We had a great time at Affiliate Summit West—one of the industry’s largest conferences—in Las Vegas this week. Throughout the conference, we recognized a familiar theme across many of our discussions with brands: the increasing appeal of scaling performance-based partnerships globally.
Even with the madness of Black Friday and Cyber Monday behind them, retailers are busier than ever gearing up for a promising holiday season. To help retailers maximize their learnings from the past week, we opened up the Performance Horizon data vault to compare Black Friday activity from 2015 and 2016. While we are using hard data, we are keeping the analysis light.
This past week has been a big one for retail with major transactions erupting on Black Friday, continuing throughout the weekend, and spiking again during Cyber Monday. As a follow up to our Black Friday analysis, we’ve taken a look at the real-time data in our data warehouse and compared conversion activity on both major dates.
Last week, Black Friday drove tremendous partner marketing activity on the Performance Horizon platform. This included almost ten million conversions occurring in 53 unique currencies (from United Arab Emirates Dirham - AED to South African Rand - ZAR) resulting in a total of over $100,000,000 in economic impact for advertisers over the course of a single day. These conversions dwarf our stats from last year, in large part because of the significant volume of traffic from our new clients in 2016.
With Black Friday rearing its head this week and Cyber Monday just around the corner, global retailers are primed and ready for action. Last year, Black Friday drove £1.1 billion online sales in one day and sales this year are estimated to surpass those figures.
Relentless streams of information lead to data indigestion. Effective analytics, which allow advertisers to prioritise and filter their data, should enable advertisers to easily interpret and analyse their streams of data and ultimately enhance their decision-making.
That said, there are a number of key considerations for marketers who seek to truly benefit from their analytics technology and perform meaningful data analysis.
These marketers should prioritise the following needs when it comes to the systems they invest in:
Client Success Story
For any growing business, the ability to connect directly and at scale with all of the digital marketing partners globally becomes paramount to creating better customer experiences, greater conversions, and increased revenues and profitability.
The challenge? In today's complex digital partner marketing landscape, migrating and onboarding hundreds or even thousands of partners across channels and geographies can be painful without the right technology and support.
So when AO.com, the United Kingdom’s leading online retailer of major domestic appliances needed a solution that would aid in their business growth and geographic expansion, we worked with them to facilitate a fast, seamless partner migration for immediate business impact.
It can happen to any major online advertiser with a mature affiliate marketing program. What once seemed to coast, climb and generate sales on autopilot eventually plateaus and even begins to stall. A common response from your affiliate network is to ‘raise commissions.’ However, smart marketers are now leveraging sophisticated technology to align their affiliate programs to their margins and optimize relationships with a much wider range of digital marketing partners.
In today’s tech-centric world, ‘digital business’ is a bit redundant, as all companies have some sort of digital presence. For most businesses, metrics have become increasingly important when it comes to determining success. This is especially true for early stage and startup tech companies working hard to balance growth and profitability while navigating the competition.
As brands pour more of their advertising budgets into measurable online performance marketing, it becomes increasingly important to understand in detail the influence an ad has on a customer and the ‘value’ of customers each digital marketing partner drives.