We were delighted with the attention our latest project drew this week with the launch of our methodology on attribution...
We were delighted with the attention our latest project drew this week with the launch of our methodology on attribution in conjunction with SearchIgnite.
The results we have achieved surpassed all expectations driving an increased ROI for Center Parcs’ online campaigns by 54% and managing to reduce the overall budget by just over 4% compared to last year.
The main reason we undertook this project was because we think that last click attribution is inaccurate and dead. Essentially we wanted to see the entire click path across all channels that lead to conversions and use this data for optimisation of the Center Parcs campaign.
The SearchIgnite technology enabled us to track all channels – PPC, SEO, email, display – then process and re-process 60 days worth of data that helped visualise and analyse a number of scenarios. From there were able to formulate the correct attribution and then make optimisation changes to the campaign in real-time.
The key outcome for GS and Center Parcs is that we have moved our planning to an integrated budget. We now have one pot of money, that we utilise on an annual basis to optimise the campaign to provide the highest ROI possible, regardless of channel.
Learning is ongoing and there will be a number of exciting additions to the technology that will provide even greater insights for our clients in the year ahead.
To order a copy of our attribution Case Study please contact us @ enquiries@golleyslater.com
John Kinder
Golley Slater Digital
June 21st, 2010
