looking beyond the sale to value attribution - helen southgate and matt swan

Looking Beyond the Sale to Value Attribution

How can we prove the value of the channel?

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Introductions

Helen SouthgateSenior Online Marketing ManagerBSkyB@HelenMarie21

Matt SwanClient StrategistAffiliate Window@Matt_Swan40

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Agenda

Sky Affiliate Programme

3 Key Areas to Question

Using Data to Inform

Summary

Q&A

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The Sky Affiliate Programme – An Evolution

Affiliates drive 14% share of online sales for Sky

acquisition on a last click basis

Is the affiliate channel driving truly incremental

sales?

Do affiliates contribute to more sales beyond the

last click metric?

Do affiliates simply cannibalise other

channels?

Are these sales profitable for Sky? What is the long

term value of these customers?

Do affiliates cannibalise each other? If so, who is

valuable?

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What are our KPI’s for the Online Channel?

KPIs

Sales Volume

Quality of Sale & Retention

Product Attachments

Reach

Profitable Sales

Low Churn Rates

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The 3 Key Areas:

Incremental Sales

Profitability

Reach

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Incremental Sales

Profitability

Reach

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Cross-Channel Attribution - BroadbandAffiliates contribute to 57% of Sales

• 31% of Sales are “truly incremental”• Affiliates lose out on 7% of sales but are “helped” 19% of the time

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Incremental Sales

Profitability

Reach

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Affiliates Deliver a Higher Customer Value than most other Routes to Market

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3Affiliate Channel Call Centre Channels

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Customer Value Varies by AffiliateCan not treat two affiliates in he same sector the same

Cu

stom

er

Valu

e

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Incremental Sales

Profitability

Reach

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Should we consider post impression tracking?PC share is at 70% but PI is significant – but is this true value?

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Mobile Activity is Growing5% of sales through the affiliate channel are coming from mobile

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Summary

• By looking at data we can prove:– Incremental Sales

•31% of affiliate sales involved only affiliates as a touch point•92% of affiliate sales involve only one affiliate touch point

– Profitability•The affiliate channel drives a higher than average customer value•We understand the profitability of individual affiliates

– Reach•Affiliates are delivering value through PI exposure as well as click exposure•Mobile activity suggests some incremental growth

• What does this mean?– We can use data to:

• Inform and optimise affiliate performance•Deploy budget more effectively across online & affiliates• Justify the channel

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Thanks!Questions?

#A4UB3@HelenMarie21@Matt_Swan40

Clients fill out the IAB AMC Survey http://www.reportwindow.com/fillsurvey.php?sid=68

“isn’t it about time networks started adding value”

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