1. Customer Intelligence

2. Jeremy Depauw
Digital Manager at Danone
My favourite song: Led Zeppelin
Gordon Plomp
VP Business Development Europe at IgnitionOne
My favourite song: Nick Cave

4. • Fragmented tracking technology and partners
• Search Engine tracking tool via media agency (ISOBAR)
• Mediamind for adserving via media agency (ISOBAR)
• Facebook for social campaign via media agency (ISOBAR)
• + different analytics tools via interactive agency (PROPHETS)
• Making decisions solely based on volumes, rates and costs
• Volume of clicks and registrations on site
• Cost of clicks and cost of registrations between Sales houses
• Last click attribution
• All value of a conversion was attributed to the last click (touchpoint), for
example a google search instead of giving value to all the touchpoints
(customer journey) before the conversion.
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P r o p r i e t a r y & C o n f i d e n t i a l

5. 2
1 000 000 Clicks
0,4% Clicks of my clicks have a value
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P r o p r i e t a r y & C o n f i d e n t i a l

6. ITEM VISITS REG TOTAL REG TOTAL % REG NL REG FR PAGES/VISIT TIME ON SITE
direct | organic 186.790 21.518 11,52% 14.047 7.472 2,63 1:39
referral | e-mail 116.554 11.737 10,07% 5.793 5.944 2,2 1:18
google 22.210 6.736 30,33% 3.669 3.067 5,89 4:51
magazine | banner 40.209 1.568 3,90% 1.351 217 2,15 1:00
programme | banner 20.193 2.556 12,66% 1.133 1.424 2,61 1:37
activation | e-mail 15.448 4.693 30,38% 3.457 1.236 4,37 3:37
behavioral | pop-up 3.293 1.158 35,16% 765 393 5,51 4:49
re-activation | e-mail 829 302 36,42% 215 87 4,78 4:39
TOTAL 405.526 50.269 30.429 19.839
Analysis of Engagement KPI’s by channel of recruitement
An a l y s e s o f c l a s s i c d i g i t a l
m e d i a K P I ’s b y P a r t n e r
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P r o p r i e t a r y & C o n f i d e n t i a l

7. How to measure engagement ?
CTR Time spent Pages views
Recency Frequency
…OR an algorithm that gathers all of
those KPI’s at once…
P r o p r i e t a r y & C o n f i d e n t i a l
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8. A UNIQUE engagement score
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P r o p r i e t a r y & C o n f i d e n t i a l

9. Double CPA price for a NEW BANNER CREA Mag
Start campaign bid sur MSN et HIMEDIA
June July
12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
TRANSFER ALL BUDGET ON
CPC BUYING METHOS ONLY
(STOP CPL)
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P r o p r i e t a r y & C o n f i d e n t i a l

10. Optimisation campaign A
Based on CPC & CTR.
Pause of non performing ads Restart of other campaigns
And budget reallocation on campagne A.
Start campaign alternative campaigns Budget reallocation from B to A.
+ New copy
June July
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Pause of campaign A. etc…
Start campaigns B with new
targeting + new copy
+ new visuals
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P r o p r i e t a r y & C o n f i d e n t i a l

11. Optimization
On keywords
(enable/pause) New Keywords Optimization
Start via CPC
June July
12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
New URL’s and New copy
landing
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P r o p r i e t a r y & C o n f i d e n t i a l

12. • Indexed Scoring, being able to compare to score across different
brands/sites
• Optimizing campaigns in real-time
• Change distribution settings from last click attribution
• Roll out all Danone BE campaigns
• Opening discussion and partnerships with Sales House based on Site
centric KPI’s
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P r o p r i e t a r y & C o n f i d e n t i a l

13. “IgnitionOne is proved that engagement optimisation is a
science, rather than a dark art. Combining cross-channel
attribution data with online behavioural data helped its users
to make sense of visitor activity, in order to optimise their
marketing spend. An innovative product, no question about it.”
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