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

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

  1. 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. 2. Agenda<br /><ul><li>Aboutus
  3. 3. Background Customer Journey
  4. 4. Tipp24 Case
  5. 5. Set-up
  6. 6. Findings
  7. 7. Outlook
  8. 8. The wayforward
  9. 9. Q&As</li></li></ul><li>Tipp24Games – Your Partner for Casual Games<br />Company<br /><ul><li>Founded in Feb 2008
  10. 10. 100% subsidiaryof Tipp24 SE
  11. 11. Casual-basedSkillgames</li></ul>Business Model<br /><ul><li>Users play against each other
  12. 12. Stake between 50 ct. & 10 €
  13. 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. 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. 15. Landingpage Optimization
  16. 16. Web Analytics</li></li></ul><li>affilinet is the No.1 in Performance Marketing in Germany<br />
  17. 17. Agenda<br /><ul><li>Aboutus
  18. 18. Background Customer Journey
  19. 19. Tipp24 Case
  20. 20. Set-up
  21. 21. Findings
  22. 22. Outlook
  23. 23. The wayforward
  24. 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. 25. The journey begins – I want to play Knobel Jack <br />
  26. 26. Usually search is first – Keyword search or even brand search<br />
  27. 27. Maybe a publisher site is next …<br />
  28. 28. …plus many other sites…<br />
  29. 29. And then…YOU GET THERE!<br />
  30. 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. 31. The sales impulse is driven by different channels throughout the journey<br />Display<br />eMail<br />Search<br />Affiliate Marketing<br />
  32. 32. Agenda<br /><ul><li>Aboutus
  33. 33. Background Customer Journey
  34. 34. Tipp24 Case
  35. 35. Set-up
  36. 36. Findings
  37. 37. Outlook
  38. 38. The wayforward
  39. 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. 40. Assumptions when starting the analysis<br /><ul><li>Customer journey lengthy, difficult to analyse
  41. 41. SEM only „enabler“ of transaction, stands at the end of the chain
  42. 42. Display will profit from a journey analysis
  43. 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. 44. Technical set-up, tracking requirements, rules applied<br /><ul><li>Collecting all clicksandbannerviewsusingtheexplido ‚ActionAllocator‘
  45. 45. Possibilityofmeasuring all differenttouchpoints
  46. 46. SEM: campaignstructured in ‚brand‘ and‚non-brand‘ keywords
  47. 47. ActionAllocatordecidesatthepointofsalewhichtrackingpixelsshouldbeactivated</li></li></ul><li>The initial results….<br />
  48. 48. The amount of touchpoints across all measured journeys is 4, the majority of leads is generated with only 2 touchpoints<br />
  49. 49. The Top 10 combination models of touchpoints are…<br />
  50. 50. Which commission attribution model is right?<br />Last cookie wins<br />First cookiewins<br />Weighed model<br />
  51. 51. Current method: Last Cookie wins<br />Thisisthestandardmethodwhichassumesthatthe last touchpointoftheuserisresponsibleforthe final lead/sale.<br />
  52. 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. 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. 54. The current affiliate distribution explains the strong focus on the last step within in the journey<br />
  55. 55. Initial learnings out of the analysis<br /><ul><li>The measurementof all marketingchannelsbringsvaluableinsightsforthemarketingstrategy
  56. 56. Customer Journey analysisis a processratherthan a project
  57. 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. 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. 59. Display and Brand Searchhave an impact on salesandleads
  60. 60. Postviewimpactis still toolow, but couldhavethe same impactas Display View
  61. 61. Affiliate Marketing isheavilytransactionfocusedand will lose ifcommissionattributionischanged
  62. 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. 63. Analyse timestamps, i.e. regular lengths of the journey and timings during the day
  64. 64. Increase Postview Affiliate Marketing
  65. 65. Play with differing commission models for affiliates (also based on business models)</li></li></ul><li>Agenda<br /><ul><li>Aboutus
  66. 66. Background Customer Journey
  67. 67. Tipp24 Case
  68. 68. Set-up
  69. 69. Findings
  70. 70. Outlook
  71. 71. The wayforward
  72. 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. 73. The definition of the journey and related touchpoints can change the game
  74. 74. The optimal marketing mix does not existas such, itstemsfromcontinuousoptimisation
  75. 75. Analysis isonlythefirststep, nextistooptimisethechannel mix, measuretheeffects, analysetheresults, optimisethe mix…..
  76. 76. The marketingorganisationwill becomemoreholistic
  77. 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. 78. Postviewis a valid optiontoincreaseimpactofaffiliatemarketingatthestartof a journey
  79. 79. The journeyanalysiscanrevealbusinessmodelsthatsupporttransactions, but arecurrently not affordableforaffiliates. Thiscouldleadtonewbusinesscomingintoplay.
  80. 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 />

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