Accor Attribution Success Story: Kenshoo and Figaro Digital Seminar

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82% Increase in Revenues Year-on-Year using Kenshoo’s U-shaped Model (Generic Keywords Jan-Mar 2011 Vs 2012)23.08.2012

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Introduction

ACCOR’s Challenge

Attribution & Conspiracy Theories

Results

Outline

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Introduction

• Accor Group began working with Kenshoo in April 2011

• Accor run paid search campaigns across all 13 brands in over 80 countries on the Kenshoo Platform

• In combination with Kenshoo, Accor use 2 other tracking softwares – TARS & Xiti

• Campaigns are optimised using Kenshoo data but internal reports continue to use TARS

• Accor Group began working with Kenshoo in April 2011

• Accor run paid search campaigns across all 13 brands in over 80 countries on the Kenshoo Platform

• In combination with Kenshoo, Accor use 2 other tracking softwares – TARS & Xiti

• Campaigns are optimised using Kenshoo data but internal reports continue to use TARS

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Search Engine

• The user clicks on an Accor Paid Search Ad

On-Site Search

• They arrive on the Accorhotels.com site and search for a hotel – No Reservation

Reservation on Sister

site

• They then access the Brand website directly AND Reserve No Internal Sales

Attribution No Internal Sales

Attribution

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Accor Turns to Kenshoo for a Solution..

What we found •Cross site conversion - SEA is directly affecting the direct access of all Accor’s websites•Maps , Affiliation, Email -The more we spend on SEA the higher our revenues

… Kenshoo showed that SEA is strongly linked

with all other channels

Total SEA Kenshoo Sales Broken Down by Accor’s Internal Tracking Attribution

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No more conspiracy theories…

What we found• Generic affects brand – 10% of Brand sales started searches on generics• Brand affects generic – Surprisingly 20% of brand searches generated generic clicks• Brand affects other brand – Multiple Accor Brand Searches e.g. ibis then etap,then accor• Generic affects generic – From broad searches to long tail e.g. “hotel paris” TO hotel “paris

with pool, excepts cats”

40%40%

40%40%

6.7%6.7%

6.7%6.7%

6.7%6.7%

U-Shaped Model - attributes greater value to the first and last clicks in the path with both the starting and the closing keywords getting the same credit regardless of the length of the conversion path.

…Each Keyword’s Real Value Can Be Viewed & Acted Upon Automatically

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Optimisation becomes easier…

…despite the complexity of the online purchasing funnel

But the next challenge is to see if those campaigns that don’t covert have a positive affect outside the cookie period?

No need to spend in hope - No need to spend in hope - Accor can optimise campaigns by pausing any keywords or campaigns that do not contribute to any conversion.

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Developing an online relationship is key…

Success still heavily relies upon generating awareness, which at the moment Search does not do well!

…Accor still see strong evidence that the old funnel still exists

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The Results

Accor’s Search Team can justify higher spend on paid search

Comparing the period from 1st January 2011 to 31st March 2011 when Kenshoo tracking had not been implemented, to the same period in the year 2012:

•82% increase in revenues •Only 36% increase in spend•14% increase in revenues across all other channels •33% increase from brand terms

Accor’s Search Team can justify higher spend on paid search

Comparing the period from 1st January 2011 to 31st March 2011 when Kenshoo tracking had not been implemented, to the same period in the year 2012:

•82% increase in revenues •Only 36% increase in spend•14% increase in revenues across all other channels •33% increase from brand terms

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Thank you

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Daniel Morgan, Head of SEM Accor Hotels