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SEA Campaigns: Clients do not move in mysterious ways


While optimizing and distributing SEA-campaigns to different terminal devices in a performance-orientated way, several exciting questions arise: at what point in the buying cycle do you reach which user, through which device at what time, and does it generate a conversion? (more…)

The Mixture does the Trick: Display Advertising and SEA

The mixture to success

The importance of online marketing has increased over the years. In all disciplines, whether it is search engine advertising (SEA), search engine optimization (SEO), affiliate marketing, or display advertising you can see greater investment. The Internet is now one of the most important – if not the most important medium for customer acquisition, customer retention and customer service. (more…)

Knowing the True Value of a Customer, Part 2 – Net Worth Method

The individual client is an investment that pays off in the long term

In the first part of our series on the topic of client value we explained that it is important to look at the advertising budget not only in relation to the direct sales, but also to the entire value of a client relationship. The customer lifetime value concept represents the gain or loss that a company generates through the entire duration of the customer relationship and from the transactions affected by the client. While in the first part we discussed the strategic importance of the client evaluation, we will now explain how the customer lifetime value can be calculated. (more…)

Sales Modelling in the Performance Sector, Part 3


In this article we will take a look at the results that modelling can achieve, which ultimately will impact sales. The example below will help give a better overview of how this works in practice. Modelling can be an excellent basis for decision-making and help with budget allocation for companies in the online as well as offline sector. The re-distribution of budget will then be based on statistical facts rather than gut feel. (more…)

Boundaries of Customer Journey Analysis

Possible factors considered in a sales modelling

Customer Journey Analysis describes the path of the customer from the first point of contact with the product through the completion of a transaction. Knowing which paths customers typically follow online helps the company to concentrate their advertising efforts in the channels most likely to be used by the target group. Advertisers who are familiar with most of their users’ path have a great advantage: namely, they can tailor their efforts to their customer portfolio and know which combinations are most likely to succeed. This knowledge enables them to efficiently manage their budgets and make decisions to invest in advertising channels based exclusively on their likelihood of succeeding. The success is reflected in higher sales as well as lower marketing ratios and costs-per-order. (more…)