Webrazzi Dijital'14 - Aligning with the Customer (Decision) Journey - Wolfhart Fröhlich, IntelliAd

1. © intelliAd Media GmbH
Aligning with the Customer (Decision) Journey
Wolfhart Fröhlich, CEO intelliAd

2. © intelliAd Media GmbH
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 90 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

3. © intelliAd Media GmbH
Our interfaces
3

4. © intelliAd Media GmbH
We have clients from all verticals
4
Agencies
Direct Clients & E-Shops

5. © intelliAd Media GmbH
General Perception of Online Marketing
5
Google organic
(SEO)
Direct Traffic
News-
letter
Affiliate
Marketing
Price
comparison
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?

6. © intelliAd Media GmbH
In reality channels are interconnected
66
Google
organic
(SEO)
Direct Traffic
Google
AdWords
(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)
Affiliate
Marketing
Facebook
Ads
News-
letter
Telefon

7. © intelliAd Media GmbH
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
Affiliate
Marketing
Facebook
Ads
News-
letter
Telefon
t 1
t n
Google
AdWords
(SEA)

8. © intelliAd Media GmbH
Definition of Multichannel Tracking
8
Multichannel Tracking measures clicks and views of all channels

9. © intelliAd Media GmbH
An example of a customer journey
9

10. © intelliAd Media GmbH
Stefan is a passionate diver
10

11. © intelliAd Media GmbH
He starts his search on Google
11

12. © intelliAd Media GmbH
The hunt for the snorkel
12
» SEO
» Display
» Price Search Engine
» Type-In
KettenendeKettenstart / -mitte
SEO
Display
Price
Search
Engine
Type-In

13. © intelliAd Media GmbH 13
35
33
6
18
60
55
17
35
16
22
42
16
11
17 18
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

14. © intelliAd Media GmbH
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

15. © intelliAd Media GmbH
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

16. © intelliAd Media GmbH
Comparing different attribution models
16
Chain start Chain endCenter
Chain start Chain endCenter
Model: First-Click-Wins
Model: Last-Click-Wins

17. © intelliAd Media GmbH
Further attribution models
17
Model: „Equal Distribution“
Model: „Bathtub“
Chain start Chain endCenter
Chain start Chain endCenter

18. © intelliAd Media GmbH
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

19. © intelliAd Media GmbH
Cycle for implementing an attribution model
19
1
Creating campaigns
and advertising
material.
4
… and distributing
budgets on advertising
material anew with the help
of an attribution model.
2
Capturing each user‘s
touchpoint with the
advertising material.
Scoring the influence of each
advertising material on the buying
decicision of the user…
Attribution
model
Budget allocation
Campaign-Management
3
SEA
1 2 3 4
User analysis
42 34 1
35
33
6
18
4
3
2
1

20. © intelliAd Media GmbH
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

21. 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 carrier
21

22. © intelliAd Media GmbH
Questions & Answers
22
Thank you for your
interest !
Wolfhart Fröhlich
Sendlinger Str. 7
80331 Munchen
+49 89 / 15 90 490 -20
info@intelliad.de