The Next Generation of Data for New Levels of Optimization

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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City).
Session Description: Data is abundantly available for online transactions. So, why aren’t many in our industry using data beyond EPC to optimize? Learn about new levels of optimization with the next generation of data.

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The Next Generation of Data for New Levels of Optimization

  1. 1. THE NEXT GENERATION OF DATA FOR NEW LEVELS OF OPTIMIZATION A DEEPER LOOK AT THE TRADITIONAL EPC METRIC Choots Humphries Co-President, LinkConnector Corporation choots.humphries@linkconnector.com
  2. 2. LOSING WEIGHT? 1,500 CALORIES PER DAY RESULTS IN 1 POUND PER WEEK, BUT…
  3. 3. EARNINGS PER CLICK • EPC a Good Indicator of Success • All Clicks Aren’t Equal • To Optimize, Look Deeper
  4. 4. • Dayparting – Time of day COMMON OPTIMIZATION DRILL DOWNS 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 TIME OF DAY
  5. 5. 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 TIME OF DAY • Dayparting – Time of day – Optimization opportunities with week, month and year COMMON OPTIMIZATION DRILL DOWNS Sunday Monday Tuesday Wednesday Thursday Friday Saturday DAY OF WEEK 1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930 DAY OF MONTH Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec MONTH IN YEAR
  6. 6. • Dayparting – Time of day – Optimization opportunities with week, month and year • Creative Used to Promote COMMON OPTIMIZATION DRILL DOWNS $101.54 90 EPC $125.66 90 EPC $850.00 90 EPC
  7. 7. • Dayparting – Time of day – Optimization opportunities with week, month and year • Creative Used to Promote • Promotional Source or Method COMMON OPTIMIZATION DRILL DOWNS
  8. 8. • Geo Location of Click LESS COMMON OPTIMIZATION DRILL DOWNS $129.01 $43.99 $223.97 $162.34 $218.94
  9. 9. • Geo Location of Click • SubID Tracking – A/B testing environment – Location on promotional page – Which coupon was used LESS COMMON OPTIMIZATION DRILL DOWNS A $126.89 EPC B $26.43 EPC
  10. 10. • Geo Location of Click • SubID Tracking – A/B testing environment – Location on promotional page – Which coupon was used • Keyword Used to Generate Interest LESS COMMON OPTIMIZATION DRILL DOWNS
  11. 11. • Device Type RARE OPTIMIZATION DRILL DOWNS
  12. 12. • Device Type – Also can include optimization on OS or Browser RARE OPTIMIZATION DRILL DOWNS
  13. 13. • Device Type – Also can include optimization on OS or Browser • Product Level RARE OPTIMIZATION DRILL DOWNS $1,320.55 90 EPC $1,070.86 90 EPC $855.89 90 EPC $838.25 90 EPC $745.50 90 EPC
  14. 14. • Device Type – Also can include optimization on OS or Browser • Product Level • Offer EPC – New versus existing customers RARE OPTIMIZATION DRILL DOWNS $340.55 New EPC $84.62 Existing EPC
  15. 15. • Affiliate Type EPC – As an affiliate, you need it to select campaigns – As a merchant, you need it to diversify and grow BONUS ADVICE Affiliate Type EPC CR AOV All $21.66 1.78% $120.44 Comparison $12.67 1.71% $108.34 Content $22.27 1.41% $176.39 Coupon $126.91 10.10% $128.25 Display $8.27 0.84% $86.13 Email $39.60 6.12% $80.09 Loyalty $27.67 2.77% $104.50 Search $83.74 7.52% $84.90 Social $17.10 1.81% $84.44
  16. 16. • Don’t Rely on Summarized Data • Assume Every Merchant Acts Differently • Start a Promotion with a Guess Based on a Conversation with Merchant • Segment Data to Maximize What Works Best and Minimize What Isn’t Working • Focus Attention on Promotional Opportunities • Push Networks and Merchants for Additional Data When Opportunity Exists CONCLUSIONS
  17. 17. QUESTIONS? CONTACT INFORMATION Choots Humphries Co-President, LinkConnector Corporation choots.humphries@linkconnector.com Images Courtesy of

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