Looking beyond the sale to value attribution - Helen Southgate and Matt Swan

Looking Beyond the Sale to Value Attribution How can we prove the value of the channel?

IntroductionsHelen Southgate Matt SwanSenior Online Marketing Manager Client StrategistBSkyB Affiliate Window@HelenMarie21 @Matt_Swan40 #A4UB3 2

Agenda Sky Affiliate Programme 3 Key Areas to Question Using Data to Inform Summary Q&A #A4UB3 3

The Sky Affiliate Programme – An Evolution Affiliates drive 14% share of Is the affiliate channel driving truly incrementalonline sales for Sky acquisition sales? on a last click basis Do affiliates contribute to more sales beyond the last click metric? Do affiliates simply cannibalise other channels? Are these sales profitable for Sky? What is the long term value of these customers? #A4UB3 Do affiliates cannibalise each other? If so, who is 4 valuable?

What are our KPI’s for the Online Channel? Sales Volume Quality of Low Churn Sale & Rates Retention KPIs Profitable Product Sales Attachments Reach #A4UB3 5

The 3 Key Areas: #A4UB3 6

#A4UB3 7

Cross-Channel Attribution - BroadbandAffiliates contribute to 57% of Sales• 31% of Sales are “truly incremental”• Affiliates lose out on 7% of sales but are “helped” 19% of the time #A4UB3 8

#A4UB3 11

Affiliates Deliver a Higher Customer Value than mostother Routes to Market 1 2 Affiliate Channel 3 Call Centre Channels 4 #A4UB3 12

Customer Value Varies by Affiliate Can not treat two affiliates in he same sector the sameCustomer Value #A4UB3 13

#A4UB3 15

Should we consider post impression tracking?PC share is at 70% but PI is significant – but is this true value? #A4UB3 17

Mobile Activity is Growing5% of sales through the affiliate channel are coming from mobile #A4UB3 18

Summary• By looking at data we can prove: – Incremental Sales • 31% of affiliate sales involved only affiliates as a touch point • 92% of affiliate sales involve only one affiliate touch point – Profitability • The affiliate channel drives a higher than average customer value • We understand the profitability of individual affiliates – Reach • Affiliates are delivering value through PI exposure as well as click exposure • Mobile activity suggests some incremental growth• What does this mean? – We can use data to: • Inform and optimise affiliate performance • Deploy budget more effectively across online & affiliates • Justify the channel #A4UB3 19

Thanks! Questions? #A4UB3 @HelenMarie21 @Matt_Swan40 Clients fill out the IAB AMC Surveyhttp://www.reportwindow.com/fillsurvey.php?sid=6 8 #A4UB3it “isn’t about time networks started adding value” 20 Today at 17.15

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