Discover the innovative strategy implemented by Weight Watchers - DF conference

1. ATTRIBUTION MARKETING, FROM THEORY TO REALITY :
discover the innovative strategy implemented
by Weight Watchers

2. WHO IS MEDIASCALE

3. WHO IS KWANKO
Your 360° Partner for cross-device Digital Advertising
Sales Leads Traffic Drive-to-store
Your CPA
campaigns to
boost the
revenues of your
websites
Your CPL
campaigns to
increase your
database
Your CPC and
ClickTime
campaigns for
quality traffic to
your site
Your geotargeted
campaigns to
drive traffic to your
stores

7. OMNICHANNEL AND CROSS-DEVICE
ARE THE NEW STANDARDS
A TYPICAL CUSTOMER JOURNEY
Social Display Emailing SEO
Price comparison
Voucher codes Retargeting

8. OMNICHANNEL AND CROSS-DEVICE
ARE THE NEW STANDARDS
65%
Of consumers begin the path to purchase on smartphone
61%
Of these continue on PC/laptop
4%
Continue on a tablet

9. OMNICHANNEL AND CROSS-DEVICE
ARE THE NEW STANDARDS
60%
Of consumers starting their research with a search engine
36%
Of consumers spend 30+ min. on
comparison shopping websites
81%
Of shoppers conduct online research before buying

10. TRADITIONAL WAY OF SETTING UP
A DIGITAL STRATEGY
Target X
Results X
Target Z
Results Z
Target Y
Results Y
AD
AD

11. DOES IT TAKE INTO ACCOUNT THE COMPLEXITY OF
THE CUSTOMER JOURNEY?

12. BUT ALL TOUCHPOINTS/CHANNELS
INVOLVED IN THE CUSTOMER JOURNEY ARE
INTERCONNECTED

13. SO WHAT IS THE MOST EFFICIENT WAY TO
ALLOCATE THE RIGHT COMMISSION TO THE
RIGHT PARTNERS?

14. FROM ATTRIBUTION …
The commission is attributed to only one traffic source
First
Click
Last
Click

15. … TO CONTRIBUTION
The commission is attributed to multiple traffic sources
Linear Click U Model

16. ARE THESE MODELS REALLY FAIR?

17. LAST CLICK IS PALEOLITHIC
80%
of advertisers only use last click to calculate the ROI of
their digital campaigns
100%
of conversions are attributed to the last publisher, regardless of
the number of clicks
Biaised analysis of the ROI

18. OMNICHANNEL WAY OF SETTING UP
A DIGITAL STRATEGY
OVERALL TARGET
OVERALL RESULTS
AD
AD

19. OMNICHANNEL OPTIMIZATION IN NUMBERS
(DISPLAY)

20. OMNICHANNEL OPTIMIZATION
AWARENESS

21. OMNICHANNEL OPTIMIZATION
First Click in Display
=
32%
OF ALL ONLINE SALES

22. OMNICHANNEL OPTIMIZATION IN NUMBERS
(SEARCH)

23. OMNICHANNEL OPTIMIZATION IN NUMBERS
2016 = MORE SALES + GREAT BUDGET SAVINGS

24. 1
The internet user clicks on
a first banner
Editor A gets paid
2
The internet user sees a
second banner
Editor B gets paid
3
The internet user clicks on
a third banner
Editor C gets paid
4
The internet user confirms their
sale
ALL OF THE EDITORS
GET PAID
MULTIORIGIN©
BY KWANKO
AN INNOVATIVE PAYMENT MODEL
The guarantee of a fair payment of your editors based on their actual added-value
by type and chronological position in the customer journey

25. OMNICHANNEL WAY OF SETTING UP
A DIGITAL STRATEGY
MORE FAIR MODEL : Reward each actor based on its
actual added-value to the purchase process
Blog
Bannières
A
B
C
D
Comparateur
Bannières
Retargetting
E-mailing
Codes
promos
ACHAT !
%$
%$ %$
%$

26. HOW DOES IT ACTUALLY WORK?
THE WEIGHT WATCHERS CASE

27. BOOST BUSINESS BY INCREASING
PUBLISHERS LOYALTY
CONTEXT
- CPA Program launch in 2013 in Belgium
- 355 publishers running the program
ISSUE
- Regular affiliate program faltered
- Some “end-of-the-funnel” typologies have been removed
- Results were decreasing
- ADVERTISER AND PUBLISHERS DISATISFACTION
SOLUTION
Set up of a new Attribution model :
MultiOrigin© by Kwanko

28. SETUP
Attribution of a weight according to the added value
Reactivation of all the typologies

31. KWANKO NETWORK’S CONTRIBUTION
2
payout : participative sales & final
attribution sales for Kwanko
2
possibilities to win for the affiliate networks
100
final attributed sales for 200 participative
Boost of attractiveness
of the program for publishers
Average of 3 to 4 contributors commissioned per sale

32. YOU CAN DO IT !
BE CREATIVE !!!!
All models are only a simplified view of reality
If you have some doubt = test IT !
Know you consumer journey
Thinking cross chanel but also inside the chanel
Thinking cross device
Take care on viewability not only on last touch point
Big changes never happened without internal revolutions

33. THANK YOU
REGIS WATRISSE
Managing Director Benelux
benelux@plan-net.com
www.plan-net.be
www.facebook.com/serviceplanbenelux
MARION MIN
Country Manager Belgium
marion.min@kwanko.com
www.kwanko.com
www.facebook.com/KwankoGroup