How to optimize the customer journey with performance advertising

1. HOW TO OPTIMIZE
THE CUSTOMER JOURNEY
WITH PERFORMANCE ADVERTISING
Brussels | 16.10.2014

2. ABOUT
2

3. 3Brussels | 2014 | zanox
PERFORMANCE
ADVERTISING STRATEGY

4. 4
PERFORMANCE ADVERTISING SCORES
1. KEEPER → BLOGS
2. DEFENDER → MOBILE
3. MIDFIELDER → PROSPECTING
4. BOX TO BOX MIDFIELDER → PREMIUM PACKAGES
5. OFFENSIVE MIDFIELDER → SOCIAL
6. STRIKER → AFFILIATE
7. REBOUND → EMAIL REMARKETING
8. TAKE AWAYS

5. KEEPER: BLOGS
5
Player stats (KPIs)
1 month
2.3 million blogpost views
4000 clicks
157 sales (95% postview)
18.000 Euro advertiser turnover
1500 Euro blogger commission
Courtois

6. DEFENDER: MOBILE - SMARTPHONES
6
Kompany
Player stats (KPIs)
8 days
1,25 million views
5000 clicks
CTR of 0,44%

7. MIDFIELDER: PROSPECTING
7
Witsel
5 weeks
Bounce rate: 23%
Activity rate index: 3,97
Player stats (KPIs)

8. BOX TO BOX MIDFIELDER:
PREMIUM PACKAGES
8
Fellaini
Player stats (KPIs)
Branding budget: 45.000 €
Period: 2 months
Total views: 2.000.000
Traffic: 422.876 clicks
Old ROI: 9,9
New ROI: 7,2
Average growth sales: 412%

9. 9
OFFENSIVE MIDFIELDER: SOCIAL
Hazard
ROI target of 3
(1€ marketing = 3€ turnover)
10 day period
4K budget
5K clicks
120 sales
12K turnover
Player stats (KPIs)

10. 10
STRIKER: AFFILIATE MARKETING
Origi
Player stats (KPIs)
Measure effectiveness not just by #
goals but also quality and/or
importance of the goals
0
100
200
300
400
500
600
700
800
1 2 3 4 5 6 7 8 9 10 11 12
# Leads
CPS

11. 11
Chadli
REBOUND: EMAIL REMARKETING
Player stats (KPIs)
Mails sent: 180.370
Openrate: 20,80%
CTR: 19,4%
CR: 1,51%
eCPM: 13,22 Euro
Turnover: 28.552 Euro
Lukaku

12. 12Berlin | 2014 | zanox | Company
Presentation
WINNING TAKE AWAYS
Team effort
Differentiate in valuation
Look beyond last click
Combine offline with online data