As Honey continues to grow its reach, they wanted to address the incremental value that its suite of solutions creates for brands by using a data-driven approach.

Honey leveraged CJ’s Data Science Solution Suite to demonstrate how it drives incremental revenue for advertisers from high-value customers. CJ’s Affiliate Incrementality and Affiliate Customer Journey solutions were used to understand how Honey influences consumer purchase behaviour.

The CJ Data Science team, along with Honey’s analytics team, reviewed shopping journeys from existing customers across several retailer verticals (office supplies, sporting goods, specialty retail, and luxury retail).

CJ compared shopping behavior for 12 months before and after a consumer’s first interaction with Honey to understand the incremental effect Honey had on customer purchasing outcomes – you can find out all about the findings in the full case study.

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The challenge:

Due to the physical restrictions and changing customer needs following the pandemic, the UK saw a surge in fast-track grocery delivery services. Co-op had to overcome the challenge of competitors offering ongoing discounts and hard-to-beat delivery times. As a result, it saw an 80% drop in customers after their first delivery service.

The approach:

To combat this, and ensure Co-op achieved its financial targets for 2020, MiQ was selected as a strategic partner to help boost online sales and presence by running advanced performance campaigns. With the aim to increase the number of new online delivery customers, MiQ rolled out effective audience targeting and promoted Co-op’s campaign message.

To increase share of voice in the competitive food delivery landscape, using advanced competitor conquesting strategies with its proprietary Google Sync (G-Sync) solution, MiQ was able to leverage Co-op’s Google trends API and combine the data with real-time activation to sync against selected keyword sets. Included in this sync were traditional Co-op competitors and new delivery competitors.

MiQ then leveraged new-to-market anonymised mobile data through its partnership with Skyrise Intelligence. The mobile data included locations, interests, demography, and app usage of over 20m UK handsets. Using this data, MiQ was able to identify audience clusters of users of Co-op’s competitor mobile apps.

It then built out highly targeted audience segments at postcode level before layering on its existing datasets and expertise, to create high converting audience segments. MiQ’s expertise and compatibility in performance-led to campaign success across both competitor strategies with 10% conversion rate higher than baseline using G-Sync strategy.

The results:

Co-op saw a 1.9% increase compared to average conversion rate after mid-campaign refresh to sync against the most recent/trending keywords.

With support from Skyrise Intelligence and data it provided, it was possible to achieve a 1.5% higher than average conversion rate across the competitor audience.

“Our programmatic strategy with MiQ has evolved significantly over the last two years and has been a shining star of audience identity innovation within our media strategy. The results speak for themselves and give us a great platform from which to build as we continue to explore alternatives to cookie-based targeting solutions.” Kirsty Stewart, Digital Client Account Director, Dentsu.

We always love hearing from companies that have been able to leverage the powers of performance marketing – we’ll be celebrating more of these efforts at the 2022 Performance Marketing Awards, so make sure you sign up to our newsletter to stay up to date.

The post Case Study: Using Advanced Performance Campaigns to Boost Online Sales and Presence appeared first on PerformanceIN.

Thanks to having access to huge amounts of third-party cookie data, brands have historically been able to target consumers based on their search and social behaviour, enabling advanced segmentation – and, of course, persistent retargeting. 

But that’s all about to change next year, when third-party cookies will be put out to pasture. So, what next for brands? How can they leap over this cookie-shaped hurdle and find new, sustainable ways to engage their customers? 

Stepping away from the cookie jar 

Google’s announcement that it would be phasing out third-party cookies by 2023 was – and still is – seismic. With retailers less able to track consumer habits across the internet, they’ll likely turn increasingly to first-party consumer data to fill this void, with a greater focus on leveraging owned channels, rather than walled gardens.

First-party data can be incredibly powerful for marketers, but it’s something that’s probably been a touch overlooked during the cookie era. But, with third party cookies becoming less attractive – and consumers now simultaneously more wary of privacy concerns and also more keen to receive personalised content – first-party data is proving its worth.

Brands have realised they’ll need to reassess and revamp their approach to marketing, and sportswear giant, Nike, is unsurprisingly, ahead of the curve. Wasting no time in seizing the first-party initiative, Nike is trialling a new algorithm – dubbed a ‘dedication score’ – that rewards its loyal customers. 

The tool uses first-party data collated from customers to understand what they like and what’s going to keep them happy. Nike can then use this learning to provide offers, deals and content they know will be well received, and more likely to drive conversions. 

The algorithm measures product affinity, and has been used in tandem with the brand’s SNKRS app to offer exclusive access to limited release products. The tool recognises user engagement across various channels – including live streams and social post interactions – and ultimately creates a loyalty score. Customers then receive exclusive rewards and offers relative to their score. 

This initiative is a great example of a brand listening to calls for greater levels of personalisation from customers, and actively seeking ways to utilise data to improve the overall brand experience and strengthen customer relationships. 

Nike is far from alone in using first-party data to give back to customers. Take North Face’s XPLR Pass, for example, which provides members with exclusive discounts and access to unique events. Or beauty colossus Sephora, which uses its ‘Beauty Insider’ loyalty programme to let consumers redeem points for real-world charity donations. The key for brands is understanding what will delight customers and using the right touch points and channels to communicate. 

Using first-party data intelligently

Of course, not all brands will have pockets quite as deep as Nike or North Face, nor the technological resource to build dedicated loyalty apps. But there are numerous ways to leverage first-party data to increase digital revenues and improve the customer experience.

For example, eco-friendly bedwear and linen brand Piglet in Bed uses Wunderkind to capture consumer information at various on-site touchpoints, at different stages of intent, and via an array of prompts – and then send personalised, triggered email and text message communications based on the customer’s browsing behaviour,  for example when they abandon a cart, or when a previously viewed item comes back in stock.

Piglet in Bed CMO Jake Newbould comments: “Owned audiences are critical for future growth. Being able to directly engage with consumers is powerful, and will only become more so as third-party cookies will inevitably be phased out.”

“Now that we can inform consumers when items are out of stock, close to running

out, or back in the warehouse, we can capture a lot more demand. We’ve opened the floodgates to more consumers, we’re bringing in more revenue, and we’re doing it while building an audience for the future.” 

The moral of the story here is that, as long as you’re speaking on a one-to-one basis to your customers, and sending genuinely valuable content, you’ll see results. Create an emotional connection with your consumers, treat them as individuals, and go above and beyond to deliver on promises. 

Nike’s approach to using first-party data is impressive, and worth noting as a benchmark. Regardless of their scale, all brands have the ability to capture consumer data and use it effectively – and as we move away from cookies, more and more retailers undoubtedly will. 

The post Just Done It: How Nike’s First-Party Data Strategy Can Inspire Brand Marketers appeared first on PerformanceIN.

When talking about brands that operate globally, it’s even more critical to work with adequate resources, as campaign management often involves a broad base of partners, different currency categories, languages, and others. For this reason, many brands are eager to find the best platforms to achieve their goals. 

These businesses are looking for solutions that offer key features for this market, such as advanced automation, fraud protection, and more. After all, the right platform is a game-changer.

Let’s look at how BCNMonetize, a company with an international team of mobile marketing experts communicating with its customers in more than ten languages, successfully developed and drove the adoption of Affise in its business.

About BCNMonetize

Founded in Barcelona in 2016, BCNMonetize is a leading mobile advertising agency that helps other companies of all sizes generate a high ROI from their advertising investments. The company believes that innovation is key in digital marketing. It is essential to help brands make the most of their data through tailored video and display ads to re-target users and boost conversions. 

Their clients include Souq by Amazon, Fiverr, Monese, Trendyol, Unibet, Snapbook, Starzplay, Shahid, eToro, Fintonic, and eCooltra. In this context, the challenge is to manage hundreds of affiliates working on mobile marketing campaigns for clients across multiple channels and geographic locations.

Challenges

Before starting with Affise, BCNMonetize experimented with using affiliate marketing platforms to manage client campaigns. However, without success, and for a while, they used limited and sometimes inaccurate tracking platforms. 

The biggest challenge was managing the affiliate offers effectively, as the company works with multiple partners and several campaigns for clients across different locations. The previous solutions were billed on a per-click basis and did not offer advanced automation and anti-fraud features, which was another problem.

So, the company was looking for a solution to improve traffic quality, automate routine tasks, and maximise conversion rates without bringing additional resources to its team. This scenario brought BCNMonetize to Affise.

Solution

BCNMonetize started running, measuring, analysing, and optimising its mobile partner marketing campaigns with Affise. One of the key reasons for choosing the platform was the suite of optimisation and automation tools, which helped them build advertiser confidence and grow exponentially.

Results

After a few months of using Affise, BCNMonetize began to see significant quality improvements:

• 300% revenue growth;
• CR increased by 7.5x times;
• 66% decrease in suspicious traffic.

Case studies like this one help marketers plan a marketing strategy effectively. In addition, choosing the right platform for campaigns is always a good investment, significantly when maximising growth opportunities. For this reason, when planning the next step, be sure to partner with platforms that effectively explore the growth opportunities of different segments in marketing.

See the complete case study on the Affise website to know which features help BCNMonetize achieve its goals.

The post Case Study: How to Achieve Exceptional Revenue and CR Through Partnerships appeared first on PerformanceIN.

The post Case Study: Achieving 5X Boost in Sales for Leading E-Commerce Retail Brand with Unique On-Device Mobile Ads appeared first on PerformanceIN.

Like so many others in the entertainment industry, StubHub, the world’s most trusted ticket marketplace with tickets for millions of live sports, music and theater events, was forced to adapt their marketing strategies as a result of the pandemic. Struggling with the limitations of their legacy technology, StubHub spent too much time in disparate systems for partner recruitment, lacked necessary commissioning flexibility and relied on spreadsheets for optimisation. As a result, the brand experienced difficulty quantifying their affiliate performance which inhibited their ability to drive profitable growth.

The treatment

StubHub migrated to Partnerize in early 2020 in favor of AI-powered partner discovery and recruitment, dynamic commissioning flexibility that easily adapts to changing consumer journeys and real-time, actionable insights that power data-driven decisioning. Further, StubHub leveraged Partnerize’s proven team of experts for strategic guidance and execution to scale their business during the economic shift.

The strategy entailed:

Results

By upgrading their partner programme to Partnerize, StubHub was able to swiftly automate tasks across the partner management lifecycle in a single destination and immediately create efficiencies that gave them ability to gain control of outcomes during the economic shift. 

Following their migration to Partnerize, StubHub experienced growth such as:

“Like many marketers, StubHub encountered a multitude of challenges throughout 2020, both in the partner channel and beyond. The decision to migrate to Partnerize from our legacy affiliate provider gave us access to automated recruitment and dynamic payment functionality that enabled StubHub to drive profitable growth and higher lifetime value, making the channel a larger contributor to our overall digital mix. Innovative software paired with Partnerize’s expert service truly provided a better way to partner, and enabled our business to scale despite the tumultuous economic climate.”

Dave Huff, Head of Partnerships and Affiliates at StubHub

The post Partnerize and StubHub on Quantifying Affiliate Performance and Driving Profitable Growth appeared first on PerformanceIN.

In 2020, leading wine brand Laithwaites collaborated with RevLifter on an award-winning campaign that drove +55% CVR and +41% AOV by targeting deal-searching customers with personalised offers. 

Transferable to multiple verticals, the strategy relied on the use of RevLifter’s RevPage solution to bring customers back onto Laithwaites’ site and raise their spend in return for a better deal on their purchase.

Case study overview

Laithwaites wanted to appeal to deal-seeking customers over December but without losing margin through conventional forms of discounting. 

The brand had the idea of increasing its AOV through offers that reflected what each customer was checking out with. 

Read the full case study to learn:

• How personalised coupon pages bring in-market customers back to a website 
• Ways of producing incremental results by increasing cart values
• Performance analysis – RevLifter vs traditional coupon publishers

Download your copy today or visit the RevLifter site for even more success stories.

The post Case Study: Maximising Christmas Sales through Personalised Deals appeared first on PerformanceIN.

Being a heritage brand, it was important for Victorinox’s high-end image to be protected while a sustainable affiliate programme was delivered. This required a very considered approach to the affiliate mix.

Optimus-pm prides itself on being an extension of its client’s marketing team, and they have developed a strong bond with Victorinox based on trust and transparency between agency and client. They have formed strong established relationships with affiliates and networks to work closely together to get the best results for their clients.

Optimus-pm has become an integral part of Victorinox’s marketing team, sharing best practice across the teams and creating consistent messaging across all territories and ensuring that the affiliate programme complimented the overall strategy.

Objectives

In 2020, the objectives for the Victorinox programme were as follows:

• Grow the affiliate base with emphasis on increasing the number of active publishers by 20%
• Increase clicks by 10%
• Increase revenues and sales by 20%

Delivery

The UK, German and French programmes have all seen substantial growth in the affiliate channel and exceeded expectations with:

• Revenue increased by 93% in the UK, 31% in Germany and by 201% in France, all being over the target of 20% revenue in each territory
• Clicks increased Y/Y by 24% in the UK, 87% in Germany and 4% in France, exceeding the 10% target set in UK and Germany and seeing an increase in France
• The number of active publishers on the programme increased by 30% in the UK, 54% in Germany and 56% in France
• The number of sales through the affiliate channel increased by 106% in the UK, 73% in Germany and 193% in France – substantially exceeding the targets set of 20% in each country

Tina Baraga, Global Social Media Manager at Victorinox said: “Optimus has been an integral part of the Victorinox marketing team when it comes to affiliate marketing. They have provided first-class expertise and guidance, are very easy to work with and have simultaneously delivered great results that have exceeded our initial targets.”

Mel Blue, Director of Affiliate Marketing at Optimus-pm said: “Victorinox is a really interesting account to work on, especially as we keep the iconic brand image in mind. The client has really welcomed their affiliate channel into their marketing strategy and Optimus-pm forms a key part of their team.

“Various other channels are liaised with regularly as we find innovative solutions to issues we face, and different teams at Victorinox have their input into new ideas that we run through the affiliate channel. It results in a well-rounded and well-informed approach, as we deliver results in-line with their business objectives.”

See the full case study on the Optimus-pm site to see how they delivered exceptional results.

Optimus-pm is a sponsor for this year’s flagship IPMAs, which will take place on 18th October at the Landmark Hotel, London. There are still tables available, so secure your seat now!

The post Case Study: Growing and Activating Your Publisher Base appeared first on PerformanceIN.

Reporting can be limited for organic social campaigns due to platform restrictions, and Incubeta needed to demonstrate the resounding performance benefits of the influencer campaign. 

Therefore, Incubeta was tasked with running a successful influencer campaign to promote M&S’s AW20 collections and to demonstrate the performance benefits of an influencer campaign previously considered purely as a branding initiative.

The strategy

Incubeta developed an approach that would allow the success of the campaigns to be measured by integrating social amplification. Trackers were applied to available click through links on influencer content and paid campaigns, so that the team could track post-click sales. 

They then integrated their proprietary amplification solution into the core strands of the campaign, with targeting groups based on menswear, womenswear and family segments. 

Contextual targeting was applied to select a relevant post for each placement. An incrementality test was run across the duration of the amplification campaign to enable them to report on soley the number of sales that would not otherwise have occurred. Using the data from the click trackers and from the amplification campaign, they modelled the predicted sales impact of the in-platform campaigns beyond those directly driven by clicks.

The results

The approach allowed Incubeta to credibly measure the success of their campaigns by integrating social amplification. Social amplification is founded on technology they built, which allows them to take organic content directly from platforms and serve across the web, with in-built dynamic targeting to match posts with on-page content.

Overall, Incubeta delivered a profitable incremental ROI, representing great results from a branding led campaign. Additionally, the tracked conversion data indicated that content that performed well organically in terms of engagement was not always the content that drove the most revenue, allowing this to be factored into planning for future campaigns.

See the full case study on the Incubeta site to see how they delivered a 5x increase in reach.

Incubeta is a sponsor for this year’s flagship IPMAs, which will take place on 18th October at the Landmark Hotel, London. There are still tables available, so secure your seat now!

The post Case Study: True Measurement of Influencer Campaigns appeared first on PerformanceIN.

OVO Energy has spent the last decade investing in market-leading technology, customer service operations and digital products to enable its members to cut their carbon emissions.

How did the partnership work?

In 2020 the OVO partner programme was reforecast in light of the implications of the pandemic and in anticipation of fallout from less competitive commissioning. Despite these limitations, the objective for 2020 was to maintain partner channel orders from 2019, with the same cost per acquisition (CPA) and conversion rate (CVR) of 16%. Crucially, the programme needed to help promote OVO’s new ‘Better Smart’ tariff.

Despite the implications of the pandemic, OVO was able to maintain incredible results for CPA and CVR in 2020 and utilise the Specialist Works channel to promote its new ‘Better Smart’.

The full case study explores the partnership and how it worked to bring OVO results which were observed in real-time via the Partnerize platform, allowing extensive reporting capabilities that proved the value of the channel and encouraged greater investment.

Partnerize is a headline sponsor of this year’s flagship PI LIVE Show, which will take place on 19-20 October in London. Find out more about the unmissable agenda here or get your tickets now.

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