THE NEXT GENERATION OF DATA FOR NEW LEVELS OF OPTIMIZATION

A DEEPER LOOK AT THE TRADITIONALEPC METRIC

Choots HumphriesCo-President, LinkConnector Corporationchoots.humphries@linkconnector.com

LOSING WEIGHT?

1,500 CALORIES PER DAY RESULTS IN

1 POUND PER WEEK, BUT…

EARNINGS PER CLICK• EPC a Good Indicator of Success• All Clicks Aren’t Equal• To Optimize, Look Deeper

• Dayparting– Time of day

COMMON OPTIMIZATION DRILL DOWNS

• Dayparting– Time of day– Optimization opportunities with week, month and year

COMMON OPTIMIZATION DRILL DOWNS

• Dayparting– Time of day– Optimization opportunities with week, month and year

• Creative Used to Promote

COMMON OPTIMIZATION DRILL DOWNS

$101.5490 EPC

$125.6690 EPC

$850.0090 EPC

• Dayparting– Time of day– Optimization opportunities with week, month and year

• Creative Used to Promote• Promotional Source

or Method

COMMON OPTIMIZATION DRILL DOWNS

• Geo Location of Click

LESS COMMON OPTIMIZATION DRILL DOWNS

$129.01

$43.99$223.97

$162.34 $218.94

• Geo Location of Click• SubID Tracking

– A/B testing environment– Location on promotional page– Which coupon was used

LESS COMMON OPTIMIZATION DRILL DOWNS

A$126.89 EPC

B$26.43 EPC

• Geo Location of Click• SubID Tracking

– A/B testing environment– Location on promotional page– Which coupon was used

• Keyword Used to Generate Interest

LESS COMMON OPTIMIZATION DRILL DOWNS

• Device Type

RARE OPTIMIZATION DRILL DOWNS

• Device Type– Also can include optimization on OS or Browser

RARE OPTIMIZATION DRILL DOWNS

• Device Type– Also can include optimization on OS or Browser

• Product Level

RARE OPTIMIZATION DRILL DOWNS

$1,320.5590 EPC

$1,070.8690 EPC

$855.8990 EPC

$838.2590 EPC

$745.5090 EPC

• Device Type– Also can include optimization on OS or Browser

• Product Level• Offer EPC

– New versus existing customers

RARE OPTIMIZATION DRILL DOWNS

$340.55New EPC $84.62

Existing EPC

• Affiliate Type EPC– As an affiliate, you need it to select campaigns– As a merchant, you need it to diversify and grow

BONUS ADVICE

Affiliate Type EPC CR AOVAll $21.66 1.78% $120.44

Comparison $12.67 1.71% $108.34Content $22.27 1.41% $176.39Coupon $126.91 10.10% $128.25Display $8.27 0.84% $86.13Email $39.60 6.12% $80.09

Loyalty $27.67 2.77% $104.50Search $83.74 7.52% $84.90Social $17.10 1.81% $84.44

• Don’t Rely on Summarized Data

• Assume Every Merchant Acts Differently

• Start a Promotion with a Guess Based on a Conversation with Merchant

• Segment Data to Maximize What Works Best and Minimize What Isn’t Working

• Focus Attention on Promotional Opportunities

• Push Networks and Merchants for Additional Data When Opportunity Exists

CONCLUSIONS

QUESTIONS?CONTACT INFORMATION

Choots HumphriesCo-President, LinkConnector Corporationchoots.humphries@linkconnector.com

Images Courtesy of