1. 1
Maximizing demand by using the online media mix
Ulrik Zielfelt - TradeDoubler

2. 2
”En samlad uppfattning bland de digitala mediechefer SvD Näringsliv har
pratat med är att mediesajter har halkat efter i produktutvecklingen och
därmed misslyckats med att förklara nätets förträfflighet som
kommersiellt medium för annonsörerna, vilket blir extra synligt i
lågkonjunkturen”
SVD 18 april 2009

3. Setting the frame work
3
In the online environment everything is
measurable…
… thus, we tend to overstate channels that
generate direct results & understate
channels that does not!

4. Last click
First click
Other
interactions
We tend to base our
investment decisions
on the last click &
neglect other
interaction
…but the last click is
only the top of the ice
berg

5. 5
Awareness
Interest
Consideration
Purchase
Awareness
Interest
Consideration
Purchase
The traditional way of evaluating
Online media channels
Comparison of Methodologies
Direct attribution
=Unit sold

6. 6
Awareness
Interest
Consideration
Purchase
Awareness
Interest
Consideration
Purchase
The holistic way of evaluating
Online media channels
Comparison of Methodologies
Media mix modelling

7. 7
• Research suggests display
measured by itself = understated
(conversion 1x vs. 4x).
An example to set the stage!
• “paid search is the ultimate demand capture mechanism”, but it can't
create awareness for the products and the services”
Robert Murray, CEO at iProspect, Boston
22%

8. Example Affiliate Program
Source: Tradedoubler study of 580 user journeys in the James Villas affiliate program 2008
30%

9. Example Affiliate Program
Source: Tradedoubler study of 580 user journeys in the James Villas affiliate program 2008

10. How do I assemble a strategy
that maximizes demand &
results?

11. 11
SEK 2009 2010
Total Programme
Revenue 9,669,231 25,886,538
Spend 1,338,000 2,370,000
Cost of Sales 14% 9%
Rev ex channel costs 8,331,231 23,516,538
Number of sales 8,858 19,658
Cost per sale 151 121
Affiliate Transaction
Revenue 1,920,000 7,200,000
Spend 288,000 720,000
Cost of sales 15% 10%
Rev ex channel costs 1,632,000 6,480,000
Mix of spend 22% 30%
Campaign
Revenue 549,231 686,538
Spend 450,000 450,000
Cost of Sales 82% 66%
Rev ex channel costs 99,231 236,538
Mix of spend 34% 19%
Search Spend
Revenue 7,200,000 18,000,000
Spend 600,000 1,200,000
Cost of Sales 8% 7%
Rev ex channel costs 6,600,000 16,800,000
Mix of spend 45% 51%
Mediamix modelling – the true ROI

12. User Journey Analysis
- Understand the vehicle contribution

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Key take aways
• Analyze your data properly
•Take the full picture into consideration when
investing in different vehicles!
•Learn to understand the contribution of different
vehicles & levers in the purchase desicion funnel