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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