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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