CHALLENGE MISSION

INTERFLORA: MANAGING THE BRAND
THROUGH OPERATIONAL ATTRIBUTION
MISSION
CHALLENGE
MOTHER’S DAY – A MAJOR CHALLENGE
FOR INTERFLORA
BRAND AND ATTRIBUTION MANAGEMENT
Interflora.fr, the number one worldwide online flower
sales and delivery service, has made a major push on
digital growth in recent years. With ambitious growth
targets to meet, it is critical that Interflora.fr fully
exploit the marketing potential of certain key times of
the year, such as Mother's Day. It is these periods that
will determine whether yearly targets are met.
To make Mother's Day 2012 a success, Interflora has
prepared a complete online advertising campaign
based on paid search and high-impact display media.
The campaign is constrained by two targets: high
profitability coupled with high sales volumes.
Measuring its performance and managing attribution
to its various levers is therefore key to maximizing ROI
and revenue.
One of challenges of the operation concerns the
"Interflora" brand, which—like most well-known
brands—is the key factor to closing the sale at the final
lever. It is therefore critical to have the ability to
accurately reevaluate the levers leading up to a
conversion, over only a few days of intense marketing
efforts.
Sophie Balcon
E-Business Manager
"Madmetrics helped us to accurately identify and
understand the relationships between display and
search, and make decisions based on highly relevant
data"
INTERFLORA: MANAGING THE BRAND
THROUGH OPERATIONAL ATTRIBUTION
SOLUTION
RESULTS
REATTRIBUTE EACH SALE TO THE
CORRECT LEVER
A 28% INCREASE IN SALES!
While analytics solutions available on the market
provide smart attribution analysis, they remain limited
to a strategic presentation that is not easily
translatable into action at the operational level.
For this reason, Interflora opted for the Madmetrics
Analytics solution. Madmetrics is directly connected to
all of Interflora's advertising partners using ad-centric
tracking, making it possible to simulate or compare the
impact of different attribution models on each element
of the ad campaign (keyword, banner, affiliate, etc.)
This allows brand-specific operational attribution
models to reassign results, with a high degree of
accuracy, to those non-brand elements which
contributed to a sale.
+28%
These key views made it possible to identify and unlock
untapped campaign potential, especially in display and
on Facebook, where performance increased by over
20%. The value generated by the brand on the last click
is not evenly attributed to all the ad campaign elements
which contributed to the sale. Instead, attribution is
distributed based on genre, age, localization,
messages and visuals, reflecting a range of highly
diverse purchasing behavior within a single channel.
Operational attribution has allowed Interflora to move
away from dealing with averages. The media agency
was able to identify and manipulate, with pinpoint
precision, those Facebook campaign audience
segments which were ultimately most profitable, and
pull back on the least profitable segments. Sophie
Balcon, E-Business Manager for Interflora, explains
that "Madmetrics technology helped us to accurately
identify and understand the relationships between display
and search, and make decisions based on highly relevant
data". Overall, this attribution strategy contributed to a
28% sales increase over 2011 while keeping media
costs the same.
TURNOVER BETWEEN 2011 AND 2012,
WITH SAME MEDIA COSTS
The worldwide leader in online flower sales and deliveries, Interflora delivers flowers 7 days a week in France and around the world. It offers a large selection
of ready-made bouquets and also allows customers to create their own custom flower arrangements. Today, Interflora connects over 45,000 affiliate florists
in 145 countries who ship over 30 million bouquets a year.
Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated
technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its
client portfolio includes OLX, Meetic/Match.com, Air France, Europcar, Jumeirah, Redoute and Voyages-SNCF.
Headquarters: 8, rue du sentier, 75002 Paris, France / +33 (0) 1.44.79.38.13 / www.keyade.com / [email protected]
Simplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under
number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457