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© intelliAd Media GmbH

Aligning with the Customer (Decision) Journey

Wolfhart Fröhlich, CEO intelliAd


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


Our interfaces

3


We have clients from all verticals

4

Agencies

Direct Clients & E-Shops


General Perception of Online Marketing

5

Google organic(SEO)

Direct Traffic

News-letter

AffiliateMarketing

Pricecomparison

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?


In reality channels are interconnected

66

Google

organic (SEO)

Direct Traffic

GoogleAdWords

(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)

AffiliateMarketing

Facebook Ads

News-letter

Telefon


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

AffiliateMarketing

Facebook Ads

News-letter

Telefon

t 1

t n

GoogleAdWords

(SEA)


Definition of Multichannel Tracking

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Multichannel Tracking measures clicks and views of all channels


An example of a customer journey

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Stefan is a passionate diver

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He starts his search on Google

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The hunt for the snorkel

12

» SEO

» Display

» Price Search Engine

» Type-In

KettenendeKettenstart / -mitte

Click / View

Conve

rsio

nClick / ViewClick / V

iew

SEO

Display

Price Search Engine

Type-In

© intelliAd Media GmbH 13

Euro

pean Union

Belgium

Bulgaria

Czeck R

epublic

Denmark

German

y

Estonia

Irelan

d

Greece

Spain

France

Croati

aIta

ly

Cypru

sLat

via

Lithuan

ia

Luxe

mbourg

Hungary

Malta

Netzerl

ands

Austria

Poland

Portuga

l

Romania

Slove

nia

Slova

kia

Finlan

d

Swed

en

United Kingd

om0

10

20

30

40

50

60

70

3533

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

Percentage of online shoppers of the total population of the country

Source: Eurostat


Hard Facts about Comvel plc:

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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


Objectives

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» 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


Comparing different attribution models

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Chain start

Chain end

Center

Chain start

Chain end

Center

Model: First-Click-Wins

Model: Last-Click-Wins


Further attribution models

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Model: „Equal Distribution“

Model: „Bathtub“

Chain start Chain endCenter

Chain start Chain endCenter


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.

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Cycle for implementing an attribution model

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1Creating campaigns and advertising material.

4 … and distributingbudgets on advertisingmaterial anew with the helpof an attribution model.

2Capturing each user‘s touchpoint with the advertising material.

Scoring the influence of each advertising material on the buying decicision of the user…

Attributionmodel

Budget allocation

Campaign-Management

3

SEA

1 2 3 4

User analysis

42 34 1

35

33

6

18

43

21


By comparison: Last-Click versus „Bath tub“

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Depending on the attribution model, different contributions of the channels

Google AdWords

Type In Price comparison

Last-Click-WinsBath Tub Model

Display Facebook Ads

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 carrier21


Questions & Answers

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Thank you for your interest !

Wolfhart Fröhlich

Sendlinger Str. 780331 Munchen+49 89 / 15 90 490 -20

[email protected]

https://maps.google.fr/maps?q=39+Rue+Marbeuf,+Paris&hl=fr&ie=UTF8&sll=48.680793,2.502588&sspn=2.281302,5.674438&hnear=39+Rue+Marbeuf,+75008+Paris,+%C3%8Ele-de-France&t=m&z=16

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