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Presentation for zanox Expert Day, Milan, March 2012
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IF MORE WERE LESS – ENSURING YOUR AFFILIATE SALES ARE TRULY INCREMENTALOwen Hewitson
Client Strategist – Affiliate Window & buy.at
zanox Expert Day | Milan | 29.03.12.
2
AGENDA
•1. WHAT IS ‘INCREMENTAL’?
•2. CASHBACK
•3. VOUCHER CODES
•4. BEHAVIOURAL RE-TARGETING
•5. SEARCH
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
3
1. WHAT IS ‘INCREMENTAL’?
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
AFFILIATES EMAIL DISPLAY SEARCH SOCIAL
4
1. WHAT IS ‘INCREMENTAL’?
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
IF AFFILIATES WERE REMOVED A PORTION OF TOTAL ONLINE MARKETING SALES SHOULD BE LOST
5
1. WHAT IS ‘INCREMENTAL’?
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
BUT WHAT IF AFFILIATES WERE REMOVED AND NO SALES WERE LOST?
6
1. WHAT IS ‘INCREMENTAL’?
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
VOLUMENEW VS EXISTING
CUSTOMERS
DEMOGRAPHICS
FREQUENCY
AVERAGE ORDER VALUE
CHURN UP-SELLING
PROFITABILITY
7
1. WHAT IS ‘INCREMENTAL’?
GENERIC SEARCH
PRICE COMPARISON
BRAND SEARCH
CONTENTINCENTIVE
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
DE-DUPLICATION IS NOT AN ATTRIBUTION STRATEGY
CROSS-CHANNEL REPORTING IS VITAL TO UNDERSTANDING INCREMENTALITY
8
1. WHAT IS ‘INCREMENTAL’?
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
All 6 5 4 3 2 10
5
10
15
20
25
30
35
HOW MANY CHANNELS ARE AFFILIATES DE-DUPLICATED AGAINST?
9Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
Display Paid Search
Email Natural Search
Social Mobile0
102030405060708090
100
63%
92%
57%46%
31%
15%
1. WHAT IS ‘INCREMENTAL’?
WHAT CHANNELS ARE DE-DUPLICATED AGAINST?
10
2. CASHBACK
ARE CASHBACK CUSTOMERS LOW EARNERS WHO WILL NOT SHOP WITHOUT REWARDS?
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
11
2. CASHBACK
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
ARE CASHBACK MEMBERS EXISTING CUSTOMERS ALREADY?
It's more about cashback than the
brand
I have found new brands on cashback
sites that I continue to use
I have used cashback sites to purchase from
brands I have never considered before
0
10
20
30
40
50
60
70
80
90
100
16% 11% 7%
37% 40% 41%
47% 49% 52% Strongly agree/Agree
Neither agree nor disagree
Strongly disagree/Disagree
12
2. CASHBACK
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
DO CASHBACK SITES DISCOURAGE LOYALTY TO ADVERTISERS’ BRANDS?
13
2. CASHBACK
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
DO CASHBACK SITES MISREPRESENT ADVERTISERS’ BRANDS?
CIRCULATION: 950,000/WEEK
COST: £10,500/ €12.000
14
2. CASHBACK
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
DO CASHBACK SITES MISREPRESENT ADVERTISERS’ BRANDS?
PAGE VIEWS: 800K/WEEK
COST: £1000/€1.200/WEEK
15
2. CASHBACK – CASE STUDY
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
Vouch
er Cod
e
Vouch
er Cod
e
Vouch
er Cod
e
Vouch
er Cod
e
Loya
lty
Loya
lty
Loya
lty
Loya
lty
Loya
lty
True C
onten
t
AOV Avg for Type Avg AOV
FOR ONE CASHBACK SITE, 73% OF SALES INVOLVED NO OTHER AFFILIATE... ... AND NO OTHER CHANNEL!
16
2. CASHBACK – CASE STUDY
• 31% OF AFFILIATE SALES INVOLVED ONLY AFFILIATES• 92% OF AFFILIATE SALES INVOLVED ONLY ONE TOUCHPOINT• AFFILIATES LOSE OUT ON 7% OF SALES BUT ARE ASSISTED 19% OF THE
TIMEMilano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
31%
19%
7%
43%
Affiliates Last Click - affil-iate channel only touch-pointAffiliates Last Click - other channel touchpoint(s)Affiliate Assist - Not last ClickNo Affiliate Touchpoint
17
3. VOUCHER CODES
• VOUCHER CODE SITES ARE NOT JUST FOR
VOUCHER CODES
• VOUCHER CODES ARE NOT JUST FOR VOUCHER
CODE SITES
• THE TYPE OF CODE IS KEY IN ENCOURAGING
INCREMENTAL SALES
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
18
3. VOUCHER CODES
1.FREE DELIVERY CODES
2.‘QUICK EXPIRE’ CODES
3.SITE ABANDONMENT CODES
4.STRETCH-AND-SAVE CODES
5.CODES FOR CUSTOMER TYPES
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
FREE NEXT DAY
DELIVERY
TODAY ONLY
10%
DISCOUNT
TO
COMPLETE
YOUR ORDER€10 OFF €70
SPEND
10% OFF
YOUR FIRST
ORDER
19
3. VOUCHER CODES
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
GUARDING EXCLUSIVITY BY TRACKING THE VOUCHER CODE USED
3. CASE STUDY: RED LETTER DAYS
●CODE BOX EITHER HIDDEN OR DISPLAYED BASED ON REFERRING URL
●DEAL ID HAS TO BE COMBINED WITH AFFILIATE ID
●DISCOUNTED PRICE ALREADY APPLIED ON SITE
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
3. CASE STUDY: RED LETTER DAYS
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
GREATER CONTROL OVER AUTHORISED USE OF CODES
REDUCES ABANDONMENT WHEN USER SEES VOUCHER CODE BOX
FAIRER TO AFFILIATES AS COOKIES NOT OVERWRITTEN
CODES CAN BE OFFERED TO NON-CODE SITES FROM THE LONG TAIL
22
4. BEHAVIOURAL RE-TARGETING
1.WHERE ARE THE ADS APPEARING?
2.WHICH SALES ARE POST-CLICK AND WHICH ARE
POST-VIEW?
3.ARE ADS ABOVE THE FOLD?
4.ARE ADS FREQUENCY-CAPPED?
5.HOW MUCH TIME BETWEEN SITE ABANDONMENT
AND RE-TARGETING?
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
23
4. BEHAVIOURAL RE-TARGETING – CASE STUDY
Email M
arketi
ng
Loya
lty/R
eward PPC
Price C
ompa
rison
MyThin
gs
Social
Netw
orking
/Blog
True C
onten
t
Vouch
er Cod
e Dire
ctory
0
100
200
300
400
500
600
700
800
900
July Aug Sept Oct Nov DecMilano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
NEW CUSTOMERS BY AFFILIATE
24
4. BEHAVIOURAL RE-TARGETING – CASE STUDY
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
September October November December0
200
400
600
800
1000
1200
1400
1600
Post Click SalesPost View Sales
POST-CLICK VS. POST-VIEW SALES
25
5. SEARCH
1.BRAND PPC NOT INCREMENTAL
2.CAMPAIGNS BASED ON COMPETITOR PRESENCE
3.AND COVERAGE OF KEY TERMS
4.GENERIC BRAND NAMES ESPECIALLY DIFFICULT
5.BRAND + VOUCHER TERMS – WHO IS BETTER AT
CONVERTING TRAFFIC FOR THESE TERMS?
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
26
5. SEARCH
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
27
5. SEARCH
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
28
CONCLUDING REMARKS
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
1.ASSESS INCREMENTALITY IN CONTEXT OF CHANGING CONSUMER HABITS
2.THERE IS NO ONE MEASURE OF INCREMENTALITY: LOOK BEYOND
VOLUME TO VALUE
3.LOOK AT CROSS-CHANNEL PATHS TO PURCHASE AND WHERE VALUE IS
ADDED – A SINGLE ATTRIBUTION MODEL DOES NOT WORK FOR ALL
PARTNERS
4.DEMAND INSIGHT INTO PUBLISHERS’ AUDIENCES OR MEMBER BASES
5.NOT ALL AFFILIATES WITH THE SAME METHOD OF PROMOTION ARE THE
SAME
29
THANK YOU
OWEN HEWITSONCLIENT STRATEGIST
zanox Ltd | 100 Leman St. 3rd floor | London, E1 8EU
Telephone +44 (0)207 553 0342 | [email protected] | www.digitalwindow.com
Milano | 29.03.2012. | Owen Hewitson, Client Strategist, zanox | If More Were Less: Ensuring Your Affiliate Sales Are Truly Incremental
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