Cross-channel online marketing makes the sale more effective. Antti Kallio from TradeDoubler discusses how analyzing customer journeys across channels can uncover how different marketing activities like search, display, email, affiliate programs and social media contribute to purchases. Understanding cross-channel dynamics through data analysis can optimize budgets across channels and identify how each channel supports the others to increase sales. TradeDoubler has experience analyzing large datasets to provide insights into customer lifetime value and sales attribution across multiple channels for advertisers.

1. Cross-channel online
marketing makes the sale
Web Analytics Wednesday 17.3.2010
Antti Kallio
Sales and Client Service Director

2. TradeDoubler in a nutshell
Company Network Figures
Founded 1999
Listed OMX 2005 1,700 + Advertisers
150+ in Finland 16.6 M€/Month
340 M€ Gross Sales to our
Liikevaihto 2008 Clients
127,000+ Publishers Dec 2009
+650 Employees 25 000+ in Finland
17 countries

3. Cross-Channel Online Marketing
Campaign A Campaign B Campaign C
DISPLAY DISPLAY DISPLAY
CAMPAIGN CAMPAIGN CAMPAIGN
Email Email Email
Advertiser X
Online
Marketing
Activities CPA (Affiliate)
SEARCH
SOCIAL MEDIA
Time

4. Lift in Search Term Reach: Time-Aligned Studies
Source: ComScore, Whither The Click Europe 2009

5. OK, Channels need to support
each other, but how to
measure the effect?

6. Lisa, 30y office manager
Portal
Travel
blog
Exact
search
SALE!

7. So from analyzing this
purchase, the search is the
winner, right?

8. Channels are NOT tunnels
<26% of all purchases are at the end of
a multichannel click journey

9. Example - User Journey Analysis
Portal Blog
Holiday Planning
Click
Search Search

10. A Journey

11. Understanding cross channel marketing can unlock
unrealised potential
5 key areas to understand are:
1. User journey behaviour e.g. purchase path
analysis
2. Customer Lifetime Value – Analysis and
Optimisation
3. Multi-channel dynamics – offline campaigns – on
site activity
4. Impact analysis - e.g. behavioural targeting
5. Sales attribution and Deduplication

12. We are agnostic about data, religious about insight
We can create insights project through any data formats or outputs:

13. So why TradeDoubler?
• We have over 10 years of experience and data of performance based
marketing
• Top of the line tracking tools and knowledge to utilize others to benefit
advertisers
• Access to mature markets (UK, France, Germany) with ability to share
knowledge and resources.
• Multifaceted team of experienced professionals

14. Some sample projects we have worked on
1. Travel Client
• added Press ad ‘deal of the day’ locations onto search and
affiliate sales activity to uncover impact of press activity on
online sales channels
2. Retail Client
• aggregated 4000 customer journeys across PPC and affiliate
landscape, resulting in new budget deployment 22%+ into
affiliate program
3. Electronics Client
• Study of customer lifetime value against acquisition channel
resulting in upweighting of importance for loyalty partners
within affiliate activity

15. Key take aways
• Use constant messaging across channels to support your campaign
• Analyze your data properly – last click does not always win
• Take the full picture into consideration when investing in different
vehicles!
• Learn to understand the contribution of different channels & levers in
the purchase decision funnel

16. Questions?
Antti Kallio
Sales and Client Service Director
040 529 8069
antti.kallio@tradedoubler.com