omni-channel attribution & conversion tracking

Digital Intelligence SolutionsDigital Intelligence Solutions

OMNI-CHANNEL ATTRIBUTION

& CONVERSION TRACKINGLIONEL BARNABAS LOW

DIGITAL ANALYTICS CONSULTANT

Digital Intelligence Solutions

Half the money I spend on advertising is wasted;

the trouble is I don't know which half.

John Wanamaker

[1838-1922]


MORE COMPLICATED CONVERSION PATH


EMBRACE ROPO


CHALLENGES

› Manage digital investments

› Understand the value of each available lever on the market

› Find the optimal mix in terms of performance

› Identify the best partners with which to work

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

› Ad-centric measurements (advertising agencies/service providers)

› Site-centric measurements (Web analytics tools)

› Measurements identified via company’s internal CRM


IS DIGITAL THE PROBLEM?

DIGITAL IS ALSO THE SOLUTION!


CASE STUDY - GLOBAL FINANCIAL SERVICES COMPANY

Anonymously reconcile ad-, site- and company-centric

measurements to create a consolidated vision of

online performance

Create a simple solution that is easy to monitor,

independent from media partners, which enables

reconciliation within regulatory constraints

THE NEED FOR A SOLUTION


360°Continuous measurementAnalytics + Tag Management


OFFLINE

CONVERSION PROCESS

Visit RequestEstablish

contactProposal New sign-up

• Request a

quote

• Request more

information

• Make a

complaint

Contact ClientContactContactVisitor

• Sources • Request is

transferred to an

agent to be

addressed

• Agent sends

quote

• New business

Website Routing platform DATA WAREHOUSEMedia

Imp

res

sio

ns


MULTIPLE CROSS-CHANNEL TOUCH POINTSTHREE LEVELS OF RECONCILIATION

Multiple Touchpoints

Analyse the whole sequence of

campaign elements

On / Off Line

Track the sign-up process

across all online and offline

channels

REQUESTESTABLISH

CONTACT

NEW

SIGN-UP

Deduplication

Uniquely identify a

prospect/client across all

touchpoints.

1

2

3


DATA MATCHINGVISITOR & TRANSACTION

Reconcile visitor data

Tag Management System

and Analytics Tool’s unique IDs

REQUEST

ESTABLISH

CONTACT

NEW

SIGN-UP

Track individual

transactions

Transaction ID

REQUEST

REQUEST

REQUEST

ESTABLISH

CONTACT

ESTABLISH

CONTACT

1

2


DATA FLOW

AD

SERVERAD

SERVERAD SERVER

CLIENT (WEB and CRM)

TAGMANAGEMENT

SYSTEM

End to end DASHBOARD

ANALYTICSTOOL


RESULTS & DRIVING

REAL-TIME DECISIONS


OMNI-CHANNEL DASHBOARDCOMBINED PERFORMANCE OF TOUCHPOINTS


A DIFFERENT VIEW OF ROI


LIFETIME VALUE

Visit RequestEstablish

contactProposal New sign-up

• Request a

quote

• Request more

information

• Make a

complaint

Contact ClientContactContactVisitor

• Sources • Request is

transferred to an

agent to be

addressed

• Agent sends

quote

• New business

Website Routing platform DATA WAREHOUSEMedia

Imp

res

sio

ns


GLOBAL DASHBOARD

› Pull out the data to display in

real-time

› Allocation by goal

› Request

› Establish contact

› New sign-up/business

Time to conversion

Visits before conversion

Offline conversion

Online contact


WWW.ATINTERNET.COM

QUESTIONS? FEEDBACK?

[email protected]

Lionel Barnabas Low

http://www.atinternet.com

omni-channel attribution & conversion tracking

Data & Analytics