from inspiration to booking... who ate the last cookie?
DESCRIPTION
From Affiliate Window's All Aboard conference on 11th June 2013. Looking at CPA as a method of judging the performance of content sites and the role of content sites in the travel cycle.TRANSCRIPT
#AllAboard2013
What is All Aboard?
#AllAboard2013
Time Event
1:15 pm “Who ate the last cookie” Martino Matijevic
2:20 pmNetworking Begins (nibbles & drinks at the
bar)
5:00 pm Finish
Agenda
#AllAboard2013
From inspiration to booking...
who ate the last cookie?
Martino Matijevicco-Founder & Marketing Director
The Travel Magazine
www.thetravelmagazine.net
@TravelMagazine
Founder & CEO
WhichBudget Flight Search
www.whichbudget.com
@WhichBudget
Introduction
CPA as method for judging content sites
performance?
Post-impression as ultimate performance
indicator ?
Role of content sites in the travel cycle
Importance of conversation/interaction in the
travel cycle
the average
consumer visits 20
travel sites before
booking..
© guerrillaonline.com
The „typical‟ allocation of space that contains copy
and imagery in regards to Poster Design
Content Website
Awareness → SEO and social
media
Interest → inspiring content
Desire → if niche product
Action → done through price
comparison, incentive and retargeting sites
the average consumer
visits 20 travel sites
before booking..
... and 9.5 sessions at
the computer
(c) gossinteractive.com
20 Post View sales!
No click sales!
Standard Week Promo Week Promo Week
Impression Sales
Click Sales
Breakdown
NO OF SALES 20TENANCY COST £100TOTAL SALES £3199TOTAL COMMISSION £415
By buying the tenancy, merchant has saved £315
(not factoring in those sales that may of been missed completed)
but that does not account for brand awareness
Conclusions
• Content sites play a major role in influencing the
decision making
• CPA is the main affiliate marketing metric but very
focused on action and „clicks‟
• Action right at the end of the purchase funnel, but
90% of work done beforehand
• Post-view shows potential of publisher, but does not
show the full picture – educated tenancy, multi-
attribution should be championed.
