NetBooster partners with Euromaster to develop its European digital performance strategy

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible) a leading independent European agency in digital performance marketing, today announces a new partnership with Euromaster (known as ATS Euromaster in the UK), part of Michelin Group.

NetBooster has been selected to assist Euromaster in the development and implementation of its international digital performance strategy across Europe, using SEO, PPC, Display Advertisement, Social Media, RTB and CRM.

NetBooster supports companies on their digital strategy to move digital advertising to the next level by using cross-channel and consumer-centric strategies. Thanks to its 3D methodology approach, an exclusive user centric approach of the digital marketing strategy that maximises the interaction between channels, NetBooster is the only agency in Europe able to take up the digital challenges that international clients such as Euromaster face.

Operating in 17 countries, employing 10,600 employees, with revenue of €1,832m in 2014, Euromaster is one of the largest tyre retailer and vehicle related service provider in Europe.

According to Ulrike Ristau-Hutter, Chief Digital Officer at Euromaster Group, “One of our main challenges at Euromaster is to generate traffic towards our points of sales and websites. NetBooster is a trusted partner we have chosen to implement our digital transformation and especially our online business approach – and thus a key pillar of our digital strategy. Their performant cross channel solutions, their experience within the automotive industry and their international coverage through their cohesive agency network, were the deciding factors in our decision.”

Tim Ringel, CEO of NetBooster commented: “We are proud that Euromaster picked NetBooster to support their growth strategy and transformation through digital on an European level. We believe NetBooster is a perfect fit to Euromaster’s needs, combining the different digital channels based on an owned Data/CRM platform. Transparent and international digital strategies, planned and executed by an independent agency network like NetBooster is the future for blue chip clients across Europe and beyond.”


About NetBooster Group | www.netbooster.com
NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.). Shares in NetBooster are traded on the NYSE Alternext Paris.

About Euromaster Group I www.euromastergroup.com
EUROMASTER, a wholly owned subsidiary of the Michelin group, offers solutions for vehicle maintenance (routine maintenance such as servicing, brakes, air-conditioning…) and tyre maintenance to individual and professional customers.

  • 2458 point of sales, integrated and franchises.
  • 10,600 employees
  • €1,800 billion turnover in 2014
  • 8 million tyres sold yearly
  • 2503 mobile workshops across 17 countries
  • Assistance in Euromaster service centres or on-site at the customer

Group Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

Hello bank! by BNP Paribas chooses NetBooster’s Data & Analytics department

NetBooster (FR0000079683 – eligible ALNBT – PEA-PME), a leading independent European agency in digital performance marketing, today announces a new partnership and contract win with Hello bank! the online subsidiary bank of BNP Paribas.

Following substantial wins and the trust given by blue chip brands like PSA, Adidas, Accor and Pierre & Vacances, Hello bank! has chosen the Data & Analytics department of NetBooster for their consultancy mission.

NetBooster will guide and support the bank by defining its needs linked to the collection and use of data, in order to gain new clients. NetBooster will also assist Hello bank! in the selection of data tools and platforms. The mission concerns the French, Belgium and Italian markets for both Hello bank! and BNP Paribas agencies, and further the German market for Hello bank!

Hello bank! the online banking subsidiary of BNP Paribas, is the first 100% digital mobile bank in Europe, created in 2013 and assists more than 800,000 clients.

Thomas Hubert, Head of Data & Analytics, France and Southern Europe at NetBooster Group, commented: “As a data team in a digital performance agency, our goal is to move to the next level by taking up the data value chain challenges and optimizing the marketing solutions. That’s why NetBooster created a specialised team dedicated to supporting our clients choose the best data solutions before the traditional deliveries of KPI’s definition, tagging plans or analysis tools set ups. The NetBooster DnA international team of 35 dedicated experts, provides the best answers for our clients, from DMP to machine learning and through ad-centric, CRM or data web analytics”


 About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

Group Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

Bid Optimisations: Time To Leave The ROI Approach Behind

The Importance Of Bid Optimisations

Finding your optimal bids matters. Bidding too aggressively on a keyword or product can exhaust precious budget very quickly and not deliver expected returns. Being too conservative on profitable queries will make you miss opportunities to generate additional business. With competition on the digital landscape on the rise success is more and more determined by bidding and budget allocation. The price to pay for suboptimal bidding strategies is no longer affordable.

The Key Performance Objective

For most businesses running performance marketing campaigns, the key goal is profit. Maximising the level of profit generated for the business through online channels by delivering new customers as well as increased transactions from the existing ones. Depending on the organisation and the complexity of the business, measuring profit can be more or less straight forward. But regardless of the complexity of the cost structure of a business, one objective seems very clear in most cases: maximising gross margin, i.e. revenue from performance marketing activities minus all variable costs.

The Problem With ROI: Example

To illustrate the limitations of the ROI approach let’s look at the following Google Shopping example with two products:

The Problem With ROI: Example 1

Products 1 & 2 have the same level of CPC and the same avg. order value. However, these products have different conversion rates (CR). While 1 is returning a conversion for every 12.5 clicks, 2 only needs on average 10 clicks to achieve a sale. As a result, product 1 shows poorer CPA and ROI than product 2. A £20,000 budget split equally between both products would provide the following results:

 The Problem With ROI: Example 2

With the £10k investment we can buy 4k clicks on product 1 and generate £64k revenue. The same investment buys the same number of clicks on product 2, but with the higher CR this budget returns more conversions and a higher £80k revenue figure. Based on these numbers it seems very clear that the budget allocation between both products is not optimal. Or is it?

What we haven’t considered so far is the cost of each product for the retailer. For both manufacturers and distributors, the sale price is not necessarily an accurate measure of the value of each sale.

The Problem With ROI: Example 3

In this example, taking manufacturing costs into account reveals that every printer sale is 1.5 times more valuable for the business than those of office chairs. Product 1 returns a margin of £150 per unit sold versus just £100 for product 2. Looking at revenue and ROI earlier we concluded that if we had to choose between investing in PPC for printers or investing in office chairs, the latter were the smart choice. But are they?!

The Problem With ROI: Example 4

Actually, our initial conclusion was wrong, printers have a 20% higher margin after PPC costs than office chairs. Revenue and ROI were misleading in this example. If we had to choose between allocating a £10k budget to one or the other the most profitable option for the business is product 1.

Customer Life Time Value

Margins are not the only issue with the ROI approach. Businesses facing increasing new customer acquisition costs will put great effort into retaining those customers for as long as possible. Although winning customers’ loyalty is no easy task, there are powerful tools and strategies that can boost retention and customer life time value. In this context, any new customer acquisition investment must be assessed fairly factoring in the quantity and quality of new business. A link must be established between investing in new business acquisition now and the value those new customers will deliver for the business later, in order to make the right decisions. ROI, as it is commonly used by digital marketers today, entirely disregards any future return from current investment.

From CPA To ROI To… Click Value!

With improvement in tracking technology and the availability of data, the industry has moved from a transaction oriented approach (CPA-based optimisations) to focusing on revenue. ROI-based optimisations have allowed us to maximise revenue within a given budget. For some advertisers, this strategy will indeed provide optimal results. But for many others, product margins and customer life time value are key considerations that simply cannot be ignored.

It is time for digital professionals and advertisers to work closer together. A new metric is needed. And its calculation requires a combination of business intelligence and tracking data. We know with certainty what each click costs. It is time we figure out how much each click is truly worth and optimise our bids on that basis. It is time to move to Click Value.