ATTRIBUTION MARKETING, FROM THEORY TO REALITY : discover the innovative strategy implemented by Weight Watchers
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ATTRIBUTION MARKETING, FROM THEORY TO REALITY : discover the innovative strategy implemented
by Weight Watchers
WHO IS MEDIASCALE
WHO IS KWANKOYour 360° Partner for cross-device Digital Advertising
Sales Leads Traffic Drive-to-store
Your CPA campaigns to
boost the revenues of
your websites
Your CPL campaigns to increase your
database
Your CPC and ClickTime
campaigns for quality traffic to
your site
Your geotargeted campaigns to drive traffic to
your stores
OMNICHANNEL AND CROSS-DEVICE ARE THE NEW STANDARDS
A TYPICAL CUSTOMER JOURNEY
Social Display Emailing SEO Price comparisonVoucher codes Retargeting
OMNICHANNEL AND CROSS-DEVICE ARE THE NEW STANDARDS
65%
Of consumers begin the path to purchase on smartphone
61%
Of these continue on PC/laptop
4%
Continue on a tablet
OMNICHANNEL AND CROSS-DEVICE ARE THE NEW STANDARDS
60%
Of consumers starting their research with a search engine
36%
Of consumers spend 30+ min. on comparison shopping websites
81%
Of shoppers conduct online research before buying
TRADITIONAL WAY OF SETTING UP A DIGITAL STRATEGY
Target X
Results X
Target Z
Results Z
Target Y
Results Y
AD
AD
DOES IT TAKE INTO ACCOUNT THE COMPLEXITY OF THE CUSTOMER JOURNEY?
BUT ALL TOUCHPOINTS/CHANNELS INVOLVED IN THE CUSTOMER JOURNEY ARE INTERCONNECTED
SO WHAT IS THE MOST EFFICIENT WAY TO ALLOCATE THE RIGHT COMMISSION TO THE RIGHT PARTNERS?
FROM ATTRIBUTION …The commission is attributed to only one traffic source
First Click
Last Click
… TO CONTRIBUTIONThe commission is attributed to multiple traffic sources
Linear Click U Model
ARE THESE MODELS REALLY FAIR?
LAST CLICK IS PALEOLITHIC
80%
of advertisers only use last click to calculate the ROI of their digital campaigns
100%
of conversions are attributed to the last publisher, regardless of the number of clicks
Biaised analysis of the ROI
OMNICHANNEL WAY OF SETTING UP A DIGITAL STRATEGY
OVERALL TARGET
OVERALL RESULTS
AD
AD
OMNICHANNEL OPTIMIZATION IN NUMBERS (DISPLAY)
OMNICHANNEL OPTIMIZATION
AWARENESS
OMNICHANNEL OPTIMIZATION
First Click in Display=
32%
OF ALL ONLINE SALES
OMNICHANNEL OPTIMIZATION IN NUMBERS (SEARCH)
OMNICHANNEL OPTIMIZATION IN NUMBERS
2016 = MORE SALES + GREAT BUDGET SAVINGS
1The internet user
clicks on a first bannerEditor A gets paid
2The internet user sees
a second bannerEditor B gets paid
3The internet user clicks
on a third bannerEditor C gets paid
4The internet user confirms
their saleALL OF THE EDITORS
GET PAID
MULTIORIGIN© BY KWANKOAN INNOVATIVE PAYMENT MODEL
The guarantee of a fair payment of your editors based on their actual added-valueby type and chronological position in the customer journey
OMNICHANNEL WAY OF SETTING UP A DIGITAL STRATEGY
MORE FAIR MODEL : Reward each actor based on its actual added-value to the purchase process
BlogBannières
A
B
C
DComparateur
Bannières
RetargettingE-mailing
Codespromos
ACHAT !%$
%$ %$
%$
HOW DOES IT ACTUALLY WORK?THE WEIGHT WATCHERS CASE
BOOST BUSINESS BY INCREASINGPUBLISHERS LOYALTY
CONTEXT- CPA Program launch in 2013 in Belgium- 355 publishers running the program
ISSUE- Regular affiliate program faltered- Some “end-of-the-funnel” typologies have been removed - Results were decreasing- ADVERTISER AND PUBLISHERS DISATISFACTION
SOLUTIONSet up of a new Attribution model : MultiOrigin© by Kwanko
SETUP
Attribution of a weight according to the added value
Reactivation of all the typologies
KWANKO NETWORK’S CONTRIBUTION
2
payout : participative sales & final attribution sales for Kwanko
2
possibilities to win for the affiliate networks
100
final attributed sales for 200 participative
Boost of attractivenessof the program for publishers
Average of 3 to 4 contributors commissioned per sale
YOU CAN DO IT !
BE CREATIVE !!!!
All models are only a simplified view of realityIf you have some doubt = test IT !
Know you consumer journeyThinking cross chanel but also inside the chanel
Thinking cross deviceTake care on viewability not only on last touch point
Big changes never happened without internal revolutions
THANK YOU
REGIS WATRISSEManaging Director Benelux
[email protected]/serviceplanbenelux
MARION MINCountry Manager Belgium
[email protected]/KwankoGroup
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