Online & Offline Attribution in Campaigns.

The multi channel strategy for Kwantum?

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About Kwantum

Kwantum is the largest homeware discount store in the Netherlands and Flanders, and the market leader in the product categories floor coverings, laminate, curtains, wallpaper and lighting. Apart from their extensive network of 100+ store locations, they are also very active online. Kwantum generated €191 million in revenue in 2014 and employs 1600 people. They were part of the stock-listed Macintosh Retail Group and were recently sold to a private company.

What Was Their Goal

The main challenge for Kwantum is that they want to sell more of their products online. Since most products are complicated or costly to order this seemed to be a challenge. Furthermore they wanted a high level view on all marketing efforts and their bottomline impact.

Kwantum-Multi-Channel

Our Translation of the Goal

Kwantum posed two questions. First they wanted to increase the revenue in the web shop. Secondly they wanted an holistic overview of the effects of the online marketing campaigns. At Bossdata every client goes through the same methodology. Even if they have clearly defined a goal that they want to achieve we question it.

 

Since we would be judged on conversions and conversion ratio, an important first step would be to clearly outline what visitor behaviour on the website would be considered conversions. Because of the large offline presence of Kwantum, there are many more ways to add value other than just e-commerce revenue. As evident in a multi channel shopping environment the outcome of campaigns could be both on and offline. Therefore both conversions should be taken into account when looking at conversions. For Kwantum this was a major game changer. A KPI was identified on the website that could be measured as an offline conversion.

 

Secondly we wanted to generate a report that gave an holistic view on campaign outcome. The goal was to get all cost data and revenue data in one report that was updated on a daily basis. Since they were using many marketing channels (Google, Bing, Facebook, Addroll, Youtube, Critieo, Beslist, email, etc.) we were lacking cost data in Google Analytics.

Testimonials

"First class agency so far, point final!"

Carl Vanormelingen, Digital B2B marketeer & NCA Campaign Manager Sage Belux

"Passion, power, a deal is a deal, nice to work with."

Veronique Albers, Teamleider Online Marketing Kwantum

"I will get a free lunch :). General happiness with the quality & follow up!"

Dennis Peeters, Manager at The House of Marketing

"Always there. Thinking along in terms of goals, logic, motivations, and budget"

Jorn Vanysacker, CMO at INTUO

"BossData is a very nice company to work with. Very accessible, friendly, attentive and intelligent. And yet open to discussion."

Layla Cuypers, Brand Manager Thomas More

"I would definitely recommend Bossdata. They have more than enough knowledge of online, specifically in analysing data. They keep you sharp and come up with good ideas about improvements. Very pragmatic and committed to the client goals. They keep a close eye on new developments within our market. Are clear and concrete in communication. And certainly most important, the people themselves are very pleasant and involved in cooperation and contact."

Carien Gorter, E-commerce Manager Kwantum

"Flexible and reliable data partner. Very loyal and able to work with digital agencies in a real partnership mode."

José Fernandez, - Managing Director DigitasLBi

"We have seen that the approach of Bossdata both on a campaign level but foremost on a business intelligence level is contributing to our success. They keep pushing us forward."

Owners, Direct Repair - Online Spares Specialist

"With BossData you know that results, transparency and communication will always prevail. Translating CM's vision into an ongoing strategy and operation is not something they sell, it's something they actually do."

Steven Hermans, Directeur Marketing & Communicatie at LCM (Christelijke Mutualiteit)

"Bossdata has thorough knowledge of strategy & technical aspects within digital marketing. Great team, highly committed."

Martijn Bovee, Marketing Manager Autotrack - Member of De Persgroep

"The first meeting with Bossdata was enlightening. I’ve spoking with many other ‘online-marketing-agencies’. The guys at Bossdata started with a police-like interrogation : who are you, what do you want, how are you going to get it,… . Honestly, it freaked me out, what did this guys want from me? Then it struck to me: understanding who we are, what our goals were was their blueprint. They analyse every possible solution to achieve my goal. Until today they still bother me weekly with new ideas and results. I’m getting a little bit tired of them, but I’ll survive!"

Louis Balleger, Owner & CEO of Easylife

Metrics we Measure

Online Conversions

For all campaigns we measured e-commerce conversions.

Offline conversions

Unique for Kwantum we took into account that the website also generates offline conversions.

Want to know how we measured offline conversions?

Let's get in touch and we'll tell you all about it. Let's discover new opportunities for your business.

From Goal to Action

For a multi channel company not taking into account that people who click an ad, go to your website could end up in your store is a deadly sin. If you only take into account the online conversion you are steering on half the truth.

For example:
Total economic value

 

Think about it. Campaigns that currently have a negative online ROI could in real life generate a positive ROI offline. But a marketer would only look at online and therefore stop/ downsize the campaign while in fact it should be increased.

 

Once the KPI framework was in place, we developed a very thorough and uniform reporting (read more here), to get the best possible insights into Kwantum’s business. This way, we had an image of the business as a whole, as well as detailed insights on each channel specifically. In this way for example all “product feed” campaigns are being accumulated into one overview.

 

We do NOT generate a report that is only a representation of data that is easily available in for example Google Adwords. We want to provide insights that you cannot get from Adwords. Our reports for example provide information about the 13 month trend of your non branded search traffic compared to your branded search within data from both Google Adwords and Bing ads.

Yes

Online – Offline attribution

Yes

Total economic value

Almost

Campaigns on true ROI

Always

More to do?

Results

We didn’t just improve the conversion rate, we revolutionised the way conversions are measured at Kwantum. The framework that was established will help Kwantum to evolve towards a situation of ROI-driven marketing spend. We are convinced that this will give Kwantum a major competitive advantage.

 

For every level of the organisation we provided a made to measure report that answers to the main question “are we doing a god job: yes or no”. The report allowed everybody involved to optimise their efforts for each channel individually, while keeping a helicopter view. The report is updated daily and Kwantum owns it. Our added value is generated because we provides actionable insights.

What’s Next?

The campaigns objective is to maximise conversions for the budget that is available. This is not the ROI approach that we strive for. We want to proceed to an effective determination of the value of those conversions that impact the offline business. We have identified several methods to achieve this.

 

Another important topic to tackle is the attribution question, to effectively gauge the added value of each individual channel. Once we know what the value is we need to identify accurately what channels generate the most of it.

 

Other awesome cases

 

What our clients say

Transparency is important at BossData. We love to share insights about what our clients think about us.

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