imetrics 2012. uta hermanns. customer journey tracking. elevate multi-channel marketing. to a higher...
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Customer Journey Tracking
Elevate Multi-Channel Marketing
To a Higher Level
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Meet Success Worldwide
http://www.yamondo.com/
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Introduction
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Remember your latest hangover?
Who gets the credit for the „success event“?
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The Situation
Rising Ad Spendings Increasingly Competitive
Environment In All Channels
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Challenges in Multi Channel Marketing
Track, Understand and Optimize Cross-Channel Effects
Optimize Budget Allocation across all Marketing Channels
Understand Purchase Decision Processes
Acquire more Customers
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Solution
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Gaining insights in activities leading to a Conversion
Think of your marketing channels
as highly paid football players …
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Multi Channel Marketing is no Single Player Game –
It‘s a Strategic Team Sport!
Strategy:
Assign functions to
Campaigns
Evaluation:
Identify how the
campaigns interact
Invest in the best line-up!
Keep in mind: Strategically
coordinated Team beats
individual performance
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Assigning Functions to Campaigns –
Focus on Your Target Audience
Realize that you are dealing with real people - human beings
Understand what drives humans to optimize driving them towards your goals
Address your target audience
Consider diverse state of minds
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Assigning Functions to Campaigns
Awareness
Favorability
Consideration
Intent to Purchase
In this stage of purchase decision making all marketing
efforts aim at sensitizing the customer to your topic
and your brand. Instigate needs!
Need for change, power, security etc.
Offer value proposition. Be present when the
potential customer is trying to satisfy
his need for information
In this highly competitive phase it’s
essential to provide the ultimate
incentive to customers to convert to
do so right now, right here
Support your customer’s assessment of
alternatives
C
U
S
T
O
M
E
R
J
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U
R
N
E
Y
Phases of Purchase Decision Making
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Phases of Purchase Decision Making
Awareness:
Sensitize & Create Awareness!
Favorability:
Satisfy the hunger for information!
Consideration:
Support narrowing down alternatives!
Intent to Purchase:
Trigger the ultimate conversion decision!
Pivotal to Success
Reach out to your target audience in all phases
Phase-optimized campaign management
Favorability
Consideration
Intent to Purchase
Awareness
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Address Target Audience in Awareness
Favorability
Consideration
Intent to Purchase
Awareness State of Mind
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Address Target Audience in Favorability
Favorability
Consideration
Intent to Purchase
Awareness
State of Mind
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Phase-consistent Landing Page
Campaign
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Address Target Audience in Consideration
Favorability
Consideration
Intent to Purchase
Awareness
State of Mind
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Address Target Audience in Intent to Purchase
Favorability
Consideration
Intent to Purchase
Awareness
State of Mind
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Phase-Based-Attribution
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How it works – 1 –
Everyone has duties and responsabilities.
So do campaigns.
Phase-related duties and responsabilities.
Campaigns get rewarded when completing their phase-related duties.
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How it works – 2 –
Awareness
30%
Favorability
10%
Consideration
10%
Intent to Purchase
50%
50%
10% 10%
30%
Options of Weighing Phases
For example like this: You decide.
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How it works – 3a –
Consideration
Intent to Purchase
Favorability
Awareness
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How it works – 3b –
Consideration
Intent to Purchase
Favorability
Awareness
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Case Study
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FONIC
Track
Understand
Optimize
Customer Journey – Road to Success
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Protect against Data Flood!
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Structured Approach
Test Hypotheses
Generate Hypotheses
Combine explorative and testing approaches
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Initial Questions
“What are our most common Customer Journeys?”
“How do the diverse Channels and Campaigns interact?”
“Is our facebook fanpage worth the (monetary) effort?“
“What is the true, real value of the expensive Display Channel?”
“Can I identify and save campaigns which did not lead to a direct sale from
being stopped although they may have triggered multiple customer
journeys which resulted in sales?”
=> “We want a fair, valid evaluation of the efficiency of our complete
Channel Set-Up!“
“How do I allocate budget efficiently across all Channels?“ Answers to these and more questions allow you to answer
the „Master Question“:
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Customer Journey Report
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Customer Journey Metrics
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Customer Journey Filter Engine
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Cross-Channel Report: Starter-Converter
Identify most valuable (or striking!) Starter - Converter Combinations
Example:
6,59 % of all Sales were triggered by Display and closed by Affiliate
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Cross-Channel Report: Influencer-Converter
Identify how successful your channels interact
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Cross-Channel Reports – Metrics
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Phases Report – Overview
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Phases – Rationale and Metrics
Awareness
Favorability
Consideration
Intent to
Purchase
Channel
Phases
Campaign
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Phases – Result Social App
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Phases – Display Budget Optimization
Identify and eliminate Underachiever
Shift Budget to well-performing campaigns
Result:
Identification of 30 % potential Awareness Display Budget Savings!
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Efficiency Report –
Valuable Insights in Monetary Performance Metrics
Compare Last Click Performance Metrics to Cross-Channel Metrics:
Identify the Value of Your Entire Multi-Channel Set-Up:
On Purchase Decision Phase Level
On Channel Level
And even broken down to single campaign level
Key Performance Indicators:
Last Click Orders <=> Cross-Channel Orders
Last Click Revenue <=> Cross-Channel Revenue
Last Click ROI <=> Cross-Channel ROI
Last Click Average Order Value <=> Cross-Channel Average Order Value
Last Click Cost per Order <=> Cross-Channel Cost per Order
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Efficiency Report
Awareness
Favorability
Consideration
Intent to
Purchase
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Sales Report
Master-Slave Rule(s)
Black-List Rule(s)
Cookie Life Time expired
Rule based Conversion Container Tag: Real-time De-Duplication of Sales
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Top 5 Actionable Insights
Display Budget Optimization of Awareness Campaigns: 30%
Identification of 30 % Einsparpotential in Display Awareness: Cut down
low-performer and shift Budget to the top-performer
Social Media works!
Allocate a certain amount of the saved Budget to Social Apps
Invest in Retargeting to skim the investment of awareness Campaigns
Preissensible Kampagnen funktionieren über alle Kanäle und Phasen
Vernetzen der Werbemaßnahmen über alle Kanäle hinweg
Case Study S. 7
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Comparison of Solutions
No View-Tracking
30 Days = Max. Duration
No Rule-based Conversion
Container Tag
No underlying Marketing
Model
View-Tracking
No Time Limit
Rule-based Conversion
Container Tag
Concept-driven:
Marketing Model
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Advantages
Reduce costs immediately by de-duplicating
winners according to the basic principle
“one sale - one winner”
Take advantage of a marketing model that
allows you to strategically plan your campaigns
by assigning functions to campaigns
Enrich your Customer Journeys with views and
discover their influence on your customers’ behavior
Monitor Display networks
Benefit from tracking long-term Customer
Journeys for your marketing decisions
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Why ActionAllocator Elevates Your
Digital Marketing to a New Dimension
Concept-
driven
Data-
driven
Optimization
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Uta Hermanns Head of Analytics
explido.com
Phone +49 821 21 77 95 33
Mail [email protected]
Спасибо за внимание
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Additional „Techie-Slides“ Tagging & Conversion Container Tag
Conversion Container Tag
„BanSpam“ – Protect from unrightful Couponing
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ActionAllocator
Creative ActionAllocator
redirect
Target Page
http://www.actionallocator.com/cset.php?ex-aid=##&ex-cid=##&ex-url=target-url.ru
1. Redirect between Ad and Target Website
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ActionAllocator
2. Tracking of Conversion & Rule-based Tag Management
Thank
You!
<iframe name="actionallocator" frameborder="0" width="1" height="1“
src="http://www.actionallocator.com/cget/?fid=##&kid=##&orderid=[bestellnummer]¤cy=[waehrungss
ymbol]&age=[alter]&value=[umsatz]&customerid=[kunden-id]&sid=[shop-
id]&gender=[geschlecht]"></iframe>
Backend Winner-Pixel
Examplary winner pixel
https://www.adtraxx.de/wo/WebObjects.dll/VisitTracker.woa/wa/checkpoint?checkpoint=##
#####&client_id=######&wert=######&ordernr=######&desc=######&idkeyword=###
###
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Higher Mathematics?
1 = 3 X
true false
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Higher Mathematics?
1 = 3 X
true false
Digital Marketing without
Rule-based Container Tag Management
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Your Customers‘ Journey to Success
Thank
You!
Order Confirmation Page
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Focussing on the Conversion
Digital Marketing without Rule-based Tag Management
All Touchpoints will be
compensated/
credited
Order Confirmation Page
Thanks!
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Thanks!
Conversion Container Tag Management: How it Works
Reduce Costs by De-Duplicating Conversions
t1 t2 t3 t4
Rules
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ActionAllocator – Conversion Tag Management Solution
Reduce Cost by De-Duplicating conversions
Rule-Based Compensation resp. Commission:
You decide who will be tracked as winner of a Customer Journey
Gain independence from your IT Department by simply implementing one
Container Tag once on the order confirmation page
Your Benefit
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ActionAllocator – Reduce Costs
Purchase Decision Phases Sale Sale Thanks!
BanSpam - Protect from unrightful Coupons