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EBE 2019 - How AXA increased ROI on affiliates by 180%

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Pavel Sima
CEO Roivenue

The case study won prizes at Marketing Grand Prix 2018 and Performance Diamonds CEE. Don't miss it. Separating affiliate partners who bring real value from those who are only cannibalizing your marketing budget can be a nightmare. That's why AXA decided to bring Data-Driven Attribution to shed lights on the matter. Let's see what steps were taken to evaluate real performance of all publishers followed by cutting out bad performers ultimately leading to an 180% increase in ROI.

CEO of a data-driven attribution provider helping market leaders and innovators like Orange, Axa or Secret Escapes increase their marketing ROI; best selling author; marketing podcast producer and an overall marketer in <3

Published in: Marketing
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EBE 2019 - How AXA increased ROI on affiliates by 180%

  1. 1. ROIVENUE #1 ATTRIBUTION VENDOR IN CEE 420% Y/Y GROWTH AWARD WINNING PLATFORM WELL FUNDED TOP5 Czech startups 2018 From 400 applicants Performance Diamonds CEE 1st place - Performance Technology of the Year Microsoft Partners Awards 2nd place in the category Marketing and e-tail Marketing Grand Prix 1st place + special rating ROI king
  2. 2. CLIENTS PARTNERS
  3. 3. ATTRIBUTION IS NO. 1 PRIORITY FOR CMOS GLOBALLY 74% of marketers say improved measurement & attribution is a priority.
  4. 4. “Attribution enabled us to optimize our affiliate publishers portfolio. Thanks to the optimization we increased our ROI by 180 %.” LUKÁŠ PŘIKRYL CMO Axa Assistance
  5. 5. ATTRIBUTION IS NO. 1 PRIORITY FOR CMOS GLOBALLY
  6. 6. + 180 % ROI
  7. 7. + 180 % ROI Investment: 10 000 EUR Revenue: 50 000 EUR New revenue 120 000 EUR
  8. 8. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” -John Wanamaker
  9. 9. Adform impression DoubleClick impression DoubleClick impression Facebook click AdWords clickCriteo impression ConversionAdform impression THE ISSUE The majority of the issue is caused by the last click method. It gives the credit only to the last touchpoint in the path. But you are spending the ad budget at all channels.
  10. 10. Adform impression DoubleClick impression DoubleClick impression Facebook click AdWords click Criteo impression Conversion THE WHOLE PATH 100% LAST CLICK ATTRIBUTION 50% LINEAR ATTRIBUTION 54% 46% CLICK BASED DATA- DRIVEN ATTRIBUTION 5% 3% 3% 47% 36% 4% IMPRESSION BASED DATA-DRIVEN ATTRIBUTION 50% TYPES OF ATTRIBUTION From last click to impression algorithmic attribution
  11. 11. THE ROIVENUE ECOSYSTEM
  12. 12. STEP 1 Sort by ROI
  13. 13. STEP 1 … or MIR
  14. 14. STEP 2 Determine realocation
  15. 15. STEP 3 Check for saturation
  16. 16. STEP 4 Brief your team or agency
  17. 17. STEP 5 Track and evaluate
  18. 18. But what if you don't have enough data for a proper Attribution?
  19. 19. THE BEGINNING 1 AXA Assistance was looking for new digital channels as a source of new growth 2 Publishers were already turning to them on an ad hoc basis 3 Didn‘t want to commit resources to build its own solution so they decided to go with an existing network
  20. 20. EXPECTATION VS REALITY ● BEAUTIFUL CONTENT ● RICH WEBSITES ● COUPON AGGREGATORS ● DISCOUNT OUTLETS ● AFFILIATES PICKING COUPONS FROM DIRECT MAILS ● FRAUDULENT APPS
  21. 21. “When coupon sites start picking up your direct mails and mess your retail price, you know you have a problem”
  22. 22. THE REAL COST OF AFFILIATES 15% Commission EUR 1.500 Invoice EUR 10.000 sales
  23. 23. THE REAL COST OF AFFILIATES CoS 68% Out of the EUR 10.000 billed only EUR 2.150 could be attributed to “Last click Affiliate” 15% AFFIL
  24. 24. SITUATION AT A PUBLISHER LEVEL 80% LAST CLICK AFFIL Publisher 1 3% LAST CLICK AFFIL Publisher 2
  25. 25. SINNERS
  26. 26. TAKING IT ONE STEP FURTHER STEP 1 Rudimentary analysis done STEP 2 The most obvious sinful publishers thrown out of the mix STEP 3 MIR already improved STEP 4 The problem was the method (last click Affil vs. last click non Affil) was just a very crude proxy for knowing whole customer journeys and the full mix of channels in them 1: ANALYSIS 2: WEEDING OUT 3: IMPROVEMENT 4: Solution
  27. 27. Not enough data on a publisher level to do a full-blown Data-driven Attribution THE CHALLENGE
  28. 28. AFFIL IN A CLOSING ROLE Participation of other channels increases your MIR. At the same time, Affil is only in a closing role here so it is cannibalizing the work (and spend) of other channels. AdWords click Facebook click ConversionAffil
  29. 29. AFFIL OPENING NEW PATHS Participation of other channels increases your MIR. At least Affil is opening new paths that eventually bring in paying customers. Affil AdWords click ConversionFacebook click
  30. 30. AFFIL ROCKS If no other channel participated in the customer journey we can be sure Affil deserves all the credit. Affil ConversionAffil
  31. 31. PUBLISHERS QUALITY INDEX
  32. 32. 180% ROI 70% → 25% RESULTS = Cost of sale
  33. 33. TAKEAWAYS: WHAT TO DO NOW Don't limit yourself to play only with the two variables that are offered to you by your Affiliate network 1 Know your real MIR and set that as a KPI before any optimization 2 You can start with an easy Last click analysis in Google Analytics 3 Take it a step further with Data Driven Attribution Approach or at least a Full Customer Journey Analysis 4
  34. 34. WE’RE COOL! Come see us at our booth and win a Roibot.
  35. 35. GET IN TOUCH Contact us to learn more about how ROIVENUE™ can take the guesswork out of marketing ROI. We’re happy to schedule a demo for your entire team! HELLO@ROIVENUE.COM +420 721 881 783 ROIVENUE.COM

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