Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

a4uexpo BT Theatre - The truth about Cookie Overwriting

3,259 views

Published on

Published in: Business, Health & Medicine
  • Be the first to comment

a4uexpo BT Theatre - The truth about Cookie Overwriting

  1. 1. The Truth About Cookie Overwriting<br />Owen Hewitson<br />Client Strategist<br />DigitalWindow<br />
  2. 2. Agenda<br />Methodology<br />Caveats<br />Advertiser promotions<br /><ul><li>Overview of promotion
  3. 3. How many affiliates are involved in a sale?
  4. 4. How is the AOV affected by a promotion?
  5. 5. How is the latency affected by a promotion?
  6. 6. How does the path to purchase change?</li></ul>General conclusions<br />
  7. 7. Methodology<br />Five retailers across four sectors – 1x fashion, 1x mobile, 2x electricals, 1x health and beauty<br />Data gathered from major brands – all the advertisers studied have high levels of transactions and high numbers of affiliates for each promotional type<br />Data benchmarked - before vs during promotions, with comparison to all affiliates on a programme, and other affiliates with same promotional method<br />The ‘daisy chain’ – the path to purchase, the number of affiliates involved in a sale, and where they sit within that path<br />
  8. 8. Caveats<br />Data has been anonymised for both advertisers and affiliates<br />Figures are expressed as percentages<br />Reliant on affiliates having properly categorised their primary method of promotion<br />Advertisers’ and affiliates’ other marketing activities should be borne in mind<br />Data only relates to the affiliate channel<br />
  9. 9. Advertiser A - Fashion Retailer<br />Promotion: Exclusive voucher code - Extra 15% off sale items<br />Promo Period: 10th – 12th August 2010<br />Comparison Period: 3rd – 5th August 2010<br />Performance: 163% uplift in sales volume, 142% in sales value<br />
  10. 10. Involvements – Before the Promo<br />
  11. 11. Involvements – During the Promo<br />
  12. 12. Involvements – Before the Promo<br />
  13. 13. Involvements – During the Promo<br />
  14. 14. What effect did the promotion have on AOV?<br />
  15. 15. Latency rates: How quickly do our advertisers convert? - Before the promo period<br />
  16. 16. Latency rates: How quickly do our advertisers convert? – During the promo period<br />Advertiser A: 87% <br />
  17. 17. What effect did the promotion have on latency rates? – Before the promo<br />
  18. 18. What effect did the promotion have on latency rates? – During the promo<br />
  19. 19. Who did the affiliate overwrite? – Before the promo<br />
  20. 20. Who did the affiliate overwrite? – During the promo<br />
  21. 21. Advertiser B - Mobile Retailer<br />Promotion: Added points reward exclusively to a loyalty & reward affiliate<br />Promo Period: 7th – 21st May 2010<br />Comparison Period: 16th – 30th April 2010<br />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<br />
  22. 22. Involvements – Before the Promo<br />
  23. 23. Involvements – During the Promo<br />
  24. 24. Involvements – Before the Promo<br />
  25. 25. Involvements – During the Promo<br />
  26. 26. Latency rates – How quickly do our advertisers convert? – Before the promo period<br />Advertiser B: 83%<br />
  27. 27. Latency rates – How quickly do our advertisers convert? – During the promo period<br />
  28. 28. What effect did the promotion have on latency rates? – Before the promo<br />
  29. 29. What effect did the promotion have on latency rates? – During the promo<br />
  30. 30. Who did the affiliate overwrite? – Before the promo<br />
  31. 31. Who did the affiliate overwrite? – During the promo<br />
  32. 32. Advertiser C - Electronics Retailer<br />Promotion: Added points reward exclusively to loyalty & reward affiliate (same promo with same affiliate as Advertiser B)<br />Promo Period: 12th – 26th March 2010<br />Comparison Period: 12th – 26th February 2010<br />Performance: 9.7% increase in sales volume, 126.5% increase in sales value<br />
  33. 33. Involvements – Before the Promo<br />
  34. 34. Involvements – During the Promo<br />
  35. 35. Involvements – Before the Promo<br />
  36. 36. Involvements – During the Promo<br />
  37. 37. What effect did the promotion have on AOV?<br />
  38. 38. Latency rates – How quickly do our advertisers convert? – Before the promo period<br />
  39. 39. Latency rates – How quickly do our advertisers convert? – During the promo period<br />
  40. 40. What effect did the promotion have on latency rates? – Before the promo<br />
  41. 41. What effect did the promotion have on latency rates? – During the promo<br />
  42. 42. Who did the affiliate overwrite? – Before the promo<br />
  43. 43. Who did the affiliate overwrite? – During the promo<br />
  44. 44. Advertiser D - Health & Beauty Retailer<br />Promotion: Exclusive code: 10% off £50 spend on particular product range. Offered to a loyalty & reward affiliate, rather than a voucher code site.<br />Promo Period: 2nd – 25th July<br />Comparison Period: 2nd – 25th June 2010<br />Performance: 8% increase in sales volume, 5% increase in sales value.<br />
  45. 45. Involvements – Before the Promo<br />
  46. 46. Involvements – During the Promo<br />
  47. 47. Involvements – Before the Promo<br />
  48. 48. Involvements – During the Promo<br />
  49. 49. What effect did the promotion have on AOV?<br />
  50. 50. Latency rates – How quickly do our advertisers convert? – Before the promo period<br />
  51. 51. Latency rates – How quickly do our advertisers convert? – During the promo period<br />
  52. 52. What effect did the promotion have on latency rates? – Before the promo<br />
  53. 53. What effect did the promotion have on latency rates? – During the promo<br />
  54. 54. Who did the affiliate overwrite? – Before the promo<br />
  55. 55. Who did the affiliate overwrite? – During the promo<br />
  56. 56. Advertiser E - Electricals Retailer<br />Promotion: Competition with cashback site (no cashback increase)<br />Promo Period: 14th – 27th July 2010<br />Comparison Period: 14th – 27th June 2010<br />Performance: 32% increase in sales, 58% increase in sales value<br />
  57. 57. Involvements – Before the Promo<br />
  58. 58. Involvements – During the Promo<br />
  59. 59. Involvements – Before the Promo<br />
  60. 60. Involvements – During the Promo<br />
  61. 61. What effect did the promotion have on AOV?<br />
  62. 62. Latency rates – How quickly do our advertisers convert? – Before the promo period<br />
  63. 63. Latency rates – How quickly do our advertisers convert? – During the promo period<br />Advertiser E: 90%<br />
  64. 64. What effect did the promotion have on latency rates? – Before the promo<br />
  65. 65. What effect did the promotion have on latency rates? – During the promo<br />
  66. 66. Who did the affiliate overwrite? – Before the promo<br />
  67. 67. Who did the affiliate overwrite? – During the promo<br />
  68. 68. Conclusions<br />Most transactions have only one referrer<br />Most transactions take place in 24 hours<br />Of those, most take place within the hour<br />Some evidence that where a code is offered customers spend more anyway – AOV rises during the promotion for an affiliate with a code<br />
  69. 69. Conclusions<br />Shows affiliates in a good light – affiliates are click winners, not ‘click stealers’<br />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?<br />Taking this research further – benchmarking affiliate channel across online marketing as a whole<br />

×