- Written by Kevin Edwards on
Industry trend data should be available to all in order to drive insight and allow marketers to make better, more informed choices.
For the past five years we've challenged the convention of companies in our industry to keep their data secret from the market and made our tracking data publicly available to everyone.
Why? Because industry trend data should be available to all in order to drive insight and allow marketers to make better, more informed choices.
Sharing this data and providing these insights isn’t a new thing to do for Awin – we’ve been helping advertisers, agencies and publishers for years to understand the data they track through the affiliate channel. As the UK’s largest affiliate network Awin has unrivalled access to how the affiliate channel interacts and influences the behaviour of online consumers.
Over the years we’ve utilised this data to deliver unique insight on important industry topics, such as the continued growth of ecommerce, or how seasonality affects online trading. We’ve also honed in on more granular topics including benchmarking by sector, or even just providing advertisers with the affiliate URL referrers for their sales.
More recently we’ve highlighted how mobile device consumption is changing the way consumers behave online and uncovered data revealing the true influence and conversion assistance of upper funnel publishers. Previously this influencing traffic had gone unrewarded on a last click CPA model.
Analysing this data has allowed us to showcase the additional value demonstrated by upper funnel traffic and change the way this influence is rewarded. Of course some of this data is more beneficial when viewed as part of a wider digital mix. To that end Awin created the ability to ingest and analyse all of an advertiser’s sales data, so that these insights can become even more meaningful when viewed across all marketing channels.
With data playing an increasingly important role in making more informed decisions, it is an area we have placed significant resource. Three years ago we invested in a data visualisation tool, Tableau.
This tool has allowed us to unlock the wealth of data tracked by Awin and create dashboards, reports or check a hypothesis against trend data. In 2015 as part of a commitment to make industry data more readily available to all, we utilised Tableau Reader. Anyone can download this free tool. The Reader then allows you to view and interact with dashboards that have been created.
We started this crusade by publishing dashboards to help answer the most frequent questions we were asked by our advertisers and publishers. Questions such as, as an advertiser do your mobile sales under index when you compare them against your sector? Or, are you a publisher that can see there are certain advertiser sectors you’re not working within which are driving high AOVs or EPCs? Could you tailor your promotions towards higher generating commissions? So far we have published four Tableau dashboards:
1. Black Friday 2014
A dashboard packed with data relating to Black Friday 2014. Find out where sales happened, on what device, average order values by publisher type and even the busiest hours throughout the day. All of this data can be viewed by any advertiser sector (ie; clothing, department stores, electronics).
2. Purchasing Trends by Location
Similar to the Black Friday dashboard, but here we offer you the data for a randomised day in 2015. Look at the network’s data by location, device, affiliate type and average order value. Select the sector you wish to review. Handy for benchmarking your own activity! Download Dashboard
3. Publisher Performance by Promotional Type
Delve into the share of traffic or sales by each publisher type. Compare the AOV, conversion rate and EPC of different publisher types. Again you can filter this by advertiser sector. Download Dashboard
4. Understanding Customer Journeys
Do certain affiliate types ‘win’ on a last click model? What publisher types are overwritten because of the customer path to purchase? How many affiliates are typically involved in a sale? As the need to progress beyond a ‘last click wins’ model becomes more prevalent it’s important to make commercial decisions based on what we call ‘daisy chain data’; the influence and uniqueness of affiliate types when pitched against a last click CPA model.
By providing a free, and accessible route to access this information we aimed to democratise data in our industry, helping you to make informed choices and independently benchmark your affiliate activity.
If there are other reports, or data points you would like to see shared please do feel free to get in touch and make a suggestion by emailing firstname.lastname@example.org