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Online Advertising Theatre; A new Generation in Customer Journey Analysis
1. A new Generation in Customer
Journey Analysis
Ellie Edwards - Quisma UK
Sponsored by: Organised by:
2. A New Generation in
Customer Journey
Analysis
Ellie Edwards-Scott, Managing Director, QUISMA UK
February 28, 2012
We’re all about Performance
3. Leveraging on its success in German speaking countries,
QUISMA has focused on its International Roll-out since 2009
All over Europe
Germany: Austria: Vienna Poland: Warsaw
Munich, Düsseldorf, Fra
nkfurt
QUISMA GmbH QUISMA Austria QUISMA Poland
Rosenheimer Straße 145d Wienerbergstraße 11/29 ul. Zaryna 2B (budynek D)
81671 Munich 1100 Vienna 02-593 Warszawa
Founded in: 2001 Founded in: 2009 Founded in: 2010
UK: London Switzerland: Zurich Spain: Madrid
QUISMA UK QUISMA Switzerland QUISMA Spain
13 – 16 Jacobs Wells Mews Josefstrasse 212 c/ Norias, 92
London W1U 3DY 8005 Zürich 28221 Majadahonda – Madrid
Founded in: 2011 Founded in: 2009 Founded in: 2011
France: Paris Benelux: Amsterdam Italy: Milan
QUISMA France QUISMA Benelux QUISMA Italy
32 rue Guersant Karperstraat 10 Via del Mulino 4
75017 Paris 1075 KZ Amsterdam 20090 Assago (MI)
Founded in: 2011 Founded in: 2010 Gründung: 2011
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4. History of Affiliate Marketing
•1994 -Affiliate programs are invented
•1996 -Affiliate networks are born
•2000 -Google launches Adwords
•2004 -Google introduces quality score algorithm
•2005 -Google introduces single URL policy
•2006 -Voucher Code & Cashbacksites start to take off
•2006 -£2.16 Billion revenue generated through affiliate
•2008 -Google relaxes trademark rules
•2010 -Affiliates are embracing mobile & social marketing
•2011 -Consolidation of networks
•2012 -£5 Billion revenue generated through affiliate
11. Boundaries of Classic Tracking Technology
Single medium tracking
Device change
Deletion of Cookies
External factors
Multiple tracking providers
12. Who We Are – The Facts!
11 European offices 150 Employees
2001 Established Since 1 Google's biggest customer in Germany
134 millisecs RTB more than 100,000,000 ad impressions per day
430,000, transactions per month
5,160.000 Conversions in 2011
1 Proprietary Platform 100% Passion For Performance
13. Modelling
Affiliate Display
SEO Print
SEA SALES Price
TV Seasonal Effects
Market Trends Competition
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Insert Name / Date of presentation above header and footer
14. Benefits of Modelling
How high is the ROI of my Online and Offline marketing activities?
Which of my channels present the greatest potential for growth?
How do I optimally allocate my advertising budget across the
various advertising media available?
And how does classic advertising affect buying behaviour Online?
19. Future Opportunity
Performance Analysis of
Marketing + Consumer
purchase journey
Tighter control
= Increased flexibility
Budget adaption
Greater ROI
20. Performance Marketing is about engagement and
efficiency, involving a continuous process of measurement of all
the channels.
20
21. Come and meet the QUISMA UK Team
QUISMA UK and OA&A Networking Bar
London Office:
QUISMA UK
The Pumphouse
13-16 Jacobs Wells Mews
London
W1U 3DY
www.quisma.com
22. Attribution and Beyond: DC
Storm demonstrate how to
accurately value online channels
Lewis Lenssen - DC Storm
Sponsored by: Organised by:
23. To Attribution and Beyond
Lewis Lenssen – Commercial Director - DC Storm
24. Introduction and Context
Lewis Lenssen
• 5 years leading and building a search agency
• 1 year consulting on social media and online PR for retail brands
(focusing on measurement and valuation)
• 18 months as Commercial Director of DC Storm
DC Storm – Optimising Digital Marketing
• Delivering attribution for over five years
• Over 1,300 tracked websites with configured attribution
• Consulting service as well as technology
25. Agenda
• What is attribution?
• Understanding paths to conversion
• Rules based attribution model
• Attribution model design and implementation
• Alpharooms.com case study
• Beyond……
27. Sale Attribution
Research Suppliers Choice Confirmation Purchase
IMP IMP IMP
Sale
„Designer „PRPS Jeans „PRPS skinny „Matches‟
Jeans‟ jeans‟
• Actions are rarely driven by a single website visit or touch point
• Actions are frequently driven by multiple marketing channels
• The path to conversion is often days or weeks
29. Understanding Paths to Conversion
Attributes that must be understood:
• Length of path and numbers of touch points
• Touch points and their positions relative to each other and sale
• Touch point attributes:
• Device
• Channel
• Keyword
• Creative
• Use of brand
• Combinations of touch points
30. Understanding Paths to Conversion
Useful segments
• User Attributes – M/F, age, registered, first/last visit date, visit
frequency, etc.
• Sales/Action attributes – First sale, product category, sale value etc.
• Contributing events – Paths that include remarketing etc.
32. Rules based attribution
Flexible attribution of sales across all or a subset of the visits
Configurable rules for defining attribution period:
• Fixed length of time
• Period defined by visit gaps
Configurable rules for weighting:
• Control of channel weighting
• Control of brand weighting
• Control of chain position weighting
Configurable rules for specific sale segments:
• New or existing customers
• Sale value
Allocation of multiple sale related values (e.g. margin)
33. Designing and Implementing an
Attribution Model
• The results must be used to take action
• Must be well understood
• Must be fair to all channels and teams
• Attribution workshop
• Introduce the challenge and discuss the issues
• Manually attribute ten paths to conversion
• Aggregate and review the results
• Build an attribution model that best fits the target results
• Test and challenge the automated model
35. Alpharooms.com Case Study
Alpharooms.com
• Successful discount travel website trading for 13 years
• Foundations in selling discount hotels
• Developed into flights, transfers, car hire, packages and insurance
• Sophisticated online marketing optimised based on performance
• Utilising all online channels
36. Alpharooms.com Case Study
History
• Working with DC Storm for 5 years
• Early adopter of rules based attribution
• Attribution rules were designed for the hotels business
Project
• Analyse paths to conversion and evaluate against the existing
attribution model
• Design a new attribution that reflects the current paths to
conversion
• Implement the new model and compare the new and old
37. Alpharooms.com Case Study
Findings
• More varied paths to conversion for the new products
• The existing model reflected the average but not the specific paths
• Value being attributed to channels and keywords was not ideal
Solution
• Implement chaining to identify contributing touch points
• Attribute to brand based on the position in the path to conversion
Results
• 18% shift of sales value between channels
• Significant shift of sale value between keywords
• Overall increase in sales whilst maintaining ROI
39. Multi-Channel Modelling
• Define the touch point clusters:
• Session Clusters – Touch points relating to single user sessions
• Booking or Buying Clusters – Touch points relating to bookings/purchases
• Identify attributes of touch points, clusters, „exposures to marketing‟
and conversions that influence conversions (decision tree analysis)
• Calculate influence coefficients for the influential attributes (logistic
regression)
• Build an attribution model based on the attributes and coefficients
• Utilise the insight to convert the non-converted paths
40. To Attribution and Beyond
Summary
• Huge value in implementing the right attribution model
• Build a model for your business - The combination of
technology and expertise is available now
• Alpharooms.com case study demonstrates the value
Beyond
• Multi-channel modelling
• Attribution based on statistical analysis
• Drive action as well as analysing performance
42. Removing the Barriers: How developments in online
and offline data is driving online targeting to deliver
greater relevancy and multi-channel
Stuart Colman - AudienceScience
Sponsored by: Organised by:
43. Knowing Consumers' Frame of Mind =
The Last Word in Targeting
Damon Francis - ADmantX
Sponsored by: Organised by:
44. Knowing Consumers' Frame of Mind
= The Last Word in Targeting
Damon Francis
Business Development Director
45. Revolutionary Times
1950s & 1960s Today
• TV radically increases marketing • Web radically increases
messages marketing messages
• Brands invest to reach • Brands invest to reach
consumers with new medium consumers with new medium
• Agencies shape messages to • Online ad technologies match
make them exciting content to message - poorly
46. But also Challenging times
Symptoms Prescriptions
• Declining CTR / Remnant Prices Falling • "When an ad is targeted properly,
• Brand Advertisers Under-Represented it ceases to be an ad, it becomes
important information," … WPP
• On average, 82% of all campaigns
evaluated showed a positive sales
lift … for the brands being
advertised increased by 22% …
Comscore
• [A] simple and effective way to
mitigate the increasing risk
associated with today’s digital
advertising environment is to test
the quality of an ad’s creative
strategy and execution before
46
Confidential launching a campaign … Comscore
53. Semantic Tagging of Content
semantic
tags
Page contents are semantically
processed & tagged using
methods similar to human
comprehension in preparation for
precise selection by the ad server.
Confidential 53
59. The Importance of Customization
in Data Driven Marketing
Robin Davies - Mediaplex
Simon Mansell - TBG
Sponsored by: Organised by:
Editor's Notes
Strongly recommend getting rid of this slide and sticking with the timeline slide (slide 3)
What is the key message on this slide in the context in the three bullet point
Good afternoon and welcome to the To Attribution and Beyond conference event.It is great to be asked to get involved in these events, particularly when the audienceThe frmat is quite tight so I am going to move through my material quickly however, I always find that the
In the 50s and 60s a revolution changed forever the world of traditional advertisingTraditional Media became more pervasive and Television changed our way of living creating great opportunities to distribute the messageBrands started to invest heavily to have access these new opportunities to reach their target customers Creative Agencies turned the “space” made available by publishers and broadcasters into something excitingToday we are living similarly historic momentOnline Advertising is growing and has bypassed Printing AdvertisingPeople are spending more and more of their free time onlineAs it was happening in the 60s, here is where brand WANTS to be in a SMART wayWhat can online “publishers” offer today?More of the same of what newspaper and magazines and television could offer in the 60’s: space and a growing audienceOnline Advertising has started to drive the monetization of the web to dateAd agencies have the message and creativity BUT – inaccuracies and mistakes in matching ads to page contents;Degrade brandsSacrifice click throughDistract consumers elsewhereTechnology has the potential to address this issue but: “Technology isn’t exciting” it’s been up to now very difficult to use
So that the right ad can be displayed based on the content being consumed in real time.
AdmantX offers Publishers & Ad Networks, Brands, Ad Agencies:A simple tool to develop effective online campaign based on an intuitive interface A starting point that bypasses any complexity: just type the brand description of upload the product briefAn advanced and mature technology that does the work in the background Automatically extracts the main concepts, topics, feelings and behavior induced to the reader from the page included in the textMatches each page with the best possible campaignA social experience to share the experience and reward the individual skills to develop the best ways to reach the target customersIn order, to serve the most relevant ads for the reference web page – every time & across all types of web pages