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How to Use ‘Big Data’        Case Studying Data from SKY’s Affiliate ProgramHelen Southgate                               ...
Intro to BSkyB• BSkyB offer Television and  Telecoms services (Canal  Digitaal / UPC)• BSkyB are in 40% of UK  households ...
Why is data important?       #zxexpertday
What is “Big Data”?“Aggregating and sorting enormous amounts of  data into actionable statistics and insight”             ...
How Awin can help: data sharing     Digital           Affiliate           Transaction        Short term            Long te...
Sky attribution case studySky tasked us with analysing their complete digital dataset. They were not using thefindings for...
Sky attribution case study-92% of all sales attributed to the affiliate channel only have 1 affiliate touch point-We can i...
Sky attribution case study  What affiliates are being overwritten?                    What affiliates are doing the overwr...
SKY: ANALYSIS CARRIED ON TOP 10 AFFILIATES           Sky attribution case study• Affiliate A drives a large proportion of ...
SKY: ANALYSIS CARRIED ON TOP 10 AFFILIATES            Sky attribution case study• Affiliate B also drives a large proporti...
Customer value varies by affiliateCan not treat two affiliates in the same sector the same                                ...
Customer value varies by affiliateCan not treat two affiliates in the same sector the same£33.00                          ...
Segmentation and Targeting                             Bespoke Offers                          Bespoke Price Points       ...
Summary• Big data has allowed us to:  – Prove beyond doubt the value of the affiliate    channel  – Secure increased inves...
The Future of Big Data…….           Online:           Heart of         Multi-Channel             Affiliate             Dis...
Any Questions?   #zxexpertday
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How to use big data

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  • 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
  • Transcript of "How to use big data"

    1. 1. How to Use ‘Big Data’ Case Studying Data from SKY’s Affiliate ProgramHelen Southgate Matt SwanOnline Marketing Controller – Strategy & Client Strategist – Affiliate WindowPlanning - BSKYB #zxexpertday
    2. 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 #zxexpertday
    3. 3. Why is data important? #zxexpertday
    4. 4. What is “Big Data”?“Aggregating and sorting enormous amounts of data into actionable statistics and insight” #zxexpertday
    5. 5. How Awin can help: data sharing Digital Affiliate Transaction Short term Long term Click path click path information customer info customer infoClient visibility Awin visibility Client visibility Client visibility Client visibility Wider Awin project to conduct ongoing analysis ofaffiliate programme quality: will rely on data sharing #zxexpertday
    6. 6. Sky attribution case studySky tasked us with analysing their complete digital dataset. They were not using thefindings for an attribution project: they wanted to see the complete picture andunderstand 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 #zxexpertday
    7. 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 #zxexpertday
    8. 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 #zxexpertday
    9. 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 #zxexpertday
    10. 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) #zxexpertday
    11. 11. Customer value varies by affiliateCan not treat two affiliates in the same sector the same #zxexpertday
    12. 12. Customer value varies by affiliateCan 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 #zxexpertday
    13. 13. Segmentation and Targeting Bespoke Offers Bespoke Price Points Focus on certain bundles (i.e. cheap vs. top tier) Creative & Messaging #zxexpertday
    14. 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 #zxexpertday
    15. 15. The Future of Big Data……. Online: Heart of Multi-Channel Affiliate Display Search Social
    16. 16. Any Questions? #zxexpertday

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