsawDüsseldorf, FrankfurtQUISMA GmbH QUISMA Austria QUISMA PolandRosenheimer Straße 145d Wienerbergstraße 11/29 ul. Zaryna 2B (budynek D)81671 Munich 1100 Vienna 02-593 WarszawaFounded in: 2001 Founded in: 2009 Founded in: 2010UK: London Switzerland: Zurich Spain: MadridQUISMA UK QUISMA Switzerland QUISMA Spain13 – 16 Jacobs Wells Mews Josefstrasse 212 c/ Norias, 92London W1U 3DY 8005 Zürich 28221 Majadahonda – MadridFounded in: 2011 Founded in: 2009 Founded in: 2011France: Paris Benelux: Amsterdam Italy: MilanQUISMA France QUISMA Benelux QUISMA Italy32 rue Guersant Karperstraat 10 Via del Mulino 475017 Paris 1075 KZ Amsterdam 20090 Assago (MI)Founded in: 2011 Founded in: 2010 Gründung: 2011 PAGE 2
  • 3. History of Affiliate Marketing•1994 -Affiliate programs are invented•1996 -Affiliate networks are born•2000 -Google launches Adwords•2004 -Google introduces quality score algorithm•2005 -Google introduces single URL policy•2006 -Voucher Code & Cashbacksites start to take off•2006 -£2.16 Billion revenue generated through affiliate•2008 -Google relaxes trademark rules•2010 -Affiliates are embracing mobile & social marketing•2011 -Consolidation of networks•2012 -£5 Billion revenue generated through affiliate
  • 4. History of Affiliate Marketing Affiliate Marketing £5bn Online Sales Revenue
  • 5. Growth Success  Simple, effective pay-for-performance model  Access to commission-based, extended sales team  Innovation and agility
  • 6. Attributes of Affiliate Marketing Strategic Track and Manage Payments Intuitive Affiliate Marketing Innovative Connection With Partners Controlled Pioneered Budgets Accountability
  • 7. Attributes of Affiliate Marketing Strategic Track and Manage Payments Intuitive Performance Marketing Innovative Connection With Partners Controlled Pioneered Budgets Accountability
  • 8. Whats Next? DATA
  • 9. Understanding the Stages of Purchase Decision Awareness Consideration Loyalty Conversion
  • 10. Boundaries of Classic Tracking Technology  Single medium tracking  Device change  Deletion of Cookies  External factors  Multiple tracking providers
  • 11. Who We Are – The Facts! 11 European offices 150 Employees 2001 Established Since 1 Googles biggest customer in Germany134 millisecs RTB more than 100,000,000 ad impressions per day 430,000, transactions per month 5,160.000 Conversions in 20111 Proprietary Platform 100% Passion For Performance
  • 12. Modelling Affiliate Display SEO Print SEA SALES Price TV Seasonal Effects Market Trends Competition PAGE 12 Insert Name / Date of presentation above header and footer
  • 13. Benefits of Modelling How high is the ROI of my Online and Offline marketing activities? Which of my channels present the greatest potential for growth? How do I optimally allocate my advertising budget across the various advertising media available? And how does classic advertising affect buying behaviour Online?
  • 14. Regression Analysis
  • 15. Modelling in Action  Year-round measurement  Media Planning  Optimal management of Marketing Budget
  • 16. Modelling in Action Pre Modelling Post Modelling
  • 17. Impressive Results Budgets adjusted Overall sales barely dropped Display Advertising initiated more cross-media sales Clearer vision of consumer’s purchase journey
  • 18. Future Opportunity Performance Analysis of Marketing + Consumer purchase journey  Tighter control =  Increased flexibility  Budget adaption  Greater ROI
  • 19. Performance Marketing is about engagement and efficiency,involving a continuous process of measurement of all the channels. 19
  • 20. Come and meet the QUISMA UK TeamQUISMA UK and OA&A Networking BarLondon Office:QUISMA UKThe Pumphouse13-16 Jacobs Wells MewsLondonW1U