Kevin Edwards Strategy Director @AffWin

20 Data Driven Performance Marketing Insights

OPM STUDY 2014

4 billion ‘clicks’which converted

into

210 million transactions150 million affiliate

transactions60 million lead enquiries

OPM STUDY 2014

spent =

sales generated

TABLET & HANDSET GROWTH ROCKETS

£1m

MOBILE SALES HAVE EXPLODED

HOW DEVICE CONVERSIONS VARY

Apr-13

May

-13

Jun-1

3

Jul-1

3

Aug-13

Sep-1

3

Oct

-13

Nov

-13

Dec

-13

Jan-1

4

Feb-1

4

Mar

-14

0%

1%

2%

3%

4%

5%

6%

7%

8%

ConveRsion rate by platform

Desktop Smartphone Tablet

26-Ja

n-14

1-Fe

b-14

7-Fe

b-14

13-F

eb-1

4

19-F

eb-1

4

25-F

eb-1

4

3-Mar

-14

9-Mar

-14

15-M

ar-1

4

21-M

ar-1

4

27-M

ar-1

40%

1%

2%

3%

4%

5%

6%

7%

8%

Android vs. Apple: Conversion

Android Tablet iPad

26-Ja

n-14

1-Fe

b-14

7-Fe

b-14

13-F

eb-1

4

19-F

eb-1

4

25-F

eb-1

4

3-Mar

-14

9-Mar

-14

15-M

ar-1

4

21-M

ar-1

4

27-M

ar-1

4 £-

£10

£20

£30

£40

£50

£60

£70

£80

£90

£100

Android vs. Apple: AOV

Android Tablet iPad

ANDROID vs. APPLE

Lower conversions

and average

order values =

double hit on EPC

THE WEEKEND’S GONE MOBILE

1-M

ar-1

4

3-M

ar-1

4

5-M

ar-1

4

7-M

ar-1

4

9-M

ar-1

4

11-M

ar-1

4

13-M

ar-1

4

15-M

ar-1

4

17-M

ar-1

4

19-M

ar-1

4

21-M

ar-1

4

23-M

ar-1

4

25-M

ar-1

4

27-M

ar-1

4

29-M

ar-1

4

31-M

ar-1

410%11%12%13%14%15%16%17%18%19%20%

60%

62%

64%

66%

68%

70%

72%

74%

Weekend tablet and smartphone spikes

Smartphone Tablet Desktop

POTENTIAL M-COMMERCE CAMPAIGN

In-store cashback

Stretch and save

Geo-targeting Drive footfall

• Product focus• Drive AOV up

• £100 min spend• Lift basket size

• Product focus• 1k store radius

• Store cashback• Ongoing promo

• AOV up 35%• Sales up 255%

• 28% redemption• 3.4 items

bought

• 30% redemption• Big halo effect

• 4% checked in• 18% social

share

CASHBACK = QUALITY

+17.4% higher AOV

2.1x avg. lifetime orders

2.3x lifetime spend53% new

customers

LOCKING IN LOYALTY

492% sales rampMulti-product =

improved retention Uplift in ROI

INCREASING AOV

13th-19th 20th-26th

Revenue 64% UpliftTo increase the AOV by incentivising customersTo increase exposure by increasing the CPA

Spend £149 earn 7% cashback Spend over £150- £249 earn 10% cashbackSpend over £250 earn 15% cashbackAdditional onsite coverage

13th-19th 20th-26th

£209

£250

AOV 20%Uplift

Sales increased by 7% WoWRevenue rose by 64% as a result of better cashbackAOV increased by 20%

CAMPAIGN GOAL

CAMPAIGN DETAILS

CAMPAIGN RESULTS

KILLER DEALS AND KILLER SALES

395% increase in sales

15% click to sale conversion

6.4% increase in AOV online

10% increase in AOV in-store

SAVVY CONSUMERS SPEND MORE

172% AOVHIKE“The results of

this activity are extremely pleasing”

ARBITRATE THE PAID SEARCH RISK

Site A

Site B

Site C

1

2

3

x2.5

x6

X3.6

AOV 17%

LEAD GENERATION INSIGHTS

£0

£100

£200

£300

£400

£500

£600

£700

£800

Average Revenue Per Member

Cashback

Voucher Code Site

Co-Registration

Freebie Site

Content

Email

Mobile Desktop0%

2%

4%

6%

8%

10%

Mobile vs. Desktop Con-version

Desktop

Mobile

Split between devices

EMAIL DRIVING CONVERSIONS

Vodafone had a problem

…

50%

15% x2 sale

s

18% uplift

UNDER THE INFLUENCE

Necta

rMSE

Prom

o Disc

ount

Cod

es

Icos

te U

K

Vouch

erco

des P

ro

Rewar

d Gat

eway

Vouch

erco

des.c

om

VigLin

k In

c

Corpo

rate

Sho

pping

Polyv

ore

KidS

tart

Step

-by-

step

guide

s

26%

48%

36%

25%32%

37%

47% 46% 45%

60%

32%

58%

% Of Multiple Interaction Sales Won

WHAT’S THE SALE WORTH?

Broadband Cashback Voucher True Content

6 Month Churn 6 Month Churn Affiliate Channel

6 Month Churn All RTMs

Broadband Cashback Voucher True Content

Contribution at activationContribution at 6 Months

Kevin Edwards Strategy Director @AffWin kevin.edwards@affiliatewindow.com

20 Data Driven Performance Marketing Insights

Thank you!