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
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