explido WebMarketing Customer Journey


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Customer Journey, a Trip to the Future of CPA

Be prepared for a detailed analysis of the customer journey and the allocation of commissions to various Online Marketing channels such as Search, Display and Affiliate Marketing.

On the basis of a practical case set up by affilinet and explido, the audience will learn about the options and effects of a new way of commissioning.

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explido WebMarketing Customer Journey

  1. 1. Customer Journey – a Trip to the Future of CPA a4u Europe, Munich, May 18th 2010 Thomas Eisinger, explido WebMarketing Sabine Haase, affilinet GmbH Alexander Hall, Tipp24 Entertainment GmbH successful together
  2. 2. Agenda • About us • Background Customer Journey • Tipp24 Case • Set-up • Findings • Outlook • The way forward • Q&As Page 2
  3. 3. Tipp24Games – Your Partner for Casual Games Company Business Model Founded in Feb 2008 Users play against each other 100% subsidiary of Tipp24 SE Stake between 50 ct. & 10 € Casual-based Skillgames Winner 80%, Tipp24Games 20% Gamedesign Design of Characters eCommerce We design high-quality We design high- We have high games in terms of quality and individual compentence in layout & gameplay game characters mass transactions Page 3
  4. 4. explido is an international performance marketing agency Founded in 1999, explido are now a team of 85 in Augsburg, Frankfurt, Hamburg SEM/SEO Affiliate Marketing explido Performance Tool-Box Social Media Marketing Adtraxx Product Portals Action Allocator Adfeed Affiliate Tool-Box Performance Ads (Display) Conversion Optimization Usability Optimization Landingpage Optimization Web Analytics Page 4
  5. 5. affilinet is the No.1 in Performance Marketing in Germany Effective Partnership- Innovative Software Performance based Media Management Solutions • Major European player • Campaign management • Marketing tracking for sales, leads and solution Media Essentials • 1.600 programs & 450.000 clicks publishers • Huge application store • eReach for media • Innovative products & performance • Innovative developer platform portal • Branding performance • High transparency, with affilinet security • Bid management via the quality and security guarantee search manager Page 5
  6. 6. Agenda • About us • Background Customer Journey • Tipp24 Case • Set-up • Findings • Outlook • The way forward • Q&As Page 6
  7. 7. Which cookie wins? Is last cookie still state-of-the-art? How does the Do I win or do I lose? journey look like? Page 7
  8. 8. The journey begins – I want to play Knobel Jack ☺ Page 8
  9. 9. Usually search is first – Keyword search or even brand search Page 9
  10. 10. Maybe a publisher site is next … Page 10
  11. 11. …plus many other sites… Page 11
  12. 12. And then…YOU GET THERE! Page 12
  13. 13. The Tipp24 case: customer journey example Lead/sale probablity Affiliate Banner 3 Lead/Sale Display Visual Banner 2 penetration Click-Cookie Search Click-Cookie Decision Phase Display Banner 1 View-Cookie Time Page 13
  14. 14. The sales impulse is driven by different channels throughout the journey Product Product Product Product Branding Interest Desire Purchase Display eMail Search Affiliate Marketing Page 14
  15. 15. Agenda • About us • Background Customer Journey • Tipp24 Case • Set-up • Findings • Outlook • The way forward • Q&As Page 15
  16. 16. Main goal of the analysis for Tipp24 How does the customer journey look like and how many touchpoints do exist? And – how can I use this information to become more effective? Page 16
  17. 17. Assumptions when starting the analysis • Customer journey lengthy, difficult to analyse • SEM only „enabler“ of transaction, stands at the end of the chain • Display will profit from a journey analysis • Affiliate marketing positioned towards the end of the journey Page 17
  18. 18. The following channels have been looked at SEM Affiliate Display Non Brand Search Postview View SEM Affiliate Display Brand Search Click Click Page 18
  19. 19. Technical set-up, tracking requirements, rules applied • Collecting all clicks and banner views using the explido ‚ActionAllocator‘ • Possibility of measuring all different touchpoints • SEM: campaign structured in ‚brand‘ and ‚non-brand‘ keywords • ActionAllocator decides at the point of sale which tracking pixels should be activated Page 19
  20. 20. The initial results…. Page 20
  21. 21. The amount of touchpoints across all measured journeys is 4, the majority of leads is generated with only 2 touchpoints Page 21
  22. 22. The Top 10 combination models of touchpoints are… SEM Banner Click -> Banner View -> Banner View SEM -> SEM Banner Click Affiliate Click Banner Click -> Banner View SEM -> SEM -> SEM Affiliate Click -> Affiliate Click SEM -> SEM -> SEM -> SEM Banner Click -> Banner Click Page 22
  23. 23. Which commission attribution model is right? Last cookie wins First cookie wins Weighed model Page 23
  24. 24. Current method: Last Cookie wins This is the standard method which Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4 assumes that the last touchpoint of the 100 % 0% 100 % user is responsible for the final 0% 0% 100 % lead/sale. 0% 0% 0% 100 % Page 24
  25. 25. First cookie wins leads to an extreme win for display view and brand, since they are at the start of the journey Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4 First cookie wins assumes that the first 100 % contact is responsible the generating 100 % 0% 100 % 0% 0% interest. 100 % 0% 0% 0% + 25.660,00% + 29,49% - 7,04% - 41,05% - 15,49% - 96,30% Page 25
  26. 26. The weighed attribution leads to an increase for Display view, Affiliate loses less than in the „first cookie wins“-model In this case, the weighed Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4 attribution assumes that the first 100 % and last contact have the highest 50 % 50 % value for the advertiser. 40 % 20 % 40 % 35 % 15 % 15 % 35 % + 12.577,00% + 13,47% - 4,32% - 19,69% - 7,82% - 38,22% Page 26
  27. 27. The current affiliate distribution explains the strong focus on the last step within in the journey Coupon Banner community Cash back sites Topic Website (incl. PV) Email Other Distributor Page 27
  28. 28. Initial learnings out of the analysis • The measurement of all marketing channels brings valuable insights for the marketing strategy • Customer Journey analysis is a process rather than a project • 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 • The impact on affiliate marketing strongly depends on the set-up of the affiliate base Page 28
  29. 29. Detailed findings Tipp24 Games: In a new attribution model affiliates would lose • The journey consists of only 4 touchpoints • Display and Brand Search have an impact on sales and leads • Postview impact is still too low, but could have the same impact as Display View • Affiliate Marketing is heavily transaction focused and will lose if commission attribution is changed • Current Bid Management strategy has a high impact on the journey (i.e. Brand Search) Page 29
  30. 30. Tipp24 Games Outlook: More insights and a new attribution of investments • Include the SEO traffic into the game • Analyse timestamps, i.e. regular lengths of the journey and timings during the day • Increase Postview Affiliate Marketing • Play with differing commission models for affiliates (also based on business models) Page 30
  31. 31. Agenda • About us • Background Customer Journey • Tipp24 Case • Set-up • Findings • Outlook • The way forward • Q&As Page 31
  32. 32. We believe that a successful online advertiser needs to analyse the journey specific to his industry segment and product • Cross-channel data analysis will have an increased importance • The definition of the journey and related touchpoints can change the game • The optimal marketing mix does not exist as such, it stems from continuous optimisation • Analysis is only the first step, next is to optimise the channel mix, measure the effects, analyse the results, optimise the mix….. • The marketing organisation will become more holistic • All channels and their interaction need to be looked at Page 32
  33. 33. The impact on affiliate marketing – the business model of the affiliate is the decisive factor for commissions • Affiliates are heavily transaction focused and will therefore lose, if the commissions are simply attributed in a different way • Postview is a valid option to increase impact of affiliate marketing at the start of a journey • The journey analysis can reveal business models that support transactions, but are currently not affordable for affiliates. This could lead to new business coming into play. • To be fair, commissions in affiliate marketing could in future be measured on the basis of affiliates business models. Page 33
  34. 34. Thanks for your interest ☺ Q&A‘s please! Thomas Eisinger, thomas.eisinger@explido.de Alexander Hall, alexander.hall@t24e.de Sabine Haase, shaase@affili.net successful together