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.

BossData RoPo advanced report

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.

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.

• Prove RoPo effect: YES
• Value RoPo effect: YES
• Manage on total economic value: YES

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.