Tag Man Boden Ptc Optimization Case Study Attribution Sig 031611

Optimising Paths To Conversion


A quick introduction

Boden Me


Johnnie Boden Tagman

• We’ve been working with Tagman for 1 year,
four months and 21 days and a bit.
1. Manage marketing tags.
2. Increase page load speeds.
3. Dedupe CPA channels.
4. Use fractional attribution models and
marketing touch point data to revolutionise
our customer engagement strategy…


Path To Conversion Data

• If you don’t know what Tagman Path To
Conversion (PTC) data looks like…


Event Conversion Sales
Conversion Time Event # Event Time Type Campaign Placement Ref Click Ref ID Value
01/06/2010 08:13 1 02/05/2010 08:15 Click UK Direct to site U100849148 26.4

01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4

01/06/2010 08:13 3 25/05/2010 15:06 Click UK PPC Google Generic girl summer skirt U100849148 26.4

01/06/2010 08:13 4 01/06/2010 07:45 Click UK SEO Brand google.co.uk boden U100849148 26.4

01/06/2010 08:13 5 01/06/2010 08:12 Click UK Affiliate Window 67035 U100849148 26.4

01/06/2010 08:14 1 19/05/2010 09:01 Click UK Affiliate Window 67046 U100849170 30

01/06/2010 08:17 1 31/05/2010 22:04 Click UK AOL 02f649_160x60 U100849208 63

01/06/2010 08:17 2 01/06/2010 07:26 Click UK PPC Google Brand boden offers U100849208 63

01/06/2010 08:17 3 01/06/2010 07:41 Click UK Direct to site U100849208 63

01/06/2010 08:18 1 01/06/2010 08:02 Click UK PPC Google Brand johnnie boden U100849215 92

01/06/2010 08:20 1 03/05/2010 11:43 Click UK Affiliate Window 60940 U100849261 72

01/06/2010 08:20 2 01/06/2010 07:56 Click UK Criteo babycentre.co.uk U100849261 72

01/06/2010 08:24 1 28/05/2010 15:35 Click UK SEO Brand google.it minu boden U100849307 42

01/06/2010 08:24 2 01/06/2010 08:08 Click UK Direct to site U100849307 42

01/06/2010 08:26 1 06/05/2010 20:26 Click UK SEO Brand google.ie johnnie boden U100849353 123.04

01/06/2010 08:26 2 31/05/2010 15:19 Click UK SEO Brand google.ie boden U100849353 123.04




Looks Ugly. Why PTC?
Conversion Event Event Conversion Sales
Time # Event Time Type Campaign Placement Ref Click Ref ID Value

01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4






01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4




1. Customer journeys across channels.



01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4




2. Successful paths and marketing combinations.



01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4




3. Successful sequences of marketing touch-points.



01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4




3. Successful sequences of marketing touch-points.
4. Successful timings for marketing touch-points.


How do we use this?

• We need to import and aggregate this data
in a meaningful way.
• Identify and optimise beneficial marketing
interactions
• Minimise and remove unhelpful marketing
interactions.


How do we use this?
Touch-
Customer points / Conversion Sales
Path To Conversion – Channel Overlaps Paths Path Orders % Value AOV Cost ROAS

PPC_Generic 12,214 1.2 171 1.40% £13,420 £78 £5,686 236%

PPC_Generic + Direct_To_Site 15,000 2.3 168 1.12% £16,773 £100 £7,500 224%

PPC_Brand + PPC_Generic + Direct_To_Site 5,745 3.3 81 1.41% £7,561 £93 £2,439 310%

PPC_Brand + PPC_Generic 7,500 2.2 111 1.48% £11,436 £103 £3,584 319%
PPC_Brand + PPC_Generic + Affiliates 1,543 3.7 54 3.50% £4,446 £82 £3,495 127%
PPC_Brand + PPC_Generic + Email 1,765 4.8 39 2.21% £4,615 £118 £1,211 381%
PPC_Generic + Direct_To_Site + Affiliates 1,994 3.7 72 3.61% £6,120 £85 £4,237 144%

SEO_Brand + PPC_Generic 3,600 2.3 54 1.50% £4,677 £87 £1,584 295%
PPC_Brand + PPC_Generic + Direct_To_Site
+ Affiliates 1,268 5.0 45 3.55% £4,275 £95 £3,244 132%

SEO_Brand + PPC_Brand + PPC_Generic 2,384 3.3 36 1.51% £3,604 £100 £1,500 240%


Autumn Prospect Catalogue Campaign

• Prospect Catalogue campaign
mailed 27/7/10.
• Customer offer of 10% OFF
plus free delivery & returns.


Autumn Prospect Catalogue Campaign

• Prospect Catalogue campaign
mailed 27/7/10.
• Customer offer of 10% OFF
plus free delivery & returns.
• Non-responders mailed with
£10 OFF follow-up voucher on
24/8/10.
• We track response from the
redemption of offer codes.
• This gives a limited view of
results with no channel
interaction.
• So we merged the offline data
with Tagman data to give
combined PTCs.


Prospect Catalogues & Paths To Conversion
Conversion Event Conversio Sales
Time Event # Event Time Type Campaign Placement Ref Click Ref n ID Value
03/10/2010 11:39 0 27/08/2010 DM UK Prospect Catalogue U107304142 65.86


03/10/2010 11:39 2 08/09/2010 19:15 Click UK Affiliate Window 67546 9487S34 U107304142 65.86

03/10/2010 11:39 3 09/09/2010 19:06 Click UK Affiliate Window 105010 boden U107304142 65.86

03/10/2010 11:39 4 24/09/2010 DM UK Prospect Voucher U107304142 65.86


03/10/2010 11:39 6 01/10/2010 11:52 Click UK Affiliate Window 67035 boden U107304142 65.86

03/10/2010 11:39 7 03/10/2010 08:23 View UK Platform-A 03m807_10fdr_160x600f 903 U107304142 65.86


03/10/2010 11:52 0 27/08/2010 DM UK Prospect Catalogue U107304588 84.55
03/10/2010 11:52 1 16/09/2010 08:48 Click UK Affiliate Window 67546 1929S34K47476 U107304588 84.55

03/10/2010 11:52 2 23/09/2010 18:01 Click UK PPC Google Brand boden U107304588 84.55

03/10/2010 11:52 3 24/09/2010 DM UK Prospect Voucher U107304588 84.55

03/10/2010 11:52 5 28/09/2010 16:43 Click UK Boden email U107304588 84.55




Prospect Catalogue Touch-Point Mix

Total Campaign
• A total of 5,389 customers
# Touch % Touch
converted online.
Points Points
• 3,420 customers converted with
Prospect Catalogue 5,389 - the voucher (a month later).
Voucher Letter 3,420 -
• 1,969 customers converted from
the catalogue without a voucher.


Prospect Catalogue Touch-Point Mix

Total Campaign
• Largest online touch-point overlaps
# Touch % Touch
are Direct To Site and Natural
Points Points Search Brand.
Prospect Catalogue 5,389 - • Sequence analysis tells us 27% of
Voucher Letter 3,420 - first touch-points are Direct To Site
(vs 31% for total touch-points)
Direct To Site 3,127 31%
Natural Search Brand 3,097 31% • 82% of Direct To Site 1st touch-
Affiliates 1,071 11% points are converting.
Paid Search Brand 913 9% • Natural Search Brand accounts for
Display Advertising 906 9% 40% of 1st touch-points..
Boden Email 556 5%
• Only 46% of these convert from 1st
Paid Search Generic 304 3%
touch-point (vs. 31% for total).
Natural Search Generic 109 1%
Comparison Shopping 50 0% • There is also significant overlap
Referrer 20 0% with Affiliates and Display.
• Paid Search is low due to ‘brand-
10,153 100%
Total (ex DM)
off’ test.


Catalogue Converters vs. Voucher Converters
Catalogue
Converters Voucher Converters
• PTCs converting
# Touch % Touch # Touch % Touch
without / before the
Points Points Points Points voucher mail are
Prospect Catalogue 1,969 - 3,420 - Catalogue Converters
Voucher Letter 0 - 3,420 - • PTCs converting with /
after the voucher mail
Direct To Site 961 28% 2,166 32%
are Voucher
Natural Search Brand 970 28% 2,127 32%
Converters.
Affiliates 452 13% 619 9%
Paid Search Brand 422 12% 491 7%
Display Advertising 295 9% 611 9%
Boden Email 153 4% 403 6%
Paid Search Generic 108 3% 196 3%
Natural Search Generic 40 1% 69 1%
Comparison Shopping 22 1% 28 0%
Referrer 7 0% 13 0%

Total (ex DM) 3,430 100% 6,723 100%


Catalogue Converters vs. Non-converters
Catalogue
Converters
Catalogue Non-
Converters
• Touch-points from
# Touch % Touch # Touch % Touch
Voucher Converters
Points Points Points Points before voucher mail
Prospect Catalogue 1,969 - 3,420 - can be used as non-
Voucher Letter 0 - 0 - converting paths.
• Catalogue Converters
Direct To Site 961 28% 86 10%
made 180% more use
Natural Search Brand 970 28% 238 29%
of Direct To Site than
Affiliates 452 13% 121 15%
Catalogue Non-
Paid Search Brand 422 12% 250 30%
Converters.
Display Advertising 295 9% 36 4%
Boden Email 153 4% 24 3%
• 60% less use of Paid
Paid Search Generic 108 3% 44 5%
Search Brand
Natural Search Generic 40 1% 13 2% • 125% more use of
Comparison Shopping 22 1% 10 1% Display.
Referrer 7 0% 3 0%

Total (ex DM) 3,430 100% 825 100%


Autumn Prospect Summary

• Majority of touch-point interactions are Direct To Site.
• These convert better than other marketing channels
from first touch-point and have a higher mix in
Catalogue Converter PTCs.
• Natural Search Brand converts worse from first touch-
point and Paid Search Brand has a higher mix in
Catalogue Non-converter PTCs.
• This could be explained by the use of untracked
landing pages versus the homepage.
• Display interactions, though minimal, are co-
operative, having higher mix in Catalogue Converter
PTCs.


Watch this space

The end.

Thank you very much for listening.

Oliver Elliott
http://uk.linkedin.com/in/olivervelliott

Tag Man Boden Ptc Optimization Case Study Attribution Sig 031611

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