Using Data to Value & Optimise the Affiliate Channel
-
Upload
auexpo-conference -
Category
Documents
-
view
1.382 -
download
2
Transcript of Using Data to Value & Optimise the Affiliate Channel
![Page 1: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/1.jpg)
Matthew Turner 30th August 2012
Using Data to Value & Optimise the Affiliate Channel
#A4US3
![Page 2: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/2.jpg)
Introductions
Helen SouthgateOnline Marketing Controller
Strategy & PlanningBSkyB
@HelenMarie21
Helen SouthgateOnline Marketing Controller
Strategy & PlanningBSkyB
@HelenMarie21
Matt SwanClient StrategistAffiliate Window@awin_strategy
Matt SwanClient StrategistAffiliate Window@awin_strategy
#A4US3
![Page 3: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/3.jpg)
333
What is Big Data?2012’s Buzz Word
2011 - Attribution
2010 - Mobile
2012 – Big Data
#A4US3
“Aggregating and sorting enormous amounts of data into actionable statistics and
insight”
“Aggregating and sorting enormous amounts of data into actionable statistics and
insight”
![Page 4: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/4.jpg)
444
The Challenges of Big DataThere is a reason why it’s called BIG
#A4US3
![Page 5: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/5.jpg)
5
The DataWhat we looked at and why
#A4US3
![Page 6: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/6.jpg)
6
Awin visibilityClient visibility Client visibilityClient visibility Client visibility
Wider Awin project to conduct ongoing analysis of affiliate programme quality: will rely on data sharing
#A4US3
Affiliate Window PlatformHow Affiliate Window support data sharing
![Page 7: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/7.jpg)
7
AttributionLooking beyond last click
#A4US3
On average there are 4 interactions per order
76% of journey’s involve multiple channels
Affiliates have the largest share of “pure channel” orders
![Page 8: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/8.jpg)
8
Affiliate Channel AttributionAffiliates are involved in 25% more sales than awarded on last click
#A4US3
![Page 9: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/9.jpg)
9
Attribution by Affiliate TypeAttribution varies depending on promotional type
#A4US3
![Page 10: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/10.jpg)
10
QualityAffiliates drive LTV as contribution increasing over length of time
#A4US3
Con
trib
uti
on
![Page 11: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/11.jpg)
11
QualityAffiliate contribution is strongest over time vs. Online & other RTM’s
#A4US3
Contr
ibuti
on
Online Contribution at Activation
Affiliate Contribution at
Activation
Other RTMs Contribution at
Activation
![Page 12: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/12.jpg)
12
QualityAffiliate contribution is strongest over time vs. Online & other RTM’s
#A4US3
Contr
ibuti
on
Online Contribution at Activation
Affiliate Contribution at
Activation
Other RTMs Contribution at
Activation
Affiliate Contribution at 6
Months
Online Contribution at 6 Months
Other RTMs Contribution at 6
Months
![Page 13: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/13.jpg)
13
ValueHow valuable are the sales that affiliates drive?
#A4US3
Churn
![Page 14: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/14.jpg)
14
ValueComparing affiliates on an individual basis
#A4US3
![Page 15: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/15.jpg)
15
Segmentation & TargetingDisplay Banner Contact Strategy
#A4US3
![Page 16: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/16.jpg)
16
MobileUsing data to adapt quickly to changing consumer behaviour
Currently mobile = 20% of traffic, we think it will be 50% by 2016
Mobile optimised site more than
doubled CR from Smart Phones
#A4US3
![Page 17: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/17.jpg)
17
MobileAffiliates, like Advertisers, must adapt for mobile
Affiliate Window Mobile Data
#A4US3
![Page 18: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/18.jpg)
18
So What?It’s about finding those marginal gains
#A4US3
![Page 19: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/19.jpg)
19
The Future of Big DataTrue Multi-Channel Marketing = Being Sales Agnostic
Over 80% of consumers do their research
onlineNot all of those buy
onlineData is Key
Understand consumer touch points
Ensure all channels are recognised / awarded
Ensure a consistent customer journey
#A4US3
![Page 20: Using Data to Value & Optimise the Affiliate Channel](https://reader036.fdocuments.us/reader036/viewer/2022081602/555179f8b4c9057f478b4f7c/html5/thumbnails/20.jpg)
20
Questions
#A4US3