This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). Session Description: Data is abundantly available for online transactions. So, why aren’t many in our industry using data beyond EPC to optimize? Learn about new levels of optimization with the next generation of data.

1. THE NEXT GENERATION OF DATA FOR
NEW LEVELS OF OPTIMIZATION
A DEEPER LOOK AT THE TRADITIONAL
EPC METRIC
Choots Humphries
Co-President, LinkConnector Corporation
choots.humphries@linkconnector.com

2. LOSING WEIGHT?
1,500 CALORIES PER DAY RESULTS IN
1 POUND PER WEEK, BUT…

3. EARNINGS PER CLICK
• EPC a Good Indicator of Success
• All Clicks Aren’t Equal
• To Optimize, Look Deeper

4. • Dayparting
– Time of day
COMMON OPTIMIZATION DRILL DOWNS
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
TIME OF DAY

5. 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
TIME OF DAY
• Dayparting
– Time of day
– Optimization opportunities with week, month and year
COMMON OPTIMIZATION DRILL DOWNS
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
DAY OF WEEK
1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930
DAY OF MONTH
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
MONTH IN YEAR

6. • Dayparting
– Time of day
– Optimization opportunities with week, month and year
• Creative Used to Promote
COMMON OPTIMIZATION DRILL DOWNS
$101.54
90 EPC
$125.66
90 EPC
$850.00
90 EPC

7. • Dayparting
– Time of day
– Optimization opportunities with week, month and year
• Creative Used to Promote
• Promotional Source
or Method
COMMON OPTIMIZATION DRILL DOWNS

8. • Geo Location of Click
LESS COMMON OPTIMIZATION DRILL DOWNS
$129.01
$43.99
$223.97
$162.34 $218.94

9. • Geo Location of Click
• SubID Tracking
– A/B testing environment
– Location on promotional page
– Which coupon was used
LESS COMMON OPTIMIZATION DRILL DOWNS
A
$126.89 EPC
B
$26.43 EPC

10. • Geo Location of Click
• SubID Tracking
– A/B testing environment
– Location on promotional page
– Which coupon was used
• Keyword Used to Generate Interest
LESS COMMON OPTIMIZATION DRILL DOWNS

11. • Device Type
RARE OPTIMIZATION DRILL DOWNS

12. • Device Type
– Also can include optimization on OS or Browser
RARE OPTIMIZATION DRILL DOWNS

13. • Device Type
– Also can include optimization on OS or Browser
• Product Level
RARE OPTIMIZATION DRILL DOWNS
$1,320.55
90 EPC
$1,070.86
90 EPC
$855.89
90 EPC
$838.25
90 EPC
$745.50
90 EPC

14. • Device Type
– Also can include optimization on OS or Browser
• Product Level
• Offer EPC
– New versus
existing customers
RARE OPTIMIZATION DRILL DOWNS
$340.55
New EPC $84.62
Existing EPC

15. • Affiliate Type EPC
– As an affiliate, you need it to select campaigns
– As a merchant, you need it to diversify and grow
BONUS ADVICE
Affiliate Type EPC CR AOV
All $21.66 1.78% $120.44
Comparison $12.67 1.71% $108.34
Content $22.27 1.41% $176.39
Coupon $126.91 10.10% $128.25
Display $8.27 0.84% $86.13
Email $39.60 6.12% $80.09
Loyalty $27.67 2.77% $104.50
Search $83.74 7.52% $84.90
Social $17.10 1.81% $84.44

16. • Don’t Rely on Summarized Data
• Assume Every Merchant Acts Differently
• Start a Promotion with a Guess Based on a
Conversation with Merchant
• Segment Data to Maximize What Works Best and
Minimize What Isn’t Working
• Focus Attention on Promotional Opportunities
• Push Networks and Merchants for Additional Data
When Opportunity Exists
CONCLUSIONS

17. QUESTIONS?
CONTACT INFORMATION
Choots Humphries
Co-President, LinkConnector Corporation
choots.humphries@linkconnector.com
Images Courtesy of