direct seuros case study marh 2011 by google
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8/7/2019 Direct Seuros Case Study Marh 2011 By Google
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Google Confidential and Proprietary 1
Understanding the complete marketing ROI for direct seguros
Marketing Response
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Google Confidential and Proprietary 2
Background
Direct Seguros as part of the
of insurance solutions for the Spanish market. It also has an extensivenetwork of direct insurance businesses in France, Italy, Poland and Portugal.
Established in 1996 as an insurance company
specializing in car insurance, it is now one of
the leading insurance companies in Spain,
marketing its products directly to consumers (no
aggregators/brokers etc).
Direct Seguros has adopted the web channel
completely and now accepts applications via
both online and its call centre.
In 2007, the company extended its insurance
offer to include motorbike insurance among its
core offering.
http://www.directseguros.es/index.html -
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Google Confidential and Proprietary 33
Objectives and Methodology
Objectives
Using Direct Seguros internal and proprietary data (October 2007- June 2010) Application data (split by call center, Internet)
Price/rate
Website data and analytics
Direct marketing and TV advertising investment
and data from other sources e.g.: Google search volume
Economic indices
Various econometric models were built to understand the return on
investment of communication media and marketing.
Methodology
Identify the key marketing drivers that generate new applications
Quantify the effectiveness and efficiency of these drivers
This applies to both applications made via the call center as well as those coming from the Internet.
Understand the role played by website traffic along with the media (offline and online) in generating
new applications.
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Google Confidential and Proprietary 4
Background
13/10/2007
03/11/2007
24/11/2007
15/12/2007
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27/12/2008
17/01/2009
07/02/2009
28/02/2009
21/03/2009
11/04/2009
02/05/2009
23/05/2009
13/06/2009
04/07/2009
25/07/2009
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09/01/2010
30/01/2010
20/02/2010
13/03/2010
03/04/2010
24/04/2010
15/05/2010
05/06/2010
26/06/2010
Call Center Internet
64%
36% Call CenterInternet
64% of Direct Seguros applications are made offline via the call
center, while 36% are made online.
Direct Seguros accepts applications both online and offline via its call centers.
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Google Confidential and Proprietary 5
Call Centre
What are the drivers of offline call centre applications?
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Google Confidential and Proprietary
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6
Base level 63.6%
Price/rate
23.4%
TV advertising1.4%
Holidays and
seasonality 2.1%
Paid Search 1.4%
Direct Marketing
0.6%
7.4% of first call center contacts come as a result of visitingwww.directseguros.es. And paid search increases these contacts by a further
1.4%.
Consumer demand,
economic factors etc.
8.8% of thecontacts of call center
come from online sources
Ca
llCenterContacts Web visits 7.4%
Drivers of offline Call center applications
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The website generates 7.4% of applications. Paid search contributes 1.4% ofapplications
7
The base level
includes the effect of
consumer demand,
motor vehicle sales
seasonality, the
economic situation
etc.
Base level Seasonality Price/rate Direct
Marketing
TV Advertising Paid Search Web traffic
Drivers of offline Call center applications
64% 2%
1.4%
89% of applications are notinfluenced by marketing
Only 11% of applicationsare influenced by marketing.
23%0.6%
7.4%
1.4%
8.8%via online
Of which 8.8%
come fromonline
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Website applications
What are the drivers of online applications?
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Base level Seasonality External
factors
Direct Mail TV
advertising
Organic
Search
Paid
Search
Direct
web visit
28.3% 1.5%5.5%
3.2% 1.0%
28.2%
25.2%
7.1%
Drivers of online website applications
35% of applications are notcontrolled by marketing
65% of applications areinfluenced by marketing.
61%driven by
online
The web unsurprisingly
generates the majority ofweb applications
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Marketing ROIReturn on media spend
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Understanding the effectiveness of marketing spend
4,100
4,200
4,300
4,400
4,500
4,600
4,700
4,800
- 50,000.00 100,000.00 150,000.00 200,000.00 250,000.00 300,000.00 350,000.00
WeeklySales(Units)
Weekly Media Spend
Due to the natural variance in both spend and sales levels over the
analysis period a response curve can be drawn to understand the
Media X
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ROI of each media is dependent on the point at which investment is at
on the curve
12
Understanding the effectiveness of marketing spend
4,100
4,200
4,300
4,400
4,500
4,600
4,700
4,800
- 50,000.00 100,000.00 150,000.00 200,000.00 250,000.00 300,000.00 350,000.00
WeeklySales(Units)
Weekly Media Spend
Media X
Lower
investment
high ROIHigher
investment,
same
media, but
lower ROI
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Return on Marketing investment
Paid search is the most
cost-effective medium; verysignificantly more costeffective than direct marketing
and TV advertising.
Monetary value of an application and actual returns not shown due to client confidentiality data indexed against total media average ROI 13
Direct Mail TV Branded paid search Generic paid search
55.4
26.76
17.90
The ROI of each media is based upon
the media investment and return .
1.62
1.83
0.47 0.38
Offline ROI (call center)
Online ROI (website)
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Google Confidential and Proprietary 14
Understanding Digital
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Google Confidential and Proprietary
Drivers to www.directseguros.es
This is the modeled decomposition ofincremental response (i.e sources of
incremental web traffic) not anobservational referral source analysis .
Base
Seasonality
Affiliates
Organic
Paid
Direct Mail
TV
22%
3%
6%
40%
21%
5%
5%
Search is the primary driver ofincremental web
traffic. Also significant evidence of offline media
driving web traffic
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Google Confidential and Proprietary16
Effect of position in paid search
3rd position
Average paid
position
Online
application
increase %
Call center
applications
increase %
Generic, auto and brand search terms
1.0 2.7% 1.7%
1.7 2.1% 1.3%
3.2 - -Direct Seguros average paid
position
Improving position in paid search, results in a noticeable increase inapplications, both online as well as offline at the call center.
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Google Confidential and Proprietary17
Drivers of Branded queries
Generic paid search impressions, contribute an incremental 3.2% to totalbranded query volume
Base onlineQueries
81%
Direct
Marketing1%
Seasonality2%
Carregistrations
11%
Tv Advertising2%
Generic paidsearch
impressions3%
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Google Confidential and Proprietary
Drivers of incremental AdWords clicks
Significant evidence ofOffline to Online synergies.
6%
2%
% Uplift in Paidsearch clicks
Ad position on pageincreases clicks by
9.6%
Competitor Ads on thepage increase clicks by
1.4%
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Google Confidential and Proprietary 19
Conclusions
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1 The Online to Offline effect is sizeable. 8.8% of offline conversionsoccur due to online activity
2
Paid search is the most cost-effective way to increase insurance
applications: over ten times more efficient than other media
3 Improving position in paid search increases applications online by2.7%, and offline via the call center by 1.7%
4 Considerable TV and search synergy TV incrementally drives 6%of paid search clicks
Summary and conclusions
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Google Confidential and Proprietary 21
Post Research Media Spending
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Google Confidential and Proprietary 22
Before research: January-June 2010 After research: July-December 2010
TV 73.0%
RADIO 4.9%PRINT 0.2%
PAID SEARCH
17.0%
MKD 4.9%
TV 81.1%
RADIO 3.0%
PRINT 0.1%
PAID SEARCH
8.9%
MKD 7.0%
Optimal media mix obtained from
econometric models
TV 61.5%
RADIO 10.3%
PRINT 0.9%
PAID SEARCH
20.3%
MKD 6.9%
What they should reallyhave done July-Dec 2010
Direct Seguros Media mix pre/post research
Please note that the Optimal recommended mix does not
take into account natural media constraints and therefore
might not be possible to apply
MKD = Marketing Directo = Direct Marketing
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Google Confidential and Proprietary23
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
01/01/2010 01/02/2010 01/03/2010 01/04/2010 01/05/2010 01/06/2010 01/07/2010 01/08/2010 01/09/2010 01/10/2010 01/11/2010 01/12/2010
H1: 362K
H2: 732K
Research
delivery
Direct Seguros Google search spend pre post research
Source: Google Spain
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Google Confidential and Proprietary24
Direct Seguros pre post research click share (Generic termsonly)
Source: Google Spain
0.05
0.1
0.15
0.2
0.25
0.3
H1: 16.1%
H1: 19.2%
Research
delivery
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Google Confidential and Proprietary 25
Testimonials
Olivier Lamarque Marketing Director Direct Seguros Spain
in qualified lead measurement, we are able to understandhow all of our marketing channels are working. We
understand the relationship between offline and online bothin terms of our media efficiency but also our consumer andtheir preference to shop multichannel. We now know thetrue ROI of each of our media channels and have alreadyoptimised for performance.
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Google Confidential and Proprietary 26
Appendix
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Google Confidential and Proprietary
13/10/2007
03/11/2007
24/11/2007
15/12/2007
05/01/2008
26/01/2008
16/02/2008
08/03/2008
29/03/2008
19/04/2008
10/05/2008
31/05/2008
21/06/2008
12/07/2008
02/08/2008
23/08/2008
13/09/2008
04/10/2008
25/10/2008
15/11/2008
06/12/2008
27/12/2008
17/01/2009
07/02/2009
28/02/2009
21/03/2009
11/04/2009
02/05/2009
23/05/2009
13/06/2009
04/07/2009
25/07/2009
15/08/2009
05/09/2009
26/09/2009
17/10/2009
07/11/2009
28/11/2009
19/12/2009
09/01/2010
30/01/2010
20/02/2010
13/03/2010
03/04/2010
24/04/2010
15/05/2010
05/06/2010
26/06/2010
Modelo Ajustado Cli ck s_Pai d_search
13/10/2
007
03/11/2
007
24/11/2
007
15/12/2
007
05/01/2
008
26/01/2
008
16/02/2
008
08/03/2
008
29/03/2
008
19/04/2
008
10/05/2
008
31/05/2
008
21/06/2
008
12/07/2
008
02/08/2
008
23/08/2
008
13/09/2
008
04/10/2
008
25/10/2
008
15/11/2
008
06/12/2
008
27/12/2
008
17/01/2
009
07/02/2
009
28/02/2
009
21/03/2
009
11/04/2
009
02/05/2
009
23/05/2
009
13/06/2
009
04/07/2
009
25/07/2
009
15/08/2
009
05/09/2
009
26/09/2
009
17/10/2
009
07/11/2
009
28/11/2
009
19/12/2
009
09/01/2
010
30/01/2
010
20/02/2
010
13/03/2
010
03/04/2
010
24/04/2
010
15/05/2
010
05/06/2
010
26/06/2
010
Modelo Ajustado Primeros Contactos Internet OT
13
/10/2007
10
/11/2007
08
/12/2007
05
/01/2008
02
/02/2008
01
/03/2008
29
/03/2008
26
/04/2008
24
/05/2008
21
/06/2008
19
/07/2008
16
/08/2008
13
/09/2008
11
/10/2008
08
/11/2008
06
/12/2008
03
/01/2009
31
/01/2009
28
/02/2009
28
/03/2009
25
/04/2009
23
/05/2009
20
/06/2009
18
/07/2009
15
/08/2009
12
/09/2009
10
/10/2009
07
/11/2009
05
/12/2009
02
/01/2010
30
/01/2010
27
/02/2010
27
/03/2010
24
/04/2010
22
/05/2010
19
/06/2010
Modelo Ajustado visitas
13/10/20
07
10/11/20
07
08/12/20
07
05/01/20
08
02/02/20
08
01/03/20
08
29/03/20
08
26/04/20
08
24/05/20
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21/06/20
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19/07/20
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16/08/20
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13/09/20
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11/10/20
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08/11/20
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06/12/20
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03/01/20
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31/01/20
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28/02/20
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28/03/20
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25/04/20
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23/05/20
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20/06/20
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18/07/20
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15/08/20
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12/09/20
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10/10/20
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07/11/20
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05/12/20
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02/01/20
10
30/01/20
10
27/02/20
10
27/03/20
10
24/04/20
10
22/05/20
10
19/06/20
10
Modelo Ajustado Primeros Contactos Call Center OT
27
Models and settings
93.4%
94.2% 92%
82%
Interconnections between Direct Seguros
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Call center(Contacts)
Online(Contacts)
TV advertising +
Direct marketing
Web traffic
SEM
(Paid search)
Online
search
Online World Offline World
Base level, price,
seasonality
registrations
Interconnections between Direct Seguros
business drivers
Drop in car
sales, crisis
call center
+ Driver
- Driver
Caption
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