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Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
Cross-channel online marketing makes the sale
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Cross-channel online marketing makes the sale

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TradeDoubler Finland's presentation @ Web Analytics Association's seminar.

TradeDoubler Finland's presentation @ Web Analytics Association's seminar.

Published in: Business, News & Politics
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Transcript

  • 1. Cross-channel online marketing makes the sale Web Analytics Wednesday 17.3.2010 Antti Kallio Sales and Client Service Director
  • 2. TradeDoubler in a nutshell Company Network Figures Founded 1999 Listed OMX 2005 1,700 + Advertisers 150+ in Finland 16.6 M€/Month 340 M€ Gross Sales to our Liikevaihto 2008 Clients 127,000+ Publishers Dec 2009 +650 Employees 25 000+ in Finland 17 countries
  • 3. Cross-Channel Online Marketing Campaign A Campaign B Campaign C DISPLAY DISPLAY DISPLAY CAMPAIGN CAMPAIGN CAMPAIGN Email Email Email Advertiser X Online Marketing Activities CPA (Affiliate) SEARCH SOCIAL MEDIA Time
  • 4. Lift in Search Term Reach: Time-Aligned Studies Source: ComScore, Whither The Click Europe 2009
  • 5. OK, Channels need to support each other, but how to measure the effect?
  • 6. Lisa, 30y office manager Portal Travel blog Exact search SALE!
  • 7. So from analyzing this purchase, the search is the winner, right?
  • 8. Channels are NOT tunnels <26% of all purchases are at the end of a multichannel click journey
  • 9. Example - User Journey Analysis Portal Blog Holiday Planning Click Search Search
  • 10. A Journey
  • 11. Understanding cross channel marketing can unlock unrealised potential 5 key areas to understand are: 1. User journey behaviour e.g. purchase path analysis 2. Customer Lifetime Value – Analysis and Optimisation 3. Multi-channel dynamics – offline campaigns – on site activity 4. Impact analysis - e.g. behavioural targeting 5. Sales attribution and Deduplication
  • 12. We are agnostic about data, religious about insight We can create insights project through any data formats or outputs:
  • 13. So why TradeDoubler? • We have over 10 years of experience and data of performance based marketing • Top of the line tracking tools and knowledge to utilize others to benefit advertisers • Access to mature markets (UK, France, Germany) with ability to share knowledge and resources. • Multifaceted team of experienced professionals
  • 14. Some sample projects we have worked on 1. Travel Client • added Press ad ‘deal of the day’ locations onto search and affiliate sales activity to uncover impact of press activity on online sales channels 2. Retail Client • aggregated 4000 customer journeys across PPC and affiliate landscape, resulting in new budget deployment 22%+ into affiliate program 3. Electronics Client • Study of customer lifetime value against acquisition channel resulting in upweighting of importance for loyalty partners within affiliate activity
  • 15. Key take aways • Use constant messaging across channels to support your campaign • Analyze your data properly – last click does not always win • Take the full picture into consideration when investing in different vehicles! • Learn to understand the contribution of different channels & levers in the purchase decision funnel
  • 16. Questions? Antti Kallio Sales and Client Service Director 040 529 8069 antti.kallio@tradedoubler.com

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