1. Attribution, Influence and Sales
Michael Briggs
Director of Strategy
Caliber
@michaelkebriggs
Michael.Briggs@caliberi.com

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. Simple Attribution
2+2 = ?

4. Single Channel Attribution
2+2 = 4

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. Omni Channel Attribution
2+2 = ?

7. Omni Channel Attribution
2+2 = 5

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. Omni Channel/ Multi Device
Attribution
2+2 = ?

10. Omni Channel/ Multi Device
Attribution

11. “Ever get the feelin’
you’ve been cheated”

12. Travel Customer Experience Cycle
My Holiday
Planning and Discovery
Travel To Destination
The Destination
Travel From Destination
Post Holiday

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

15. Travel Customer Experience Cycle
My Holiday
Priming
Planning and Discovery
Travel To Destination
The Destination
Travel From Destination
Post Holiday

16. Priming and Framing
• Blogs deliver
– Authenticity & Honesty
– Demographic Focus
• Segment
• Location
– Planning Assistance and Ideas

17. Authenticity & Honesty

18. Authenticity & Honesty
“These are not the droids you’re looking for”

19. Location

20. Five Star Champagne Drinkers

21. Budget City Strollers

22. Family Focussed Funsters

23. 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

25. Come say hi
Michael Briggs
Director of Strategy
Caliber
Michael.briggs@caliberi.com
@michaelkebriggs