ATTRIBUTION MARKETING, FROM THEORY TO REALITY : discover the innovative strategy implemented

by Weight Watchers

WHO IS MEDIASCALE

WHO IS KWANKOYour 360° Partner for cross-device Digital Advertising

Sales Leads Traffic Drive-to-store

Your CPA campaigns to

boost the revenues of

your websites

Your CPL campaigns to increase your

database

Your CPC and ClickTime

campaigns for quality traffic to

your site

Your geotargeted campaigns to drive traffic to

your stores

OMNICHANNEL AND CROSS-DEVICE ARE THE NEW STANDARDS

A TYPICAL CUSTOMER JOURNEY

Social Display Emailing SEO Price comparisonVoucher codes Retargeting

OMNICHANNEL AND CROSS-DEVICE ARE THE NEW STANDARDS

65%

Of consumers begin the path to purchase on smartphone

61%

Of these continue on PC/laptop

4%

Continue on a tablet

OMNICHANNEL AND CROSS-DEVICE ARE THE NEW STANDARDS

60%

Of consumers starting their research with a search engine

36%

Of consumers spend 30+ min. on comparison shopping websites

81%

Of shoppers conduct online research before buying

TRADITIONAL WAY OF SETTING UP A DIGITAL STRATEGY

Target X

Results X

Target Z

Results Z

Target Y

Results Y

AD

AD

DOES IT TAKE INTO ACCOUNT THE COMPLEXITY OF THE CUSTOMER JOURNEY?

BUT ALL TOUCHPOINTS/CHANNELS INVOLVED IN THE CUSTOMER JOURNEY ARE INTERCONNECTED

SO WHAT IS THE MOST EFFICIENT WAY TO ALLOCATE THE RIGHT COMMISSION TO THE RIGHT PARTNERS?

FROM ATTRIBUTION …The commission is attributed to only one traffic source

First Click

Last Click

… TO CONTRIBUTIONThe commission is attributed to multiple traffic sources

Linear Click U Model

ARE THESE MODELS REALLY FAIR?

LAST CLICK IS PALEOLITHIC

80%

of advertisers only use last click to calculate the ROI of their digital campaigns

100%

of conversions are attributed to the last publisher, regardless of the number of clicks

Biaised analysis of the ROI

OMNICHANNEL WAY OF SETTING UP A DIGITAL STRATEGY

OVERALL TARGET

OVERALL RESULTS

AD

AD

OMNICHANNEL OPTIMIZATION IN NUMBERS (DISPLAY)

OMNICHANNEL OPTIMIZATION

AWARENESS

OMNICHANNEL OPTIMIZATION

First Click in Display=

32%

OF ALL ONLINE SALES

OMNICHANNEL OPTIMIZATION IN NUMBERS (SEARCH)

OMNICHANNEL OPTIMIZATION IN NUMBERS

2016 = MORE SALES + GREAT BUDGET SAVINGS

1The internet user

clicks on a first bannerEditor A gets paid

2The internet user sees

a second bannerEditor B gets paid

3The internet user clicks

on a third bannerEditor C gets paid

4The internet user confirms

their saleALL OF THE EDITORS

GET PAID

MULTIORIGIN© BY KWANKOAN INNOVATIVE PAYMENT MODEL

The guarantee of a fair payment of your editors based on their actual added-valueby type and chronological position in the customer journey

OMNICHANNEL WAY OF SETTING UP A DIGITAL STRATEGY

MORE FAIR MODEL : Reward each actor based on its actual added-value to the purchase process

BlogBannières

A

B

C

DComparateur

Bannières

RetargettingE-mailing

Codespromos

ACHAT !%$

%$ %$

%$

HOW DOES IT ACTUALLY WORK?THE WEIGHT WATCHERS CASE

BOOST BUSINESS BY INCREASINGPUBLISHERS LOYALTY

CONTEXT- CPA Program launch in 2013 in Belgium- 355 publishers running the program

ISSUE- Regular affiliate program faltered- Some “end-of-the-funnel” typologies have been removed - Results were decreasing- ADVERTISER AND PUBLISHERS DISATISFACTION

SOLUTIONSet up of a new Attribution model : MultiOrigin© by Kwanko

SETUP

Attribution of a weight according to the added value

Reactivation of all the typologies

KWANKO NETWORK’S CONTRIBUTION

2

payout : participative sales & final attribution sales for Kwanko

2

possibilities to win for the affiliate networks

100

final attributed sales for 200 participative

Boost of attractivenessof the program for publishers

Average of 3 to 4 contributors commissioned per sale

YOU CAN DO IT !

BE CREATIVE !!!!

All models are only a simplified view of realityIf you have some doubt = test IT !

Know you consumer journeyThinking cross chanel but also inside the chanel

Thinking cross deviceTake care on viewability not only on last touch point

Big changes never happened without internal revolutions

THANK YOU

REGIS WATRISSEManaging Director Benelux

benelux@plan-net.comwww.plan-net.bewww.facebook.com/serviceplanbenelux

MARION MINCountry Manager Belgium

marion.min@kwanko.comwww.kwanko.comwww.facebook.com/KwankoGroup