The customer journey is the path followed by the user or future buyer through various points of contact to the online purchase transaction. Examining the entire customer journey (also known as click stream analysis) is essential in order to allocate marketing budgets more efficiently. Modelling the buying process and recording contact with various advertising media (banner, affiliate, text advertisements...) helps you and us to optimize the management of online marketing measures.

1. Affiliate
Marketing Turkey
Istanbul, 26th of February 2011

2. Agenda
ABOUT US
MARKET OVERVIEW (TURKEY, GERMANY, EUROPE & US)
CUSTOMER JOURNEY & WHAT AFFILIATES CAN EXPECT FROM IT
2

3. About us
explido WebMarketing … your agency for international performance marketing
Offices
Augsburg, Hamburg
Employees
93/123
Customers
122
Find us on twitter
@explido
Find us on facebook
facebook.com/explido
Find me on twitter Find me on facebook
@dominik_johnson facebook.com/dominik.johnson
3

4. Services
SEA
Customer
Journey
SEO
Affiliate Marketing
Display Advertising
Web-
Conversion Optimierung
Social Media Marketing controlling
Web Analyse
Product & Price comparison sites
4

5. References
5

6. Market Overview
Turkey, Germany,
Europe & US

7. Communications Waves
1994 - 2008
Information Distribution- & Networking Community &
Wave Communication Wave Wave Mobile Wave
Source: Google
7

8. Change of consuming technologies
1910 - 2010
Radio needed 37 years to reach 50 million users
Television needed 15 years to reach 50 million users
Cable needed 6 years to reach 50 million users
Internet 3 years to reach 50 million users
8

9. Turkey
2005 - 2010
Search Query Growth Rising Categories
2005 - 2010 Jan 2009 vs. Jul 2010*
% Category Growth
1900 %
Beauty & personal care 159 %
Travel 94 %
Online communities 89 %
Real estate 53 %
Telecommunications 27 %
100 *Search query growth per category
Source: Google
2005 Jun 2010
Aggregated Google Search queries Source: Google
9

10. Turkey
2008 - 2012
10

11. Germany
2008 - 2013
Internet access from online users in Germany
Internet access fixed line network [%] Internet access mobile [%]
Source: Google
11

12. Affilinet Publisher & Advertiser Survey 2010 (Germany)
2011
Affiliate Marketing within Social Media (Micro-Affiliates)
¾ of Publisher mentioned next potentials are „Mobile Devices“ and „Social Media“
Top 3 branches:
Online Shops (72%)
Telecommunications (53%)
Travel (45%)
creatives, fast order proof and cancelation quota are key indicators for successful partner
management
43 % of Publishers wish a Customer Journey
93 % of Advertisers will spend the same amount of budget or increase it in 2011
37 % of Advertisers see an “Every Cookie Wins” model as a possible solution
12

13. Online Media Spendings & Media Spending Split
2009 - 2010
Online Wins Media Split
13

14. CUSTOMER JOURNEY
Questions
Start
Necessary for Affiliates?
Last Cookie Wins vs. Every Cookie Wins

15. Customer Journey
Questions
Which cookie wins?
Is last cookie still state-of-the-art?
How does the journey look like?
Do I (Affiliate) win or or do I lose?
15

16. Customer Journey
Start
16

17. Customer Journey
and search
17

18. Customer Journey
and publisher
18

19. Customer Journey
and many other sites
19

20. Customer Journey
Lead
Sale
20

21. Customer Journey
Necessary for Affiliates?
Awareness Favourability Consideration Intent to Purchase Conversion
SM
M SM
M
? SEA
SEA
? ? ?
Contact Intensity
SEO
SEO
? SM PPP
? M
? ?
PPP Display
SEA
Display SEA ?
SM
? ? M
? Relevant Set
Sales
21 Information / Remarketing
Branding

22. Customer Journey
Timestemps
Awareness Favourability Consideration Intent to Purchase Conversion
SEA-Brand 24.123
21,2%
Display 10 Motiv a 11,6% 12.242
facebook Kamp. 5.242
5,2%
facebook 1d
SEA-Brand
Brandpage 2,7%
2d 2h 1h
Display- generisch Billiger.de SEA-Produkt SEA-Brand
1,6%
4d
SEA-generisch SEA-Brand
0,8%
2h
SEA-generisch Affiliate
0,7%
2h
Affiliate Affiliate
Billiger.de
Relevant Set
22
Sales

23. Customer Journey
Channel tracking
View-Cookie
Click-Cookie
Click-Cookie
etc. etc. etc.
Regel: Last-Cookie-Wins
23 Thank you!

24. Customer Journey
Last Cookie Wins
Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4
100 %
0% 100 %
0% 0% 100 %
0,08% 0% 0% 0% 100 %
7,57%
29,90%
SEM_non brand
Affiliate
42,78%
Affiliate_PV
18,77% Display Click
Display_view
SEM_brand
0,90%
24

25. Customer Journey
Every Cookie Wins
Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4
100 %
50 % 50 %
40 % 20 % 40 %
+ 13,47 %
-4,32 % 35 % 15 % 15 % 35 %
+ 12.577,00 % 8,60%
10,45%
28,45%
SEM_non brand
Affiliate
34,60%
17,29% Affiliate_PV
Display Click
-19,69 % 0,62%
-7,82 % Display_view
-38,22 %
SEM_brand
25

26. Your contact person:
Thank you!
Dominik Johnson
Executive Manager (GPA)
explido WebMarketing GmbH & Co. KG
Q&A
Phone: +49 821 / 21 77 95 - 631
E-Mail: dominik.johnson@explido.de
twitter.com/dominik_johnson
facebook.com/dominik.johnson or ?
de.linkedin.com/in/dominikjohnson
xing.com/profile/Dominik_Johnson