Omni channel attribution and conversion tracking - AT Internet

© COPYRIGHT 2013
ONLINE INTELLIGENCE SOLUTIONS
OMNI-CHANNEL ATTRIBUTION & CONVERSION TRACKING

© COPYRIGHT 2013
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%

© COPYRIGHT 2013
Half the money I spend on advertising is wasted;
the trouble is I don't know which half.
John Wanamaker
[1838-1922]

© COPYRIGHT 2013
MORE COMPLICATED CONVERSIONPATH

© COPYRIGHT 2013
ONLINE CAN ONLY BE GROWING

© COPYRIGHT 2013
EMBRACE ROPO

© COPYRIGHT 2013
DIGITAL IS THE PROBLEM?

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DIGITAL IS THE PROBLEM?
DIGITAL IS ALSO THE SOLUTION!

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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

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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

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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 2013
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 2013
360° Continuous measurement

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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

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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

© COPYRIGHT 2013
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

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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

Omni channel attribution and conversion tracking - AT Internet

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