Thomas Eisinger - Customer Journey: A Trip to the Future of CPA

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- The document discusses analyzing a customer's journey when visiting a website like Tipp24 Games to play casual games in order to optimize marketing efforts. - An analysis of Tipp24's traffic found most customers interacted with only 2 touchpoints like banners or search and affiliates would lose commissions if the attribution model changed from the current "last click wins" model. - Optimizations could include analyzing timestamps to understand journey lengths, increasing post-view affiliate marketing, and potentially adjusting affiliate commissions based on their business models to better support the start of customer journeys.

Education Business

Customer Journey – a Trip to the Future of CPA a4uexpo Europe, Munich, May 18th 2010 Thomas Eisinger, explido WebMarketing Sabine Haase, affilinet GmbH Alexander Hall, Tipp24 Entertainment GmbH

Casual-basedSkillgamesBusiness Model ,[object Object]

Winner 80%, Tipp24Games 20%GamedesignWe design high-qualitygames in termsoflayout & gameplay Design ofCharactersWe design high-qualityand individual gamecharacters eCommerceWehavehighcompentence in masstransactions

explidois an international performancemarketingagency Founded in 1999, explidoarenow a teamof 85 in Augsburg, Frankfurt, Hamburg SEM/SEO explido Performance Tool-Box Adtraxx Action Allocator Adfeed Affiliate Tool-Box Affiliate Marketing Social Media Marketing Product Portals Performance Ads (Display) ConversionOptimization ,[object Object]

The journey begins – I want to play Knobel Jack 

The Tipp24 case: customer journey example Affiliate Banner 3 Lead/Sale Display Banner 2 Visual penetration Lead/sale probablity Click-Cookie Search Decision Phase Click-Cookie Display Banner 1 View-Cookie Time

The sales impulse is driven by different channels throughout the journey Display eMail Search Affiliate Marketing

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