Sophie BalconWeb Director

"Madmetrics helped us to accurately identify and understand the relationships between display and

search, and make decisions based on highly relevant data"

To make Mother's Day 2012 a success, Interflora has prepared a complete online advertising campaign based on paid search and high-impact display media.

The campaign is constrained by two targets: high profitability coupled with high sales volumes. Measuring its performance and managing attribution to its various levers is therefore key to maximizing ROI and revenue.

One of challenges of the operation concerns the "Interflora" brand, which—like most well-known brands—is the key factor to closing the sale at the final lever. It is therefore critical to have the ability to accurately reevaluate the levers leading up to a conversion, over only a few days of intense marketing efforts.

BRAND AND ATTRIBUTION MANAGEMENT

CHALLENGE

Interflora.fr, the number one worldwide online flower sales and delivery service, has made a major push on digital growth in recent years. With ambitious growth targets to meet, it is critical that Interflora.fr fully exploit the marketing potential of certain key times of the year, such as Mother's Day. It is these periods that will determine whether yearly targets are met.

MOTHER’S DAY – A MAJOR CHALLENGE FOR INTERFLORA

MISSION

INTERFLORA: MANAGING THE BRAND THROUGH OPERATIONAL ATTRIBUTION

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Europcar, Jumeirah, Redoute and Voyages-SNCF.

Headquarters: 8, rue du sentier, 75002 Paris, France / +33 (0) 1.44.79.38.13 / www.keyade.com / contact@keyade.comSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris undernumber B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

The worldwide leader in online flower sales and deliveries, Interflora delivers flowers 7 days a week in France and around the world. It offers a large selection of ready-made bouquets and also allows customers to create their own custom flower arrangements. Today, Interflora connects over 45,000 affiliate florists in 145 countries who ship over 30 million bouquets a year.

RESULTSA 28% INCREASE IN SALES!

These key views made it possible to identify and unlock untapped campaign potential, especially in display and on Facebook, where performance increased by over 20%. The value generated by the brand on the last click is not evenly attributed to all the ad campaign elements which contributed to the sale. Instead, attribution is distributed based on genre, age, localization, messages and visuals, reflecting a range of highly diverse purchasing behavior within a single channel.

Operational attribution has allowed Interflora to move away from dealing with averages. The media agency was able to identify and manipulate, with pinpoint precision, those Facebook campaign audience segments which were ultimately most profitable, and pull back on the least profitable segments. Sophie Balcon, E-Business Manager for Interflora, explains that "Madmetrics technology helped us to accurately identify and understand the relationships between display and search, and make decisions based on highly relevant data". Overall, this attribution strategy contributed to a 28% sales increase over 2011 while keeping media costs the same.

SOLUTIONREATTRIBUTE EACH SALE TO THE CORRECT LEVER

While analytics solutions available on the market provide smart attribution analysis, they remain limited to a strategic presentation that is not easily translatable into action at the operational level.

For this reason, Interflora opted for the Madmetrics Analytics solution. Madmetrics is directly connected to all of Interflora's advertising partners using ad-centric tracking, making it possible to simulate or compare the impact of different attribution models on each element of the ad campaign (keyword, banner, affiliate, etc.) This allows brand-specific operational attribution models to reassign results, with a high degree of accuracy, to those non-brand elements which contributed to a sale.

INTERFLORA: MANAGING THE BRAND THROUGH OPERATIONAL ATTRIBUTION

+28% TURNOVER BETWEEN 2011 AND 2012,WITH SAME MEDIA COSTS