A New Generation in Customer Journey Analysis
Ellie Edwards-Scott, Managing Director, QUISMA UK
February 28, 2012
We’re all about Performance
Leveraging on its success in German speaking countries,QUISMA has focused on its International Roll-out since 2009
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All over Europe
Germany: Munich, Düsseldorf, Frankfurt
QUISMA GmbHRosenheimer Straße 145d81671 MunichFounded in: 2001
UK: London
QUISMA UK13 – 16 Jacobs Wells Mews London W1U 3DYFounded in: 2011
France: Paris
QUISMA France32 rue Guersant75017 ParisFounded in: 2011
Austria: Vienna
QUISMA AustriaWienerbergstraße 11/291100 ViennaFounded in: 2009
Switzerland: Zurich
QUISMA SwitzerlandJosefstrasse 2128005 ZürichFounded in: 2009
Benelux: Amsterdam
QUISMA BeneluxKarperstraat 101075 KZ AmsterdamFounded in: 2010
Poland: Warsaw
QUISMA Polandul. Zaryna 2B (budynek D)02-593 WarszawaFounded in: 2010
Spain: Madrid
Italy: Milan
QUISMA ItalyVia del Mulino 420090 Assago (MI)Gründung: 2011
QUISMA Spainc/ Norias, 92 28221 Majadahonda – MadridFounded in: 2011
History of Affiliate Marketing
•1994 -Affiliate programs are invented•1996 -Affiliate networks are born•2000 -Google launches Adwords•2004 -Google introduces quality score algorithm •2005 -Google introduces single URL policy•2006 -Voucher Code & Cashbacksites start to take off•2006 -£2.16 Billion revenue generated through affiliate •2008 -Google relaxes trademark rules•2010 -Affiliates are embracing mobile & social marketing•2011 -Consolidation of networks •2012 -£5 Billion revenue generated through affiliate
History of Affiliate Marketing
Affiliate Marketing £5bnOnline Sales
Revenue
Growth Success
Simple, effective pay-for-performance model Access to commission-based, extended sales team Innovation and agility
Attributes of Affiliate Marketing
Affiliate Marketing
Strategic
Intuitive
Innovative
Pioneered Accountability
Controlled Budgets
Connection With Partners
Track and Manage
Payments
Attributes of Affiliate Marketing
Performance Marketing
Strategic
Intuitive
Innovative
Pioneered Accountability
Controlled Budgets
Connection With Partners
Track and Manage
Payments
What's Next?
DATA
Understanding the Stages of Purchase Decision
Awareness Consideration
ConversionLoyalty
Boundaries of Classic Tracking Technology
Single medium tracking Device change Deletion of Cookies External factors Multiple tracking providers
Who We Are – The Facts!
11 European offices 150 Employees
2001 Established Since 1Google's biggest customer in Germany
134 millisecs RTB more than 100,000,000 ad impressions per day
430,000, transactions per month
5,160.000 Conversions in 2011
1 Proprietary Platform 100% Passion For Performance
Modelling
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SALES
SEO
Affiliate Display
Seasonal Effects
CompetitionMarket Trends
TV
SEA Price
Benefits of Modelling
How high is the ROI of my Online and Offline marketing activities? Which of my channels present the greatest potential for growth? How do I optimally allocate my advertising budget across the
various advertising media available? And how does classic advertising affect buying behaviour Online?
Regression Analysis
Modelling in Action
Year-round measurement Media Planning Optimal management of Marketing Budget
Modelling in Action
Pre Modelling Post Modelling
Impressive Results
Budgets adjusted Overall sales barely dropped Display Advertising initiated more cross-media sales Clearer vision of consumer’s purchase journey
Click icon to add picture
Future Opportunity
PerformanceMarketing
Analysis ofConsumerpurchase journey
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= Tighter control Increased flexibility Budget adaption Greater ROI
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Performance Marketing is about engagement and efficiency, involving a continuous process of measurement of all the channels.
Come and meet the QUISMA UK Team
QUISMA UK and OA&A Networking Bar
London Office:QUISMA UKThe Pumphouse13-16 Jacobs Wells MewsLondonW1U 3DY
www.quisma.com
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