New Data Battlegrounds Shaping Performance - Dawn Quigg & Kevin Edwards, Affiliate Window
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Transcript of New Data Battlegrounds Shaping Performance - Dawn Quigg & Kevin Edwards, Affiliate Window
AFFILIATE PROGRAMME EVOLUTION
WHO OWNS THE DATA?
NETWORK AFFILIATE ADVERTISER
THE NEW DATA BATTLEGROUNDS
MOBILE
DATA INFLUENCE
CUSTOMER
QUALITY
PERSONALISATION
MOBILE
INTELLIGENT
COMMISSIONS
GLOBAL
MULTI
CHANNEL
INCREMENTAL
BUSINESS
INTELLIGENCE
HOW AFFILIATE TRAFFIC BEHAVES
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
FOCUS ON THE BIGGER PICTURE
10%
8%Involved,
last click
Involved,
not last
click
activity receives
no reward
92% are single
interaction
MULTI-CHANNEL AFFILIATES
MOBILE MARCHES ON
0%
5%
10%
15%
20%
25%
30%
35%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
The growth of tablet and smartphone sales
2011 2012 2013 2014
THE WEEKEND’S GONE MOBILE
0%
10%
20%
30%
40%
50%
60%
70%
80%
Mobile and Non Mobile sales and traffic: daily activity in September 2014
Traffic and sales peak at the weekend BUT that traffic coverts at a lower
rate than during the working week: 75% to 71%
THIRD PARTY
INTERFACES
THE
RANGE
OF
DATA
THAT
CAN BE
USED
PERSONALISATION
OMNI-CHANNELGEO-TARGETING
INTERNATIONLISATIONMULTI-CHANNEL
LONG-TAIL
ATTRIBUTION
INCENTIVISED TRAFFIC
PAYMENT MODELS
MOBILE
CROSS-CHANNELCONTENT
AFFILIATES DRIVE GLOBAL EXPANSION
ONLINE SALES
FROM INTL
MARKETS TO
REACH
£28bn
BY2020
TO MAKE UP
40% OF
TOTAL ONLINE
SALES
UP FROM £4bn
IN 2012
SIGNING UP FROM ACROSS THE GLOBE
AUSTRALIA PEDALS FORWARD
38%OF TOTAL
AFFILIATE
VOLUME
£137
FREE INTL DELIVERY
ARRIVES 2-4 DAYS
LOCAL RETURNS
330 SALE ACTIVE
EDITORIAL SITES
CONTRIBUTING
£109
£83
23% OF
TRANSACTIONS
FROM CHINA AOV £72
COMPARED TO
£43 IN THE UK
RISE OF THE BEAUTY BLOGGER
15,000-20,000 HITS
554 SALE ACTIVE SITES
125COUNTRIES PROMOTING
160SALE ACTIVE PUBLISHERS
RECRUITED
2.4mIN REVENUE FROM NEW
RECRUITS
138%GROWTH ACROSS LOCALISED
SITES
AROUND THE GLOBE IN 365 DAYS
TRANSACTION BY
COUNTRY REPORTING
IDENTIFY & RECRUIT
NON-UK PUBLISHERS
LOCALISED
COMMUNICATIONS
GET STARTED GUIDES IN
LOCAL LANGUAGE
AGE: 28
EMPLOYED
IN
RELATIONSHIP
LIVES NORTH
LONDON
TRAVELS ON
BUSINESS
LOVES INTL
CITY BREAKS
SHOPS FOR
GOOD DEALS
LIKES
BOUTIQUE
HOTELS
BUSINESS
TRIPS ARE TO
MANCHESTER
THE FUTURE CUSTOMER
83%
17%?
OF SALES IN SEPTEMBER
ONLY HAD ONE
AFFILIATE INTERACTION
HOW DO WE REWARD
THE REMAINING
DAISY CHAIN POST-IMPRESSION TESTS
ASSIST REPORTING PHASE 1 ASSIST REPORTING PHASE 2
21
3 4
A VIEW OF ASSISTS
CONVERTED SOLO
CONVERTED AWIN
ASSISTED
AWIN (1ST)
ASSISTED
AWIN
ASSIST OTHER CHANNELS
TOTAL INFLUENCE
211 217 84 62 5834 6346
28/09/2014
02/10/2014 06/10/2014
Publisher A
Publisher B Publisher B
4 Products
£97
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