82% Increase in RevenuesYear-on-Year usingKenshoo’s U-shaped Model(Generic Keywords Jan-Mar 2011 Vs 2012)23.08.2012       ...
IntroductionOutline   ACCOR’s Challenge          Attribution & Conspiracy          Theories          Results              ...
Introduction  • Accor Group began working with Kenshoo in April 2011  • Accor run paid search campaigns across all 13 bran...
4
• The user clicks on an Accor  Search      Paid Search Ad  Engine            • They arrive on the              Accorhotels...
Accor Turns to Kenshoo for a Solution..                                                 Total SEA Kenshoo Sales Broken Dow...
No more conspiracy theories…         …Each Keyword’s Real Value Can Be Viewed & Acted Upon Automatically                  ...
Optimisation becomes easier…     …despite the complexity of the online purchasing funnel   No need to spend in hope - Acco...
Developing an online relationship is key…      …Accor still see strong evidence that the old funnel still exists     Succe...
The ResultsAccor’s Search Team can justify higher spend on paidsearchComparing the period from 1st January 2011 to 31st Ma...
Thank youDaniel Morgan, Head of SEM Accor Hotels                          11
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Accor Attribution Success Story: Kenshoo and Figaro Digital Seminar

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Daniel Morgan, Head of SEM at Accor Hotels, discusses Accor's 82% Increase in Revenues Year-over-Year using Kenshoo’s U-shaped Attribution Model, as presented at a Kenshoo and Figaro Digital Seminar in August 2012.

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Accor Attribution Success Story: Kenshoo and Figaro Digital Seminar

  1. 1. 82% Increase in RevenuesYear-on-Year usingKenshoo’s U-shaped Model(Generic Keywords Jan-Mar 2011 Vs 2012)23.08.2012 1
  2. 2. IntroductionOutline ACCOR’s Challenge Attribution & Conspiracy Theories Results 2
  3. 3. Introduction • Accor Group began working with Kenshoo in April 2011 • Accor run paid search campaigns across all 13 brands in over 80 countries on the Kenshoo Platform • In combination with Kenshoo, Accor use 2 other tracking softwares – TARS & Xiti • Campaigns are optimised using Kenshoo data but internal reports continue to use TARS 3
  4. 4. 4
  5. 5. • The user clicks on an Accor Search Paid Search Ad Engine • They arrive on the Accorhotels.com site and On-Site search for a hotel – No Search Reservation • They then access the BrandReservation website directly AND Reserve No Internal Sales on Sister Attribution site 5
  6. 6. Accor Turns to Kenshoo for a Solution.. Total SEA Kenshoo Sales Broken Down by Accor’s Internal Tracking Attribution… Kenshoo showed that SEA is strongly linkedwith all other channelsWhat we found•Cross site conversion - SEA is directly affecting the direct access of all Accor’s websites•Maps , Affiliation, Email -The more we spend on SEA the higher our revenues 6
  7. 7. No more conspiracy theories… …Each Keyword’s Real Value Can Be Viewed & Acted Upon Automatically 40% U-Shaped Model - attributes greater value 6.7% to the first and last clicks in the path with 6.7% both the starting and the closing keywords 6.7% getting the same credit regardless of the 40% length of the conversion path.What we found• Generic affects brand – 10% of Brand sales started searches on generics• Brand affects generic – Surprisingly 20% of brand searches generated generic clicks• Brand affects other brand – Multiple Accor Brand Searches e.g. ibis then etap,then accor• Generic affects generic – From broad searches to long tail e.g. “hotel paris” TO hotel “paris with pool, excepts cats” 7
  8. 8. Optimisation becomes easier… …despite the complexity of the online purchasing funnel No need to spend in hope - Accor can optimise campaigns by pausing any keywords or campaigns that do not contribute to any conversion. But the next challenge is to see if those campaigns that don’t covert have a positive affect outside the cookie period? 8
  9. 9. Developing an online relationship is key… …Accor still see strong evidence that the old funnel still exists Success still heavily relies upon generating awareness, which at the moment Search does not do well! 9
  10. 10. The ResultsAccor’s Search Team can justify higher spend on paidsearchComparing the period from 1st January 2011 to 31st March 2011 when Kenshootracking had not been implemented, to the same period in the year 2012:•82% increase in revenues•Only 36% increase in spend•14% increase in revenues across all other channels•33% increase from brand terms 10
  11. 11. Thank youDaniel Morgan, Head of SEM Accor Hotels 11

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