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The Truth About Cookie Overwriting

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Presentation at the A4U Expo London 2010

Presentation at the A4U Expo London 2010

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  • 1. gdigitalwindow The Truth About Cookie Overwriting Owen Hewitson Client Strategist Digital window ’ “ 12-130 t b 2010 London . ... ... ,. .‘i. §Z. .‘? .f . ... ... ... ... ... ... . . .
  • 2. Agenda * Methodology * Caveats * Advertiser promotions o Overview of promotion o How many affiliates are involved in a sale? o How is the AOV affected by a promotion? o How is the latency affected by a promotion? o How does the path to purchase change? * General conclusions . ' I 0 o a 12-13 October 2010 digital
  • 3. 6 Methodology Five retailers across four sectors - 1x fashion, 1x mobile, 2x electricals, 1x health and beauty Data gathered from major brands — allthe 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 -5 ~ 12-13 October 2010 digital
  • 4. 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 2 12-13 October 2010 digital
  • 5. Advertiser A - Fashion Retailer Promotion: Exclusive voucher code — Extra 15% off sale items Promo Period: 10”‘ — 12”‘ August 2010 Comparison Period: 3'” — 5”‘ August 2010 Performance: 163% uplift in sales volume, 64% in sales value Ii) * F 12-13 October 2010 digital Lt. ’-' lU‘(L)Jl3 . , _, . , . _ . _ AL , . . . ' . .-X7;. £.Z. ?1'f3~
  • 6. lnvolvements — Before the Promo Across the programme as a whole, number of affiliates involved per transaction 4% 2% 1<%, Z0% [ ii 17% * ‘E, ii“ a [ 76% *’~ a 12-13 October 2010 digital owu-I. i$wN»—~
  • 7. lnvolvements — During the Promo Across the programme as a whole, number of affiliates involved per transaction 3% 1% 0% 0% - ‘ a 12-13 0 t b 2010 di8italWi"d°W ‘Mn AFFILIATE &cF'EgO| 'ielfl: NCE MARKETING CONFERENCE 3.
  • 8. ‘-51- ; ‘j7>*%: —'~‘¢T“"; ~ B 12-13 October 2010 6* -> - -. ' V . : " I‘2 lnvolvements — Before the Promo Of the transactions promo affiliate was involved in, number of affiliates per transaction 4% 2% 6‘V , °* r l 24% it . «l 64% I O1-i>uuNI—I» digital
  • 9. new ~ a 12-13 October 2010 , .. , . , _; . . __ lnvolvements — During the Promo Of the transactions promo affiliate was involved in, number of affiliates per transaction 0% gm 0% t 8% V 90% U1->UUlJl—| digital
  • 10. AOV? £25.03 £19.73 I All affiliates I Promotion affiliate Before promotion During promotion 12-13 October 2010 : di3italWi“d°W AFFILIATE 3: PERFORMANCE MARKETING CONFERENCE
  • 11. Latency rates: How quickly do our advertisers convert? - Before the promo period 100% 90° 1 /3 I ___. to 80% eAc: eve_rtcIseroA; 914/; 70% 60% AdvertiserA ' AdverfiserB 50% AdvertiserC 40‘V 0 ' AdvertiserD 30% Advertiser E 20% 10% O%, Tw'f‘a%fiLJfiL%_Lfl L4_LJ§LJ‘LJ‘I# lJ_+%‘I‘L}1|H. 0 1 2 3 4 5 6 7 9 1011121314151617181920212223242S262728293031 a 12-13 October 2010 digital
  • 12. Latency rates: How quickly do our advertisers convert? — During the promo period 100% 90% - » I _ 80% A‘? Acrvertiser A: 81% 70% 60% _ ’ AdvertiserA ' AdvertiserB 50% Advertiserc 40% ' AdvertiserD 30% Advertiser E 20% 10% 0% . - . ,‘. .'_x"a"”. ,.v. ... -.. [.. _‘. .______‘_. -2._. . . _ _, . . _ -. _.c. . _ . . -, _ _, _ _ 0 1 2 3 4 5 6 7 9 10111213141516171819202122232425262728293031 12-13 October2o1o digital
  • 13. at effect did the promo Ion ave on a. ency low rates? — Before the promo 90% ~ 80% 70% 60% I All affiliates I Voucher code affiliates I Promo affiliate 50% 40% 30% 20% 10% T-141.111 T: T I. .— . I. 1 1? i i i i ’ ' ' ' ' ' i i i ' i O 1 2 3 4 5 6 7 8 9 101112131415161 18192021222324 . .41’ 0 di italwindow 12-130 t b 2010 3 n AFFILIATE 5-$EgOf? %4{NCE MAFJKE TING CC| NFEv7EN(E .
  • 14. What effect did the promotion have on latency rates? — During the promo 90% 80% 70% 60% 1 All affiliates ' Vouchercode affiliates Promo affiliate 50% 40% 30% 20% 3 0% 7" 7 Vlfl ‘V l I: V’ I 7 “ Vl l7_ ‘7 7 l7 l 7.1‘ 1 ‘ l i ‘if? 1 ‘— 7; l * 2 3 4 5 6 7 3 9 1011121314lS161718192021222324 12-13 October 2010 digital
  • 15. Who did the af i iate overwri e. — e ore the promo Promotional type overwritten by the affiliate 3% I Voucher codes I Loyalty & Reward I True Content -3 «V. . 12.1 0 b 2010 n AFF| L|? 'E &cPEg0ReN‘{NCE MARKETING CONFERENCE ‘ .
  • 16. Who did the affi iate overwri e. — uring the promo Promotional type overwritten by the affiliate 1% I Voucher code I Loyalty & Reward I True Content I PPC 12-13 October 2010 : diSitaiWiiid°W AFFILIATE 3: PERFORMANCE MARKETING CONFERENCE
  • 17. Advertiser B - Mobile Retailer Promotion: Added points reward exclusively to a loyalty & reward affiliate Promo Period: 7”‘ — 21“ May 2010 Comparison Period: 16”‘ — 30”‘ 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 Ii) A 12-13 October 2010 digital -Ly’: lV‘(L)Jl} . , _; . , . _ . _ At , . . . ' . .«XT; .£. Z.?1'f3~
  • 18. lnvolvements — Before the Promo Across the programme as a whole, number of affiliates involved per transaction 1% 0% -3 «V. . 12.1 0 b 2010 L italWindOW -Lon AFFlLI? fE &(i: =EgoneM: Nce MARKETING CONFERENCE 0. g
  • 19. Tex ~ 3 12-13 October 2010 , .. , . 0 _0 . . __ lnvolvements — During the Promo Across the programme as a whole, number of affiliates involved per transaction 2%0‘%>/0% 0 9% t 0 . 89% U1->UUlJ| —| digital
  • 20. lnvolvements — Before the Promo Of the transactions promo affiliate was involved in, the number of affiliates per transaction 4% 12-13 October 2010 digitalWii'id°W AFFILIATE 5: PERFORMANCE MARKETING CONFERENCE
  • 21. lnvolvements — During the Promo Of the transactions promo affiliate was involved in, the number of affiliates per transaction 0 ‘d. C l I d - « 3 12-13 Octobe 2010 * igita Wiii °W n AFFILIATE Sr VERFORMfNCE MARKETING CONFERENCE .
  • 22. atency rates — How C| U|C y o air a ver Isers convert? — Before the promo period 100% 90% A — 80% Advertiser B; 83% 70% 60% I AdvertiserA 50% I Advertiser B I Advertiserc 40% _ I Advertiser D 30% I Advertiser E 20% 10% 0% 0, . ,flr0,nn0.aL, .|. _0.I. ..L . .1.4.. .J. .0_r_ LVL L. L. I_. _L10,L_. L_0,L_0,, |.__ L-_0 L1. .10 L . ,,L0,l. 011 . ,L 0; .1 0 1 2 3 4 5 5 7 9 1011121314151617181920212223242526272829303l 12-13 October 2010 : digitalWiiid°W iimi
  • 23. Latency rates — How quickly do our advertisers convert? — During the promo period 100% 90% -» 0 0 80% 0': Ac: ver'c| ser B: 84% 70% ’ AdvertiserA 60% - ' AdvertiserB 50% Ad C vertiser 40% ' AdvertiserD 30% Advertiser E 20% 10% 0% . - . ,0.. '_. '"a0'”n. .'. ... -.10.-_0.. ___—_.0_. -1._. ._ _, . . _ -. _.1. . _ 1. -, _ _, _ _ 0 1 2 3 4 5 6 7 9 10111213141516171819202122232425262728293031 12-13 October2010 digital
  • 24. What effect did the promoti-onhave on latency rates? — Before the promo 120% 100% —~ 3 8096 ~ 60% ’ All affiliates ’ O Loyalty & Reward affiliates Promo affiliate 4096 A 2096 ~ 0%—. .—-_——1-——1- —--—11-—-—-% 1- e——-. 00 1 2 3 4 5 6 7 8 9101112131415161718192021222324 12-13 October2010 digital
  • 25. What effect did the promoti-onhave on 120% latency rates? — During-t_he-promo 100% - 80% 60% _ All affiliates ’ ‘ Loyalty & Reward affiliates Promo affiliate 4096 - 2096 ~ 0% " 'i’: - 7"‘ i‘ “ T l i’ 7 I ’ i’ i “I 7" T‘ i I “ i‘ 7* O 1 2 3 4 S 6 7 8 9 101112131415161718192021222324 12-13 October2010 digital
  • 26. 0 did the affiliate overwrl e. — e ore e promo Promotional type overwritten by the affiliate - ‘ a 12-130 t b 2010 Lon AFFILIATE &cl’E$0RehA: NCE MARKETING CONFERENCE I Loyalty & Reward I Voucher Codes gdigitalwindow
  • 27. Who did the affiliate overwrite? _—‘D‘uring the promo Promotional type overwritten by the affiliate r 13% l 20% ' Loyalty & Reward 67% 4 ‘ ‘Voucher Code PPC ’a%““’>; a.p at a digital 12-13 October 2010
  • 28. Advertiser C - Electronics Retailer Promotion: Added points reward exclusively to loyalty & reward affiliate (same promo with same affiliate as Advertiser B) Promo Period: 12”‘ — 26”‘ March 2010 Comparison Period: 12"‘ — 26”‘ February 2010 Performance: 9.7% increase in sales volume, 126.5% increase in sales value It) * A 12-13 October 2010 digital -Ly’: lU‘(L)Jl3 . , _; . , . _ . _ AL , . . . ' . .«X7;. £.Z. ?1'f3~
  • 29. lnvolvements — Before the Promo Across the programme as a whole, number of affiliates involved per transaction 0 1% % M X0 I 1 I 2 I 3 I 4 I 5 m A O O I ~' ‘A’ ' 12-13 October 2010 _: d‘8'talW“"d°W Mn AFFILIATE 3: PERFORMANCE MARKETING CONFERENCE
  • 30. lnvolvements — During the Promo Across the programme as a whole, number of affiliates involved per transaction 1%()%fl0% E 10% l ‘ N I 9i I l 89% ’=33;i"3e-T so 1 digital 12-13 October 2010
  • 31. lnvolvements — Before the Promo Of the transactions the promo affiliate was involved in, the number of affiliates per transaction 1% 1% ‘d. C l I d - ~ A 12-13 Octobe 2010 _ ‘SW3 Wm °W n AFFILIATE 8: VERFORM{NCE MARKETING CONFERENCE .
  • 32. lnvolvements — During the Promo Of the transactions the promo affiliate was involved in, the number of affiliates per transaction 1% ‘ ‘d. C l I d - i A 12-13 Octobe 2010 * ‘SW3 WI“ WV 1 AFFILIATE 8: EERFORMfNCE MARKETING CONFERENCE .
  • 33. What effect di t e promo Ion ave on AOV? £130.85 I All affiliates I Promotion affiliate Before promotion During promotion " 9 -‘A’ ' 12-13 Octobe 2010 I . dI8ItalWI“d°W AFFILIATE 5: PERFORM{NCE MARKETING CONFERENCE E .
  • 34. atency rates — How quic ‘y o are ver users convert? — Before the promo period 100% 90% ~ 80% . Ad. ve rtiser C: 23% 70% 60% I AdvertiserA 50% I Advertiser B I AdvertiserC 40% . I Advertiser D 30% I Advertiser E 20% 10% 0% A Afi. A;nLA. .|.1.a. _A, a.J. _,: LA. ... J._At_J. .AL | ._ L_J. _ L ‘L J. A; H. L ‘J n_‘J. I. A; A1 ‘, l_‘L . 0 1 2 3 4 5 5 7 9 10111213141516171819202122232425262728293031 12-13 October 2010 : dISIt3lWI"d°W / XFFIII/ IIF1‘. I"E-l7?€“lH. ‘ln'«N'I— ‘V’/ ‘n"KEIiNI 1’t’»Nl'E7*E< F
  • 35. atency rates — How quic ‘y o Eta ver users convert? — During the promo period 100% — 90% - —— — 80% A Advertiser C: 72% 70% 60% _ I AdvertiserA 50% I Advertiser B 40% I Advertiser C I Advertiser D 30% I Advertiser E 20% 10% m- Eh-L~eL~+—+~+~rm~~ww~w~~~——-- 0 1 2 3 4 5 6 7 910111213141516171819202122i§2425262728293031 12-13 October 2010 . dISItalWmd°W / XFFIII/ IIF1‘. I"E-l7?€“lH. ‘ln'«N'f— ‘V’/ ‘n"KEIiNI 1’t’»Nl'E7*E< F
  • 36. E What effect did the promotidn have on latency rates? — Before the promo 120% ~ 100% — 80% 7 60% A ' All affiliates ' Loyalty & Reward affiliates 40% A Promo affiliate 2096 W 096 . . _ i. v_. ._. ._. ._. - . _ . _ . __ _ . __ _ . - _ , _ . _ __. _ . _ . _ . __ _ , -_ . _ 0 1 2 3 4 5 6 7 8 9101112131415161718192021222324 . __A! , 0 I _ f= _‘-‘; *‘<3.. i‘“"; ;’: e A 12-13 October 2010 dlgltal
  • 37. E What effect did the promotion have on latency rates? — During the promo 120% 100% 80% 60% All affiliates ' Loyalty & Reward affiliates 40% Promo affiliate 20% 0% . ._. .m 1.. _ A. .. _ A_ 2.. ._ . _ . . . _ . _ . _ A. _ . ____. _ . _.. - . _ . _ . _ . _ o 1 2 3 4 5 6 7 8 9 10111213141S161718192021222324 . _ A. ‘ _' 0 I ‘>“3*. :‘“"; ’~ A 12-13 October 2010 dlgltal
  • 38. o I t ea Ila e ' . - Before the promo Promotional type overwritten by the affiliate I Loyalty & Reward I Voucher Codes Agdigitalwindow 12-13 October 2010 AFFILIATE 3: PERFORMANCE MARKETING CONFERENCE
  • 39. o I t ea Ila e ' . - During the promo Promotional type overwritten by the affiliate I Loyalty & Reward I Voucher Code I True Content 12-13 October 2010 dl2lt3lWllld°W AFFILIATE 3: PERFORMANCE MARKETING CONFERENCE
  • 40. 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: 2““' — 25”‘ July Comparison Period: 2”” — 25”‘ June 2010 Performance: 8% increase in sales volume, 5% increase in sales value. digital 12-13 October 2010
  • 41. ‘-51- ; ‘f7‘>*%: —‘~‘¢T“"; ~ A 12-13 October 2010 a’. ,. . , _; . . __ lnvolvements — Before the Promo Across the programme as a whole, number of affiliates involved per transaction 2%0%0% ‘rL8%li U1-5>UJlJ| —| 90% digital
  • 42. vex ~ A 12-13 October 2010 , .. , . , _; . . __ lnvolvements — During the Promo Across the programme as a whole, number of affiliates involved per transaction 1%‘ 0% 0% / d_, ,, r7%l l :2‘ 1 U1-5>UJlJ| —| 92% digital
  • 43. lnvolvements — Before the Promo Of the transactions the promo affiliate was involved in, the number of affiliates per transaction ‘ ‘d. C l I d - ~ A 12-13 Octobe 2010 ~ ‘SW3 Wm °W 1 AFFILIATE 8: VERFORMfNCE MARKETING CONFERENCE 0
  • 44. lnvolvements — During the Promo Of the transactions the promo affiliate was involved in, the number of affiliates per transaction ‘ ‘d. C l I d - s A 12-13 Octobe 2010 ‘SW3 Wm °W n flFFIL| ATE & VERFORMKNCE MARKETING CONFERENCE .
  • 45. What effect did the promoti-onhave on AOV? £59.16 fsistr »— — A L313‘ 1 £39.79 ' All affiliates ' ‘ Promotion affiliate Before promotion During promotion B 12-13 October 2010 digital ~éi. e§-3.4%. ’; ~ = ~
  • 46. Latency rates — How quickly do our advertisers convert? — Before the promo period 100% 90° l A I ‘I. ’ ' of 0 80% . l‘ -, _-I‘ 70% 60% AdvertiserA 5096 ' fijveruseri vertiser 40‘V 0 ' Advertiser D 30% Advertiser E 20% 10% O%, Tm'f‘a%fiLJfiL%_Lfl L4_LJ§LJ‘LJ‘I# lJ_+%‘I‘LJ2|H. O 1 2 3 4 5 6 7 9 1011121314151617181920212223242S262728293031 1 12-13 October 2010 digital
  • 47. Latency rates — How quickly do our advertisers convert? — During the promo period 80% A‘: Ac! vertiserD:90% 70% 60% _ ’ AdvertiserA ' AdvertiserB 50% Advertiserc 40% ° ' AdvertiserD 30% Advertiser E 20% 10% 0% . - . ,‘. .'_x"a"”. ,.v. ... -.. [.. _‘. .______‘_. -1._. . . _ _, . . _ -. _.1. . _ . . -, _ _, _ _ O 1 2 3 4 5 6 7 9 10111213141516171819202122232425262728293031 12-13 OctOber2010 digital
  • 48. 3 What effect did the promotion have on latency rates? — Before the promo All affiliates ’ ‘ Loyalty & Reward affiliates Promo affiliate __ _ . _ _ __ _ _ . :,L. _ 2 3 4 5 6 7 8 9 101112131415161718192021222324 12-13 October 2010 dlgltal
  • 49. What effect di t e promo Ion ave R latency rates? — During the promo 100% — 90% —— 80% —— 70% — 60% —— I All affiliates I Loyalty & Reward affiliates I Promo affiliate 50% — 40% — 30% — 20% — 10% — 0% O 1 2 3 4 5 6 7 8 9 1011121314lS161718192021222324 M Q D . dC I I ~' - 6 12-130 t b 2010 ‘3't3lW"‘d°W AFFILIATE &$EgOffi4{NCE M/ U7KE TING (‘C| NFEv7EN(E . -. . l l
  • 50. Who did the af i iate overwri e. — e ore the promo Promotional type overwritten by the affiliate I Voucher Codes I True Content I Loyalty and Reward I Email Marketing 12-13 October 2010 : di3it3lWi"d°W AFFILIAIE 5- PERFORMANCE MARKETING CCINFEWENCE
  • 51. Who did the affi iate overwri e. — urlng the promo Promotional type overwritten by the affiliate I Loyalty & Reward I Voucher Codes I True Content ‘d. C I d - 1 A 12-13 Octobe 2010 _ Igltalwm 0W n AFFILIATE 8: VERFOI? M{NCE MARKETING CONFERENCE .
  • 52. Advertiser E — Electricals Retailer Promotion: Competition with cashback site (no cashback increase) Promo Period: 14”‘ — 27”‘ July 2010 Comparison Period: 14”‘ — 27”‘ June 2010 Performance: 32% increase in sales, 58% increase in sales value It) A 12-13 October 2010 digital -Ly’: lli‘(L)Jl} . , _; . , . _ . _ AL , . . . ' . .«F; .£. Z.?1'f3~
  • 53. ‘-51- ; ‘j7>*%: —‘~‘¢T“"; ~ A 12-13 October 2010 6* -> - -. ' V . : " I". lnvolvements — Before the Promo Across the programme as a whole, number of affiliates involved per transaction 3% O%/ 0% 82% U1->UUlJl—| digital
  • 54. lnvolvements — During the Promo Across the programme as a whole, number of affiliates involved per transaction 2% 0% 0% ‘d. C l I d - « A 12-13 Octobe 2010 _ ‘SW3 WI“ WV n AFFILIATE 8: VERFOI? M{NCE MARKETING CONFERENCE .
  • 55. lnvolvements — Before the Promo Of the transactions the promo affiliate was involved in, the number of affiliates per transaction 2% ‘d. C l I d - ~ A 12-13 Octobe 2010 _ ‘SW3 Wm °W n AFFILIATE 8: VERFORM{NCE MARKETING CONFERENCE .
  • 56. lnvolvements — During the Promo Of the transactions the promo affiliate was involved in, the number of affiliates per transaction 3% 12-13 October 2010 d‘SW3‘W“W‘°W AFFILIATE 3: PERFORMANCE MARKETING CONFERENCE
  • 57. What effect di t e promo Ion ave on AOV? £400.00 -— £348.63 £350.00 £300.00 £250.00 E20000 I All affiliates £15000 I Promotion affiliate £100.00 £50.00 £0.00 Before promotion During promotion A ‘d. C I d - o A 12-13 Octobe 2010 . ‘SW3‘W“" °W n AFFILIATE 8: VERFORMfNCE MARKETING CONFERENCE .
  • 58. Latency rates — How quickly do our advertisers convert? — Before the promo period 100% 90% . l _£‘. .cEvertise. r E: _92% 80%; — 70% 60% AdvertiserA 5096 ' fijveruseri vertiser 40‘V 0 ' AdvertiserD 30% Advertiser E 20% 10% O%, T-'f‘a%fiLJfiL%_Lfl I4_LJ1LJALJArg Lg_1gA| AL}1.H_ 0 1 2 3 4 5 6 7 9 10111213141516171819202122232425262728293031 7 12-13 October 2010 digital
  • 59. atency rates — How quic ‘y o aria ver Isers convert? — During the promo period 100% — 90% - — — 80% A Advertiser E: 90% 70% 60% _ I AdvertiserA 50% I Advertiser B 40% I Advertiser C I Advertiser D 30% I Advertiser E 20% 10% m- Eh-L~eL—+—+~+~rm~~ww~w~~~——-- 0 1 2 3 4 5 6 7 9101112131415161718192021222§2425262728293031 12-13 October 2010 . d‘SW3‘W‘‘'‘d°W / XFFIll/ HF I‘. I"E-I7’>€“IJI. ‘lr'«N' F ‘~'/ ‘n"KETiNl1’-EN? -E7*E<?
  • 60. What effect did the promotion have on latency rates? — Before the promo 120% 100% : 80% 1 ' All affiliates ' Loyalty & Reward affiliates 40% _ Promo affiliate 60% - 20% 1 0% 7. 7! It ‘ l - l l 7 7 l 7 l’ I I l l T 7- 7- 0 1 2 3 4 5 6 7 8 9101112131415161718192021222324 '-{H ' ' 7 l"“‘é. A”"E‘_-'? ‘: A 12-13 October 2010 d‘SW3‘ c. ‘*. "e. £"_L'~. ..'~9‘. ‘.l; ii, L". )0 1 1 -. ». 1.
  • 61. What effect did the promoti-onhave on latency rates? — During the promo 120% 100% —~ A 80% —~ ’ All affiliates ’ 2 Loyalty & Reward affiliates Promo affiliate 60% 40% 1 20% —~ 2 3 4 5 6 7 8 9 101112131415161718192021222324 12-13 October 2010 C“SW3‘
  • 62. Who did the af i iate overwri e. — e ore the promo Promotional type overwritten by the affiliate I Loyalty & Reward I Voucher Codes -3 «IF . 12.1 0 b 2010 'ItaIWindOW -Lon AFFlLIA3'fE &(»: =EBoReM: Nce MARKETING CONFERENCE I. g
  • 63. Who did the affi iate overwri e. — uring the promo Promotional type overwritten by the affiliate 12-13 October 2010 AFFILIATE 3: PERFORMANCE MARKETING CONFERENCE I Loyalty & Reward I Voucher Code gdigitalwindow
  • 64. 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 digital
  • 65. 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 digital