THE NEXT GENERATION OF DATA FOR NEW LEVELS OF OPTIMIZATION
A DEEPER LOOK AT THE TRADITIONALEPC METRIC
Choots HumphriesCo-President, LinkConnector [email protected]
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 [email protected]
Images Courtesy of
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