MediaCom
digital planning
approach
LP - scripts plugged in page
Supplier/technology: Google AdWords
Where? In 2D car configurator & „KNR” form
Purpose: Collect data about no. of specific
actions & CPA to optimize budget split
Supplier/technology: Quisma
Where? Home page, every sub-site, specific
actions (price lists, car configurator, test
drives, contact form)
Purpose: Necessary data to Customer
Journey project
Supplier/technology: Gemius
Where? Home page, in specific action buttons
Purpose: Collect data about succesfull click &
specific actions (test drives, car configurator, contact
form, price list) in ATL campaigns
Supplier/technology: Google Analytics
Where? Home page, every sub-site,
specific actions (price lists, car
configurator, test drives, contact form,
etc.)
Purpose: Collect data about performance
of specific tools and placemnets in digital
activities (for example: placement – onet,
tool – paid serach, etc.)
Supplier/technology: Xaxis
Where? Home page, models sub-sites, test drives, car configurator
Purpose: To collect data about users who visited LP and use ratergeting display emission. In addition this data allows
to build a profile of the user who visits the site and use look-a-like modeling. In this way, we can display emissions
directly to those potentially interested Skoda and thereby increase the range of the Campaign.
Customer Journey is about measuring and evaluating the
impact of communication channels on digital conversions
Context
Facebook
Last Click Attribution
1
Conversion / Sale
0.2
0.05
0.15
0.1
0.70
0.75
0.50
0.9
Individual Attribution
VOD
Mailing
Search
Introducers
Average Customer Journey 2014
SEO
Social
Affiliate
Google Retargeting
Impact
Mailing
SEA Brand
Quisma DCO
SEA Generic
Xaxis
Reach
VOD
Other
GDN
Context
Historical path positions
Closers
SEO
Social
Affiliate
Google Retargeting
Impact
Mailing
SEA Brand
Quisma DCO
SEA Generic
Xaxis
Reach
VOD
Other
GDN
Context
Customer Journey changes
optimisation perspective
Introducers
Influencers
Closers
4.5%
12.6%
Last Click Conversion Share %
82.9%
14.7%
13.5%
Individual Model Conversion Share %
71.8%
82.0%
+0.9 pp
+10.2 pp
CPL
Last Click
CPL
Individual
Diff
Budget
Recommendation
Other
11 983
1 983
-83%
-
GDN
2 912
1 779
-39%
Reduce
Context
3 454
985
-71%
Reduce
Reach
1 144
416
-64%
Optimize
VOD
9 061
3 940
-57%
-
Xaxis
1 381
800
-42%
Optimize
SEA Brand
196
208
6%
Full potential
Quisma Retargeting
251
150
-40%
Increase
1 096
1 312
20%
Reduce
Impact
559
480
-14%
-
Mailing
1 689
1 482
-12%
Reduce
Google Retargeting
404
794
97%
Reduce
Affiliate
37
41
11%
Full potential
Social
116
138
20%
Increase
SEO
113
369
227%
-
AVG
225
225
-
Channel performance
Thanks to Customer Journey analysis
we can take into account crosschannel effects.
Channels assisting conversions
benefit from attribution modelling.
The effect of closing channels on
conversions is reduced by Customer
Journey analysis.
SEA Generic
Overall Performance
Performance trend
Average CPL in 2014:
225 PLN
4,500
4,159
vs
4,000
3,796
3,673
3,500
3,168
Average CPL in 2013:
3,125
3,000
679 PLN
2,740 2,701 2,666
2,598
2,500
2,138
2,045
2,024
1,879
2,000
2,887
1,504 1,468
1,500
1,619
1,745
1,644
1,073
1,000
828
722
460
351
500
797 785
732
653
382
207 135 126 167 209 207
201 142
104
81
267
0
Apr
May Jun
Jul
Sep
Oct
Nov Dec
Jan
Feb
Lead Volumen
Source goes here
Mar
Apr
May Jun
CPL
Jul
Aug Sep
Oct
Nov Dec
DMP PROJECT - How does it work?
(scheme)
Affiliate & Facebook forms
KPI in peformance activities: LEAD Generating (test drive and request for offer)
AFFILIATION & OTHER PERFORMANCE ACTIVITIES ARE A VERY IMPORTANT TOOL IN THE OVERALL
PROCESS OF BUILDING A SALES PROSPECTING FOR THE DEALER NETWORK:
THEIR PRESENCE AND EFFICIENCY OPTIMIZING HAVE A DIRECT IMPACT ON SKODA BUSINESS
All traffic from the performance activities is directed to the 2 dedicated Landing Pages:
1. with possibility to request a test drive
2. with request for offer
WHY DEDICATED LANDING PAGES?
We use dedicated LP for performance activites beacuse:
-
we want to encourage the user to perform a specific action (test drive or request for offer)
focus their attention to a specific purpose (there is no possibilites to leave the form and go to the other part of brand portal)
only with dedicated LP we can settle affliate activities with publishers in tipical performance model (cost per lead)
Still we can make use of cookies collected on these landing pages in further media process
Test Drive form
Offer form
Affiliate & Facebook forms - assumptions
TEST DRIVE & REQUEST FOR OFFER:
http://www.br.skoda-auto.pl/mikrostrony/jazdaprobna/
http://www.br.skoda-auto.pl/mikrostrony/oferta/
1. LP design is based on the html5 + css + javascript
2. MEDIACOM TASKS:
Preparing the FRONTED of whole website + preparation for integration it with SKODA ODS (according to
specification)
GSM TASK is to carry out the process of integrating SKODA ODS with our LP
3. WE HAVE FOLLOWING CODES IMPLEMENTED ON LP:
-
Quisma Media Platform (java script container)
Xaxis (JS)
GDE (Gemius) (JS)
Facebook Retargeting Code (only JS)
Facebook Conversion Tracking
Why we have to use java scripts?
1. QMP Scripts are used to track the campaign (all measuring systems are based on technology JS)
2. With JS codes we have the ability to implement publisher codes to optimize their activities and finally settle accounts with them in a
Efficiency Model (CPL) (For Performance Landing Pages)
3. We have the ability to configure various parameters and use these data to advanced approach to our campaigns e.g. Retargeting
Strategies (for Brand Portal & Performance Landing Pages)
currently we use dynamic retargeting (DCO) in which creations get data from the measured parameters (eg. the car price list
download with specific car model) - without JS scripts we would have prepared hundreds of extra static creations for each
reatrgeting scenarios (thanks DCO we have budget & work saving / Retargeting is more effective)
4. There is the possibility of redirecting our user to the LP with specific car model (which he was interested in earlier) thanks to the
dynamic retargeting (much better fit to the user needs, shortening the way to lead generating)
5. Additionally, in the case of LP with request for offer we use:
- field changes depending on the engine version of the model
- changes in the price range dependent on the car choice, which gives us custom approach per user
6. Performance marketing activities are very important part of the Consumer Journey (Closer part), and their correct measurement is only
possible using the JS scriptcs
Tracking pixels – not recommended
We only use tracking pixels on car configurator – there is no possibility to impelement JS codes on this part of SKODA webiste
EXAMPLE OF TRACKING PIXEL:
<img style="border: 0;" width="1" height="1" src="https://tags.qservz.com/pixel?id=15171&type=img" />
WHY WE DO NOT RECOMMEND USING TRACKING PIXELS?
- Static solution - their implementation requires significantly more resources
- We can use all possibilities to optimize our campaigns - disables dynamic retargeting mode
(can only be static)
- Tracking pixels does not allow the settlement accounts with publishers in CPL model in many
cases & gives much less data to optimize their activities