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From inspiration to booking... who ate the last cookie?

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From Affiliate Window's All Aboard conference on 11th June 2013. Looking at CPA as a method of judging the performance of content sites and the role of content sites in the travel cycle.

Published in: Marketing, Business, Travel
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From inspiration to booking... who ate the last cookie?

  1. 1. #AllAboard2013
  2. 2. What is All Aboard? #AllAboard2013
  3. 3. Agenda Time Event 1:15 pm “Who ate the last cookie” Martino Matijevic 2:20 pm Networking Begins (nibbles & drinks at the bar) 5:00 pm Finish #AllAboard2013
  4. 4. From inspiration to booking... who ate the last cookie?
  5. 5. Martino Matijevic co-Founder & Marketing Director The Travel Magazine www.thetravelmagazine.net @TravelMagazine Founder & CEO WhichBudget Flight Search www.whichbudget.com @WhichBudget
  6. 6. Introduction CPA as method for judging content sites performance? Post-impression as ultimate performance indicator ? Role of content sites in the travel cycle Importance of conversation/interaction in the travel cycle
  7. 7. the average consumer visits 20 travel sites before booking..
  8. 8. © guerrillaonline.com
  9. 9. The „typical‟ allocation of space that contains copy and imagery in regards to Poster Design
  10. 10. Content Website Awareness → SEO and social media Interest → inspiring content Desire → if niche product Action → done through price comparison, incentive and retargeting sites
  11. 11. the average consumer visits 20 travel sites before booking.. ... and 9.5 sessions at the computer
  12. 12. (c) gossinteractive.com
  13. 13. 20 Post View sales! No click sales! Impression Sales Click Sales Standard Week Promo Week Promo Week
  14. 14. Breakdown NO OF SALES TENANCY COST TOTAL SALES TOTAL COMMISSION 20 £100 £3199 £415 By buying the tenancy, merchant has saved £315 (not factoring in those sales that may of been missed completed)
  15. 15. but that does not account for brand awareness
  16. 16. Conclusions • Content sites play a major role in influencing the decision making • CPA is the main affiliate marketing metric but very focused on action and „clicks‟ • Action right at the end of the purchase funnel, but 90% of work done beforehand • Post-view shows potential of publisher, but does not show the full picture – educated tenancy, multiattribution should be championed.
  17. 17. Martino Matijevic martino@thetravelmagazine.net Skype: martinomatijevic Twitter: @TravelMagazine

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