{"id":59434,"date":"2018-03-21T15:28:51","date_gmt":"2018-03-21T15:28:51","guid":{"rendered":"https:\/\/tradetracker.com\/?p=59434"},"modified":"2022-01-24T23:57:30","modified_gmt":"2022-01-24T23:57:30","slug":"tui-real-attribution","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/dk\/tui-real-attribution\/","title":{"rendered":"TUI Nederland \u2013 Performance forbedring med Real Attribution"},"content":{"rendered":"

TUI er verdens f\u00f8rende indenfor rejse- og turistindustrien. De str\u00e6ber kontinuerligt efter at v\u00e6re innovative, optimerende og forbedrende i deres digitale profil med \u00e9t m\u00e5l: At f\u00e5 et smil frem p\u00e5 deres kunder, der varer fra den f\u00f8rste kontakt til kunden er hjemme igen. For at n\u00e5 dette m\u00e5l er det vigtigt at der under hele kunderejsen tilf\u00f8jes v\u00e6rdi, hvor det er efterspurgt. Af denne grund analyserer TUI hele deres kunderejse og tilpasser deres strategi og model efter alle online-kanaler, ogs\u00e5 inklusiv affiliate kanalen.<\/strong><\/p>\n

Affiliate kanalen<\/h2>\n

Siden starten af september 2017 har TUI Nederland besluttet at g\u00e5 fra sidste-klik-modellen mod en model, der splitter kommission til alle involverede publishers i en booking via affiliate kanalen. Ved brug af TradeTracker\u2019s Real Attribution, har TUI valgt den tidsforfaldsbaserede model, som bel\u00f8nner publishers jo t\u00e6ttere de er p\u00e5 en konvertering. Denne model giver publishers, der har bidraget p\u00e5 de tidlige stadier af en kunderejse n\u00e5r der skal bookes en ferie, mulighed for ogs\u00e5 at blive bel\u00f8nnet gennem CPA-modellen. Dette erstatter den gamle model, hvor den publisher, der s\u00f8rger for sidste touchpoint f\u00e5r hele gevinsten. M\u00e5let med Real Attribution var klart: mere v\u00e6rdi fra publishers gennem hele kunderejsen, og mere oms\u00e6tning fra den performance baserede kanal.<\/p>\n

\"\"<\/p>\n

Resultatet<\/h2>\n

Siden lanceringen af den fornyede kommissionsmodel har TUI kampagnen set meget positive \u00e6ndringer. eCPC raten, som varierer meget mellem publisher-typer er blevet forbedret, men ogs\u00e5 forskellen i eCPC raten for publishers i den f\u00f8rste del af kunderejsen og de mere konverterende publishers blev mindre, hvilket f\u00f8rte til et bedre samlet resultat for alle publishers. Konverterende publishers justerede deres promovering, s\u00e5 den ogs\u00e5 fik fat i kunder i de f\u00f8rste stadier af kunderejsen. Arjen De Mik, Manager Digital Marketing hos TUI Nederland kommenterer, \u201dMed Real Attribution er vi i stand til at bel\u00f8nne vores publishers fair for deres marketingindsats gennem hele kunderejsen. Dette resulterer i glade publishers, der promoverer for TUI.nl mere end nogensinde, og giver os mere trafik og oms\u00e6tning.\u201d<\/em><\/p>\n

Oms\u00e6tning<\/h2>\n

Da TUI-kampagnen har v\u00e6ret aktiv i mere end 10 \u00e5r, er n\u00e6rmest alle interessante publishers aktive p\u00e5 kampagnen allerede, eller har negligerede kampagnen, da sidste klik modellen ikke var attraktiv med deres publikum. Takket v\u00e6re den nye model, har det tiltrukket nye publishers, mens de allerede aktive publishers har f\u00e5et et boost i indtjeningen og har for\u00f8get aktiviteterne. \u00c6ndringerne har betydet, at TUI\u2019s publisher base er steget m\u00e5nedligt (sammenlignet med samme m\u00e5ned forrige \u00e5r) mellem 20 til 40%, mens kampagnen uden Real Attribution steg (gennemsnitligt) 10% om \u00e5ret.<\/p>\n

\"TUI\"<\/p>\n

Hvorfor f\u00f8rste del af kunderejsen er vigtig<\/h2>\n

Den nye ops\u00e6tning skaber nye indtjeningsmuligheder for publishers i den f\u00f8rste del af kunderejsen. Resultaterne er sl\u00e5ende, da antallet af bel\u00f8nnede publishers forblev det samme under sidste klik modellen, men med Real Attribution har det skabt et opl\u00f8ft p\u00e5 mellem 30 til 50% flere publishers der bel\u00f8nnes, hvilket forbedrede promoveringer, placeringer og i sidste ende indtjeningen for TUI.
\n\"\"<\/p>\n

Den stigende influens fra publishers i den f\u00f8rste del af kunderejsen blev ogs\u00e5 synlig gennem en stor for\u00f8gelse af touchpoints i en ikke-konverterende rolle. Mens sidste-klik-modellen var aktiv, stod 46% af alle touchpoints i en konverterende rolle. Under Real Attribution har antallet af touchpoints, som er genereret af en initiativtagende eller assisterende publisher steget til 72%, hvilket kan konkluderes til at publishers har investeret i at blive mere involveret med TUI-brandet end f\u00f8r, ved at sende trafik til TUI.nl.<\/p>\n

“Med Real Attribution er vi i stand til at bel\u00f8nne vores publishers fair for deres marketingindsats
\ngennem hele kunderejsen. Dette resulterer i glade publishers, der promoverer for TUI.nl mere end
\nnogensinde, og giver os mere trafik og oms\u00e6tning.”<\/p><\/blockquote>\n

\u2013 Arjen de Mik, Manager Digital Marketing at TUI Nederland<\/p>\n

Den nye ops\u00e6tning har haft positiv p\u00e5virkning p\u00e5 publishers i content og blog segmentet. Som ses i forbedringen af eCPC fra kampagner, trafik og transaktioner fra disse publishers som er steget enormt.<\/p>\n

\"\"<\/p>\n

I ovenst\u00e5ende skemaer, kan man se fordelingen af touchpoints for konverteringer blev mindre, mens det totale antal transaktioner via affiliates steg. Det betyder, at der var flere toucpoints fra publishers i en initierende og assisterende rolle, som er en v\u00e6sentlig grund til at anvende den nye model. Overordnet ses en for\u00f8gelse af touchpoints p\u00e5 36%.<\/p>\n

Konklusion<\/h2>\n

Med den nye Real Attribution ops\u00e6tning, har TUI Nederland v\u00e6ret i stand til at n\u00e5 deres m\u00e5l for affiliate kanalen bedre i deres samlede online marketing strategi. Gennem Real Attribution har det v\u00e6ret muligt at v\u00e6kste i b\u00e5de oms\u00e6tning og resultater fra publishers i alle faser af kunderejsen.<\/p>\n","protected":false},"excerpt":{"rendered":"

TUI er verdens f\u00f8rende indenfor rejse- og turistindustrien. De str\u00e6ber kontinuerligt efter at v\u00e6re innovative, optimerende og forbedrende i deres digitale profil med \u00e9t m\u00e5l: At f\u00e5 et smil frem p\u00e5 deres kunder, der varer fra den f\u00f8rste kontakt til kunden er hjemme igen. For at n\u00e5 dette m\u00e5l er det vigtigt at der under […]<\/p>\n","protected":false},"author":69,"featured_media":59533,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2692],"class_list":["post-59434","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-attribution-dk"],"yoast_head":"\nTUI Nederland \u2013 Performance forbedring med Real Attribution 2<\/title>\n<meta name=\"description\" content=\"TUI Nederland besluttet at g\u00e5 fra sidste-klik-modellen mod en model til Real Atrribution, hvilket har vist yderst positive resultater\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tradetracker.com\/dk\/wp-json\/wp\/v2\/posts\/59434\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TUI Nederland \u2013 Performance forbedring med Real\" \/>\n<meta property=\"og:description\" content=\"TUI Nederland besluttet at g\u00e5 fra sidste-klik-modellen mod en\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tradetracker.com\/dk\/tui-real-attribution\/\" \/>\n<meta property=\"og:site_name\" content=\"TradeTracker.com | Affiliate Marketing | Performance Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/tradetrackercom\" \/>\n<meta property=\"article:published_time\" content=\"2018-03-21T15:28:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-01-24T23:57:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tradetracker.com\/wp-content\/uploads\/2018\/03\/TUI_insight.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1302\" \/>\n\t<meta property=\"og:image:height\" content=\"440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Corp Admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"TUI Nederland \u2013 Performance forbedring med Real\" \/>\n<meta name=\"twitter:description\" content=\"TUI er verdens f\u00f8rende indenfor rejse- og turistindustrien. 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