Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition

Optimising Paths To ConversionOptimising Paths To Conversion

A quick introduction

Boden Me


Johnnie Boden Tagman

• We’ve been working with Tagman for 1 year, four months and 21 days and a bit.

1. Manage marketing tags.

2. Increase page load speeds.

3. Dedupe CPA channels.

4. Use fractional attribution models and marketing touch point data to revolutionise our customer engagement strategy…



Things I may have said

• Channel attribution is necessary but doesn’t work for optimisation.

• We need to be customer focused, not channel focused.

• The customer is channel agnostic. “Shop your way” is the new norm.

• We need to understand and optimise successful marketing co-operations.

So, what’s wrong with So, what’s wrong with Attribution?Attribution?

Attribution vs. Path To Conversion



AffiliatesProspect

EmailGenericSearch Display

SocialMedia Total

Cost £1,470 £2,250 £2,100 £1,200 £300 £7,320

Last ClickOrders 156 66 36 33 9 300

CPO £9.42 £34.09 £58.33 £36.36 £33.33 £24.40



AffiliatesProspect

EmailGenericSearch Display

SocialMedia Total

Cost £1,470 £2,250 £2,100 £1,200 £300 £7,320

Last ClickOrders 156 66 36 33 9 300

CPO £9.42 £34.09 £58.33 £36.36 £33.33 £24.40

First ClickOrders 51 94 114 30 11 300

CPO £28.82 £23.94 £18.42 £40.00 £27.27 £24.40




• Danger of last / first click is optimising away from conversions you cannot see.

• Assist conversions and fractional attribution are part of the answer.

• We’re currently defining a fractional attribution model with Tagman 3.

• But the missing link in any attribution view is the relationship with other channels.


Path To Conversion data

• If you don’t know what Tagman Path To Conversion (PTC) data looks like…


Conversion Time Event # Event TimeEvent Type Campaign Placement Ref Click Ref

Conversion ID

Sales Value

01/06/2010 08:13 1 02/05/2010 08:15 Click UK Direct to site U100849148 26.4

01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4

01/06/2010 08:13 3 25/05/2010 15:06 Click UK PPC Google Generic girl summer skirt U100849148 26.4

01/06/2010 08:13 4 01/06/2010 07:45 Click UK SEO Brand google.co.uk boden U100849148 26.4

01/06/2010 08:13 5 01/06/2010 08:12 Click UK Affiliate Window 67035 U100849148 26.4

01/06/2010 08:14 1 19/05/2010 09:01 Click UK Affiliate Window 67046 U100849170 30

01/06/2010 08:17 1 31/05/2010 22:04 Click UK AOL 02f649_160x60 U100849208 63

01/06/2010 08:17 2 01/06/2010 07:26 Click UK PPC Google Brand boden offers U100849208 63

01/06/2010 08:17 3 01/06/2010 07:41 Click UK Direct to site U100849208 63

01/06/2010 08:18 1 01/06/2010 08:02 Click UK PPC Google Brand johnnie boden U100849215 92

01/06/2010 08:20 1 03/05/2010 11:43 Click UK Affiliate Window 60940 U100849261 72

01/06/2010 08:20 2 01/06/2010 07:56 Click UK Criteo babycentre.co.uk U100849261 72

01/06/2010 08:24 1 28/05/2010 15:35 Click UK SEO Brand google.it minu boden U100849307 42

01/06/2010 08:24 2 01/06/2010 08:08 Click UK Direct to site U100849307 42

01/06/2010 08:26 1 06/05/2010 20:26 Click UK SEO Brand google.ie johnnie boden U100849353 123.04

01/06/2010 08:26 2 31/05/2010 15:19 Click UK SEO Brand google.ie boden U100849353 123.04




Looks Ugly. Why PTC?

Conversion Time

Event # Event Time

Event Type Campaign Placement Ref Click Ref

Conversion ID

Sales Value


01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4






Conversion Time

Event # Event Time


Conversion ID

Sales Value


01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4




1. Customer journeys across channels.



Conversion Time

Event # Event Time


Conversion ID

Sales Value


01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4





2. Successful paths and marketing combinations.



Conversion Time

Event # Event Time


Conversion ID

Sales Value


01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4






3. Successful sequences of marketing touch-points.



Conversion Time

Event # Event Time


Conversion ID

Sales Value


01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4






3. Successful sequences of marketing touch-points.

4. Successful timings for marketing touch-points.


How do we use this?

• We need to import and aggregate this data in a meaningful way.

• Identify and optimise beneficial marketing interactions

• Minimise and remove unhelpful marketing interactions.


How do we use this?

Path To Conversion – Channel OverlapsCustomer Paths

Touch-points / Path Orders

Conversion %

Sales Value AOV Cost ROAS

PPC_Generic 12,214 1.2 171 1.40% £13,420 £78 £5,686 236%

PPC_Generic + Direct_To_Site 15,000 2.3 168 1.12% £16,773 £100 £7,500 224%

PPC_Brand + PPC_Generic + Direct_To_Site 5,745 3.3 81 1.41% £7,561 £93 £2,439 310%

PPC_Brand + PPC_Generic 7,500 2.2 111 1.48% £11,436 £103 £3,584 319%

PPC_Brand + PPC_Generic + Affiliates 1,543 3.7 54 3.50% £4,446 £82 £3,495 127%

PPC_Brand + PPC_Generic + Email 1,765 4.8 39 2.21% £4,615 £118 £1,211 381%

PPC_Generic + Direct_To_Site + Affiliates 1,994 3.7 72 3.61% £6,120 £85 £4,237 144%

SEO_Brand + PPC_Generic 3,600 2.3 54 1.50% £4,677 £87 £1,584 295%

PPC_Brand + PPC_Generic + Direct_To_Site + Affiliates 1,268 5.0 45 3.55% £4,275 £95 £3,244 132%

SEO_Brand + PPC_Brand + PPC_Generic 2,384 3.3 36 1.51% £3,604 £100 £1,500 240%


Difficulties

• Channel conversion rate = conversions

total visits

• But for PTC = converting paths (channel A+B+C…)

non-converting paths (channel A+B+C…)

• Which requires non-converting path data.

• We have this but it looks even uglier (700k rows per day).

• Also need aggregated costs for converting & non-converting.

• And more granular marketing data.

• We’re beginning to build this now.

Putting PTC into practice nowPutting PTC into practice now

Autumn Prospect Catalogue campaign

• Prospect Catalogue campaign mailed 27/7/10.

• Customer offer of 10% OFF plus free delivery & returns.


Autumn Prospect Catalogue campaign

• Prospect Catalogue campaign mailed 27/7/10.

• Customer offer of 10% OFF plus free delivery & returns.

• Non-responders mailed with £10 OFF follow-up voucher on 24/8/10.

• We track response from the redemption of offer codes.

• This gives a limited view of results with no channel interaction.

• So we merged the offline data with Tagman data to give combined PTCs.


Prospect Catalogues & Paths To Conversion

Conversion Time Event # Event Time


Conversion ID

Sales Value

03/10/2010 11:39 0 27/08/2010 DM UK Prospect Catalogue U107304142 65.86


03/10/2010 11:39 2 08/09/2010 19:15 Click UK Affiliate Window 67546 9487S34 U107304142 65.86

03/10/2010 11:39 3 09/09/2010 19:06 Click UK Affiliate Window 105010 boden U107304142 65.86

03/10/2010 11:39 4 24/09/2010 DM UK Prospect Voucher U107304142 65.86


03/10/2010 11:39 6 01/10/2010 11:52 Click UK Affiliate Window 67035 boden U107304142 65.86

03/10/2010 11:39 7 03/10/2010 08:23 View UK Platform-A 03m807_10fdr_160x600f 903 U107304142 65.86


03/10/2010 11:52 0 27/08/2010 DM UK Prospect Catalogue U107304588 84.55

03/10/2010 11:52 1 16/09/2010 08:48 Click UK Affiliate Window 67546 1929S34K47476 U107304588 84.55

03/10/2010 11:52 2 23/09/2010 18:01 Click UK PPC Google Brand boden U107304588 84.55

03/10/2010 11:52 3 24/09/2010 DM UK Prospect Voucher U107304588 84.55


03/10/2010 11:52 5 28/09/2010 16:43 Click UK Boden email U107304588 84.55





Total Campaign

# Touch Points

% Touch Points

Prospect Catalogue 5,389 -

Voucher Letter 3,420 -

• A total of 5,389 customers converted online.

• 3,420 customers converted with the voucher (a month later).

• 1,969 customers converted from the catalogue without a voucher.

Prospect Catalogue Touch-Point mix

Prospect Catalogue Touch-Point mix


Total Campaign

# Touch Points

% Touch Points

Prospect Catalogue 5,389 -

Voucher Letter 3,420 -

Direct To Site 3,127 31%

Natural Search Brand 3,097 31%

Affiliates 1,071 11%

Paid Search Brand 913 9%

Display Advertising 906 9%

Boden Email 556 5%

Paid Search Generic 304 3%

Natural Search Generic 109 1%

Comparison Shopping 50 0%

Referrer 20 0%

Total (ex DM) 10,153 100%

• Largest online touch-point overlaps are Direct To Site and Natural Search Brand.

• Sequence analysis tells us 27% of first touch-points are Direct To Site (vs 31% for total touch-points)

• 82% of Direct To Site 1st touch-points are converting.

• Natural Search Brand accounts for 40% of 1st touch-points..

• Only 46% of these convert from 1st touch-point (vs. 31% for total).

• There is also significant overlap with Affiliates and Display.

• Paid Search is low due to ‘brand-off’ test.

Catalogue Converters vs. Voucher Converters


Catalogue Converters Voucher Converters

# Touch Points

% Touch Points

# Touch Points

% Touch Points

Prospect Catalogue 1,969 - 3,420 -

Voucher Letter 0 - 3,420 -

Direct To Site 961 28% 2,166 32%

Natural Search Brand 970 28% 2,127 32%

Affiliates 452 13% 619 9%

Paid Search Brand 422 12% 491 7%

Display Advertising 295 9% 611 9%

Boden Email 153 4% 403 6%

Paid Search Generic 108 3% 196 3%

Natural Search Generic 40 1% 69 1%

Comparison Shopping 22 1% 28 0%

Referrer 7 0% 13 0%

Total (ex DM) 3,430 100% 6,723 100%

• PTCs converting without / before the voucher mail are Catalogue Converters

• PTCs converting with / after the voucher mail are Voucher Converters.

Catalogue Converters vs. Non-converters


Catalogue Converters

Catalogue Non-Converters

# Touch Points

% Touch Points

# Touch Points

% Touch Points

Prospect Catalogue 1,969 - 3,420 -

Voucher Letter 0 - 0 -

Direct To Site 961 28% 86 10%

Natural Search Brand 970 28% 238 29%

Affiliates 452 13% 121 15%

Paid Search Brand 422 12% 250 30%

Display Advertising 295 9% 36 4%

Boden Email 153 4% 24 3%

Paid Search Generic 108 3% 44 5%

Natural Search Generic 40 1% 13 2%

Comparison Shopping 22 1% 10 1%

Referrer 7 0% 3 0%

Total (ex DM) 3,430 100% 825 100%

• Touch-points from Voucher Converters before voucher mail can be used as non-converting paths.

• Catalogue Converters made 180% more use of Direct To Site than Catalogue Non-Converters.

• 60% less use of Paid Search Brand

• 125% more use of Display.

Autumn Prospect summary


• Majority of touch-point interactions are Direct To Site.

• These convert better than other marketing channels from first touch-point and have a higher mix in Catalogue Converter PTCs.

• Natural Search Brand converts worse from first touch-point and Paid Search Brand has a higher mix in Catalogue Non-converter PTCs.

• This could be explained by the use of untracked landing pages versus the homepage.

• Display interactions, though minimal, are co-operative, having higher mix in Catalogue Converter PTCs.

Spring Prospect Catalogue Spring Prospect Catalogue campaigncampaign

Spring Prospect Catalogue campaign


• Prospect catalogue mailed with 15% OFF customer offer.



• Prospect catalogue mailed with 15% OFF customer offer.

• Non-responders sent follow-up £10 voucher letter.

• Customers asked to redeem offer and voucher via unique landing page urls.

• Landing pages use Tagman to insert ‘Prospect Mail’ touch-point into PTC.

• Also added retargeting tags to landing pages to create unique customer segments.



• Prospect segments retargeted via three networks.

• Banner creative and offers are complimentary to catalogue and voucher mailings.

• CPC & CPAs are set at higher priority than other retargeting campaigns.

• We expect to increase conversion of online repsonders for this campaign.

• And our understanding of marketing co-operations for future campaigns.

The journey aheadThe journey ahead


The journey ahead

• Capture all online interactions in PTC.

• Integrate with offline data for single view of marketing touchpoints.

• Combine with CRM data, purchase history and social interactions to give 360 degree the customer.


The prize

• We will know what marketing interaction is required to increase conversion to new customer, repeat customer and brand advocate.

• We will know how and when to intervene to prevent the loss of customers.

• We will know how and when to cross-sell other departments and shopping channels.

• We will be able to personalise the customer’s downstream marketing communications based on upstream touch-points.

• We will provide a relevant and consistent brand experience across all marketing channels.


The end.

Thank you very much for listening.

Oliver Elliotthttp://uk.linkedin.com/in/olivervelliott

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Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition

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Transcript of Oliver Elliott, Boden - using TagMan path to conversion data to drive customer acquisition