omni channel attribution and conversion tracking - at internet
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© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
OMNI-CHANNEL ATTRIBUTION & CONVERSION TRACKING
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
WEB
MOBILE
(Web & App)
AT INTERNET2014 FORRESTER WAVE’S LEADERS IN DIGITAL ANALYTICS
Years experience in digital analytics
Customers from all sectors
Sites measured
Awards won
European certifications
Server calls processed monthly
Customer support satisfaction rate
18
3,800+
400,000+
11
6
100B+
96%
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
Half the money I spend on advertising is wasted;
the trouble is I don't know which half.
John Wanamaker[1838-1922]
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
MORE COMPLICATED CONVERSION PATH
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ONLINE CAN ONLY BE GROWING
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EMBRACE ROPO
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DIGITAL IS THE PROBLEM?
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
DIGITAL IS THE PROBLEM?
DIGITAL IS ALSO THE SOLUTION!
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
CASE STUDY
Focus Insurance & Investment
History ~ 200 years
Revenue - 2013 > 90 billion euros
Employees ~ 150 K
Clients ~ 100 million
Presence 56 countries
Customer since 2007
A GLOBAL FINANCIAL SERVICES COMPANY
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
CHALLENGES
Manage our digital investments
o Understand the value of each available lever on the market
o Find the optimal mix in terms of performance
o Identify the best partners with which to work
In the digital era, we measure everything, and we have many measurement
tools
o Ad-centric measurements (media/agency service providers)
o Site-centric measurements (Web analytics tools)
o Measurements identified via customer CRM
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
OPERATIONAL DIFFICULTIES LINKED
TO MEASUREMENT
Trackability• Deletion of cookies
• Private navigation
• Multi-screen use
• Cross-channel touch points
(Web, offline support,
mobile apps)
• Tracking difficulties
Attribution• Multiple touch points
• Post-impression / Post-view /
Post-click
• Overlap between levers
(SEO/SEM, SEM/affiliate
marketing, …)
• Impact of offline levers
The time factor• Maturity
• Customer value/Potential for multiple
insurance policies
• Seasonality
• Competitive intensity
• Evolution of regulations
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
THE IDENTIFIED GOAL &
THE PROJECT TO ACHIEVE IT
Anonymously reconcile ad-, site- and company-centric
measurements to create a consolidated vision of online
performance
Create a solution, independent from media partners, enabling this reconciliation within regulatory constraints
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
360°Continuous measurement
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
MULTIPLE CROSS-CHANNEL
TOUCH POINTS
Multi-touchAnalyse the whole sequence of campaign elements
3 LEVELS OF RECONCILIATION
On / Off LineTrack the sign-up process across all online and offline channels
REQUESTESTABLISH CONTACT
NEWSIGN-UP
Deduplication Uniquely identify a prospect/client across all touch points.
1
2
3
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CONVERSION PROCESS
Visit RequestEstablish contact
Proposition New sign-up
• Request a quote
• Request more information
• View rates/prices
• Make a complaint
Contact ClientContactContactVisitor
• Sources • Request is transferred to an agent to be treated
• Agent sends quote
• New business
Website Routing platform DWH (SI PERFCO)Media
Imp
ress
ion
s
OFFLINE
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DATA FLOW
AD SERVERAD SERVER
AD SERVER
CLIENT (WEB and CRM)
AT INTERNET
TAGCOMMANDER
End to end DASHBOARD
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DATA MATCHING
Reconcile visitor dataTagCommanderand AT Internet unique IDs
VISITOR & TRANSACTION
REQUEST
ESTABLISH CONTACT
NEWSIGN-UP
Track individual transactionsTransaction ID
REQUEST
REQUEST
REQUEST
ESTABLISH CONTACT
ESTABLISH CONTACT
1
2
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RESULT & DRIVING
REAL-TIME DECISIONS
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OMNI-CHANNEL DASHBOARDTRUE & COMBINED PERFORMANCE BY CHANNEL
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TRUE VALUE DRIVES DECISIONS
Online request
New business
Establishcontact
up
dates
OFFLINE
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GIVES YOU A DIFFERENT VIEW OF ROI
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
On-and-off line data by platform
Allocation by goalRequest
Establish contact
New sign-up/business
Dashboarding by profile
ADAPTED BY PROFILE
GLOBAL DASHBOARD
Time to conversion
Visits before conversion
Offline conversion
Online contact
© COPYRIGHT 2013ONLINE INTELLIGENCE SOLUTIONS
Fai-Keung Ng
Group Country Manager, Southeast Asia
+65 8268 6329