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Attribution, influence and sales

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  • 1. Attribution, Influence and Sales Michael Briggs Director of Strategy Caliber @michaelkebriggs Michael.Briggs@caliberi.com
  • 2. Simple Attribution • Last Click – User clicks somewhere and the type of “referral” is credited with the sale • • • • • Organic Search Social Media Affiliate PPC Media
  • 3. Simple Attribution 2+2 = ?
  • 4. Single Channel Attribution 2+2 = 4
  • 5. Omni Channel Attribution • Based on stage of click during customer cycle – User clicks to website – Users returns clicking somewhere else on the web – Users returns clicking somewhere else on the web • What value to attribute to channels? – Initiators Vs Closers
  • 6. Omni Channel Attribution 2+2 = ?
  • 7. Omni Channel Attribution 2+2 = 5
  • 8. Multi Device Attribution % of travellers begin a travel activity on one device and continue it on another Google and Ipsos MediaCT, Google Multi-Screen Travel, June 2013
  • 9. Omni Channel/ Multi Device Attribution 2+2 = ?
  • 10. Omni Channel/ Multi Device Attribution
  • 11. “Ever get the feelin’ you’ve been cheated”
  • 12. Travel Customer Experience Cycle My Holiday Planning and Discovery Travel To Destination The Destination Travel From Destination Post Holiday
  • 13. Zero Moment of Truth • Before user knows that they want before they look for information how do we get into their head? • Decision making process – 31% of users read online endorsements, reviews, &/or recommendations in decision – Positive brand recognition in the ecosystem
  • 14. Travel Customer Experience Cycle My Holiday Priming Planning and Discovery Travel To Destination The Destination Travel From Destination Post Holiday
  • 15. Priming and Framing • Blogs deliver – Authenticity & Honesty – Demographic Focus • Segment • Location – Planning Assistance and Ideas
  • 16. Authenticity & Honesty
  • 17. Authenticity & Honesty “These are not the droids you’re looking for”
  • 18. Location
  • 19. Five Star Champagne Drinkers
  • 20. Budget City Strollers
  • 21. Family Focussed Funsters
  • 22. Planning Assistance & Ideas • What information do users need to plan their holidays? – Long tail KWs (insight) • Information needed by users to make decisions – Guides (assist) • What can they do? • Where can they eat? – Images (reinforce) • Why should people visit
  • 23. Come say hi Michael Briggs Director of Strategy Caliber Michael.briggs@caliberi.com @michaelkebriggs

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