The Next Generation of Data for New Levels of Optimization

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THE NEXT GENERATION OF DATA FOR NEW LEVELS OF OPTIMIZATION A DEEPER LOOK AT THE TRADITIONAL EPC METRIC Choots Humphries Co-President, LinkConnector Corporation [email protected]

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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). Session Description: Data is abundantly available for online transactions. So, why aren’t many in our industry using data beyond EPC to optimize? Learn about new levels of optimization with the next generation of data.

Transcript of The Next Generation of Data for New Levels of Optimization

Page 1: The Next Generation of Data for New Levels of Optimization

THE NEXT GENERATION OF DATA FOR NEW LEVELS OF OPTIMIZATION

A DEEPER LOOK AT THE TRADITIONALEPC METRIC

Choots HumphriesCo-President, LinkConnector [email protected]

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LOSING WEIGHT?

1,500 CALORIES PER DAY RESULTS IN

1 POUND PER WEEK, BUT…

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

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• Dayparting– Time of day

COMMON OPTIMIZATION DRILL DOWNS

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

COMMON OPTIMIZATION DRILL DOWNS

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• 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

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

• Creative Used to Promote• Promotional Source

or Method

COMMON OPTIMIZATION DRILL DOWNS

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• Geo Location of Click

LESS COMMON OPTIMIZATION DRILL DOWNS

$129.01

$43.99$223.97

$162.34 $218.94

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• 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

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• 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

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• Device Type

RARE OPTIMIZATION DRILL DOWNS

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

RARE OPTIMIZATION DRILL DOWNS

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• 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

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• 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

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• 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

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• 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

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QUESTIONS?CONTACT INFORMATION

Choots HumphriesCo-President, LinkConnector [email protected]

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