1. How to Use ‘Big Data’
Case Studying Data from SKY’s Affiliate Program
Helen Southgate Matt Swan
Online Marketing Controller – Strategy & Client Strategist – Affiliate Window
Planning - BSKYB
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2. Intro to BSkyB
• BSkyB offer Television and
Telecoms services (Canal
Digitaal / UPC)
• BSkyB are in 40% of UK
households with 10.6million
customers
• 2nd highest Ad Expenditure
in the UK after P&G
• Online is BSkyB’s largest
acquisition channel, Affiliate
accounts for c20% of online
orders
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4. What is “Big Data”?
“Aggregating and sorting enormous amounts of
data into actionable statistics and insight”
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5. How Awin can help: data sharing
Digital Affiliate Transaction Short term Long term
Click path click path information customer info customer info
Client visibility Awin visibility Client visibility Client visibility Client visibility
Wider Awin project to conduct ongoing analysis of
affiliate programme quality: will rely on data sharing
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6. Sky attribution case study
Sky tasked us with analysing their complete digital dataset. They were not using the
findings for an attribution project: they wanted to see the complete picture and
understand how individual affiliates assist and generate value through sales.
Affiliates Last Click - affiliate channel only touchpoint
Affiliates Last Click - other channel touchpoint(s)
31%
43% Affiliate Assist - Not last Click
No Affiliate Touchpoint
19% • Affiliate channel involved in 57% of sales
7% • 31% of affiliate sales involved only affiliates
• Affiliates lose out on 7% of sales but are assisted
19% of the time
6
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7. Sky attribution case study
-92% of all sales attributed to the affiliate channel only have 1 affiliate touch point
-We can investigate this data to see the touch points within the channel
92%
1 2 3
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8. Sky attribution case study
What affiliates are being overwritten? What affiliates are doing the overwriting?
9% 5%
5% 6%
Price Comparison 10%
15% Loyalty/Reward 41%
PPC
60% True Content
11%
Voucher Code Directory
38%
• Price comparison sites are overwritten, and do the most overwriting
• Loyalty/Reward overwrite more than they are overwritten
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9. SKY: ANALYSIS CARRIED ON TOP 10 AFFILIATES
Sky attribution case study
• Affiliate A drives a large proportion of their sales without any of the other paid
media channels being involved (click only)
• Paid Search overwrites Affiliate A on last click 61% of the time
• Affiliate A is “helped” by other channels just 6% of the time
Affiliate A Sales Attribution Where Affiliate A is not last click, what channel is?
6%
7%
44%
50% 32%
61%
Last Click but Another Channel Involved
Last Click and Only Channel
Not Last Click (Not Attributed Sale) Search Affiliate Display
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10. SKY: ANALYSIS CARRIED ON TOP 10 AFFILIATES
Sky attribution case study
• Affiliate B also drives a large proportion of their sales without any of the other
paid media channels being involved (click only)
• Another affiliate overwrites Affiliate B on last click 78% of the time
• Affiliate B is “helped” by other channels 29% of the time
Affilite B Sales Attribution Where Affiliate B is not last click, what channel
is?
22% 29% 5%
17%
49% Search
Affiliate
Display
Last Click but Another Channel Involved
Last Click and Only Channel
78%
Not Last Click (Not Attributed Sale)
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11. Customer value varies by affiliate
Can not treat two affiliates in the same sector the same
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12. Customer value varies by affiliate
Can not treat two affiliates in the same sector the same
£33.00 4.00%
£32.00 3.50%
£31.00
3.00%
£30.00
2.50%
£29.00
2.00%
£28.00
1.50%
£27.00
1.00%
£26.00
£25.00
A B C D E F 0.50%
£24.00 0.00%
6 Month Contribution 6 Month Cont (cashback) 6 Month Churn % 6 Month Churn (Cashback)
- Affiliate E has a high value of customer but above average churn rate
- Affiliate F has high value customers and low churn rate
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13. Segmentation and Targeting
Bespoke Offers
Bespoke Price Points
Focus on certain bundles
(i.e. cheap vs. top tier)
Creative & Messaging
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14. Summary
• Big data has allowed us to:
– Prove beyond doubt the value of the affiliate
channel
– Secure increased investment into the affiliate
channel
– Use the affiliate channel more effectively to drive
differing KPIs
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15. The Future of Big Data…….
Online:
Heart of
Multi-Channel
Affiliate
Display
Search
Social
Reiterates last slide – we can only get involved off our own backs with the blue segment. We are happy to help out with the rest but need support and data from the client.
Sky tasked us with understanding how incremental sales were from the channels. By looking at data we can prove:Incremental Sales31% of affiliate sales involved only affiliates as a touch point92% of affiliate sales involve only one affiliate touch pointIn other words, for over a third of their sales in this particular category they can say that they wouldn’t necessarily get them if they didn’t have the affiliate channel. This helps us to answers the incrementality question.
Drilling down further we were then able to look at the top ten affiliates and see how they interacted with other affiliates and channels
Drilling down further we were then able to look at the top ten affiliates and see how they interacted with other affiliates and channels
