Here's what you'll learn in the webinar:
Bundle your customers' customer journey in one central software solution! With online, offline and cross-device tracking from intelliAd, you create the optimal data basis for the next steps of your marketing activities. With intelligent dashboards and tools such as user-specific data-driven attribution, you can make well-founded budget decisions and automate your targeting in paid ads. 100% Made in Germany and technically up-to-date, intelliAd offers privacy-compliant tracking for your customer journey.
Meet our product and tech experts Hanifi and Moritz virtually and learn about innovative technology solutions. The two speakers will tell you how to gain more marketing power with smart tools.
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Transcript of the webinar: Transparent optimization of your advertising activities with intelliAd
Hanifi Yapar: Should I get in?
Angela Meyer: You can go in now.
Hanifi Yapar: Welcome also from my side to our webinar Transparent Optimization of Your Advertising Measures with intelliAd. My name is Hanifi Yapar and I'm in the Client Success Management team at diva-e Products, already for a year now. And I serve clients all around, direct clients, agencies from all different industries. A lot of my clients are also in the tracking space a lot more, multichannel tracking, but I also have a lot of bid management clients that I look after. And I'm looking forward to today's webinar to introduce you guys to the product. That's it on my part.
Moritz Trautmann: From my side, good afternoon to everyone. I'm happy to be here as well. My name is Moritz Trautmann, I'm now in my third year with intelliAd. My work is similar to Hanifi's, I also look after a colorful bouquet of customers, from agencies to direct stores, to web customers who ultimately run an e-commerce store. Is everything there, of course, also have bid management customers, multichannel customers, everything on board. And what I'm also doing more of at the moment is looking after our new baby E PWR. It's all about information optimization, so to speak. But now, here in this webinar, we'll first deal with multichannel tracking and bid management, and I think it will be quite interesting.
Angela Meyer: Absolutely, exactly. A few introductory sentences about the technology - you have the opportunity to ask questions via the question box in your GoTo webinar control panel. And we will have enough time after the presentation of Moritz and Hanifi to answer the questions. We will also make the recording and the presentation available for download afterwards. You two have already introduced yourselves. My name is Angela Meyer, I work in the diva-e marketing team and, among other things, take care of our events and webinars, and today I'm your moderator. And now I'll turn the floor over to you two, Hanifi and Moritz, and I hope the participants enjoy listening to you. Hanifi, you get the broadcast rights now.
Hanifi Yapar: So. It will take a little while. Are you there as well?
Angela Meyer: Yes.
Hanifi Yapar: So, here we are again, as a picture this time and here again the headline, what it's about. Welcome again and let's start right away. First of all, let's talk briefly about what we're going to talk about, what you can expect. In the first part, we're going to talk a lot about Customer Journey Tracking. I'll talk a little bit about how a user journey actually comes about, what is a customer journey in the first place. And then we'll talk a little bit about what intelliAd actually offers for displaying this journey. And then maybe a third point, we will go into it in more detail, based on the latest developments, which we have also noticed there. Consent, consent-compliant tracking, we will go into it again, what technologies we have developed. And then, of course, how to track conversions in general, how to attribute them in order to give them a more realistic weighting.
In the second part, my colleague Moritz Trautmann will take over and talk more about bid management, or bidding, algorithms in general, what we have developed there. And in the third part, we will also present a customer case of how we have linked all these channels together and what synergy effects we have gained as a result. And at the very end, we will also have a question section where you can ask these questions.
Customer Journey Tracking
Let's jump into customer journey tracking. Here we first see how a customer's journey actually comes about, so that we can get to grips with this entire customer journey. Here we see a customer standing on the left who wants to buy his green shoe on the right. He wants to buy his shoe and what does he do? Of course, he has different devices at hand. He has a cell phone, tablet, PC, as we all know when we are on the Internet and just click around. Sometimes we're on the tablet, sometimes PC, and here of course he's going to be different, I'll say, from us marketers. First and foremost, for example, he sees a tablet, he sees maybe a SEA ad, then comes in again via a newsletter, remarketing newsletter. And maybe he is also tracked offline in the store, in the store visit, or gets to see a TV ad afterwards. And is then played out again a display ad. Perhaps he searches again in the SEO area itself and perhaps also makes a phone call to clarify the last questions. And then he converts, he has made his purchase, so to speak. This is the customer side and here below we also see, shown in green, our marketer, our colleague, who of course wants to grab this customer. And like an octopus, I would say he has to serve many different channels at the same time.
Challenges in customer journey tracking
And this, of course, creates challenges for us marketers. How do we actually want to track this journey? And on the one hand, of course, customer behavior, which I have already mentioned, it is difficult in such a long journey, in such a complex journey, to reach the customers at the right time, at the right place. Of course, because purchasing decisions are made across many different channels and device boundaries. And of course you also have a very, let's say, temporarily extended, long journey. Of course, the whole thing brings with it a certain complexity, which can overwhelm marketers. We know this from our customers. As a result, there are often no synergies between the channels, whether SEA, SEO or this entire journey that I have just mentioned. Because different people are responsible for different channels, there are often breaks in communication.
How can you solve all these problems?
We offer a central data platform, especially for agencies, for example, that have different areas of responsibility. How can they control the whole thing with different logins, with different rights management in a central data platform? Of course, the whole thing is multichannel and cross-device, and API connections and individual custom channels are also possible. If, for example, very special, very individual channels are to be connected, we can also offer that here. Of course, not only online, but also offline tracking options are available here. What we also offer, which I will briefly discuss later, is raw data export. That is, these atomic data reduced to individual clicks, you can also export them from us, so to speak. For your own internal, individual BI reporting, if you have one. Of course, the whole thing is privacy and consent compliant. I will go into that again in the later slides. We have different attribution models, these things you will hear again later.
What I would also like to clearly mention here is the professional support, of course, from our multiple award-winning Client Success Management team. If colleagues are still watching us here, greetings at this point to my colleagues.
What can we do with us, at intelliAd?
Of course the Advance View Accounts, that's so our core of our suite, let's call it - the platform. In it, of course, we can see the KPI overview, across all channels. Many people may already be familiar with such a view. We certainly have a graphical representation like that. And then we have the individual channels listed below, the channels. Whether custom or SEO or SER, they are all shown here. There are of course also for individual logins, you can also create different tabs and create different views, which you can then also easily report. And of course you can also create your own columns. That is, if you want to give more weight to individual conversions, for example, in addition to the attributed data, for example, which should later flow into the bid management, you can also create your own columns here. Of course, quite basic also still the period and filtering option for better clarity, for exactly.
Reporting options of user journey and touchpoints with intelliAd
And then you can also create strategic groups directly here in Advance View, later for bid management - my colleague will go into this in more detail - you can already make strategic group divisions here, of the individual campaigns with the paid apps. In the touchpoint analysis - which is a hobbyhorse of its own - you can of course see the most frequent, converting conversion journey chains. As we also saw at the beginning, you have a user, a certain Journey, converted behind him so far and often he also has the same patterns respectively across all users, you can then-. Depending on the product, you can see many converting Journey chains, so to speak. And here in the touchpoint analysis, you can also see directly, for example, the touchpoint chains one after the other. Which lead to a particularly high shopping cart value. For example, the average chain length of individual conversions is also shown here. And you can also see directly from this how much revenue share individual channels actually have.
Which of course also helps us to distribute the budget in an interdisciplinary way, so to speak. And you can, as I mentioned earlier, export raw data, which was already a topic. Of course, you can also report the whole thing in customized dashboards. You don't just want to collect data, you also want to analyze what's happening with that data. And here, of course, we at intelliAd offer different reporting options. On the one hand, we have custom dashboards integrated in the tool itself. We already have a few views by default, but you can also build different dashboards yourself, depending on which channels you want to report on, product-dependent or company-dependent.
Of course, there are also flexible on-demand reports, which means, for example, if you want to do a quick analysis for one day. How many conversions did Tuesday bring me at all, you can immediately pull a click or conversion report for Tuesday. This is also super fast. What you can also do, of course, is this automated report creation. In our report center, you can simply enter your email address and simply set the time period or intervals, how often you want to receive a report. Important again, the raw data export just for companies that have their own BI, you can also provide a raw data export via different interfaces or even Google Data Studio connection. Many people will be familiar with this. We also have a Google Data Studio connection, where we can display the - if you already report with Google Data Studio yourself, you can also display it quite simply via our connection. Of course, our goal is to make the transparent user journey as transparent as possible. There are many ways to achieve this. What tracking options do we have, do we offer as intelliAd.
On the one hand, of course, click tracking and impression tracking. These are the basic tracking types. Then of course a bit of technical parameter tracking, we offer or redirect tracking for example or offline tracking, as I mentioned earlier. Telephone tracking, for example, is an area in offline tracking. Or if you already have your own structures, if you already have your own parameters, where you want to keep the structure, we also offer customized tracking, where we just-. Of course, there is also what we call internally the foreign parameter tracking. Now I have to take a quick sip. Now we have collected data, now we have attributed data, collected data, but maybe the question is still buzzing, the whole thing is data protection compliant, isn't it? I can confirm that, yes.
Consent, data protection and cookies
So intelliAd is TÜV certified according to the standard for information security and management systems. And we offer the highest possible security in the measurement and control of online marketing activities. The whole thing, of course, DSGVO compliant. Why? Because, for example, we anonymize IP addresses by default and the entire web tracking is based on a coded user ID, without it being possible to draw conclusions about natural persons. And if all else fails, or before that, perhaps it should be mentioned: The whole thing is of course, which provides additional security, one hundred percent of course Made in Germany, everything developed in Germany, German technologies. And if all else fails, we also have an internal data protection officer who is available to you at any time if you have any questions. Now, of course, there have been a few changes recently. In the area of judgment, in the area of cookie consent, in the area of data protection compliance or data user consent management, for example.
Users may only be tracked if they actively agree to be tracked, so to speak. Of course, this can lead to considerable influences or impacts on the database if no consent is given. That the cookie is missing and therefore the journey cannot be displayed correctly. Together with Usercentrics and our partner, we have developed a technology that we call Privacy Safe Analytics at intelliAd. That means that in combination, if you use this, there is also an active, a cookie consent by Consent Manager, which then leads to a dynamic recording of consents, so to speak. And also the journey can be mapped accordingly. Of course, due to legal requirements, the setting of cookies is completely waived in the absence of consent.
But this technology-based approach still guarantees that all important information is collected and aggregated in the background. Thus, of course, full control over the advertising measures is still guaranteed. Here for example also as an example a Consentmanager, the red one of usercentrics or generally Consentmanager, are now lately much more active. Will certainly be aware of you. The whole thing, of course, for this, to continue to ensure the qualities. To further attribute the conversion, so to speak, even if the Consent is not given. Of course, if the consent is given, it is a best case, so that we can also report the journey.
But if the consent is not there, the data is still there, which we can then aggregate and attribute. That is guaranteed. Of course, it's important to mention here again, without Consent, a reference to individual users is completely excluded. But it can still be aggregated. That's another important point to mention. Now, of course, we have discussed this data protection issue and we have also tracked the whole thing in accordance with consent. What does it look like to attribute our conversions. How do we want to distribute and weight them, and intelliAd offers different attribution models. Just for more realistic weighting, individual conversions.
Attribution models of conversions
We distinguish between static attribution models such as last click or ascending, tub, equal distribution - most of you will be familiar with these. Of course, we also offer data-driven attribution models in addition to the static models. That is, optimized for individual user behavior, so to speak. Which you can then of course also, by the fact that we all attributions in the background technically with, yes how to show, so to speak. You can also use them in self-created columns with us then Advanced, like what I also said earlier, again as a comparative reference value, so to speak. And for example last click conversions directly in the same column next to then also compare with the tub conversions. To see how these channels interact with each other. Or where our focus should be set in the first place. The whole thing is, of course, very important in addition to the static attribution model, also a data-driven attribution model, also a data basis for bid management. And now I'd like to turn to bid management, to my colleague Moritz Trautmann, who will also tell you about the synergy effects, so to speak, of the data that we have collected so far. How we can then also incorporate them into our bid management and so on. We can also create this symbiosis, so to speak. Now we'll move on to bid management.
Bid Management with the intelliAd Performance Marketing Suite
Moritz Trautmann: Thank you Hanifi. Yes, we've definitely heard quite a bit about that now, yes the collection of data. Just understanding the customers, understanding the buying behavior of the customer, which of course at the end of the day then, of course we still have to do. Of course, we also have to place advertising. And, of course, we also have to optimize and target this advertising. And for this, of course, we have a completely different area, from which we have also grown classically. Bid management was actually one of the first products we launched on the market. It simply arose from the fact that the optimization of bid ads, SER ads or PPC ads is very time-consuming. I have now brought here only again a short overview.
Basic knowledge PPC
So basic knowledge PPC I have called it first, I will now also briefly skim. These are halt, there are just various performance factors that must be considered. Of course, there are also various adjusting screws that we as marketers can strive to have a real impact here in the end. Or to really steer the campaigns accordingly and to really ensure that we really have the optimal performance. And also really address the people who will then also convert at the end of the day. What I've highlighted here is, of course, bid management in our context, clearly the bids, the CPCs, the max CPCs, which we modify accordingly. But also the bid modifiers again, which are to be seen as a multiplier, again on the given bids that are submitted.
As a technology provider, this is where we come in, of course, and try to adjust these parameters in the best possible way so that the best possible result comes out at the end of the day. Of course, we also have various challenges as marketers. Why do we actually need bid management? What is the key point here? Why can't I actually do this myself? and why don't I always set the bids independently?
On the one hand, of course, this is due to the fact that today's campaigns are targeted in a wide variety of ways. That is, we now have here, we have broad matches, we have exact matches, and we may also have placements that we want to target. Of course, we have a very, very extensive campaign landscape and campaign structure that needs to be optimized. Many success factors, which of course also have to be taken into account in order to get an optimal result. Then, of course, we have a resource problem on the other side. That means that if we have a huge account, many campaigns, and an extensive campaign structure, we unfortunately also have a time resource problem. Because of course I would have to go in every day and set every bid manually. So, if I really had to do that manually, then at the end of the day I would lose a lot of time, which I would then lose in another place. Where I then somehow have to say, okay, maybe the quality of my campaigns will suffer in the end, because I can't really optimize my ad texts, for example, because I can't exclude negatives that might only generate costs. Stories like that. And for that, of course, I really need a strong tool up my sleeve to take over these tasks. It's also a nice transition.
Automated Bid Management with intelliAd
Of course, we programmed the appropriate tool relatively early on. Of course, it is also constantly updated to ensure that we always get the best possible results. I will now go into detail about the highlights of our bid management. Of course, our bid management allows us to determine the portfolios completely freely. That means you're not stuck here at the campaign level or really only at campaigns. And you really have to pack campaigns together that perhaps have to be steered towards the same target. Instead, I can really pull together all the elements from my campaign landscape down to the lowest level, in this case the keyword level. And from this, I can ultimately form strategic clusters that I want to steer towards a specific goal. Then, of course, I also have the possibility here-, for these strategic groups, to first define a main type.
Conversion maximization through an ROI strategy
In that case it would be for example with a conversion maximization, with which I now for example to a ROI or ROAS strategy, of course now ROI, which I want to optimize of course accordingly or aim at the ROI, which I want to work towards. Here, of course, I have first assigned this ROI target globally. In the context of the modifiers, we also have the option of assigning our own ROI targets down to the individual devices, for example in this context. And what we can also still do here is to possibly assign constraints here accordingly, which will also still naturally have an influence on the overall performance of the bid strategy.
Of course, we have a very, very strong algorithm behind it. I already mentioned it briefly, we have been on the market since 2007. Are of course since then also always there and of course always try to respond to all the trends of Google. In this case, I always say Google, because that is of course the main player on the market. Of course, we now have other areas that we also want to control through it. But Google is really the main focus that we refer to here. Of course, we react to all changes that come from Google et cetera and of course we always implement them in this context. And, of course, we always make sure that we get the best performance out of it. Our algorithm is self-learning, of course there is also a machine learning approach behind it. We can also bind attributed data accordingly.
This goes hand in hand with what Hanifi presented earlier. So if I really take the complete service here now, I have the customer journey tracking. Then I can really incorporate this data that I have collected here into my bid management across all channels. And in this way, I can also really incorporate the best possible or most realistic representation here, actually in Journey, into bid management. I can also still, as a big advantage here choose, I also want to attribute here click tag or on conversion tag. We know it from Google, there we still have the classic click tag assignment. Where I then really have to look at, okay, the click happened somehow four days ago, then the conversion happened. That means I always have to look at whether I still have downstream conversions. I then also have to include these in the consideration. But I can really choose here, do I want to attribute it to the click day or do I really want to attribute it to the conversion day. Here you are also very, very flexible in the handling of the data. As I briefly mentioned earlier, the modifiers are also a very important factor or a very important adjusting screw in SEA. Of course, we also have this completely covered with our bid management. You can really include the modifiers here again individually in the consideration. You can store individual modifier values or modifier cappings here. Of course, we have integrated all common modifiers, RLSA, devices and the advertising time planner, and can really ensure that the modifier is also optimally controlled in this context.
Another very important point is, of course, the data basis. That is, what data do I use for optimization? We can really use any data basis that you can imagine here. We can, of course, track ourselves using our own tracking technology and use this tracking data. We can use the data from external tracking providers, in this case Google or Bing, and do the bidding on that. Or what we can also do is really import offline conversions. In this case, for example, what Hanifi had meant earlier, telephone conversions or perhaps conversions measured from our own CRM, we can upload them here accordingly. Establish the reference to the previous click and then also optimize on that. Another very, very important USP of ours is that we are very, very transparent in optimization. That also sets us apart from other bid management providers.
For us, it's not just the result that counts, but also the way to get there. That means we really want to give the customer a good feeling. The customer should always know why we made this change. And in the case of an incomprehensible renewal, they should really have the opportunity to ask or really ask again, why did this happen? What was really the reason why we made this adjustment? We are really very transparent here, and that is something that we have always been committed to. And of course we also want to give the customer the best possible flexibility here in terms of: do I let the system work completely by itself? Or am I still part of this entire decision-making chain? In other words, you can really say, button on, the algorithm does its job and you don't have to think about anything else, of course, you can follow it very transparently at the end of the day. But you can also really say, I want to participate there myself, I want to see what the algorithm does and then accept or reject these suggestions. You are really completely free and can decide for yourself how you would like to have it.
We also have a very, very extensive alerting function here. This means that if we really reach certain threshold values or limits, then I can keep myself completely informed about all activities in bid management via a small notification e-mail. That means I don't have to look in here every day and see, okay, has my performance really drifted into the negative somehow? Or has it really developed completely in a positive direction. The alerting really always gives you the right indications that I need to take another look at the tool. Then of course we also have very, also still really e-commerce or e-commerce-heavy functions that flow into bid management. Which is now our performance boost for certain sales events. What we do here is bid up the bids flexibly and aggressively at short notice. We can also, of course, go here on the prominence metrics, so on the position. So here we have different ways to achieve the goal.
What we just want to do here is really in a certain period of time, for example, let's take Valentine's Day now and a florist as an example. That we really ensure here there to always be on the maximum visibility with our bids. So we really assume on the day, we have more sales, we have the people anyway, they are more willing to buy, they want to buy the product on that day. We really just want to make sure that we really have maximum visibility. That's what we built this tool area for in the end. Here, as I said, the bids are bid up for this point in time. Afterwards, however, they are adjusted accordingly and this period is also directly excluded from the regular bid management, from the regular bid management consideration. So we can really ensure that this time remains a special event and that our bidding performance, which we have in general, is not distorted by this special event.
As a very important point at the back, we also have the environmental signals, of course, which we can incorporate. That is, we still have the possibility here to really let TV signals or weather signals flow in. A classic example would be a certain TV spot that is running. This can be one of my own TV commercials, if I place TV commercials myself, but also, of course, a TV commercial from a competitor. In order to then really specifically broadcast SEA ads at this time, switching off this TV spot. That is, when this TV spot runs, our ad is then displayed accordingly in a short time window. With the goal, of course, this traffic that is generated. That is, the customer sits on his sofa, sees this spot, then thinks to himself, an actual, perhaps at Deichmann, googles for this term and gets then quasi from us, as a competitor accordingly displayed the ad. And then converts with us and not with Deichmann. That would be a scenario, for example.
Or now also with the weather, we also had a very cool example of a tire provider. The correspondingly then to the summer tire season really then with the first nice weather, then accordingly tuned to the weather. That is, the first rays of sunshine have come out, accordingly then has placed ads and then there has advertised its summer tires there. This means that you can also incorporate external events like this into bid management and then really ensure that we can really get the optimum performance out of it. So much for the general overview of bid management and multichannel tracking. Now, again, as Hanifi briefly said at the beginning, we brought another case, or in this case, two cases. From a very large customer of ours. In this case it is the Adler fashion house. And as I said, we had an exciting case for offline tracking. I'd like to give the floor to Hanifi again and I'm looking forward to it.
Case: Adler fashion store
Offline catalog tracking
Hanifi Yapar: Thank you very much. Here again, as the Moritz already said, Adler Case. What's really exciting about the case now is that it's about print catalogs, so it's about offline tracking. In this case, Adler sends catalogs to a certain group and we have provided these catalogs with a manual click. So that we have already classified them in the user journey as a touchpoint with a cross-device user ID. And when these users, these marked users, then come back to the online store, they are then recognized by our server, so to speak. And this fusion of online and offline also happens, so that they also become a touchpoint part. And different intelliAd products are used here, generally in the Adler case. Firstly, customer journey tracking, which I just mentioned, and then of course this data, i.e. cross-device tracking, tracking of physical mailings, in this case the catalogs. Which was then ultimately used again in bid management, which Moritz will go into in a moment. What we have also already mentioned in the entire webinar. That you create these synergy effects with the data that you use collected in bid management. And the key findings were that we first learned that SEA was the top assisting channel after the first mailing of these print mailings, so to speak, physical mailings. But after further measures, so to speak, that one operated much more landing page optimization and such, direct type-in was the top assisting channel with 70 percent of the conversions. In this context, it was seen that these mailings work because branding measures were also taken, so that Adler Mode's name was much more in focus. SO that then direct type-in, that it then had very large effects on direct type-in. Was now so in the tracking area so the keylearnings from the case.
Moritz Trautmann: The exciting thing was simply that we saw here that we can really seamlessly integrate an online channel into the journey. You can really see that the customer really started with this catalog and then it was also exciting to see what happens afterwards. Once the customer has received the catalog, so to speak, and that was a very exciting case. Of course, this is also transferable to others. To other customers who may still be heavily involved in the catalog business. I mean, the catalog.
Hanifi Yapar: Whether it's flyers.
Moritz Trautmann: Or are also flyers.
Hanifi Yapar: Flyers, for example.
Moritz Trautmann: Flyers are still not dead either. And is still, I think, an important channel. And if you can show offline conversions, especially in this context, in this multichannel context, it's very, very valuable information that we can use for further optimization. Exactly, we then started the bid management case in this context, of course.
Of course, the most important learning here was that we really incorporated all online and offline conversions. In the optimization, now also the bid management. That is, bid management has really pulled out all the insides here. We have seen, okay, how the journeys were and could then really set the bids as targeted as possible. I'll just take a classic example. Why do we do this at all? Why not say, okay, you just steer towards Lastick. Of course, you also very often have assistant keywords or, especially in this context, if you are now running campaigns, then perhaps it is not always classically about the conversion. But of course we also want to see which campaign or which advertising measure has perhaps also contributed to an assisting or to a purchase preparation. Such keywords would simply be penalized in a classic last-click analysis. Because the algorithm would see, this keyword has brought him nothing in the end, it has led to no conversion, "costs me at the end of the day only money". That means I have to penalize this keyword accordingly over time.
If I now have this information here, in this multichannel context, however, I can see that, for example, this keyword was perhaps always used as an assisting keyword. And therefore, it is of course a very, very valuable budget, which I can invest here as I said, in an assist accordingly. In other words, we have now seen in this case that this data has of course had a very, very important impact. So these additional customer journey insights that we have now achieved here. What we can also say, of course, if we don't use customer journey tracking - that is of course not the prerequisite for using our bidding - you can of course also attribute within the various advertising media or also within the various campaigns, for example with Google Apps now. And of course then also determine different synergies and of course also see, has perhaps the display of course-, has perhaps now prepared the display campaign, has now perhaps prepared the one search campaign and then he came in again via another search campaign. This means that I can always attribute colorful in my campaign landscape well. Of course, at the end of the day, this only brings me advantages if I can also pick up exactly this weighting.
Keyfindings from the case
The key findings from the case were that we were able to significantly reduce the CPO. We really had a strong impact here, where in this customer test period, we're talking about a maximum of one month, we can reduce the CPO by almost 50 percent or even over 50 percent reduction. We were also able to reduce the actual CPC here by almost 43 percent and you simply have clear synergy effects here through the customer journey. Or this seamless customer journey tracking, which is really very, very well set up here, accordingly also still noticed. It's simply exciting to see how quickly our algorithm has arrived at the performance boat here. And accordingly, the whole thing could also be achieved through a cost reduction. And this was achieved without significant losses. We have even seen that sales have risen accordingly. And that, too, with the same shopping cart value. So we really had a very exciting and very, very nice case here, where we could really see how customer journey tracking works together with our bid management.
Hanifi Yapar: That's the synergy effect that we've been using from time to time. On the one hand, the tracking, as well as these data that we collect, what do we do with them. Of course, we use that in our bid management, so that the algorithm can also work with it.
Moritz Trautmann: Exactly. I think that's also quite a nice final word now. Now, of course, we're looking forward to further questions on this topic.
Angela Meyer: Exactly. Thank you Hanifi and Moritz for your insights for intelliAd Performance Marketing Speed. And now we come to the Q&A session. Feel free to ask your questions, maybe via the question box and they will be happy to answer them. And I'm going to take the first questions that came in during your presentation.
And one participant would like to know how many conversions are needed for data-driven attribution?
Moritz Trautmann: Well, at the end of the day, we have at least 50 conversions here and here it also refers to a certain period of time, where we run the bidding for the time being, so to speak. Or we have to run the multichannel tracking/bidding in context first in order to focus the data-driven attribution first.
Hanifi Yapar: To create a data basis first.
Moritz Trautmann: Exactly. Here it's actually more of a time aspect. Of course, we have to have a certain conversion basis in the training as well, but we have to learn over time first, and I would estimate around 50 conversions for the time being in order to ...
Hanifi Yapar: Well, it's more like what Moritz said, it's more of a period thing, where we first have to give the algorithm the time to learn. And that extends-, that can also stretch up to two months. Yes, it is actually a good orientation period, maybe two months, in order to then switch to the dynamic.
Moritz Trautmann: Yes.
Angela Meyer: Okay. Then I'll take the next question. And that is:
Is it possible to build new features together with you? How flexible are you with that?
Hanifi Yapar: Exactly. So we have basically, for example, in the past I can mention, we built a comment function based on a request from a customer. Comment function means that in Advanced, as I have already said here, that if, for example, many different people are working on a project, you can also enter comments yourself with your login on the respective account or campaign. So that other users also see the whole thing, so very transparent and so centrally managed as a goal. Or for example our click packages or target value packages in such a bid management. Or what we recommend that we have always developed further according to feature request. So we are very open in that respect, as far as co-development of the product is concerned, if even-. We are, for example, perhaps familiar with operational blindness, in that we get much better input from the outside. And we are actually very open to it when customers really come to us with such requests. But of course you always have to weigh up how strategically sensible the whole thing is, because resources are of course also consumed. Of course, it also has to be economically viable. So first and foremost, to keep the question short, first and foremost of course we are open, but it has to make sense. That's how I would put it.
Moritz Trautmann: I would also say so. I mean, of course, you can also say that if you really want a feature request for everything, and maybe that's just your own solution for yourself. Of course, if you are willing to spend a little bit of money, you can also pay for a feature request. In principle, however, we are very agile in terms of development. Because we are a much more vital company than Google, I would say in quotation marks. And of course we are now much closer to our customers, so we are also much more willing to take on board and implement such requests or certain wishes from customers. Exactly.
Angela Meyer: Okay. Yes, so if you have certain requests, then please write to the two of them, they will definitely help you.
Moritz Trautmann: Definitely. Maybe that already exists, who knows.
Hanifi Yapar: Exactly.
Angela Meyer: Super. Then the question came in whether you have a personal contact person and how quickly you can start with a tool.
Do you have a personal contact person? And how quickly can you start using the tool?
Moritz Trautmann: Well, a personal contact person is assigned in any case. We don't make this dependent on any budget limits or anything like that. For us, every customer is important and every customer should be able to achieve the optimal result with our tool at the end of the day. And that's why it's very important to us to first of all pick up the customer completely. For us, there is first of all a really comprehensive onboarding, where we take a lot of time to first agree on goals and wishes with the customer. And then to really respond to their needs. There is also always very extensive customer training. I would say that it takes about two hours, where we really get to grips with the tool in its entirety. Of course, if there are any questions, we also answer them afterwards. We have a support promise where we really say that within 24 hours the customer will receive an answer from us in some form. So be it that we call or write a short mail. We definitely want the customer to get an answer quickly so that we can really respond to their needs quickly.
Angela Meyer: Super.
Hanifi Yapar: We do everything we can to ensure that customers are not left in the lurch.
Moritz Trautmann: We are the strong right hand. In the war with the PPC, with the PPC campaigns. So we are really, yes-.
Hanifi Yapar: Up front with the front, yes.
Moritz Trautmann: The supporter who is always on the side, who you can always reach out too.
Angela Meyer: That's nice. So also with new customers, so Moritz and Hanifi, that would be your contact persons yes.
Moritz Trautmann: Maybe not us in detail, but of course we also have very competent colleagues, we are not alone in the team.
Hanifi Yapar: Definitely.
Moritz Trautmann: Who of course are also happy to take on the cases and can of course assist just as well as we both do.
Angela Meyer: That's right, yes. So I'll take the very last question now. And then we come to the end. And that is, you guys have mentioned Google a lot.
Compared to Google, what can intelliAd, the intelliAd tool do better or what are the advantages, the USP?
Moritz Trautmann: Well, you would have to differentiate again. So clearly you can now say that we are probably referring to the free solution, because if we now say GA360, then of course you have to first really take an immense chunk of money in hand, so that you get the premium function from Google. I am now referring to what Google can do in the basic version, which you can perhaps compare there. So of course, if we are very strong, which Hanifi also said earlier, we are of course very far ahead in terms of data protection. We have our data centers completely in Germany. We have a German data protection officer who is always on the ball there. We really want to be able to pass on a very, very secure product to the customer. And you can't say that about Google in this form. The data centers there are located somewhere in the U.S. or around the world, and at the end of the day you can't be sure what happens to your own data. That is also a very important point. We really do have the delta owner chip, which means that the data in there belongs to the customer. And it doesn't belong to Google or any third party, but this data really does belong to the customer. And the customer decides what happens to that data. If the customer says delete the data, then we delete this data completely and he doesn't have to worry that any data will turn up somewhere. And at the end of the day, you might still get a warning. What we also have, of course, is complete data freedom.
This means that we can, of course, completely incorporate the data that we now collect in multichannel tracking, for example, into bidding. We don't have that in the free version of Google. There, we can really only optimize on Google data or data tracked by ads in the end. Or what we can also do there is of course upload to a conversions and optimize on those, of course we offer that as well. But what we really have is this multichannel approach, where we can really holistically incorporate the entire online marketing or, in this case, partially also offline conversions into this journey. And be able to optimize it. Another very important point, which relates to the previous point, is that of course the personal contact person at Google is only available if you really have a lot of ad spend and is therefore very, very relevant for Google. Otherwise, you can also make a support request there and if you're lucky, you get an answer within two weeks. And there you might not know whether you get this answer in German or in English. This is not the best solution. With us, as I said, you have a personal contact person whom you can write to, where you also get an answer in German within 24 hours. Or should it be, if it is now international customers, of course also in English. We are also proficient in this language.
Hanifi Yapar: Can I very briefly mention one more point. With Bid Management now specifically this birth history for example, I don't know if you mentioned that, but-.
Moritz Trautmann: Is also still, yeah sure. Is also still an important point.
Hanifi Yapar: So this transparency, what does the algorithm actually do there. You can understand with us, the reasons for the birth change, by how much and why, which campaign addgroup and so on. Some customers are very keen on this, because of course you want to keep full control. With Google Smartbidding, this is often not the case, because you can't see what's actually in this black box, where they say so nicely. So we are very transparent here, because we also attach great importance to that.
Moritz Trautmann: Yes. Well, we really want that whoever comes to us here, as I said, not only sees the result, but we also really want that the way there is also really transparent to the maximum. And of course you can't say that at all with Google. You just set your goal and at the end of the day you see that you have reached the target value. But at Google, we don't know whether we could have done a little better or whether we could have done more. We just know, okay, we've reached the target and that should be enough for us at the end of the day. But with us, you can really understand why it happened the way it did and can I maybe readjust something here and there at some other point to maybe get more out of it. And that definitely differentiates us from Google. Yes.
Angela Meyer: Great. So thank you very much for the detailed answer. And at this point, I would now introduce you to your contact person. Peter is our performance marketing expert and you are welcome to contact Peter directly by phone, by email. And he is also open for all further questions and you are welcome to deepen the topic around the Performance Marketing Suite with him. So feel free to contact him directly, he is looking forward to your questions. And we will also make our recording and the presentation available afterwards. You can listen to everything again at your leisure.
Moritz Trautmann: I wanted to say something briefly. Maybe this will also help, so if now somehow-. Were the contact details shared by us actually?
Angela Meyer: They are here.
Moritz Trautmann: Otherwise, if now any technical questions should arise, also gladly direct mail to both of us. Of course, we are also happy to clear up any ambiguities or to really answer specific questions again, which perhaps could not be asked here now.
Angela Meyer: Exactly. So all my colleagues here, whether Peter or Moritz or Hanifi have an open ear for you.
Moritz Trautmann: Definitely.
Angela Meyer: Yes. Then just a quick look into our newsroom and that is we host a webinar every week on all sorts of topics. Whether it's SEO content or design, we look forward to your participation and exactly, just check out our newsroom at diva-e.com. Then thank you two, Hanifi and Moritz, for your time and for your insides on intelliAd Performance Marketing Suite. And yes thank you very much and say until next time.
Hanifi Yapar: We thank you as well. Thank you very much for joining us.
Moritz Trautmann: Thank you very much. Have a good day.
Angela Meyer: See you next time, Ciao.