Customer Journey, a Trip to the Future of CPA Be prepared for a detailed analysis of the customer journey and the allocation of commissions to various Online Marketing channels such as Search, Display and Affiliate Marketing. On the basis of a practical case set up by affilinet and explido, the audience will learn about the options and effects of a new way of commissioning.

1. Customer Journey –
a Trip to the Future of CPA
a4u Europe, Munich, May 18th 2010
Thomas Eisinger, explido WebMarketing
Sabine Haase, affilinet GmbH
Alexander Hall, Tipp24 Entertainment GmbH
successful together

2. Agenda
• About us
• Background Customer Journey
• Tipp24 Case
• Set-up
• Findings
• Outlook
• The way forward
• Q&As
Page 2

3. Tipp24Games – Your Partner for Casual Games
Company Business Model
Founded in Feb 2008 Users play against each other
100% subsidiary of Tipp24 SE Stake between 50 ct. & 10 €
Casual-based Skillgames Winner 80%, Tipp24Games 20%
Gamedesign Design of Characters eCommerce
We design high-quality We design high- We have high
games in terms of quality and individual compentence in
layout & gameplay game characters mass transactions
Page 3

4. explido is an international performance marketing agency
Founded in 1999, explido are now a team of 85 in Augsburg, Frankfurt, Hamburg
SEM/SEO
Affiliate Marketing explido
Performance
Tool-Box
Social Media Marketing
Adtraxx
Product Portals Action Allocator
Adfeed
Affiliate Tool-Box
Performance Ads (Display)
Conversion Optimization
Usability Optimization
Landingpage Optimization
Web Analytics
Page 4

5. affilinet is the No.1 in Performance Marketing in Germany
Effective Partnership- Innovative Software
Performance based Media
Management Solutions
• Major European player • Campaign management • Marketing tracking
for sales, leads and solution Media Essentials
• 1.600 programs & 450.000 clicks
publishers • Huge application store
• eReach for media
• Innovative products & performance • Innovative developer
platform portal
• Branding performance
• High transparency, with affilinet security • Bid management via the
quality and security guarantee search manager
Page 5

6. Agenda
• About us
• Background Customer Journey
• Tipp24 Case
• Set-up
• Findings
• Outlook
• The way forward
• Q&As
Page 6

7. Which cookie wins?
Is last cookie still state-of-the-art?
How does the Do I win or do I lose?
journey look like?
Page 7

8. The journey begins – I want to play Knobel Jack ☺
Page 8

9. Usually search is first – Keyword search or even brand search
Page 9

10. Maybe a publisher site is next …
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11. …plus many other sites…
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12. And then…YOU GET THERE!
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13. The Tipp24 case: customer journey example
Lead/sale probablity
Affiliate
Banner 3 Lead/Sale
Display Visual
Banner 2 penetration
Click-Cookie
Search
Click-Cookie
Decision Phase
Display
Banner 1
View-Cookie
Time
Page 13

14. The sales impulse is driven by different channels throughout the journey
Product Product Product Product
Branding Interest Desire Purchase
Display
eMail
Search
Affiliate Marketing
Page 14

15. Agenda
• About us
• Background Customer Journey
• Tipp24 Case
• Set-up
• Findings
• Outlook
• The way forward
• Q&As
Page 15

16. Main goal of the analysis for Tipp24
How does the customer journey look like and how many touchpoints do exist?
And – how can I use this information to become more effective?
Page 16

17. Assumptions when starting the analysis
• Customer journey lengthy, difficult to analyse
• SEM only „enabler“ of transaction, stands at the end of the chain
• Display will profit from a journey analysis
• Affiliate marketing positioned towards the end of the journey
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18. The following channels have been looked at
SEM Affiliate Display
Non Brand Search Postview View
SEM Affiliate Display
Brand Search Click Click
Page 18

19. Technical set-up, tracking requirements, rules applied
• Collecting all clicks and banner views using
the explido ‚ActionAllocator‘
• Possibility of measuring all different
touchpoints
• SEM: campaign structured in ‚brand‘ and
‚non-brand‘ keywords
• ActionAllocator decides at the point of sale
which tracking pixels should be activated
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20. The initial results….
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21. The amount of touchpoints across all measured journeys is 4, the majority
of leads is generated with only 2 touchpoints
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22. The Top 10 combination models of touchpoints are…
SEM
Banner Click -> Banner View -> Banner View
SEM -> SEM
Banner Click
Affiliate Click
Banner Click -> Banner View
SEM -> SEM -> SEM
Affiliate Click -> Affiliate Click
SEM -> SEM -> SEM -> SEM
Banner Click -> Banner Click
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23. Which commission attribution model is right?
Last cookie wins
First cookie wins Weighed model
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24. Current method: Last Cookie wins
This is the standard method which Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4
assumes that the last touchpoint of the 100 %
0% 100 %
user is responsible for the final
0% 0% 100 %
lead/sale.
0% 0% 0% 100 %
Page 24

25. First cookie wins leads to an extreme win for display view and brand, since
they are at the start of the journey
Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4
First cookie wins assumes that the first 100 %
contact is responsible the generating 100 % 0%
100 % 0% 0%
interest. 100 % 0% 0% 0%
+ 25.660,00% + 29,49%
- 7,04%
- 41,05%
- 15,49%
- 96,30%
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26. The weighed attribution leads to an increase for Display view, Affiliate loses
less than in the „first cookie wins“-model
In this case, the weighed Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4
attribution assumes that the first 100 %
and last contact have the highest 50 % 50 %
value for the advertiser. 40 % 20 % 40 %
35 % 15 % 15 % 35 %
+ 12.577,00% + 13,47%
- 4,32%
- 19,69%
- 7,82%
- 38,22%
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27. The current affiliate distribution explains the strong focus on the last step
within in the journey
Coupon
Banner
community
Cash back
sites
Topic Website
(incl. PV)
Email Other
Distributor
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28. Initial learnings out of the analysis
• The measurement of all marketing channels brings valuable insights for the
marketing strategy
• Customer Journey analysis is a process rather than a project
• The journey is specific to a certain industry and to its type of product. In other
words: each business – even each company – needs its own learnings
• The impact on affiliate marketing strongly depends on the set-up of the affiliate
base
Page 28

29. Detailed findings Tipp24 Games:
In a new attribution model affiliates would lose
• The journey consists of only 4 touchpoints
• Display and Brand Search have an impact on sales and leads
• Postview impact is still too low, but could have the same impact as Display View
• Affiliate Marketing is heavily transaction focused and will lose if commission
attribution is changed
• Current Bid Management strategy has a high impact on the journey (i.e. Brand
Search)
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30. Tipp24 Games Outlook:
More insights and a new attribution of investments
• Include the SEO traffic into the game
• Analyse timestamps, i.e. regular lengths of the journey and timings during the
day
• Increase Postview Affiliate Marketing
• Play with differing commission models for affiliates (also based on business
models)
Page 30

31. Agenda
• About us
• Background Customer Journey
• Tipp24 Case
• Set-up
• Findings
• Outlook
• The way forward
• Q&As
Page 31

32. We believe that a successful online advertiser needs to analyse the journey
specific to his industry segment and product
• Cross-channel data analysis will have an increased
importance
• The definition of the journey and related touchpoints can
change the game
• The optimal marketing mix does not exist as
such, it stems from continuous optimisation
• Analysis is only the first step, next is to
optimise the channel mix, measure the effects,
analyse the results, optimise the mix…..
• The marketing organisation will become more holistic
• All channels and their interaction need to be looked at
Page 32

33. The impact on affiliate marketing – the business model of the affiliate is the
decisive factor for commissions
• Affiliates are heavily transaction focused and will therefore lose, if the
commissions are simply attributed in a different way
• Postview is a valid option to increase impact of affiliate marketing at the start
of a journey
• The journey analysis can reveal business models that support transactions, but
are currently not affordable for affiliates. This could lead to new business
coming into play.
• To be fair, commissions in affiliate marketing could in future be measured on
the basis of affiliates business models.
Page 33

34. Thanks for your interest ☺
Q&A‘s please!
Thomas Eisinger, thomas.eisinger@explido.de
Alexander Hall, alexander.hall@t24e.de
Sabine Haase, shaase@affili.net
successful together