The Truth About Cookie Overwriting<br />Owen Hewitson<br />Client Strategist<br />DigitalWindow<br />
Agenda<br />Methodology<br />Caveats<br />Advertiser promotions<br /><ul><li>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?</li></ul>General conclusions<br />
Methodology<br />Five retailers across four sectors – 1x fashion, 1x mobile, 2x electricals, 1x health and beauty<br />Dat...
Caveats<br />Data has been anonymised for both advertisers and affiliates<br />Figures are expressed as percentages<br />R...
Advertiser A - Fashion Retailer<br />Promotion: Exclusive voucher code - Extra 15% off sale items<br />Promo Period: 10th ...
Involvements – Before the Promo<br />
Involvements – During the Promo<br />
Involvements – Before the Promo<br />
Involvements – During the Promo<br />
What effect did the promotion have on AOV?<br />
Latency rates: How quickly do our advertisers convert? - Before the promo period<br />
Latency rates: How quickly do our advertisers convert? – During the promo period<br />Advertiser A: 87% <br />
What effect did the promotion have on latency rates? – Before the promo<br />
What effect did the promotion have on latency rates? – During the promo<br />
Who did the affiliate overwrite? – Before the promo<br />
Who did the affiliate overwrite? – During the promo<br />
Advertiser B - Mobile Retailer<br />Promotion: Added points reward exclusively to a loyalty & reward affiliate<br />Promo ...
Involvements – Before the Promo<br />
Involvements – During the Promo<br />
Involvements – Before the Promo<br />
Involvements – During the Promo<br />
Latency rates – How quickly do our advertisers convert? – Before the promo period<br />Advertiser B:  83%<br />
Latency rates – How quickly do our advertisers convert? – During the promo period<br />
What effect did the promotion have on latency rates? – Before the promo<br />
What effect did the promotion have on latency rates? – During the promo<br />
Who did the affiliate overwrite? – Before the promo<br />
Who did the affiliate overwrite? – During the promo<br />
Advertiser C - Electronics Retailer<br />Promotion: Added points reward exclusively to loyalty & reward affiliate (same pr...
Involvements – Before the Promo<br />
Involvements – During the Promo<br />
Involvements – Before the Promo<br />
Involvements – During the Promo<br />
What effect did the promotion have on AOV?<br />
Latency rates – How quickly do our advertisers convert? – Before the promo period<br />
Latency rates – How quickly do our advertisers convert? – During the promo period<br />
What effect did the promotion have on latency rates? – Before the promo<br />
What effect did the promotion have on latency rates? – During the promo<br />
Who did the affiliate overwrite? – Before the promo<br />
Who did the affiliate overwrite? – During the promo<br />
Advertiser D - Health & Beauty Retailer<br />Promotion: Exclusive code: 10% off £50 spend on particular product range. Off...
Involvements – Before the Promo<br />
Involvements – During the Promo<br />
Involvements – Before the Promo<br />
Involvements – During the Promo<br />
What effect did the promotion have on AOV?<br />
Latency rates – How quickly do our advertisers convert? – Before the promo period<br />
Latency rates – How quickly do our advertisers convert? – During the promo period<br />
What effect did the promotion have on latency rates? – Before the promo<br />
What effect did the promotion have on latency rates? – During the promo<br />
Who did the affiliate overwrite? – Before the promo<br />
Who did the affiliate overwrite? – During the promo<br />
Advertiser E - Electricals Retailer<br />Promotion: Competition with cashback site (no cashback increase)<br />Promo Perio...
Involvements – Before the Promo<br />
Involvements – During the Promo<br />
Involvements – Before the Promo<br />
Involvements – During the Promo<br />
What effect did the promotion have on AOV?<br />
Latency rates – How quickly do our advertisers convert? – Before the promo period<br />
Latency rates – How quickly do our advertisers convert? – During the promo period<br />Advertiser E: 90%<br />
What effect did the promotion have on latency rates? – Before the promo<br />
What effect did the promotion have on latency rates? – During the promo<br />
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a4uexpo BT Theatre - The truth about Cookie Overwriting

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a4uexpo BT Theatre - The truth about Cookie Overwriting

  1. 1. The Truth About Cookie Overwriting<br />Owen Hewitson<br />Client Strategist<br />DigitalWindow<br />
  2. 2. Agenda<br />Methodology<br />Caveats<br />Advertiser promotions<br /><ul><li>Overview of promotion
  3. 3. How many affiliates are involved in a sale?
  4. 4. How is the AOV affected by a promotion?
  5. 5. How is the latency affected by a promotion?
  6. 6. How does the path to purchase change?</li></ul>General conclusions<br />
  7. 7. Methodology<br />Five retailers across four sectors – 1x fashion, 1x mobile, 2x electricals, 1x health and beauty<br />Data gathered from major brands – all the advertisers studied have high levels of transactions and high numbers of affiliates for each promotional type<br />Data benchmarked - before vs during promotions, with comparison to all affiliates on a programme, and other affiliates with same promotional method<br />The ‘daisy chain’ – the path to purchase, the number of affiliates involved in a sale, and where they sit within that path<br />
  8. 8. Caveats<br />Data has been anonymised for both advertisers and affiliates<br />Figures are expressed as percentages<br />Reliant on affiliates having properly categorised their primary method of promotion<br />Advertisers’ and affiliates’ other marketing activities should be borne in mind<br />Data only relates to the affiliate channel<br />
  9. 9. Advertiser A - Fashion Retailer<br />Promotion: Exclusive voucher code - Extra 15% off sale items<br />Promo Period: 10th – 12th August 2010<br />Comparison Period: 3rd – 5th August 2010<br />Performance: 163% uplift in sales volume, 142% in sales value<br />
  10. 10. Involvements – Before the Promo<br />
  11. 11. Involvements – During the Promo<br />
  12. 12. Involvements – Before the Promo<br />
  13. 13. Involvements – During the Promo<br />
  14. 14. What effect did the promotion have on AOV?<br />
  15. 15. Latency rates: How quickly do our advertisers convert? - Before the promo period<br />
  16. 16. Latency rates: How quickly do our advertisers convert? – During the promo period<br />Advertiser A: 87% <br />
  17. 17. What effect did the promotion have on latency rates? – Before the promo<br />
  18. 18. What effect did the promotion have on latency rates? – During the promo<br />
  19. 19. Who did the affiliate overwrite? – Before the promo<br />
  20. 20. Who did the affiliate overwrite? – During the promo<br />
  21. 21. Advertiser B - Mobile Retailer<br />Promotion: Added points reward exclusively to a loyalty & reward affiliate<br />Promo Period: 7th – 21st May 2010<br />Comparison Period: 16th – 30th April 2010<br />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<br />
  22. 22. Involvements – Before the Promo<br />
  23. 23. Involvements – During the Promo<br />
  24. 24. Involvements – Before the Promo<br />
  25. 25. Involvements – During the Promo<br />
  26. 26. Latency rates – How quickly do our advertisers convert? – Before the promo period<br />Advertiser B: 83%<br />
  27. 27. Latency rates – How quickly do our advertisers convert? – During the promo period<br />
  28. 28. What effect did the promotion have on latency rates? – Before the promo<br />
  29. 29. What effect did the promotion have on latency rates? – During the promo<br />
  30. 30. Who did the affiliate overwrite? – Before the promo<br />
  31. 31. Who did the affiliate overwrite? – During the promo<br />
  32. 32. Advertiser C - Electronics Retailer<br />Promotion: Added points reward exclusively to loyalty & reward affiliate (same promo with same affiliate as Advertiser B)<br />Promo Period: 12th – 26th March 2010<br />Comparison Period: 12th – 26th February 2010<br />Performance: 9.7% increase in sales volume, 126.5% increase in sales value<br />
  33. 33. Involvements – Before the Promo<br />
  34. 34. Involvements – During the Promo<br />
  35. 35. Involvements – Before the Promo<br />
  36. 36. Involvements – During the Promo<br />
  37. 37. What effect did the promotion have on AOV?<br />
  38. 38. Latency rates – How quickly do our advertisers convert? – Before the promo period<br />
  39. 39. Latency rates – How quickly do our advertisers convert? – During the promo period<br />
  40. 40. What effect did the promotion have on latency rates? – Before the promo<br />
  41. 41. What effect did the promotion have on latency rates? – During the promo<br />
  42. 42. Who did the affiliate overwrite? – Before the promo<br />
  43. 43. Who did the affiliate overwrite? – During the promo<br />
  44. 44. Advertiser D - Health & Beauty Retailer<br />Promotion: Exclusive code: 10% off £50 spend on particular product range. Offered to a loyalty & reward affiliate, rather than a voucher code site.<br />Promo Period: 2nd – 25th July<br />Comparison Period: 2nd – 25th June 2010<br />Performance: 8% increase in sales volume, 5% increase in sales value.<br />
  45. 45. Involvements – Before the Promo<br />
  46. 46. Involvements – During the Promo<br />
  47. 47. Involvements – Before the Promo<br />
  48. 48. Involvements – During the Promo<br />
  49. 49. What effect did the promotion have on AOV?<br />
  50. 50. Latency rates – How quickly do our advertisers convert? – Before the promo period<br />
  51. 51. Latency rates – How quickly do our advertisers convert? – During the promo period<br />
  52. 52. What effect did the promotion have on latency rates? – Before the promo<br />
  53. 53. What effect did the promotion have on latency rates? – During the promo<br />
  54. 54. Who did the affiliate overwrite? – Before the promo<br />
  55. 55. Who did the affiliate overwrite? – During the promo<br />
  56. 56. Advertiser E - Electricals Retailer<br />Promotion: Competition with cashback site (no cashback increase)<br />Promo Period: 14th – 27th July 2010<br />Comparison Period: 14th – 27th June 2010<br />Performance: 32% increase in sales, 58% increase in sales value<br />
  57. 57. Involvements – Before the Promo<br />
  58. 58. Involvements – During the Promo<br />
  59. 59. Involvements – Before the Promo<br />
  60. 60. Involvements – During the Promo<br />
  61. 61. What effect did the promotion have on AOV?<br />
  62. 62. Latency rates – How quickly do our advertisers convert? – Before the promo period<br />
  63. 63. Latency rates – How quickly do our advertisers convert? – During the promo period<br />Advertiser E: 90%<br />
  64. 64. What effect did the promotion have on latency rates? – Before the promo<br />
  65. 65. What effect did the promotion have on latency rates? – During the promo<br />
  66. 66. Who did the affiliate overwrite? – Before the promo<br />
  67. 67. Who did the affiliate overwrite? – During the promo<br />
  68. 68. Conclusions<br />Most transactions have only one referrer<br />Most transactions take place in 24 hours<br />Of those, most take place within the hour<br />Some evidence that where a code is offered customers spend more anyway – AOV rises during the promotion for an affiliate with a code<br />
  69. 69. Conclusions<br />Shows affiliates in a good light – affiliates are click winners, not ‘click stealers’<br />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?<br />Taking this research further – benchmarking affiliate channel across online marketing as a whole<br />

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