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About Omoda
• Shoe retailer since 1962• Online businesses in The Netherlands,
Belgium, France and Germany• Offline stores in The Netherlands• Ambition to become market leader• Won awards for best web shop
Background Interview Maurits van Gemeren
• Commissions were not fairly distributed• Websites that barely promoted our brand
received lots of allocated orders • Website that promoted our brand
extensively, scarcely showed allocated orders
• We don’t work with cash back and voucher codes
• Yet these sites show great sales numbers
Gut feeling in affiliate marketing
“I knew something wasn’t right, but I couldn’t justify my gut feeling”
Approach
Last clickThe last publisher within the customer journey receives the entire order value commission
Cross channel attributionEvery publisher in the customer journey receives a certain percentage of the order value
Different models
Stop order allocation based on the last click model
Start order allocation based on the contribution model
We switched model in three steps
1. Basket FreezeNo new cookies can be placed on the customer’s computer once they’ve entered the check out page.
2. Publishers list We only want to work with publishers that suit our brand. After data based analyses we created a new and valuable publishers list
3. New commission categoriesWe created new commission categories. When a publisher shows high contribution based on Shop2market data, we rewarded the publisher with a higher commission category
Three steps
Results
• eCPC increased by 8,94%
• Increased commission percentage by 39,12%
• Increased profit by 54,76%
• Some publishers even showed an increased profit percentage of 100%
Go to interview http://www.shop2market.com/news/50-affiliate-marketing-profit