2. Jeremy Depauw Digital Manager at Danone My favourite song:
Led Zeppelin Gordon PlompVP Business Development Europe at
IgnitionOne My favourite song: Nick Cave
3. 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. 4
P r o p r i e t a r y & C o n f i d e n t i a l
4. 2 1 000 000 Clicks 0,4% Clicks of my clicks have a value 5 P
r o p r i e t a r y & C o n f i d e n t i a l
5. ITEM VISITS REG TOTAL REG TOTAL % REG NL REG FR PAGES/VISIT
TIME ON SITEdirect | organic 186.790 21.518 11,52% 14.047 7.472
2,63 1:39referral | e-mail 116.554 11.737 10,07% 5.793 5.944 2,2
1:18google 22.210 6.736 30,33% 3.669 3.067 5,89 4:51magazine |
banner 40.209 1.568 3,90% 1.351 217 2,15 1:00programme | banner
20.193 2.556 12,66% 1.133 1.424 2,61 1:37activation | e-mail 15.448
4.693 30,38% 3.457 1.236 4,37 3:37behavioral | pop-up 3.293 1.158
35,16% 765 393 5,51 4:49re-activation | e-mail 829 302 36,42% 215
87 4,78 4:39TOTAL 405.526 50.269 30.429 19.839 Analysis of
Engagement KPIs 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 6 P r o p
r i e t a r y & C o n f i d e n t i a l
6. How to measure engagement ? CTR Time spent Pages views
Recency Frequency OR an algorithm that gathers all of those KPIs 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 7
7. A UNIQUE engagement score 8 P r o p r i e t a r y & C o
n f i d e n t i a l
8. Double CPA price for a NEW BANNER CREA MagStart campaign bid
sur MSN et HIMEDIA June July12 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) 9 P r o p r i e t a r y & C o n f i d e n t i a l
9. 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 10 P r o p r i e t a r y & C o n f i d e n t
i a l
10. Optimization On keywords (enable/pause) New Keywords
Optimization Start via CPC June July12 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 URLs and New copy landing 11 P r o p r i e
t a r y & C o n f i d e n t i a l
11. 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 KPIs 12 P r o p r i e t a r y & C o
n f i d e n t i a l
12. IgnitionOne is proved that engagement optimisation is a
science, rather than a dark art. Combining cross-channelattribution
data with online behavioural data helped its users to make sense of
visitor activity, in order to optimise theirmarketing spend. An
innovative product, no question about it. 13
