From gut feeling to data driven marketing: 50% more affiliate profit

From gut feeling to data driven marketing 50% more affiliate marketing profit

Cross-channel profit maximisationAbout Omoda

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

A gut feeling

• 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”

Our challenge was being able to justify which publishers are valuable to our sales.

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

Customer journey

Approach

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

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

We maximiseyour profit

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