Nma live-colin-whaley

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Attribution – a Sales & Marketing Director’s view Colin Whaley Center Parcs UK NMA Live – May 20th 2011

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Transcript of Nma live-colin-whaley

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Attribution – a Sales & Marketing Director’s view

Colin Whaley Center Parcs UK

NMA Live – May 20th 2011

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Why attribution?

Source: Forrester Research: The State Of Consumer Technology Adoption 2005

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Introduction to Center Parcs

Our Marketing Challenge

Our approach to Online Attribution

Where next with Attribution?

Today’s Presentation

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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

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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

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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

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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?

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The way we were… legacy ‘last-click’ model

PPC

0% 0% 0% 100%

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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

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Multiple touchpoints working together

CORE IDEA

We need to ensure our channels are working for each other,

not against each other.

SEOPPCDISPLAY SocialE-CRM

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The right team, the right platform

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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

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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:

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2009/10 Attribution Model

10% 15% 25% 50%

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14% decrease in cost-per-click

35% increase in bookings

43% increase in revenue

54% increase in ROI

2009/10 Campaign results

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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

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Further YOY 19% increase in bookings

Further YOY 27% increase in revenue

Further YOY 29% increase in ROI

Year 2 (2010/11) results

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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?

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Where Next with Attribution?

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How can our Social Media activity be measuredwithin the sales funnel?

Social Media integration

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What effect does device type have on attribution?

What is the Connection Between Device Type and Conversion?

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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

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Thank you - @ColinWhaley