Building a Diversified Partner Portfolio

1. © 2017 CJ LLC. All rights reserved.
Why Cross-Device Tracking is
Important and How It Can Help You
Recalibrating the value of affiliate
Deirdre Peters and Jenny Gibson
CJ Affiliate
Affiliate Management Days, May 17, 2017
San Francisco, CA

2. © 2017 CJ LLC. All rights reserved.
Who the heck are we anyway?
2
Deirdre Peters
Product Manager
Tracking & Customer
Engagement
• BA in Mathematics/MBA
• Focus on Consumer Behavior &
Marketing Analytics
• Graduated from BU and MIT
• 3 years at CJ
• Previously worked at Staples
and Vistaprint
Jenny Gibson
Product Manager
Insights
• BA/MA in Sociology
• Graduated from American
University
• 5 years at CJ
• Previously Strategic Account
Director

3. © 2017 CJ LLC. All rights reserved.
Why Cross-Device Tracking is Important

4. © 2017 CJ LLC. All rights reserved.
Mobile Usage is Ubiquitous
77%
% of Americans
who own a
smartphone
88%
% of Americans
who use the
internet
97%
% of Americans
who use toilet
paper
4

5. © 2017 CJ LLC. All rights reserved.5 © 2017 CJ LLC. All rights reserved.
Mobile Usage Has Skyrocketed
5
Source: eMarketer
5
4
3
2010 2011 2012 2013 2014 2015 2016 2017 2018
Mobile
Desktop
2.4
2.6
2.5
2.3
2.4 2.4
2.1 2.1 2.1
.4
.8
2.6
2.3
2.6 2.8 3.1 3.2 3.3
2
0
1
Average
Daily Internet
Usage
In Hours Per
Day

6. © 2017 CJ LLC. All rights reserved.6 © 2017 CJ LLC. All rights reserved.
Customers Prefer to Research on Mobile but
Purchase on Desktop
6
Website Traffic
by Device
Revenue Share
by Device
Source: eMarketer
Mobile
Desktop
Retail Ecommerce
Website Traffic vs.
Revenue share, by
Device, Q2 2016
(% of total)

7. © 2017 CJ LLC. All rights reserved.7 © 2017 CJ LLC. All rights reserved.
Customers are Using Multiple Devices During a Path to
Purchase and the Trend is Growing
7
Source: eMarketer
Number
of Internet
Users by
Device
(Millions)
300
250
200
150
100
50
2015 2016 2017 2018 2019 2020 2021
0
Mobile only Desktop/laptop only Both
32.1 36.6 40.7 44.5 47.2 49.8 52.3
24.7 20.3 17.9 15.2 12.9 11.5 10.7
204.0 210.4
214.6 218.3 221.1 222.6 223.5
260.8 267.4 273.3 278.0 281.2 283.9
286.4

8. © 2017 CJ LLC. All rights reserved.8
The affiliate scene today
Coupon: 43%
Incentive: 35%
Content: 21%
Social: 1%
Transactions occurring
network-wide, by publisher
classification
(Percentage)

9. © 2017 CJ LLC. All rights reserved.
We need to unlock true
affiliate performance to grow,
gain competitive
advantage and reward
affiliates for mobile influence
Here’s what cross-device tracking
empowers you to do…

10. © 2017 CJ LLC. All rights reserved.10
Better Data =
Better Insights

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Understanding Cross Device
Initiating
Concluding
Identifying the
value of different
platforms in the
path to purchase

12. © 2017 CJ LLC. All rights reserved.12
Conversion Rates in Cross-Device
Program Term
Initiating Concluding
3 Different Conversion Rates
• Initiating device to transaction
• Concluding device to transaction
• Specific device combo to transaction

13. © 2017 CJ LLC. All rights reserved.
Cross-Device Consumers Spend More
13
+20%
Average Order Value

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Time in Cross-Device
Engagement by Time of Day
• Timing for placements
• Device engagement patterns

15. © 2017 CJ LLC. All rights reserved.15
Time in Cross-Device
Duration Between Touchpoints
• Product consideration cycle
• Referral period effectiveness

16. © 2017 CJ LLC. All rights reserved.
Optimization Questions
16
Are you promoting
the most valuable
products?
Are you targeting
customers
effectively?
Do you have
enough of the right
partners?

17. © 2017 CJ LLC. All rights reserved.17 © 2017 CJ LLC. All rights reserved.
Incentives Coupons Content Social
Cross-Device Illuminates Verticals Previously Missing Credit
17
Growth in Transactions After
Enabling Cross-Device
Tracking
(by Publisher Classification)
4%
5%
8%
17%

18. © 2017 CJ LLC. All rights reserved.18
Advertiser Strategies for Success
Buy Media Strategically
Share Performance Targets
Optimize Referral Periods & Program Terms
Provide the Right Creative Assets and Offers
Question Assumptions About Device Value

19. © 2017 CJ LLC. All rights reserved.19
Publisher Strategies for Success
Ask Performance Questions
Review Your Program Terms
Articulate Your Device-Specific
Value Proposition
Target Consumers

20. © 2017 CJ LLC. All rights reserved.
Partnering on Cross-Device Makes a HUGE Difference
12%
Lift in Tracked
Transactions after
Enabling Cross Device
55%
Lift in Cross Device
Transactions After
Partner Communication
20%
Overall Program
Lift
20

21. © 2017 CJ LLC. All rights reserved.
Thank you!
21
Deirdre Peters – Tracking & Customer Engagement
dpeters@cj.com
Jenny Gibson – Insights
jgibson@cj.com