Attribution, influence and sales

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Attribution, influence and sales

  1. 1. Attribution, Influence and Sales Michael Briggs Director of Strategy Caliber @michaelkebriggs Michael.Briggs@caliberi.com
  2. 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. 3. Simple Attribution 2+2 = ?
  4. 4. Single Channel Attribution 2+2 = 4
  5. 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. 6. Omni Channel Attribution 2+2 = ?
  7. 7. Omni Channel Attribution 2+2 = 5
  8. 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. 9. Omni Channel/ Multi Device Attribution 2+2 = ?
  10. 10. Omni Channel/ Multi Device Attribution
  11. 11. “Ever get the feelin’ you’ve been cheated”
  12. 12. Travel Customer Experience Cycle My Holiday Planning and Discovery Travel To Destination The Destination Travel From Destination Post Holiday
  13. 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. 14. Travel Customer Experience Cycle My Holiday Priming Planning and Discovery Travel To Destination The Destination Travel From Destination Post Holiday
  15. 15. Priming and Framing • Blogs deliver – Authenticity & Honesty – Demographic Focus • Segment • Location – Planning Assistance and Ideas
  16. 16. Authenticity & Honesty
  17. 17. Authenticity & Honesty “These are not the droids you’re looking for”
  18. 18. Location
  19. 19. Five Star Champagne Drinkers
  20. 20. Budget City Strollers
  21. 21. Family Focussed Funsters
  22. 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. 23. Come say hi Michael Briggs Director of Strategy Caliber Michael.briggs@caliberi.com @michaelkebriggs

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