Ecological Succession. ( ECOSYSTEM, B. Pharmacy, 1st Year, Sem-II, Environmen...
Thomas Eisinger - Customer Journey: A Trip to the Future of CPA
1. Customer Journey – a Trip to the Future of CPA a4uexpo Europe, Munich, May 18th 2010 Thomas Eisinger, explido WebMarketing Sabine Haase, affilinet GmbH Alexander Hall, Tipp24 Entertainment GmbH
51. Current method: Last Cookie wins Thisisthestandardmethodwhichassumesthatthe last touchpointoftheuserisresponsibleforthe final lead/sale.
52. First cookie wins leads to an extreme win for display view and brand, since they are at the start of the journey First cookiewinsassumesthatthefirstcontactisresponsiblethegeneratinginterest. + 25.660,00% + 29,49% - 7,04% - 41,05% - 15,49% - 96,30%
53. The weighed attribution leads to an increase for Display view, Affiliate loses less than in the „first cookie wins“-model In thiscase, theweighedattributionassumesthatthefirstand last contacthavethehighestvaluefortheadvertiser. + 12.577,00% + 13,47% - 4,32% - 19,69% - 7,82% - 38,22%
54. The current affiliate distribution explains the strong focus on the last step within in the journey
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