1. Looking Beyond the Sale to Value Attribution
How can we prove the value of the channel?

2. Introductions
Helen Southgate Matt Swan
Senior Online Marketing Manager Client Strategist
BSkyB Affiliate Window
@HelenMarie21 @Matt_Swan40
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3. Agenda
Sky Affiliate Programme
3 Key Areas to Question
Using Data to Inform
Summary
Q&A
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4. The Sky Affiliate Programme – An Evolution
Affiliates drive 14% share of Is the affiliate channel
driving truly incremental
online sales for Sky acquisition sales?
on a last click basis
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?
#A4UB3 Do affiliates cannibalise
each other? If so, who is
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valuable?

5. What are our KPI’s for the Online Channel?
Sales
Volume
Quality of
Low Churn
Sale &
Rates
Retention
KPIs
Profitable Product
Sales Attachments
Reach
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6. The 3 Key Areas:
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7. #A4UB3
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8. Cross-Channel Attribution - Broadband
Affiliates 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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11. #A4UB3
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12. Affiliates Deliver a Higher Customer Value than most
other Routes to Market
1 2
Affiliate Channel 3 Call Centre Channels
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13. Customer Value Varies by Affiliate
Can not treat two affiliates in he same sector the same
Customer Value
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15. #A4UB3
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17. Should we consider post impression tracking?
PC share is at 70% but PI is significant – but is this true value?
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18. Mobile Activity is Growing
5% of sales through the affiliate channel are coming from mobile
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19. 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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20. Thanks!
Questions?
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@HelenMarie21
@Matt_Swan40
Clients fill out the IAB AMC Survey
http://www.reportwindow.com/fillsurvey.php?sid=6
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“isn’t about time networks started adding value”
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