Conversion2013 - Stephan van den Bremer - Florian Grouffal - IgnitionOne
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CONVERSION ATTRIBUTION & ENGAGEMENT SCORING FLORIAN GROUFFAL, COUNTRY DIRECTOR FRANC STEPHAN VAN DEN BREMER, MD EUROP APRIL 11 TH , 201
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Transcript of Conversion2013 - Stephan van den Bremer - Florian Grouffal - IgnitionOne
CONVERSION ATTRIBUTION &
ENGAGEMENT SCORING
FLORIAN GROUFFAL, COUNTRY DIRECTOR FRANCESTEPHAN VAN DEN BREMER, MD EUROPE
APRIL 11TH, 2013
2P r o p r i e t a r y & C o n fi d e n t i a l
User Scoring
MARKETER CUSTOMERDMS
Manage & OptimizeSearchDisplay - DSPFacebookMobile
ConvertDeliver the right message to the right visitor at the right time
AttributeMeasure across all digital marketingchannels
Re-engageWith visitors by audience targeting and smart remarketing
INTRODUCTION TO IGNITIONONE
3P r o p r i e t a r y & C o n fi d e n t i a l
“Attribution is the practice of allocating partial value to different touch points (players) within the customer journey which have
influenced a sale (goal) or another desired outcome” -Econsultancy
WHAT IS ATTRIBUTION?
4P r o p r i e t a r y & C o n fi d e n t i a l
5
6
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9P r o p r i e t a r y & C o n fi d e n t i a l
WHAT CAUSES LUCY TO BOOK HER TEST DRIVE?
10P r o p r i e t a r y & C o n fi d e n t i a l
Copyright IgnitionOne 2011
Attribution as we know it doesn’t value the user experience (engagement) but only
values the end conversion
11P r o p r i e t a r y & C o n fi d e n t i a l
CTR
Time
Page Views
Recency
Frequency
…or an algorithm using the above metrics
HOW TO MEASURE ENGAGEMENT ?
12P r o p r i e t a r y & C o n fi d e n t i a l
A SINGLE ENGAGEMENT SCORE
13P r o p r i e t a r y & C o n fi d e n t i a l
ALIGNING ENGAGEMENT TO YOUR MEDIA
+
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Entrance: 0
Exit:80
(+80)
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Exit:195
(+125)
Entrance:70
16P r o p r i e t a r y & C o n fi d e n t i a l
Entrance:188
Exit:287
(+99)
17P r o p r i e t a r y & C o n fi d e n t i a l
Exit:352
(+70)
Entrance:282
18P r o p r i e t a r y & C o n fi d e n t i a l
Copyright IgnitionOne 2011
Last Click
Static attribution based on exposure and sequence
Dynamic attribution based on user experience
DANONECASE STUDY
20P r o p r i e t a r y & C o n fi d e n t i a l
CASE STUDY: DANONE’S DIGITAL MARKETING CHALLENGESFragmented tracking technology (Use of multiple solutions) Difficult to get an accurate depiction of the contribution of each
channel
Took a drawn out process to identify their real marketing ROI
Optimisation based only on conversion data Complicated reporting and optimisation
Non actionable insights
Last click attribution: optimising media spend based on the analysis of the final touch point Taking the wrong decisions
STEP 1: CENTRALISE MEDIA
22P r o p r i e t a r y & C o n fi d e n t i a l
DIGITAL CHANNELS
Affiliation
Partnerships
Other campaigns
Tracking
Management& optimisation
Social
Display RTB
3rd Party
Ad server
Other Media
Organic
Search
Paid Search
Tracking, management & optimisation under one platform
STEP 2: DEFINITION OF
THE RIGHT KPIS TO OPTIMISE
MEDIA
24P r o p r i e t a r y & C o n fi d e n t i a l
SET OF KPIS USED TO OPTIMISE CAMPAIGNS
Advanced conversion = Actions/Conversions
Minimum conversion = Minimum engagement (Visits, BR%, new/returning visitors, time on site)
Basic conversion = Reaching High engagementUnique Scoring Engine: One metric, engagement score change, to optimise media against
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Click 1
Display
+30
Engagement score for
Display visit 1:
26
Click 2
+45
Engagement score for
facebook visit 2:
27
Click 3
Paid Search
+15
Engagement score for Paid Search
visit 3:
STEP 3: ENGAGEMENT OPTIMISATION IN
REAL TIME
29P r o p r i e t a r y & C o n fi d e n t i a l
INTEGRATED UNIQUE SCORING INTO MEDIA MANAGEMENT
Integration of site centric data:
• Sessions/Visits
• Pages vues
• Time spent
• Bounce rate
• Engagement scores
• % new visitors
• Interest categories
Improve budget optimisation
Improve bid optimisation
Unique « Engagement optimisation » approach: Econsultancy 2012 Award in innovation in Web Analytics
Optimise campaigns based on engagement!
30P r o p r i e t a r y & C o n fi d e n t i a l
Results (vs. Paid Search): • Social: +27% engagement vs. -20% CR%
• Display: +20% engagement vs. -80% CR%
ENGAGEMENT INSIGHTS
Display Paid Search Social00%
20%
40%
60%
80%
100%
120%
22%
100%
69%
77%
66%
100%
Conversion rate (index)
Avg Score change (index)
31P r o p r i e t a r y & C o n fi d e n t i a l
ACTIONABLE INSIGHTS
Unique prediction modelling & automated bidding
32P r o p r i e t a r y & C o n fi d e n t i a l
ENGAGEMENT ATTRIBUTION
Dynamic conversion attribution based on the engagement generated by each visit
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THANK YOU
Stephan van den [email protected]
Florian [email protected]
www.ignitionone.nl www.digitalmarketingsuite.com@ignitionone
