Orange Measures Online Advertising Effect on Sales Beyond Last Click
Telecommunications company Orange is one of the first brands to provide concrete data, using an attribution weighting model, on how much budget can be saved by measuring the effect online advertising has on sales beyond the last click.
Beyond-the-last-click models measure the customer journey to discover what effect each touchpoint has on the decision to purchase, in order for brands to gain better ROI from their online marketing.
The results made Orange take the decision to increase investment in search and display and reduced its spend in affiliate marketing because it found some affiliates were cannibalising online sales. Research showed that 42% higher investment in paid search resulted in a 122% increase in conversion rates. Display conversions increased by 13%.
Head of Direct Marketing at Orange, Jeremy Morris, said, "If I bid on one search term I miss all the opportunities to drive traffic right at the start of the funnel. Generic terms may be more expensive but you see their effectiveness right away. Some affiliates aren't contributing anything because they're right at the end of the journey."