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Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition

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The document discusses optimizing marketing paths to conversion. It talks about how traditional attribution models don't work well for optimization because they are not customer-focused. It introduces the concept of path to conversion data, which tracks customer journeys across multiple channels and touchpoints. This allows identifying successful marketing combinations and sequences that drive conversions.

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Optimising Paths To Conversion
Optimising Paths To Conversion A quick introduction Boden Me
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Optimising Paths To Conversion
Optimising Paths To Conversion ,[object Object],[object Object],[object Object],[object Object],[object Object]
So, what’s wrong with Attribution?
Optimising Paths To Conversion Attribution vs. Path To Conversion
Optimising Paths To Conversion Attribution vs. Path To Conversion
Optimising Paths To Conversion Attribution vs. Path To Conversion £7,320 £300 £1,200 £2,100 £2,250 £1,470 Cost Total Social Media Display Generic Search Prospect Email Affiliates £24.40 £33.33 £36.36 £58.33 £34.09 £9.42 CPO 300 9 33 36 66 156 Orders Last Click
Optimising Paths To Conversion Attribution vs. Path To Conversion
Optimising Paths To Conversion Attribution vs. Path To Conversion £7,320 £300 £1,200 £2,100 £2,250 £1,470 Cost Total Social Media Display Generic Search Prospect Email Affiliates £24.40 £33.33 £36.36 £58.33 £34.09 £9.42 CPO 300 9 33 36 66 156 Orders Last Click £24.40 £27.27 £40.00 £18.42 £23.94 £28.82 CPO 300 11 30 114 94 51 Orders First Click
Optimising Paths To Conversion Attribution vs. Path To Conversion
Optimising Paths To Conversion Attribution vs. Path To Conversion ,[object Object],[object Object],[object Object],[object Object]
Optimising Paths To Conversion Attribution vs. Path To Conversion
Optimising Paths To Conversion ,[object Object],[object Object]
Optimising Paths To Conversion 123.04 U100849353   65970 UK Affiliate Window Click 01/06/2010 08:23 4 01/06/2010 08:26 123.04 U100849353 boden google.co.uk UK SEO Brand Click 01/06/2010 07:53 3 01/06/2010 08:26 123.04 U100849353 boden google.ie UK SEO Brand Click 31/05/2010 15:19 2 01/06/2010 08:26 123.04 U100849353 johnnie boden google.ie UK SEO Brand Click 06/05/2010 20:26 1 01/06/2010 08:26 42 U100849307     UK Direct to site Click 01/06/2010 08:08 2 01/06/2010 08:24 42 U100849307 minu boden google.it UK SEO Brand Click 28/05/2010 15:35 1 01/06/2010 08:24 72 U100849261 babycentre.co.uk   UK Criteo Click 01/06/2010 07:56 2 01/06/2010 08:20 72 U100849261   60940 UK Affiliate Window Click 03/05/2010 11:43 1 01/06/2010 08:20 92 U100849215 johnnie boden   UK PPC Google Brand Click 01/06/2010 08:02 1 01/06/2010 08:18 63 U100849208     UK Direct to site Click 01/06/2010 07:41 3 01/06/2010 08:17 63 U100849208 boden offers   UK PPC Google Brand Click 01/06/2010 07:26 2 01/06/2010 08:17 63 U100849208   02f649_160x60 UK AOL Click 31/05/2010 22:04 1 01/06/2010 08:17 30 U100849170   67046 UK Affiliate Window Click 19/05/2010 09:01 1 01/06/2010 08:14 26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
Optimising Paths To Conversion ,[object Object],26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
Optimising Paths To Conversion ,[object Object],[object Object],26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
Optimising Paths To Conversion ,[object Object],[object Object],[object Object],26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
Optimising Paths To Conversion ,[object Object],[object Object],[object Object],[object Object],26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
Optimising Paths To Conversion ,[object Object],[object Object],[object Object],[object Object],[object Object],26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
Optimising Paths To Conversion ,[object Object],[object Object],[object Object],[object Object]
Optimising Paths To Conversion ,[object Object],310% £2,439 £93 £7,561 1.41% 81 3.3 5,745 PPC_Brand + PPC_Generic + Direct_To_Site 381% £1,211 £118 £4,615 2.21% 39 4.8 1,765 PPC_Brand + PPC_Generic + Email 127% £3,495 £82 £4,446 3.50% 54 3.7 1,543 PPC_Brand + PPC_Generic + Affiliates 240% £1,500 £100 £3,604 1.51% 36 3.3 2,384 SEO_Brand + PPC_Brand + PPC_Generic 132% £3,244 £95 £4,275 3.55% 45 5.0 1,268 PPC_Brand + PPC_Generic + Direct_To_Site + Affiliates 295% £1,584 £87 £4,677 1.50% 54 2.3 3,600 SEO_Brand + PPC_Generic 144% £4,237 £85 £6,120 3.61% 72 3.7 1,994 PPC_Generic + Direct_To_Site + Affiliates 319% £3,584 £103 £11,436 1.48% 111 2.2 7,500 PPC_Brand + PPC_Generic 224% £7,500 £100 £16,773 1.12% 168 2.3 15,000 PPC_Generic + Direct_To_Site 236% £5,686 £78 £13,420 1.40% 171 1.2 12,214 PPC_Generic ROAS Cost AOV Sales Value Conversion % Orders Touch-points / Path Customer Paths Path To Conversion – Channel Overlaps
Optimising Paths To Conversion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Putting PTC into practice now
Optimising Paths To Conversion Autumn Prospect Catalogue campaign ,[object Object],[object Object]
Optimising Paths To Conversion Autumn Prospect Catalogue campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Optimising Paths To Conversion Prospect Catalogues & Paths To Conversion 84.55 U107304588     UK Direct to site Click 03/10/2010 11:43 7 03/10/2010 11:52 84.55 U107304588   54760 UK Affiliate Window Click 03/10/2010 11:33 6 03/10/2010 11:52 84.55 U107304588     UK Boden email Click 28/09/2010 16:43 5 03/10/2010 11:52 84.55 U107304588 boden google.co.uk UK SEO Brand Click 28/09/2010 16:12 4 03/10/2010 11:52 84.55 U107304588     UK Prospect Voucher DM 24/09/2010 3 03/10/2010 11:52 84.55 U107304588 boden   UK PPC Google Brand Click 23/09/2010 18:01 2 03/10/2010 11:52 84.55 U107304588 1929S34K47476 67546 UK Affiliate Window Click 16/09/2010 08:48 1 03/10/2010 11:52 84.55 U107304588     UK Prospect Catalogue DM 27/08/2010 0 03/10/2010 11:52 65.86 U107304142 boden google.co.uk UK SEO Brand Click 03/10/2010 11:33 8 03/10/2010 11:39 65.86 U107304142 903 03m807_10fdr_160x600f UK Platform-A View 03/10/2010 08:23 7 03/10/2010 11:39 65.86 U107304142 boden 67035 UK Affiliate Window Click 01/10/2010 11:52 6 03/10/2010 11:39 65.86 U107304142     UK Direct to site Click 01/10/2010 11:26 5 03/10/2010 11:39 65.86 U107304142     UK Prospect Voucher DM 24/09/2010 4 03/10/2010 11:39 65.86 U107304142 boden 105010 UK Affiliate Window Click 09/09/2010 19:06 3 03/10/2010 11:39 65.86 U107304142 9487S34 67546 UK Affiliate Window Click 08/09/2010 19:15 2 03/10/2010 11:39 65.86 U107304142   67035 UK Affiliate Window Click 05/09/2010 10:26 1 03/10/2010 11:39 65.86 U107304142     UK Prospect Catalogue DM 27/08/2010 0 03/10/2010 11:39 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
Optimising Paths To Conversion ,[object Object],[object Object],[object Object],Prospect Catalogue Touch-Point mix - 5,389 Prospect Catalogue - 3,420 Voucher Letter % Touch Points # Touch Points Total Campaign
Optimising Paths To Conversion Prospect Catalogue Touch-Point mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],- 5,389 Prospect Catalogue - 3,420 Voucher Letter 100% 10,153 Total (ex DM) 0% 20 Referrer 0% 50 Comparison Shopping 1% 109 Natural Search Generic 3% 304 Paid Search Generic 5% 556 Boden Email 9% 906 Display Advertising 9% 913 Paid Search Brand 11% 1,071 Affiliates 31% 3,097 Natural Search Brand 31% 3,127 Direct To Site % Touch Points # Touch Points Total Campaign
Optimising Paths To Conversion Catalogue Converters vs. Voucher Converters ,[object Object],[object Object],- 3,420 - 1,969 Prospect Catalogue - 3,420 - 0 Voucher Letter 100% 6,723 100% 3,430 Total (ex DM) 0% 13 0% 7 Referrer 0% 28 1% 22 Comparison Shopping 1% 69 1% 40 Natural Search Generic 3% 196 3% 108 Paid Search Generic 6% 403 4% 153 Boden Email 9% 611 9% 295 Display Advertising 7% 491 12% 422 Paid Search Brand 9% 619 13% 452 Affiliates 32% 2,127 28% 970 Natural Search Brand 32% 2,166 28% 961 Direct To Site % Touch Points # Touch Points % Touch Points # Touch Points Voucher Converters Catalogue Converters
Optimising Paths To Conversion Catalogue Converters vs. Non-converters ,[object Object],[object Object],[object Object],[object Object],- 3,420 - 1,969 Prospect Catalogue - 0 - 0 Voucher Letter 100% 825 100% 3,430 Total (ex DM) 0% 3 0% 7 Referrer 1% 10 1% 22 Comparison Shopping 2% 13 1% 40 Natural Search Generic 5% 44 3% 108 Paid Search Generic 3% 24 4% 153 Boden Email 4% 36 9% 295 Display Advertising 30% 250 12% 422 Paid Search Brand 15% 121 13% 452 Affiliates 29% 238 28% 970 Natural Search Brand 10% 86 28% 961 Direct To Site % Touch Points # Touch Points % Touch Points # Touch Points Catalogue Non-Converters Catalogue Converters
Optimising Paths To Conversion Autumn Prospect summary ,[object Object],[object Object],[object Object],[object Object],[object Object]
Spring Prospect Catalogue campaign
Optimising Paths To Conversion Spring Prospect Catalogue campaign ,[object Object]
Optimising Paths To Conversion Spring Prospect Catalogue campaign ,[object Object],[object Object],[object Object],[object Object],[object Object]
Optimising Paths To Conversion Spring Prospect Catalogue campaign ,[object Object],[object Object],[object Object],[object Object],[object Object]
The journey ahead
Optimising Paths To Conversion ,[object Object],[object Object],[object Object],[object Object]
Optimising Paths To Conversion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Optimising Paths To Conversion ,[object Object],[object Object],[object Object],Oliver Elliott http://uk.linkedin.com/in/olivervelliott

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Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition

  • 1. Optimising Paths To Conversion
  • 2. Optimising Paths To Conversion A quick introduction Boden Me
  • 3.
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  • 5. So, what’s wrong with Attribution?
  • 6. Optimising Paths To Conversion Attribution vs. Path To Conversion
  • 7. Optimising Paths To Conversion Attribution vs. Path To Conversion
  • 8. Optimising Paths To Conversion Attribution vs. Path To Conversion £7,320 £300 £1,200 £2,100 £2,250 £1,470 Cost Total Social Media Display Generic Search Prospect Email Affiliates £24.40 £33.33 £36.36 £58.33 £34.09 £9.42 CPO 300 9 33 36 66 156 Orders Last Click
  • 9. Optimising Paths To Conversion Attribution vs. Path To Conversion
  • 10. Optimising Paths To Conversion Attribution vs. Path To Conversion £7,320 £300 £1,200 £2,100 £2,250 £1,470 Cost Total Social Media Display Generic Search Prospect Email Affiliates £24.40 £33.33 £36.36 £58.33 £34.09 £9.42 CPO 300 9 33 36 66 156 Orders Last Click £24.40 £27.27 £40.00 £18.42 £23.94 £28.82 CPO 300 11 30 114 94 51 Orders First Click
  • 11. Optimising Paths To Conversion Attribution vs. Path To Conversion
  • 12.
  • 13. Optimising Paths To Conversion Attribution vs. Path To Conversion
  • 14.
  • 15. Optimising Paths To Conversion 123.04 U100849353   65970 UK Affiliate Window Click 01/06/2010 08:23 4 01/06/2010 08:26 123.04 U100849353 boden google.co.uk UK SEO Brand Click 01/06/2010 07:53 3 01/06/2010 08:26 123.04 U100849353 boden google.ie UK SEO Brand Click 31/05/2010 15:19 2 01/06/2010 08:26 123.04 U100849353 johnnie boden google.ie UK SEO Brand Click 06/05/2010 20:26 1 01/06/2010 08:26 42 U100849307     UK Direct to site Click 01/06/2010 08:08 2 01/06/2010 08:24 42 U100849307 minu boden google.it UK SEO Brand Click 28/05/2010 15:35 1 01/06/2010 08:24 72 U100849261 babycentre.co.uk   UK Criteo Click 01/06/2010 07:56 2 01/06/2010 08:20 72 U100849261   60940 UK Affiliate Window Click 03/05/2010 11:43 1 01/06/2010 08:20 92 U100849215 johnnie boden   UK PPC Google Brand Click 01/06/2010 08:02 1 01/06/2010 08:18 63 U100849208     UK Direct to site Click 01/06/2010 07:41 3 01/06/2010 08:17 63 U100849208 boden offers   UK PPC Google Brand Click 01/06/2010 07:26 2 01/06/2010 08:17 63 U100849208   02f649_160x60 UK AOL Click 31/05/2010 22:04 1 01/06/2010 08:17 30 U100849170   67046 UK Affiliate Window Click 19/05/2010 09:01 1 01/06/2010 08:14 26.4 U100849148   67035 UK Affiliate Window Click 01/06/2010 08:12 5 01/06/2010 08:13 26.4 U100849148 boden google.co.uk UK SEO Brand Click 01/06/2010 07:45 4 01/06/2010 08:13 26.4 U100849148 girl summer skirt   UK PPC Google Generic Click 25/05/2010 15:06 3 01/06/2010 08:13 26.4 U100849148   02w872_728x90 UK AOL View 06/05/2010 16:46 2 01/06/2010 08:13 26.4 U100849148     UK Direct to site Click 02/05/2010 08:15 1 01/06/2010 08:13 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
  • 16.
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  • 24. Putting PTC into practice now
  • 25.
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  • 27. Optimising Paths To Conversion Prospect Catalogues & Paths To Conversion 84.55 U107304588     UK Direct to site Click 03/10/2010 11:43 7 03/10/2010 11:52 84.55 U107304588   54760 UK Affiliate Window Click 03/10/2010 11:33 6 03/10/2010 11:52 84.55 U107304588     UK Boden email Click 28/09/2010 16:43 5 03/10/2010 11:52 84.55 U107304588 boden google.co.uk UK SEO Brand Click 28/09/2010 16:12 4 03/10/2010 11:52 84.55 U107304588     UK Prospect Voucher DM 24/09/2010 3 03/10/2010 11:52 84.55 U107304588 boden   UK PPC Google Brand Click 23/09/2010 18:01 2 03/10/2010 11:52 84.55 U107304588 1929S34K47476 67546 UK Affiliate Window Click 16/09/2010 08:48 1 03/10/2010 11:52 84.55 U107304588     UK Prospect Catalogue DM 27/08/2010 0 03/10/2010 11:52 65.86 U107304142 boden google.co.uk UK SEO Brand Click 03/10/2010 11:33 8 03/10/2010 11:39 65.86 U107304142 903 03m807_10fdr_160x600f UK Platform-A View 03/10/2010 08:23 7 03/10/2010 11:39 65.86 U107304142 boden 67035 UK Affiliate Window Click 01/10/2010 11:52 6 03/10/2010 11:39 65.86 U107304142     UK Direct to site Click 01/10/2010 11:26 5 03/10/2010 11:39 65.86 U107304142     UK Prospect Voucher DM 24/09/2010 4 03/10/2010 11:39 65.86 U107304142 boden 105010 UK Affiliate Window Click 09/09/2010 19:06 3 03/10/2010 11:39 65.86 U107304142 9487S34 67546 UK Affiliate Window Click 08/09/2010 19:15 2 03/10/2010 11:39 65.86 U107304142   67035 UK Affiliate Window Click 05/09/2010 10:26 1 03/10/2010 11:39 65.86 U107304142     UK Prospect Catalogue DM 27/08/2010 0 03/10/2010 11:39 Sales Value Conversion ID Click Ref Placement Ref Campaign Event Type Event Time Event # Conversion Time
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