Your SlideShare is downloading. ×
0
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Thomas Eisinger - Customer Journey: A Trip to the Future of CPA

1,169

Published on

Europe 2010

Europe 2010

Published in: Education, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,169
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
45
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Customer Journey – a Trip to the Future of CPA <br />a4uexpo Europe, Munich, May 18th 2010<br />Thomas Eisinger, explido WebMarketing<br />Sabine Haase, affilinet GmbH<br />Alexander Hall, Tipp24 Entertainment GmbH<br />
  • 2. Agenda<br /><ul><li>Aboutus
  • 3. Background Customer Journey
  • 4. Tipp24 Case
  • 5. Set-up
  • 6. Findings
  • 7. Outlook
  • 8. The wayforward
  • 9. Q&As</li></li></ul><li>Tipp24Games – Your Partner for Casual Games<br />Company<br /><ul><li>Founded in Feb 2008
  • 10. 100% subsidiaryof Tipp24 SE
  • 11. Casual-basedSkillgames</li></ul>Business Model<br /><ul><li>Users play against each other
  • 12. Stake between 50 ct. & 10 €
  • 13. Winner 80%, Tipp24Games 20%</li></ul>GamedesignWe design high-qualitygames in termsoflayout & gameplay<br />Design ofCharactersWe design high-qualityand individual gamecharacters<br />eCommerceWehavehighcompentence in masstransactions<br />
  • 14. explidois an international performancemarketingagency<br />Founded in 1999, explidoarenow a teamof 85 in Augsburg, Frankfurt, Hamburg<br />SEM/SEO<br />explido<br />Performance<br />Tool-Box<br />Adtraxx<br />Action Allocator<br />Adfeed<br />Affiliate Tool-Box<br />Affiliate Marketing<br />Social Media Marketing<br />Product Portals<br />Performance Ads (Display)<br />ConversionOptimization<br /><ul><li>UsabilityOptimization
  • 15. Landingpage Optimization
  • 16. Web Analytics</li></li></ul><li>affilinet is the No.1 in Performance Marketing in Germany<br />
  • 17. Agenda<br /><ul><li>Aboutus
  • 18. Background Customer Journey
  • 19. Tipp24 Case
  • 20. Set-up
  • 21. Findings
  • 22. Outlook
  • 23. The wayforward
  • 24. Q&As</li></li></ul><li>Which cookie wins?<br />Is last cookie still state-of-the-art?<br />Howdoesthejourneylooklike?<br />Do I win or do I lose?<br />
  • 25. The journey begins – I want to play Knobel Jack <br />
  • 26. Usually search is first – Keyword search or even brand search<br />
  • 27. Maybe a publisher site is next …<br />
  • 28. …plus many other sites…<br />
  • 29. And then…YOU GET THERE!<br />
  • 30. The Tipp24 case: customer journey example<br />Affiliate<br />Banner 3<br />Lead/Sale<br />Display Banner 2<br />Visual penetration<br />Lead/sale probablity<br />Click-Cookie<br />Search<br />Decision Phase<br />Click-Cookie<br />Display<br />Banner 1<br />View-Cookie<br />Time<br />
  • 31. The sales impulse is driven by different channels throughout the journey<br />Display<br />eMail<br />Search<br />Affiliate Marketing<br />
  • 32. Agenda<br /><ul><li>Aboutus
  • 33. Background Customer Journey
  • 34. Tipp24 Case
  • 35. Set-up
  • 36. Findings
  • 37. Outlook
  • 38. The wayforward
  • 39. Q&As</li></li></ul><li>Main goal of the analysis for Tipp24<br />How does the customer journey look like and how many touchpoints do exist?<br />And – how can I use this information to become more effective?<br />
  • 40. Assumptions when starting the analysis<br /><ul><li>Customer journey lengthy, difficult to analyse
  • 41. SEM only „enabler“ of transaction, stands at the end of the chain
  • 42. Display will profit from a journey analysis
  • 43. Affiliate marketing positioned towards the end of the journey</li></li></ul><li>The following channels have been looked at<br />SEM<br />Non Brand Search<br />Affiliate<br />Postview<br />Display <br />View<br />SEM<br />Brand Search<br />Affiliate<br />Click<br />Display <br />Click<br />
  • 44. Technical set-up, tracking requirements, rules applied<br /><ul><li>Collecting all clicksandbannerviewsusingtheexplido ‚ActionAllocator‘
  • 45. Possibilityofmeasuring all differenttouchpoints
  • 46. SEM: campaignstructured in ‚brand‘ and‚non-brand‘ keywords
  • 47. ActionAllocatordecidesatthepointofsalewhichtrackingpixelsshouldbeactivated</li></li></ul><li>The initial results….<br />
  • 48. The amount of touchpoints across all measured journeys is 4, the majority of leads is generated with only 2 touchpoints<br />
  • 49. The Top 10 combination models of touchpoints are…<br />
  • 50. Which commission attribution model is right?<br />Last cookie wins<br />First cookiewins<br />Weighed model<br />
  • 51. Current method: Last Cookie wins<br />Thisisthestandardmethodwhichassumesthatthe last touchpointoftheuserisresponsibleforthe final lead/sale.<br />
  • 52. First cookie wins leads to an extreme win for display view and brand, since they are at the start of the journey<br />First cookiewinsassumesthatthefirstcontactisresponsiblethegeneratinginterest.<br />+ 25.660,00%<br />+ 29,49%<br />- 7,04%<br />- 41,05%<br />- 15,49%<br />- 96,30%<br />
  • 53. The weighed attribution leads to an increase for Display view, Affiliate loses less than in the „first cookie wins“-model <br />In thiscase, theweighedattributionassumesthatthefirstand last contacthavethehighestvaluefortheadvertiser.<br />+ 12.577,00%<br />+ 13,47%<br />- 4,32%<br />- 19,69%<br />- 7,82%<br />- 38,22%<br />
  • 54. The current affiliate distribution explains the strong focus on the last step within in the journey<br />
  • 55. Initial learnings out of the analysis<br /><ul><li>The measurementof all marketingchannelsbringsvaluableinsightsforthemarketingstrategy
  • 56. Customer Journey analysisis a processratherthan a project
  • 57. The journey is specific to a certain industry and to its type of product. In other words: each business – even each company – needs its own learnings
  • 58. The impact on affiliatemarketingstronglydepends on theset-upoftheaffiliatebase</li></li></ul><li>Detailed findings Tipp24 Games:In a new attribution model affiliates would lose<br /><ul><li>The journeyconsistsofonly 4 touchpoints
  • 59. Display and Brand Searchhave an impact on salesandleads
  • 60. Postviewimpactis still toolow, but couldhavethe same impactas Display View
  • 61. Affiliate Marketing isheavilytransactionfocusedand will lose ifcommissionattributionischanged
  • 62. CurrentBid Management strategyhas a highimpact on thejourney (i.e. Brand Search)</li></li></ul><li>Tipp24 Games Outlook:More insights and a new attribution of investments<br /><ul><li>Include the SEO traffic into the game
  • 63. Analyse timestamps, i.e. regular lengths of the journey and timings during the day
  • 64. Increase Postview Affiliate Marketing
  • 65. Play with differing commission models for affiliates (also based on business models)</li></li></ul><li>Agenda<br /><ul><li>Aboutus
  • 66. Background Customer Journey
  • 67. Tipp24 Case
  • 68. Set-up
  • 69. Findings
  • 70. Outlook
  • 71. The wayforward
  • 72. Q&As</li></li></ul><li>We believe that a successful online advertiser needs to analyse the journey specific to his industry segment and product<br /><ul><li>Cross-channel data analysis will have an increased importance
  • 73. The definition of the journey and related touchpoints can change the game
  • 74. The optimal marketing mix does not existas such, itstemsfromcontinuousoptimisation
  • 75. Analysis isonlythefirststep, nextistooptimisethechannel mix, measuretheeffects, analysetheresults, optimisethe mix…..
  • 76. The marketingorganisationwill becomemoreholistic
  • 77. All channelsandtheirinteractionneedtobelookedat</li></li></ul><li>The impact on affiliate marketing – the business model of the affiliate is the decisive factor for commissions<br /><ul><li>Affiliatesareheavilytransactionfocusedand will therefore lose, ifthecommissionsaresimplyattributed in a different way
  • 78. Postviewis a valid optiontoincreaseimpactofaffiliatemarketingatthestartof a journey
  • 79. The journeyanalysiscanrevealbusinessmodelsthatsupporttransactions, but arecurrently not affordableforaffiliates. Thiscouldleadtonewbusinesscomingintoplay.
  • 80. To be fair, commissions in affiliate marketing could in future be measured on the basis of affiliates business models.</li></li></ul><li>ThanksforyourinterestQ&A‘splease!Thomas Eisinger, thomas.eisinger@explido.deAlexander Hall, alexander.hall@t24e.deSabine Haase, shaase@affili.net<br />

×