Attribution models are no longer limited to Last Click and First Click, since an increasing number of advertisers have started to create their own. In recent years, we have read articles dealing with the possible end of the Last Click era. However, it continues to be the most popular attribution model among advertisers. But why is it bound to disappear?
Data collection is key in any digital marketing strategy. Even though data quality and exploitation are paramount, the volume of collected information plays also a central part in strategies whose goal is to provide visitors with an increasingly customized and relevant experience. As we will prove through Crédit Mutuel Nord Europe’s use case, improving marketing’s relevance has a direct impact on performance and ROI.
Crédit Mutuel Nord Europe (CMNE) is an independent federation of Crédit Mutuel that manages the 7 departments located in the North of Paris but also in Belgium and Luxembourg. It is a conventional retail bank comprised of 557 points of sale. The entire banking sector is affected by a decrease in agency frequentation rates (around 18%), which prevents bank advisors to know their customers and more specifically their major projects. But the sector also benefits from a great deal of natural visits online, equally distributed between mobile and desktop.
Rémi Deltombe, Digital Project Manager at CMNE, presented during the latest One to One event in Monaco, 10 use cases that have been implemented to better exploit data and compensate for the decrease in agency attendance. For each of the use cases mentioned, CMNE exploits all navigation and customer data recovered from the IS.
The first step is to identify a client’s interests through their navigation data (articles or guides browsed) or queries typed in the search engine. Depending on their interests (car loans, mortgages, etc.), the visitor is automatically integrated into a segment which is connected to the CMS. The CMS will therefore be able to offer personalized content in real time. Results are excellent: click-through rates are multiplied by 13 compared to ordinary campaigns and conversion rates (confirmation forms) are multiplied by six.
For instance, when a visitor shows pronounced interest for a product and abandons an enquiry form they are automatically solicited again via trigger emails. On these emails, opening rates are of 66%, click-through rates of 14% and commercial performance increases threefold compared to conventional emails.
When a visitor shows a strong interest in a product and abandons the conversion process, the lead is automatically transferred to the call-center. On the test carried out in 2015 on real estate tax exemption products, 1,000 people who expressed a deep interest and had abandoned their forms were identified. Following the call-center activation on these leads, the appointment rate reached 21% and sales rates were notably high.
Some segments have been defined in a way that lets the website launch a live-chat solution the moment a visitor is identified as belonging to one of the segments, allowing them to discuss with an advisor any of the topics they showed interest for in their browsing behavior.
CMNE practices runs A/B tests in a segmented manner on its website. . Customized content and advice on highlyinteresting topics is made available to people belonging to the=at segment.
Navigation data makes it possible to easily identify customers who are about to switch providers. . They usually visit pages containing information about contract termination once or multiple times, or they type queries such as “close”, “terminate” in the website’s search engine. These contacts are sent to the customer complaint department in a bid to prevent them from closing their accounts. In six months, CMNE identified 2,000 clients in this particular case.
CMNE also analyzes data from customers who have converted, including their profiles and other products they have subscribed to; they do this to improve the relevance of messages sent to people exhibiting the same characteristics.
Some campaigns are addressed to broad targets. When the communication channel happens to be premium, it is sometimes not possible, to maintain a broad target, budget-wise. CMNE therefore exploits its DMP to identify individuals who have a strong interest in the highlighted product and narrow the targeted audience from one million customers to 50,000; targeting is refined and includes only audiences with a strong interest for the product.
Data is used to allow CMNE optimize media investment. For instance, campaigns are no longer sent to people who have already subscribed to the product or who have high-risk credit scores preventing them from subscribing to it. . This strategy allowed savings on media buys for 15 to 20%.
All data collected by CMNE allows them to better calculate – according to the interest shown by a given customer on the Website – the extent to which the web channel contributed to sales and the corresponding attribution it is owed.
This attribution rate can vary from 10% to 100%.
In sum, Rémi Deltombe specified that this list was not exhaustive and that the number of use cases for a DMP depended primarily on creativity, and not on technology limitations.
With more than 400 customers around the world and an amount of data collected more and more important, it became clear that the company treated, as a priority all data management. The development of a DMP (Data Management Platform) that brings together all pre-existing tools to give them more power is now the basis of the new brand strategy.
Moreover, the fast development of the company already leader in Europe and the opening of offices in Amsterdam, Munich and Milan made it a priority to give a new dimension to its organization. TagCommander offers are now available in several languages as an optimized Tag Management solution, easy to set up and very performant as well as the best Data Management Platform on the market. This offer combination brings a much broader proposal and a solution with real opportunities for its customers. The online marketing management is now more efficient, more open to other systems and livelier.
The brand has evolved in its nature and in its dimension; it was therefore normal that the identity changed. The name has changed to Commanders Act.
Focus on performance and looking at the future, its solgan is now : Optimisation. Performance. Innovation.
4 products have been renamed to materialize the Commanders Act offer.
Michael Froment, Commanders Act Chairman and CEO stated: « This new identity is not only a strong engagement towards our current and future customers but also a fantastic way to measure our team implication. Everybody is ready to approach this new page in our history »
With more than 800 solutions sold, Commanders Act offers the broader coverage of the European ecosystem, manageable from a very intuitive interface and without coding. For all channels, all devices the CommandersAct solution allows for a healthy and exhaustive collect and data management to measure campaign performance.Commanders Act follows the consumer wherever they are involved, optimize interactions and allows very fine tuning for the implementation and the campaign life cycle.
Benefits for marketing teams are significant. With attractive and seducing ergonomics (very different from market habits), Commanders Act tools allow a more agile and faster campaign deployment on all channels, a very refined control on campaign life cycle, an adjustment on each visitor’s profile and a rationalised and secured data collection. Tools developped by Commanders Act also allow improved pages download volume time and increase conversion rate.
Benefits of using a tag management system are more than it may seem. A TMS will not only allow you to manage tags efficiently, it will also let you normalize data: the first step towards a global data management project.
Main benefits of tag management:
As described in this article, the main purpose of TMSs is to make you more autonomous and agile. Since marketing teams no longer need help from technical staff to deploy tags, they become more agile and independent from the IT department. This impacts sales directly by limiting opportunity costs resulting from lengthy setup periods.
A TMS also allows deactivating tags that take too long to fire, which manual tag management could not do. When a campaign ends, tags can easily be deleted without any intervention from technical staff. This prevents obsolete tags from piling up, data from leaking and lets all teams save time and be more productive. Some time ago, it was not uncommon to see outdated tags pile up and negatively affect sites’ loading speed.
TMSs are seen as a solution to manage tags’ lifecycles; a good TMS also allows managing the lifecycle of data.
When you replace all the tags present on your site with a single code block that contains them, you speed up loading. Pages will load faster because tags will not pile up anymore; new tools allow optimizing tags and solutions use hybrid technologies: they combine client and server-side data collection. Server side data collection allows collecting information once and distributing it to several partners, as opposed to client side data collection which requires the same piece of information to be collected as many times as there are partners you want to share it with.
But loading speed is not the only benefit of using a TMS: if used correctly, it can help you personalize content in real time (customize messages, recommend products, etc.) and improve your site’s performance indicators significantly (conversion rates, average basket size, etc.).
The data layer is the variable library that is used by your tag management solution. Thanks to it, you can have your different applications share harmonized data and communicate with each other. The data layer will provide more structured information, thanks to the data library applications will draw information from.
The quality and reliability of the shared information will be improved; intervention from technical teams will be simplified as well.
Thus, information collected through a particular channel will be used with the same user on a different channel. You will deepen customer knowledge and be able to offer a better, personalized experience to each one of them.
Until recently, many e-commerce sites did not use a TMS. This prevented marketing teams from knowing exactly how many tags were placed on the site and how many of them were obsolete. Which ones delayed pages’ load time? How many of them were working correctly?
Using a TMS gives you absolute control over your tags: you can list them, perform quality control checks, measure loading time for each tag, manage who can edit them, among many other possibilities.
Keep in mind that tags are code blocks that collect information and share it outside the website. Controlling one’s tags is limiting data leakage.
A TMS ensures greater quality thanks to:
A TMS contributes to an enhanced user experience by simplifying the tag management process significantly: it lets marketing teams manage their extensive tag portfolio, coordinate interaction between partner solutions and effectively deliver the right message to the right audience at the right time.
Deduplication has become a key issue for e-commerce websites. It is the conditional activation of conversion tags based on specific rules, taking into consideration touch points throughout customer journeys. A good TMS provides configurable/automatic real-time deduplication, helping you save time and cut acquisition costs. A few years ago, deduplication was done manually and very often required between one and two days’ work a week, resulting in significant financial loss. Deduplication is key to performance marketing professionals; opportunity costs related to deduplication could total as much as 35% of the global amount invested in such marketing levers.
A good TMS helps saving time and money. In-house tag management is very costly, in terms of the amount of human resources that need to be allocated to that particular field (marketing, IT staff). Data management also requires a significant amount of resources. In addition to this, there are other costs that are less easy to control, such as those resulting from human error, data leakage, or a lengthy tag implementation process.
