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Omni channel attribution and conversion tracking - AT Internet
1.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS OMNI-CHANNEL ATTRIBUTION & CONVERSION TRACKING
2.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS WEB MOBILE (Web & App) AT INTERNET 2014 FORRESTERWAVE’SLEADERS 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%
3.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS Half the money I spend on advertising is wasted; the trouble is I don't know which half. John Wanamaker [1838-1922]
4.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS MORE COMPLICATED CONVERSIONPATH
5.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS ONLINE CAN ONLY BE GROWING
6.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS EMBRACE ROPO
7.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS DIGITAL IS THE PROBLEM?
8.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS DIGITAL IS THE PROBLEM? DIGITAL IS ALSO THE SOLUTION!
9.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS CASE STUDY Focus Insurance & Investment History ~ 200 years Revenue -2013 >90 billion euros Employees ~150K Clients ~ 100 million Presence 56 countries Customersince 2007 A GLOBAL FINANCIAL SERVICES COMPANY
10.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS CHALLENGES Manage our digital investments oUnderstand the value of each available lever on the market oFind the optimal mix in terms of performance oIdentify the best partners with which to work In the digital era, we measure everything, and we have many measurement tools oAd-centric measurements (media/agency service providers) oSite-centric measurements (Web analytics tools) oMeasurements identified via customer CRM
11.
© COPYRIGHT 2013
ONLINE 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
12.
© COPYRIGHT 2013
ONLINE 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
13.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS 360° Continuous measurement
14.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS MULTIPLE CROSS-CHANNEL TOUCH POINTS Multi-touch Analyse the whole sequence of campaign elements 3 LEVELS OF RECONCILIATION On / Off Line Track the sign-up process across all online and offline channels REQUEST ESTABLISH CONTACT NEWSIGN-UP Deduplication Uniquely identify a prospect/client across all touch points. 1 2 3
15.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS CONVERSION PROCESS Visit Request Establish contact Proposition New sign-up •Request a quote •Request more information •View rates/prices •Make a complaint Contact Client Contact Contact Visitor •Sources •Request is transferred to an agent to be treated •Agent sends quote •New business Website Routing platform DWH (SI PERFCO) Media Impressions OFFLINE
16.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS DATA FLOW AD SERVER AD SERVER AD SERVER CLIENT (WEB and CRM) AT INTERNET TAG COMMANDER End to end DASHBOARD
17.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS DATA MATCHING Reconcile visitor data TagCommander and AT Internet unique IDs VISITOR & TRANSACTION REQUEST ESTABLISH CONTACT NEWSIGN-UP Track individual transactions Transaction ID REQUEST REQUEST REQUEST ESTABLISH CONTACT ESTABLISH CONTACT 1 2
18.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS RESULT &DRIVING REAL-TIME DECISIONS
19.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS OMNI-CHANNEL DASHBOARD TRUE& COMBINED PERFORMANCE BY CHANNEL
20.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS TRUE VALUE DRIVES DECISIONS Online request New business Establishcontact updates OFFLINE
21.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS GIVES YOU A DIFFERENT VIEW OF ROI
22.
© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS On-and-off line data by platform Allocation by goal Request Establish contact New sign-up/business Dashboardingby profile ADAPTED BY PROFILE GLOBAL DASHBOARD Time to conversion Visits before conversion Offline conversion Online contact
23.
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