Europe 2010

1. Customer Journey – a Trip to the Future of CPA a4uexpo Europe, Munich, May 18th 2010 Thomas Eisinger, explido WebMarketing Sabine Haase, affilinet GmbH Alexander Hall, Tipp24 Entertainment GmbH

3. Background Customer Journey

4. Tipp24 Case

5. Set-up

6. Findings

7. Outlook

8. The wayforward

10. 100% subsidiaryof Tipp24 SE

12. Stake between 50 ct. & 10 €

13. Winner 80%, Tipp24Games 20%GamedesignWe design high-qualitygames in termsoflayout & gameplay Design ofCharactersWe design high-qualityand individual gamecharacters eCommerceWehavehighcompentence in masstransactions

15. Landingpage Optimization

18. Background Customer Journey

19. Tipp24 Case

20. Set-up

21. Findings

22. Outlook

23. The wayforward

25. The journey begins – I want to play Knobel Jack 

26. Usually search is first – Keyword search or even brand search

27. Maybe a publisher site is next …

28. …plus many other sites…

29. And then…YOU GET THERE!

30. The Tipp24 case: customer journey example Affiliate Banner 3 Lead/Sale Display Banner 2 Visual penetration Lead/sale probablity Click-Cookie Search Decision Phase Click-Cookie Display Banner 1 View-Cookie Time

31. The sales impulse is driven by different channels throughout the journey Display eMail Search Affiliate Marketing

33. Background Customer Journey

34. Tipp24 Case

35. Set-up

36. Findings

37. Outlook

38. The wayforward

41. SEM only „enabler“ of transaction, stands at the end of the chain

42. Display will profit from a journey analysis

45. Possibilityofmeasuring all differenttouchpoints

46. SEM: campaignstructured in ‚brand‘ and‚non-brand‘ keywords

48. The amount of touchpoints across all measured journeys is 4, the majority of leads is generated with only 2 touchpoints

49. The Top 10 combination models of touchpoints are…

50. Which commission attribution model is right? Last cookie wins First cookiewins Weighed model

51. Current method: Last Cookie wins Thisisthestandardmethodwhichassumesthatthe last touchpointoftheuserisresponsibleforthe final lead/sale.

52. First cookie wins leads to an extreme win for display view and brand, since they are at the start of the journey First cookiewinsassumesthatthefirstcontactisresponsiblethegeneratinginterest. + 25.660,00% + 29,49% - 7,04% - 41,05% - 15,49% - 96,30%

53. The weighed attribution leads to an increase for Display view, Affiliate loses less than in the „first cookie wins“-model In thiscase, theweighedattributionassumesthatthefirstand last contacthavethehighestvaluefortheadvertiser. + 12.577,00% + 13,47% - 4,32% - 19,69% - 7,82% - 38,22%

54. The current affiliate distribution explains the strong focus on the last step within in the journey

56. Customer Journey analysisis a processratherthan a project

57. The journey is specific to a certain industry and to its type of product. In other words: each business – even each company – needs its own learnings

59. Display and Brand Searchhave an impact on salesandleads

60. Postviewimpactis still toolow, but couldhavethe same impactas Display View

61. Affiliate Marketing isheavilytransactionfocusedand will lose ifcommissionattributionischanged

63. Analyse timestamps, i.e. regular lengths of the journey and timings during the day

64. Increase Postview Affiliate Marketing

66. Background Customer Journey

67. Tipp24 Case

68. Set-up

69. Findings

70. Outlook

71. The wayforward

73. The definition of the journey and related touchpoints can change the game

74. The optimal marketing mix does not existas such, itstemsfromcontinuousoptimisation

75. Analysis isonlythefirststep, nextistooptimisethechannel mix, measuretheeffects, analysetheresults, optimisethe mix…..

76. The marketingorganisationwill becomemoreholistic

78. Postviewis a valid optiontoincreaseimpactofaffiliatemarketingatthestartof a journey

79. The journeyanalysiscanrevealbusinessmodelsthatsupporttransactions, but arecurrently not affordableforaffiliates. Thiscouldleadtonewbusinesscomingintoplay.