multichannel tracking and the impact on the tourism industry - totec expo paris

© intelliAd Media GmbH

Aligning with the Customer (Decision) Journey

Wolfhart Fröhlich, CEO intelliAd


About intelliAd

2

Bid-Management & Multichannel-Tracking

» A Neutral Technology Provider since 2007

» intelliAd is a company of Deutsche Post DHL

since July 2012

» About 80 employees

» More than 38,000 managed Google AdWords

accounts worldwide, tracking of more than

250 million clicks and conversions per month

» Research co-operation with the Technische

Universität München (TUM) and Yale

University, Connecticut

» Information security – ISO-Certificate

according to DIN ISO/IEC 27001


Our interfaces

3


We have clients from all verticals

4

Agencies

Direct Clients & E-Shops


General Perception of Online Marketing

5

Google organic

(SEO)

Direct Traffic

News-letter

AffiliateMarketing

Pricecomparison

Google AdWords

(SEA)

Facebook Ads

Display

Common Praxis

» Isolated tracking of

ad channels

» Isolated efficiency

analysis

» Isolated budget

decisions

Does an isolated approach make sense?


In reality channels are interconnected

66

Google

organic

(SEO)

Direct Traffic

GoogleAdWords

(SEA)

Display

Reality

» Complex interactions

between online & offline

channels

» Over 30 %* of Conversions

are influenced by several

channels

Focus on all participating channels and evaluate them based

on their performance

Preissuch-maschinen

* intelliAd study from the tourism industry with customer data base:> 1 million clicks

7 %* of all conversions

were initiated in PPC and

ended in SEO

(5 % from SEO to PPC)

6 %* of conversions were

initiated in Facebook and

ended in SEO

(2 % from SEO to Facebook)

AffiliateMarketing

Facebook Ads

News-letter

Telefon


Complexity increases by additional factors like time

7

Consideration of the Dimension

„Time“

» Conversions often occur with

a delay after the initial click

» Chain length is often between

20 – 40 days

7

Measure the Cross-Channel effects precisely and factor them into your budget

decisions

Google

organic

(SEO)

Direct Traffic

Display

Preissuch-maschinen

AffiliateMarketing

Facebook Ads

News-letter

Telefon

t 1

t n

GoogleAdWords

(SEA)


Definition of Multichannel Tracking

8

Multichannel Tracking measures clicks and views of all channels


An example of a customer journey

9


Stefan is a passionate diver

10


He starts his search on Google

11


The hunt for the snorkel

12

» SEO

» Display

» Price Search Engine

» Type-In

KettenendeKettenstart / -mitte

SEO

Display

Price Search Engine

Type-In

© intelliAd Media GmbH 13

3533

6

18

60

55

17

35

16

22

42

16

11

1718

14

57

15

37

52

39

21

13

3

22

30

47

58

64

0

10

20

30

40

50

60

70

Percentage of online shoppers of the

total population of the country

Source: Eurostat


Hard Facts about Comvel plc:

14

Hard Facts about Comvel plc:

» Comvel plc comprises weg.de, weg.at, ferien.de, payback-reisen.de

» Comvel plc is one of Germany´s biggest travel portal

» Founded in March 2005 in Munich

» Core business: online sales of last minute and vacation packages

» Use of the follow intelliAd products: bid management, multi-channel

tracking, pixel carrier, impression tracking, TV tracking, basic brand

monitoring

» More than 300 000 € media spend /month and 1 250 000 clicks


Objectives

15

» Challenge: Reach the potential customers in the right channel at the

right time with the most relevant advertising material.

» Comparing different evaluation models (Attribution Models) to attribute the real

added value contribution to the channels.

» Distribute the marketing budget efficiently.

SEM TV Commercials

SEO

Newsletter

Price Comparison Tools

Affiliate Marketing

Display


Comparing different attribution models

16

Chain start Chain endCenter


Model: First-Click-Wins

Model: Last-Click-Wins


Further attribution models

17

Model: „Equal Distribution“

Model: „Bathtub“




Implementation

Decision for intelliAd due to recommendations of other tourism manager

and due to the following reasons:

» Cross-channel tracking

» Choice of several attribution models

» Pixel Carrier with individual rules

For the channels implemented, weg.de was able to measure for every

individual user, when an interaction (click or impression) took place and

which shopping basket value was generated.

As a result of the analysis of „big data“ the attribution model „bathtub“ was

implemented.

18


Cycle for implementing an attribution model

19

1Creating campaigns

and advertising

material.

4 … and distributing

budgets on advertising

material anew with the help

of an attribution model.

2Capturing each user‘s

touchpoint with the

advertising material.

Scoring the influence of each

advertising material on the buying

decicision of the user…

Attributionmodel

Budget allocation

Campaign-Management

3

SEA

1 2 3 4

User analysis

42 34 1

35

33

618

43

21


By comparison: Last-Click versus „Bath tub“

20

Depending on the attribution model,

different contributions of the channels

Google

AdWords

Type In Price

comparison

Last-Click-Wins

Bath Tub Model

Display Facebook

Ads

Results

» Due to Multichannel Tracking,

Attribution Models and Bid

Management increase in ROI by 144%

» Conversion rate boost of 28%

» Additional affiliate commissions could be

saved due to the pixel carrier21


Questions & Answers

22

Thank you for your

interest !

Wolfhart Fröhlich

39, rue Marbeuf

75008 Paris

+33 1 82 63 52 63

Sendlinger Str. 7

80331 Munchen

+49 89 / 15 90 490 -20

[email protected]

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