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Customerintel engagementattribution jeremy_dp_gordonpl

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Customerintel engagementattribution jeremy_dp_gordonpl

  1. 1. Customer Intelligence
  2. 2. Jeremy Depauw Digital Manager at Danone My favourite song: Led Zeppelin Gordon PlompVP Business Development Europe at IgnitionOne My favourite song: Nick Cave
  3. 3. • Fragmented tracking technology and partners • Search Engine tracking tool via media agency (ISOBAR) • Mediamind for adserving via media agency (ISOBAR) • Facebook for social campaign via media agency (ISOBAR) • + different analytics tools via interactive agency (PROPHETS)• Making decisions solely based on volumes, rates and costs • Volume of clicks and registrations on site • Cost of clicks and cost of registrations between Sales houses• Last click attribution • All value of a conversion was attributed to the last click (touchpoint), for example a google search instead of giving value to all the touchpoints (customer journey) before the conversion. 4 P r o p r i e t a r y & C o n f i d e n t i a l
  4. 4. 2 1 000 000 Clicks 0,4% Clicks of my clicks have a value 5 P r o p r i e t a r y & C o n f i d e n t i a l
  5. 5. ITEM VISITS REG TOTAL REG TOTAL % REG NL REG FR PAGES/VISIT TIME ON SITEdirect | organic 186.790 21.518 11,52% 14.047 7.472 2,63 1:39referral | e-mail 116.554 11.737 10,07% 5.793 5.944 2,2 1:18google 22.210 6.736 30,33% 3.669 3.067 5,89 4:51magazine | banner 40.209 1.568 3,90% 1.351 217 2,15 1:00programme | banner 20.193 2.556 12,66% 1.133 1.424 2,61 1:37activation | e-mail 15.448 4.693 30,38% 3.457 1.236 4,37 3:37behavioral | pop-up 3.293 1.158 35,16% 765 393 5,51 4:49re-activation | e-mail 829 302 36,42% 215 87 4,78 4:39TOTAL 405.526 50.269 30.429 19.839 Analysis of Engagement KPI’s by channel of recruitement An a l y s e s o f c l a s s i c d i g i t a l m e d i a K P I ’s b y P a r t n e r 6 P r o p r i e t a r y & C o n f i d e n t i a l
  6. 6. How to measure engagement ? CTR Time spent Pages views Recency Frequency …OR an algorithm that gathers all of those KPI’s at once… P r o p r i e t a r y & C o n f i d e n t i a l 7
  7. 7. A UNIQUE engagement score 8 P r o p r i e t a r y & C o n f i d e n t i a l
  8. 8. Double CPA price for a NEW BANNER CREA MagStart campaign bid sur MSN et HIMEDIA June July12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 TRANSFER ALL BUDGET ON CPC BUYING METHOS ONLY (STOP CPL) 9 P r o p r i e t a r y & C o n f i d e n t i a l
  9. 9. Optimisation campaign A Based on CPC & CTR. Pause of non performing ads Restart of other campaigns And budget reallocation on campagne A.Start campaign alternative campaigns Budget reallocation from B to A. + New copy June July 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Pause of campaign A. etc… Start campaigns B with new targeting + new copy + new visuals 10 P r o p r i e t a r y & C o n f i d e n t i a l
  10. 10. Optimization On keywords (enable/pause) New Keywords Optimization Start via CPC June July12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 New URL’s and New copy landing 11 P r o p r i e t a r y & C o n f i d e n t i a l
  11. 11. • Indexed Scoring, being able to compare to score across different brands/sites• Optimizing campaigns in real-time• Change distribution settings from last click attribution• Roll out all Danone BE campaigns• Opening discussion and partnerships with Sales House based on Site centric KPI’s 12 P r o p r i e t a r y & C o n f i d e n t i a l
  12. 12. “IgnitionOne is proved that engagement optimisation is a science, rather than a dark art. Combining cross-channelattribution data with online behavioural data helped its users to make sense of visitor activity, in order to optimise theirmarketing spend. An innovative product, no question about it.” 13

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