• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
a4uexpo BT Theatre - The truth about Cookie Overwriting
 

a4uexpo BT Theatre - The truth about Cookie Overwriting

on

  • 2,826 views

 

Statistics

Views

Total Views
2,826
Views on SlideShare
2,085
Embed Views
741

Actions

Likes
2
Downloads
37
Comments
0

8 Embeds 741

http://econsultancy.com 573
http://www.interwebosphere.com 127
http://carlcosta.wordpress.com 18
http://web2.stu.kundenserver42.de 10
http://us-w1.rockmelt.com 7
https://econsultancy.com 4
http://www.stateofsearch.com 1
http://translate.googleusercontent.com 1
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    a4uexpo BT Theatre - The truth about Cookie Overwriting a4uexpo BT Theatre - The truth about Cookie Overwriting Presentation Transcript

    • The Truth About Cookie Overwriting
      Owen Hewitson
      Client Strategist
      DigitalWindow
    • Agenda
      Methodology
      Caveats
      Advertiser promotions
      • Overview of promotion
      • How many affiliates are involved in a sale?
      • How is the AOV affected by a promotion?
      • How is the latency affected by a promotion?
      • How does the path to purchase change?
      General conclusions
    • Methodology
      Five retailers across four sectors – 1x fashion, 1x mobile, 2x electricals, 1x health and beauty
      Data gathered from major brands – all the advertisers studied have high levels of transactions and high numbers of affiliates for each promotional type
      Data benchmarked - before vs during promotions, with comparison to all affiliates on a programme, and other affiliates with same promotional method
      The ‘daisy chain’ – the path to purchase, the number of affiliates involved in a sale, and where they sit within that path
    • Caveats
      Data has been anonymised for both advertisers and affiliates
      Figures are expressed as percentages
      Reliant on affiliates having properly categorised their primary method of promotion
      Advertisers’ and affiliates’ other marketing activities should be borne in mind
      Data only relates to the affiliate channel
    • Advertiser A - Fashion Retailer
      Promotion: Exclusive voucher code - Extra 15% off sale items
      Promo Period: 10th – 12th August 2010
      Comparison Period: 3rd – 5th August 2010
      Performance: 163% uplift in sales volume, 142% in sales value
    • Involvements – Before the Promo
    • Involvements – During the Promo
    • Involvements – Before the Promo
    • Involvements – During the Promo
    • What effect did the promotion have on AOV?
    • Latency rates: How quickly do our advertisers convert? - Before the promo period
    • Latency rates: How quickly do our advertisers convert? – During the promo period
      Advertiser A: 87%
    • What effect did the promotion have on latency rates? – Before the promo
    • What effect did the promotion have on latency rates? – During the promo
    • Who did the affiliate overwrite? – Before the promo
    • Who did the affiliate overwrite? – During the promo
    • Advertiser B - Mobile Retailer
      Promotion: Added points reward exclusively to a loyalty & reward affiliate
      Promo Period: 7th – 21st May 2010
      Comparison Period: 16th – 30th April 2010
      Performance: 232% uplift in overall sales on two weeks previous to the promotion; 655% uplift in contract sales on two weeks previous to the promotion
    • Involvements – Before the Promo
    • Involvements – During the Promo
    • Involvements – Before the Promo
    • Involvements – During the Promo
    • Latency rates – How quickly do our advertisers convert? – Before the promo period
      Advertiser B: 83%
    • Latency rates – How quickly do our advertisers convert? – During the promo period
    • What effect did the promotion have on latency rates? – Before the promo
    • What effect did the promotion have on latency rates? – During the promo
    • Who did the affiliate overwrite? – Before the promo
    • Who did the affiliate overwrite? – During the promo
    • Advertiser C - Electronics Retailer
      Promotion: Added points reward exclusively to loyalty & reward affiliate (same promo with same affiliate as Advertiser B)
      Promo Period: 12th – 26th March 2010
      Comparison Period: 12th – 26th February 2010
      Performance: 9.7% increase in sales volume, 126.5% increase in sales value
    • Involvements – Before the Promo
    • Involvements – During the Promo
    • Involvements – Before the Promo
    • Involvements – During the Promo
    • What effect did the promotion have on AOV?
    • Latency rates – How quickly do our advertisers convert? – Before the promo period
    • Latency rates – How quickly do our advertisers convert? – During the promo period
    • What effect did the promotion have on latency rates? – Before the promo
    • What effect did the promotion have on latency rates? – During the promo
    • Who did the affiliate overwrite? – Before the promo
    • Who did the affiliate overwrite? – During the promo
    • Advertiser D - Health & Beauty Retailer
      Promotion: Exclusive code: 10% off £50 spend on particular product range. Offered to a loyalty & reward affiliate, rather than a voucher code site.
      Promo Period: 2nd – 25th July
      Comparison Period: 2nd – 25th June 2010
      Performance: 8% increase in sales volume, 5% increase in sales value.
    • Involvements – Before the Promo
    • Involvements – During the Promo
    • Involvements – Before the Promo
    • Involvements – During the Promo
    • What effect did the promotion have on AOV?
    • Latency rates – How quickly do our advertisers convert? – Before the promo period
    • Latency rates – How quickly do our advertisers convert? – During the promo period
    • What effect did the promotion have on latency rates? – Before the promo
    • What effect did the promotion have on latency rates? – During the promo
    • Who did the affiliate overwrite? – Before the promo
    • Who did the affiliate overwrite? – During the promo
    • Advertiser E - Electricals Retailer
      Promotion: Competition with cashback site (no cashback increase)
      Promo Period: 14th – 27th July 2010
      Comparison Period: 14th – 27th June 2010
      Performance: 32% increase in sales, 58% increase in sales value
    • Involvements – Before the Promo
    • Involvements – During the Promo
    • Involvements – Before the Promo
    • Involvements – During the Promo
    • What effect did the promotion have on AOV?
    • Latency rates – How quickly do our advertisers convert? – Before the promo period
    • Latency rates – How quickly do our advertisers convert? – During the promo period
      Advertiser E: 90%
    • What effect did the promotion have on latency rates? – Before the promo
    • What effect did the promotion have on latency rates? – During the promo
    • Who did the affiliate overwrite? – Before the promo
    • Who did the affiliate overwrite? – During the promo
    • Conclusions
      Most transactions have only one referrer
      Most transactions take place in 24 hours
      Of those, most take place within the hour
      Some evidence that where a code is offered customers spend more anyway – AOV rises during the promotion for an affiliate with a code
    • Conclusions
      Shows affiliates in a good light – affiliates are click winners, not ‘click stealers’
      Implications for the debate on multi-attribution – if vast majority of sales are single referrer, what might be a better way to ascertain the value of your affiliates?
      Taking this research further – benchmarking affiliate channel across online marketing as a whole