As discussion around marketing attribution begins to question its practical application and logistical viability, our seminar session aims to describe precisely how seeing the true and complete path that customers take to a sale is being acted upon by real clients.
Also, I’ll show how applying even a flat attribution model to that data shows the value that different channels play in driving customers from first search to final conversion. With this information, TUI has radically shifted where and how it apportions its online spend, including putting six times’ more money into SEO and three times’ more into generic paid search.
The approach, combined with greater ability to choose and use new technologies by adding tags in minutes rather than months, has driven ‘a significant increase’ in digital marketing budget.
Tess Bedard, head of online marketing at TUI Specialist Travel, has already walked Econsultancy through how she and her team have been using TagMan for conversion tracking. Building on that, I will take attendees of ad:tech London through the complete process – how it can be done and the value it can reveal.
This is a genuinely landmark study. Since the results of the first display ads were tracked, the digital industry has been tied to a last-click model that has prompted over investment in those channels used by customers to ‘convert’. Meanwhile, those channels that are just as important – if not more than – in helping customers decide what to buy and where from, have gained only the spend that advertisers’ common sense has sent their way.
For TUI and many other brands using a tag management system to track the complete path to conversion, the world looks very different. They are the first to gain an holistic view of the impact of all channels in driving sales and not just those that drive the final click. Like TUI, that means they spend their money in very different ways.
Download the ‘value of path-to-conversion insight case study’ at TagMan.com and join me at ad:tech London on Wednesday 21st Sept at 13.50 in the Engage & Convert Theatre for the full story.