Download - Nma live-colin-whaley
Attribution – a Sales & Marketing Director’s view
Colin Whaley Center Parcs UK
NMA Live – May 20th 2011
Why attribution?
Source: Forrester Research: The State Of Consumer Technology Adoption 2005
Introduction to Center Parcs
Our Marketing Challenge
Our approach to Online Attribution
Where next with Attribution?
Today’s Presentation
Family short break destination
4 holiday resorts in England, each set within 400 acresof forest
Over 100 indoor and outdoor activities
Introduction to Center Parcs UK
100% direct sell - no affiliate activity
Limited spare capacity – 95% occupancy
Aggressive sales and profit targets
Strict limits on marketing budget
It’s all about improving Return On Investment
The Marketing Challenge for Center Parcs
Only accurate tracking was ‘last click’, …
Limited visibility of the consumer click path
Multiple platforms tracking various channels
Conversions were not being de-duped
Insights were retrospective
Our reality in 2009
65% of paths had more than oneclick or exposure
50% of customers were interactingon more than one media channelbefore converting
The average number of exposuresbefore conversion was 3.2
Average length of consideration period – 17.2 days
Was attribution a path worth pursuing?
The way we were… legacy ‘last-click’ model
PPC
0% 0% 0% 100%
Attribute revenue across all online channels
Minimise wastage and duplication on overlapping channels
Optimise online campaign in real-time
Have one fluid budget pot (channel agnostic)
The Vision – increase ROI
Multiple touchpoints working together
CORE IDEA
We need to ensure our channels are working for each other,
not against each other.
SEOPPCDISPLAY SocialE-CRM
The right team, the right platform
Initially 5 channels measured: Paid Search (PPC) Display click Display view Organic search (SEO) Paid inclusion
Ability to re-process 60 days worth of data to visualisedifferent scenarios
Flexibility to apply custom business rules to predictivemodelling and optimisation algorithms
Getting started
1. Analyse touchpoints
2. Select channel prioritisation
3. Customise weight of each channel
4. Customise Distributionacross click path
5. Analyse and apply insights for optimisation of spend
Live November 2009
5 Step Methodology:
2009/10 Attribution Model
10% 15% 25% 50%
14% decrease in cost-per-click
35% increase in bookings
43% increase in revenue
54% increase in ROI
2009/10 Campaign results
Year 2 – Broadening the model
One budget pot across search and display
Reduced spending on Paid Search
Increased spending on SEO and Display
Investment in a Social Strategy
Further YOY 19% increase in bookings
Further YOY 27% increase in revenue
Further YOY 29% increase in ROI
Year 2 (2010/11) results
Overall marketing costs have been held over 3 years,whilst achieving:
Record occupancies in each of the last 3 years
Record Revenues in each of the last 3 years
Record Profits in each of the last 3 years
And the bigger picture at Center Parcs?
Where Next with Attribution?
How can our Social Media activity be measuredwithin the sales funnel?
Social Media integration
What effect does device type have on attribution?
What is the Connection Between Device Type and Conversion?
Keep it simple – take ‘baby steps’
Get all the key stakeholders to collaborate (ensurethe client understands!)
Be open-minded and channel agnostic
Be patient and willing to continually test and learn
Stay focused (or lose touch and waste money)
In Conclusion.. the main lessons learned
Thank you - @ColinWhaley