Marketing Channel Management

Improve your campaign ROI

tomas.magnusson@countquest.se

Scandic case – Improving ROI

• Cost for performance based marketing

- 50 %

• Profit from Paid Search

+ 31 %

CHANGING PERSPECTIVES

Masaccio 1401 – 1428

Changing the perspective

together with

Improving Campaign ROI

• By working with Marketing Channel Management, Scandic has been able to

reduce performance based costs with 50 % from:

Yellow Pages (saving of 540,000 SEK/year)

Partners

Affiliate networks (saving of 2,500,000 SEK/year)

• Paid Search is now optimized through an automated process and the profit

from PPC is up 31 %

• Last year 17 % of the bookings came from the Web. This year the share is

allready 20 %

Scandic works with a Continious Improvement Process

• Collects relevant data

• Easy-to-use reports

• People to analyse the data

• Act/optimize on your findings

Measure

Report

Analyse

Act/ Optimize

The Multi Channel Landscape

Affiliates Direct

Typed/Bookmarked

Social

Partners Email

Paid Search

Organic Search

Yellow Pages

What used to be the Goal

• Get as many users as possible to the site

• And then Lets Hope someone converts

The new objective

• Get the users that want to convert

Conversion

2D Conversion

Tracking

An example of a customer journey

Tags to track conversion

• All partners wants you to tag your site with their tag to measure the effect of

your online campaign

• Everything is based on Last Touch Attribution

• This only provides the possibillity of a 2D Converson Tracking

<script>

_________

________

_____

<script>

_________

________

_____

<script>

_________

________

_____

How the Vendors/Partners see it

Date Units Revenue

2012-05-06 1 120 €

Date Units Revenue

2012-05-06 1 120 €

Date Units Revenue

2012-05-06 1 120 €

How You use to see it

Date Units Revenue

2012-05-06 1 120 €

So the numbers don’t add up

Month Units Revenue

January 10 1,200 €

February 9 1,000 €

March 12 2,100 €

Vendor conversion figures Your conversion figures

Month Units Revenue

January 7 700 €

Ferbuary 6 650 €

March 9 1500 €

You don’t have the Same Picture

3D Conversion

Tracking

Single Source

How to use the Single Source

• You need to decide to use one source for your onsite conversion figures

with your vendors

− This is preferably your Web Analytics solution

− For Scandic this is Adobe SiteCatalyst

• Base your contracts on the decided source

• Other system can support parts of the process

− Use them as tools for optimization

− Compliment onsite figures with offsite information

− Facilitate commision based advertizing based on conversions

Track All Campaigns with tracking codes

• You must have correct data for

the 360 overview

• Use tracking codes

− Added to the landing page URL

− Use unique ID’s for your campaigns

− Have an inventory of your ID’s

• If campaigns are missing tracking

codes your data will not be

correct

• Impossible to fix retroactively

• Countquest have helped Scandic

to build a Tracking Code template

to administrate this

Tag management

• Scandic use Adobe Tag Manager

• A single tag calls a container hosting all scripts

• You can control tracking with rules/conditions

• Less involvement from IT

− The Scandic e-commerce team are now in charge of the Scripts

<script>

_________

________

_____

<script>

_________

________

_____

<script>

_________

________

_____

Tag Manager

Container

Example with Zanox Affiliate network

• An affiliate network solves a lot

of practicallities for the

Advertizer

− Acquisition of publishers

− Ad management

− Payments to publishers

• Everything works as usual in the Affiliate setup

• Except! Only run the conversion script when the SiteCatalyst campaign

cookie has the value ”Zanox”

• Then Zanox will close the loop by paying the Publisher

Scandic uses Tag Management to get the 3D effect

Cookie=Zanox?

Yes

<script>

_________

________

_____

Managing Paid Search

Scandic Paid Search charge out model

• Scandic works with a performance based approach to Paid Search even

though it is a Pay Per Click payment model

• PPC costs are allocated to the different hotels based on performance

• The different Hotels pays for conversions

• Countquest extracts the data in an Excel report, based on Adobe Report

Builder, to facilitate the Charge Out

Paid Search automated optimization

• Scandic uses Marin Software to find relevant unused keywords

• The system then optimize the bidding based on CPA (Cost Per Acquisition)

• SiteCatalyst feeds the result back to Marin

− Conversion from Paid Search by Hotel by Lead Time

• We have used Adobe DataWarehouse to automate the process

New way to look at the data

• Multi-Channel reports show the result of the channels your customers

interacted with during the 30 days before conversion or purchase

• Campaign and non-campaign channels (typed/bookmarked, referrals) are

combined in the reporting

• Split Channels in Branded vs Non Branded

So now you have a New Perspective

Typed/Bookmarked

And Loads of New Reporting

• See the first channel the user interacted with before a specific conversion

• See the last channel the user interacted with before a specific conversion

• Know which channels assisted the conversion

• Get conversion paths that illustrates the routes that your customers take

VS VS

Find synergies in your channels

• Scandic findings when using SiteCatalyst Marketing Channel

Social drives Direct

Generic Paid Search drives Branded Paid Search

Better informed decissions

• Compare values across

channels

− Including paid and organic search,

email, affiliate marketing, display

ads and more

• See how your marketing

channels work together

• What type of marketing mix

should we have

• Create budgets based on more

realistic values

Conclusion or Our Recommendation

To work with Marketing Channel Management in an efficient way

• You need to agree upon a single source approach

− Base your agreements on this

• Consider using a Tag Management system

− Many alternatives with different level of sofistication

• Make good use of Marketing Automation

− Supporting technology can help marketers perform the time-consuming

aspects of Digital Marketing

• Apply a multi touch approach to your analysis

− Find out how different channels work together

tomas.magnusson@countquest.se

CountQuest is here through out the conference.

Come and see us at the exhibition area!