Eulerian Technologies provides the possibility of viewing the results of e-marketing campaigns from different angles thanks to its customised multi-channel tracking & attribution solution.
Because Marketing Directors must hone their online interventions, they need solutions that can measure their acquisition campaigns as accurately and as flexibly as possible.
Eulerian Technologies is expanding its field of view, enabling the attribution of sales to first-touch before purchase, last-touch before purchase excluding brand referencing or last-touch before purchase excluding post-impression, in up to 9 views customizable based on marketing mix.
The possibilities for personalization are completely dynamic. It is very easy to switch from one view to another, without having to finalize a choice of view.
This provides a real increase in the convenience and control of e-marketing campaign performance measurements.
The multi-view solution makes it possible to make intelligent trade-offs on e-marketing budgets. In this way, web marketing teams can study the impact of each acquisition channel, depending on their sector and the specific features of their marketing mix, and can demonstrate that the importance of the last-touch leading to purchase is. In the end, the impact of certain channels that appear most crucial can be weighted. Taking the example of the online travel sector in general, and Go Voyages in particular, an analysis of the last-touch before purchase reveals heavy dependence on comparison shopping engines and SEM.
By switching to a first-touch view of e-mailshots, it can be seen that the impact of this channel and of the various newsletters that an e-merchant might send to its current customers is by no means negligible Go Voyages, the French leader in low-price online airline ticket sales, also offers travel packages and a complete range of travel products (hotels, package holidays, custom packages, cruises, holiday rentals, car hire, and the list goes on).
In the past 12 months, 2.7 million passengers have placed their trust in the company, and each month Go Voyages and its 1500 partners sites receive close to 16 million hits.
Such volumes necessitate effective and extremely accurate tracking tools. “We all have different marketing mixes and so different analytical prisms.
As a result, it is important to have a tool that allows us to analyse our different acquisition channels, based on these various prisms.
Not to mention that the tool must be easy to use and implement. Eulerian Technologies’ multi-view approach fully satisfies this need, helping to make us more successful.
We have been able to analyse interactions between acquisition channels thanks to customizable analytical prisms and, in the end, to better allocate our investment funds by channel for greater overall ROI.” – Jérôme Laurent, Go Voyages Marketing Director.
Eulerian Technologies: 8 years of experience and R&D in e-marketing Eulerian Technologies simplifies tracking and places it in the hands of marketing departments, through constant innovation and the regular development of customized tools.
The company’s solutions provide for analysis and optimization of online marketing campaigns using proprietary tools that follow a purely ROI-based approach. In concrete terms, the solutions it develops make it possible to manage all e-marketing actions in real time and to automatically consolidate web marketing data in a single interface, as well as enabling deduplication and informed budgetary discretion. These functions lead to rapid results: Improved campaign performance, responsiveness and autonomy, advances by the teams and a better work environment.
About Eulerian Technologies (http://www.eulerian.com)
Under the leadership of ESIEA alumni Guillaume Fougnies and Mathieu Jondet, the company has been profitable since 2005 and already boasts more than 50 clients including Go Voyages, Nouvelles Frontières, Darty and Sarenza. Managed by Jean Daniel Courties, the company plans to triple its revenue in the next 3 years and to recruit some 10 additional staff members in the next 2.
Eulerian Technologies owns its infrastructure, which has been customized to support heavy loads, and has also established its own training centre. Its adserving solution, Eulerian Ad Manager, has been certified for Google Display Network.
