1. A New Generation in
Customer Journey
Analysis
Ellie Edwards-Scott, Managing Director, QUISMA UK
February 28, 2012
We’re all about Performance

2. Leveraging on its success in German speaking countries,
QUISMA has focused on its International Roll-out since 2009
All over Europe
Germany: Munich, Austria: Vienna Poland: Warsaw
Düsseldorf, Frankfurt
QUISMA GmbH QUISMA Austria QUISMA Poland
Rosenheimer Straße 145d Wienerbergstraße 11/29 ul. Zaryna 2B (budynek D)
81671 Munich 1100 Vienna 02-593 Warszawa
Founded in: 2001 Founded in: 2009 Founded in: 2010
UK: London Switzerland: Zurich Spain: Madrid
QUISMA UK QUISMA Switzerland QUISMA Spain
13 – 16 Jacobs Wells Mews Josefstrasse 212 c/ Norias, 92
London W1U 3DY 8005 Zürich 28221 Majadahonda – Madrid
Founded in: 2011 Founded in: 2009 Founded in: 2011
France: Paris Benelux: Amsterdam Italy: Milan
QUISMA France QUISMA Benelux QUISMA Italy
32 rue Guersant Karperstraat 10 Via del Mulino 4
75017 Paris 1075 KZ Amsterdam 20090 Assago (MI)
Founded in: 2011 Founded in: 2010 Gründung: 2011
PAGE
2

3. History of Affiliate Marketing
•1994 -Affiliate programs are invented
•1996 -Affiliate networks are born
•2000 -Google launches Adwords
•2004 -Google introduces quality score algorithm
•2005 -Google introduces single URL policy
•2006 -Voucher Code & Cashbacksites start to take off
•2006 -£2.16 Billion revenue generated through affiliate
•2008 -Google relaxes trademark rules
•2010 -Affiliates are embracing mobile & social marketing
•2011 -Consolidation of networks
•2012 -£5 Billion revenue generated through affiliate

4. History of Affiliate Marketing
Affiliate Marketing £5bn
Online Sales
Revenue

5. Growth Success
 Simple, effective pay-for-performance model
 Access to commission-based, extended sales team
 Innovation and agility

6. Attributes of Affiliate Marketing
Strategic
Track and
Manage
Payments Intuitive
Affiliate
Marketing
Innovative
Connection
With Partners
Controlled Pioneered
Budgets Accountability

7. Attributes of Affiliate Marketing
Strategic
Track and
Manage
Payments Intuitive
Performance
Marketing
Innovative
Connection
With Partners
Controlled Pioneered
Budgets Accountability

8. What's Next?
DATA

9. Understanding the Stages of Purchase Decision
Awareness Consideration
Loyalty Conversion

10. Boundaries of Classic Tracking Technology
 Single medium tracking
 Device change
 Deletion of Cookies
 External factors
 Multiple tracking providers

11. Who We Are – The Facts!
11 European offices 150 Employees
2001 Established Since 1 Google's biggest customer in Germany
134 millisecs RTB more than 100,000,000 ad impressions per day
430,000, transactions per month
5,160.000 Conversions in 2011
1 Proprietary Platform 100% Passion For Performance

12. Modelling
Affiliate Display
SEO Print
SEA SALES Price
TV Seasonal Effects
Market Trends Competition
PAGE
12
Insert Name / Date of presentation above header and footer

13. Benefits of Modelling
 How high is the ROI of my Online and Offline marketing activities?
 Which of my channels present the greatest potential for growth?
 How do I optimally allocate my advertising budget across the
various advertising media available?
 And how does classic advertising affect buying behaviour Online?

14. Regression Analysis

15. Modelling in Action
 Year-round measurement
 Media Planning
 Optimal management of Marketing Budget

16. Modelling in Action
Pre Modelling Post Modelling

17. Impressive Results
 Budgets adjusted
 Overall sales barely dropped
 Display Advertising initiated more cross-media sales
 Clearer vision of consumer’s purchase journey

18. Future Opportunity
Performance Analysis of
Marketing + Consumer
purchase journey
 Tighter control
=  Increased flexibility
 Budget adaption
 Greater ROI

19. Performance Marketing is about engagement and efficiency,
involving a continuous process of measurement of all the channels.
19

20. Come and meet the QUISMA UK Team
QUISMA UK and OA&A Networking Bar
London Office:
QUISMA UK
The Pumphouse
13-16 Jacobs Wells Mews
London
W1U 3DY
www.quisma.com