omni channel attribution and conversion tracking - at internet

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© COPYRIGHT 2013 ONLINE INTELLIGENCE SOLUTIONS OMNI-CHANNEL ATTRIBUTION & CONVERSION TRACKING

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Page 1: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

OMNI-CHANNEL ATTRIBUTION & CONVERSION TRACKING

Page 2: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

WEB

MOBILE

(Web & App)

AT INTERNET2014 FORRESTER WAVE’S LEADERS IN DIGITAL ANALYTICS

Years experience in digital analytics

Customers from all sectors

Sites measured

Awards won

European certifications

Server calls processed monthly

Customer support satisfaction rate

18

3,800+

400,000+

11

6

100B+

96%

Page 3: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

Half the money I spend on advertising is wasted;

the trouble is I don't know which half.

John Wanamaker[1838-1922]

Page 4: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

MORE COMPLICATED CONVERSION PATH

Page 5: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

ONLINE CAN ONLY BE GROWING

Page 6: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

EMBRACE ROPO

Page 7: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

DIGITAL IS THE PROBLEM?

Page 8: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

DIGITAL IS THE PROBLEM?

DIGITAL IS ALSO THE SOLUTION!

Page 9: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

CASE STUDY

Focus Insurance & Investment

History ~ 200 years

Revenue - 2013 > 90 billion euros

Employees ~ 150 K

Clients ~ 100 million

Presence 56 countries

Customer since 2007

A GLOBAL FINANCIAL SERVICES COMPANY

Page 10: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

CHALLENGES

Manage our digital investments

o Understand the value of each available lever on the market

o Find the optimal mix in terms of performance

o Identify the best partners with which to work

In the digital era, we measure everything, and we have many measurement

tools

o Ad-centric measurements (media/agency service providers)

o Site-centric measurements (Web analytics tools)

o Measurements identified via customer CRM

Page 11: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

OPERATIONAL DIFFICULTIES LINKED

TO MEASUREMENT

Trackability• Deletion of cookies

• Private navigation

• Multi-screen use

• Cross-channel touch points

(Web, offline support,

mobile apps)

• Tracking difficulties

Attribution• Multiple touch points

• Post-impression / Post-view /

Post-click

• Overlap between levers

(SEO/SEM, SEM/affiliate

marketing, …)

• Impact of offline levers

The time factor• Maturity

• Customer value/Potential for multiple

insurance policies

• Seasonality

• Competitive intensity

• Evolution of regulations

Page 12: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

THE IDENTIFIED GOAL &

THE PROJECT TO ACHIEVE IT

Anonymously reconcile ad-, site- and company-centric

measurements to create a consolidated vision of online

performance

Create a solution, independent from media partners, enabling this reconciliation within regulatory constraints

Page 13: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

360°Continuous measurement

Page 14: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

MULTIPLE CROSS-CHANNEL

TOUCH POINTS

Multi-touchAnalyse the whole sequence of campaign elements

3 LEVELS OF RECONCILIATION

On / Off LineTrack the sign-up process across all online and offline channels

REQUESTESTABLISH CONTACT

NEWSIGN-UP

Deduplication Uniquely identify a prospect/client across all touch points.

1

2

3

Page 15: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

CONVERSION PROCESS

Visit RequestEstablish contact

Proposition New sign-up

• Request a quote

• Request more information

• View rates/prices

• Make a complaint

Contact ClientContactContactVisitor

• Sources • Request is transferred to an agent to be treated

• Agent sends quote

• New business

Website Routing platform DWH (SI PERFCO)Media

Imp

ress

ion

s

OFFLINE

Page 16: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

DATA FLOW

AD SERVERAD SERVER

AD SERVER

CLIENT (WEB and CRM)

AT INTERNET

TAGCOMMANDER

End to end DASHBOARD

Page 17: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

DATA MATCHING

Reconcile visitor dataTagCommanderand AT Internet unique IDs

VISITOR & TRANSACTION

REQUEST

ESTABLISH CONTACT

NEWSIGN-UP

Track individual transactionsTransaction ID

REQUEST

REQUEST

REQUEST

ESTABLISH CONTACT

ESTABLISH CONTACT

1

2

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© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

RESULT & DRIVING

REAL-TIME DECISIONS

Page 19: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

OMNI-CHANNEL DASHBOARDTRUE & COMBINED PERFORMANCE BY CHANNEL

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© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

TRUE VALUE DRIVES DECISIONS

Online request

New business

Establishcontact

up

dates

OFFLINE

Page 21: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

GIVES YOU A DIFFERENT VIEW OF ROI

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© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

On-and-off line data by platform

Allocation by goalRequest

Establish contact

New sign-up/business

Dashboarding by profile

ADAPTED BY PROFILE

GLOBAL DASHBOARD

Time to conversion

Visits before conversion

Offline conversion

Online contact

Page 23: Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS

Fai-Keung Ng

Group Country Manager, Southeast Asia

[email protected]

+65 8268 6329