a4uexpo BT Theatre - The truth about Cookie Overwriting
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Transcript of a4uexpo BT Theatre - The truth about Cookie Overwriting
The Truth About Cookie OverwritingOwen HewitsonClient StrategistDigital Window
Agenda
• Methodology• Caveats• Advertiser promotions
o Overview of promotiono How many affiliates are involved in a sale?o How is the AOV affected by a promotion?o How is the latency affected by a promotion?o How does the path to purchase change?
• General conclusions
Methodology
• Five retailers across four sectors – 1x fashion, 1x mobile, 2x electricals, 1x health and beauty
• Data gathered from major brands – all the advertisers studied have high levels of transactions and high numbers of affiliates for each promotional type
• Data benchmarked - before vs during promotions, with comparison to all affiliates on a programme, and other affiliates with same promotional method
• The ‘daisy chain’ – the path to purchase, the number of affiliates involved in a sale, and where they sit within that path
Caveats
• Data has been anonymised for both advertisers and affiliates
• Figures are expressed as percentages• Reliant on affiliates having properly categorised
their primary method of promotion• Advertisers’ and affiliates’ other marketing
activities should be borne in mind• Data only relates to the affiliate channel
Advertiser A - Fashion Retailer
Promotion: Exclusive voucher code - Extra 15% off sale items
Promo Period: 10th – 12th August 2010Comparison Period: 3rd – 5th August 2010Performance: 163% uplift in sales volume, 142%
in sales value
Involvements – Before the Promo
76%
17%4% 2%1%0%
Across the programme as a whole, number of affiliates involved per transaction
123456
Involvements – During the Promo
82%
14% 3% 1% 0% 0%
Across the programme as a whole, number of affiliates involved per transaction
123456
Involvements – Before the Promo
64%
25%
6%4% 2%
Of the transactions promo affiliate was involved in, number of affiliates per transaction
12346
Involvements – During the Promo
90%
8%2% 0% 0%
Of the transactions promo affiliate was involved in, number of affiliates per transaction
12345
What effect did the promotion have on AOV?
Before promotion During promotion
£19.73£22.15
£15.02
£25.03
All affiliatesPromotion affiliate
Latency rates: How quickly do our advertisers convert? - Before the promo period
0 1 2 3 4 5 6 7 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advertiser AAdvertiser BAdvertiser CAdvertiser DAdvertiser E
Advertiser A: 92%
Latency rates: How quickly do our advertisers convert? – During the promo period
0 1 2 3 4 5 6 7 9 101112131415161718192021222324252627282930310%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advertiser AAdvertiser BAdvertiser CAdvertiser DAdvertiser E
Advertiser A: 87%
What effect did the promotion have on latency rates? – Before the promo
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All affiliatesVoucher code affiliatesPromo affiliate
What effect did the promotion have on latency rates? – During the promo
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
10%
20%
30%
40%
50%
60%
70%
80%
90%
All affiliatesVoucher code affiliatesPromo affiliate
Who did the affiliate overwrite? – Before the promo
79%
18% 3%
Promotional type overwritten by the affiliate
Voucher codesLoyalty & RewardTrue Content
Who did the affiliate overwrite? – During the promo
78%
14% 7%1%
Promotional type overwritten by the affiliate
Voucher codeLoyalty & RewardTrue ContentPPC
Advertiser B - Mobile Retailer
Promotion: Added points reward exclusively to a loyalty & reward affiliate
Promo Period: 7th – 21st May 2010Comparison Period: 16th – 30th April 2010Performance: 232% uplift in overall sales on two
weeks previous to the promotion; 655% uplift in contract sales on two weeks previous to the promotion
Involvements – Before the Promo
92%
7%2% 0%
Across the programme as a whole, number of affiliates involved per transaction
1234
Involvements – During the Promo
89%
9%1% 0% 0%
Across the programme as a whole, number of affiliates involved per transaction
12345
Involvements – Before the Promo
92%
4% 4%
Of the transactions promo affiliate was involved in, the number of affiliates per transaction
123
Involvements – During the Promo
89%
11%
Of the transactions promo affiliate was involved in, the number of affiliates per transaction
12
Latency rates – How quickly do our advertisers convert? – Before the promo period
0 1 2 3 4 5 6 7 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advertiser AAdvertiser BAdvertiser CAdvertiser DAdvertiser E
Advertiser B: 83%
Latency rates – How quickly do our advertisers convert? – During the promo period
0 1 2 3 4 5 6 7 9 101112131415161718192021222324252627282930310%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advertiser AAdvertiser BAdvertiser CAdvertiser DAdvertiser E
Advertiser B: 84%
What effect did the promotion have on latency rates? – Before the promo
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
20%
40%
60%
80%
100%
120%
All affiliatesLoyalty & Reward affiliatesPromo affiliate
What effect did the promotion have on latency rates? – During the promo
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
20%
40%
60%
80%
100%
120%
All affiliatesLoyalty & Reward affiliatesPromo affiliate
Who did the affiliate overwrite? – Before the promo
56%
44%
Promotional type overwritten by the affiliate
Loyalty & RewardVoucher Codes
Who did the affiliate overwrite? – During the promo
67%
20%
13%
Promotional type overwritten by the affiliate
Loyalty & RewardVoucher CodePPC
Advertiser C - Electronics Retailer
Promotion: Added points reward exclusively to loyalty & reward affiliate (same promo with same affiliate as Advertiser B)
Promo Period: 12th – 26th March 2010Comparison Period: 12th – 26th February 2010Performance: 9.7% increase in sales volume,
126.5% increase in sales value
Involvements – Before the Promo
85%
12% 2%0%0%
Across the programme as a whole, number of affiliates involved per transaction
12345
Involvements – During the Promo
89%
10%1%0%0% 0%
Across the programme as a whole, number of affiliates involved per transaction
123459
Involvements – Before the Promo
85%
13% 1% 1%
Of the transactions the promo affiliate was involved in, the number of affiliates per transaction
1234
Involvements – During the Promo
91%
8%1%
Of the transactions the promo affiliate was involved in, the number of affiliates per transaction
129
What effect did the promotion have on AOV?
Before promotion During promotion
£117.79
£129£130.85
£109.3
All affiliatesPromotion affiliate
Latency rates – How quickly do our advertisers convert? – Before the promo period
0 1 2 3 4 5 6 7 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advertiser AAdvertiser BAdvertiser CAdvertiser DAdvertiser E
Advertiser C: 73%
Latency rates – How quickly do our advertisers convert? – During the promo period
0 1 2 3 4 5 6 7 9 101112131415161718192021222324252627282930310%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advertiser AAdvertiser BAdvertiser CAdvertiser DAdvertiser E
Advertiser C: 72%
What effect did the promotion have on latency rates? – Before the promo
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
20%
40%
60%
80%
100%
120%
All affiliatesLoyalty & Reward affiliatesPromo affiliate
What effect did the promotion have on latency rates? – During the promo
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
20%
40%
60%
80%
100%
120%
All affiliatesLoyalty & Reward affiliatesPromo affiliate
Who did the affiliate overwrite? – Before the promo
92%
8%
Promotional type overwritten by the affiliate
Loyalty & RewardVoucher Codes
Who did the affiliate overwrite? – During the promo
81%
13% 6%
Promotional type overwritten by the affiliate
Loyalty & RewardVoucher CodeTrue Content
Advertiser D - Health & Beauty Retailer
Promotion: Exclusive code: 10% off £50 spend on particular product range. Offered to a loyalty & reward affiliate, rather than a voucher code site.
Promo Period: 2nd – 25th JulyComparison Period: 2nd – 25th June 2010Performance: 8% increase in sales volume, 5%
increase in sales value.
Involvements – Before the Promo
90%
8%1% 0% 0%
Across the programme as a whole, number of affiliates involved per transaction
12345
Involvements – During the Promo
91%
7%
1% 0% 0%
Across the programme as a whole, number of affiliates involved per transaction
12345
Involvements – Before the Promo
93%
7%
Of the transactions the promo affiliate was involved in, the number of affiliates per transaction
12
Involvements – During the Promo
95%
5%
Of the transactions the promo affiliate was involved in, the number of affiliates per transaction
12
What effect did the promotion have on AOV?
Before promotion During promotion
£37.83 £39.79
£55.60£59.16
All affiliatesPromotion affiliate
Latency rates – How quickly do our advertisers convert? – Before the promo period
0 1 2 3 4 5 6 7 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advertiser AAdvertiser BAdvertiser CAdvertiser DAdvertiser E
Advertiser D: 91%
Latency rates – How quickly do our advertisers convert? – During the promo period
0 1 2 3 4 5 6 7 9 101112131415161718192021222324252627282930310%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advertiser AAdvertiser BAdvertiser CAdvertiser DAdvertiser E
Advertiser D: 90%
What effect did the promotion have on latency rates? – Before the promo
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All affiliatesLoyalty & Reward affiliatesPromo affiliate
What effect did the promotion have on latency rates? – During the promo
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All affiliatesLoyalty & Reward affiliatesPromo affiliate
Who did the affiliate overwrite? – Before the promo
43%
29%
14%
14%
Promotional type overwritten by the affiliate
Voucher CodesTrue ContentLoyalty and RewardEmail Marketing
Who did the affiliate overwrite? – During the promo
85%
8% 8%
Promotional type overwritten by the affiliate
Loyalty & RewardVoucher CodesTrue Content
Advertiser E - Electricals Retailer
Promotion: Competition with cashback site (no cashback increase)
Promo Period: 14th – 27th July 2010Comparison Period: 14th – 27th June 2010Performance: 32% increase in sales, 58%
increase in sales value
Involvements – Before the Promo
82%
14% 3% 0% 0%
Across the programme as a whole, number of affiliates involved per transaction
12345
Involvements – During the Promo
83%
14% 2%0%0%
Across the programme as a whole, number of affiliates involved per transaction
12346
Involvements – Before the Promo
84%
15% 2%
Of the transactions the promo affiliate was involved in, the number of affiliates per transaction
123
Involvements – During the Promo
82%
15% 3%
Of the transactions the promo affiliate was involved in, the number of affiliates per transaction
123
What effect did the promotion have on AOV?
Before promotion During promotion£0.00
£50.00
£100.00
£150.00
£200.00
£250.00
£300.00
£350.00
£400.00
£282.00
£348.63
£227.03£261.03
All affiliatesPromotion affiliate
Latency rates – How quickly do our advertisers convert? – Before the promo period
0 1 2 3 4 5 6 7 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advertiser AAdvertiser BAdvertiser CAdvertiser DAdvertiser E
Advertiser E: 92%
Latency rates – How quickly do our advertisers convert? – During the promo period
0 1 2 3 4 5 6 7 9 101112131415161718192021222324252627282930310%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Advertiser AAdvertiser BAdvertiser CAdvertiser DAdvertiser E
Advertiser E: 90%
What effect did the promotion have on latency rates? – Before the promo
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
20%
40%
60%
80%
100%
120%
All affiliatesLoyalty & Reward affiliatesPromo affiliate
What effect did the promotion have on latency rates? – During the promo
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
20%
40%
60%
80%
100%
120%
All affiliatesLoyalty & Reward affiliatesPromo affiliate
Who did the affiliate overwrite? – Before the promo
86%
14%
Promotional type overwritten by the affiliate
Loyalty & RewardVoucher Codes
Who did the affiliate overwrite? – During the promo
57%
43%
Promotional type overwritten by the affiliate
Loyalty & RewardVoucher Code
Conclusions
• Most transactions have only one referrer• Most transactions take place in 24 hours• Of those, most take place within the hour
• Some evidence that where a code is offered customers spend more anyway – AOV rises during the promotion for an affiliate with a code
Conclusions
• Shows affiliates in a good light – affiliates are click winners, not ‘click stealers’
• 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?
• Taking this research further – benchmarking affiliate channel across online marketing as a whole