Matthew Turner 30th August 2012

Using Data to Value & Optimise the Affiliate Channel

#A4US3

Introductions

Helen SouthgateOnline Marketing Controller

Strategy & PlanningBSkyB

@HelenMarie21

Helen SouthgateOnline Marketing Controller

Strategy & PlanningBSkyB

@HelenMarie21

Matt SwanClient StrategistAffiliate Window@awin_strategy

Matt SwanClient StrategistAffiliate Window@awin_strategy

#A4US3

333

What is Big Data?2012’s Buzz Word

2011 - Attribution

2010 - Mobile

2012 – Big Data

#A4US3

“Aggregating and sorting enormous amounts of data into actionable statistics and

insight”

“Aggregating and sorting enormous amounts of data into actionable statistics and

insight”

444

The Challenges of Big DataThere is a reason why it’s called BIG

#A4US3

5

The DataWhat we looked at and why

#A4US3

6

Awin visibilityClient visibility Client visibilityClient visibility Client visibility

Wider Awin project to conduct ongoing analysis of affiliate programme quality: will rely on data sharing

#A4US3

Affiliate Window PlatformHow Affiliate Window support data sharing

7

AttributionLooking beyond last click

#A4US3

On average there are 4 interactions per order

76% of journey’s involve multiple channels

Affiliates have the largest share of “pure channel” orders

8

Affiliate Channel AttributionAffiliates are involved in 25% more sales than awarded on last click

#A4US3

9

Attribution by Affiliate TypeAttribution varies depending on promotional type

#A4US3

10

QualityAffiliates drive LTV as contribution increasing over length of time

#A4US3

Con

trib

uti

on

11

QualityAffiliate contribution is strongest over time vs. Online & other RTM’s

#A4US3

Contr

ibuti

on

Online Contribution at Activation

Affiliate Contribution at

Activation

Other RTMs Contribution at

Activation

12

QualityAffiliate contribution is strongest over time vs. Online & other RTM’s

#A4US3

Contr

ibuti

on

Online Contribution at Activation

Affiliate Contribution at

Activation

Other RTMs Contribution at

Activation

Affiliate Contribution at 6

Months

Online Contribution at 6 Months

Other RTMs Contribution at 6

Months

13

ValueHow valuable are the sales that affiliates drive?

#A4US3

Churn

14

ValueComparing affiliates on an individual basis

#A4US3

15

Segmentation & TargetingDisplay Banner Contact Strategy

#A4US3

16

MobileUsing data to adapt quickly to changing consumer behaviour

Currently mobile = 20% of traffic, we think it will be 50% by 2016

Mobile optimised site more than

doubled CR from Smart Phones

#A4US3

17

MobileAffiliates, like Advertisers, must adapt for mobile

Affiliate Window Mobile Data

#A4US3

18

So What?It’s about finding those marginal gains

#A4US3

19

The Future of Big DataTrue Multi-Channel Marketing = Being Sales Agnostic

Over 80% of consumers do their research

onlineNot all of those buy

onlineData is Key

Understand consumer touch points

Ensure all channels are recognised / awarded

Ensure a consistent customer journey

#A4US3

20

Questions

#A4US3