PerformanceININside Performance Marketing
JOIN THE PERFORMANCEIN Join the PerformanceIN Partner Network
Affiliate Marketing is Incremental — and We Proved It

Affiliate Marketing is Incremental — and We Proved It

PerformanceIN

CJ Affiliate President Mayur Kshetramade discusses CJ affiliate's incrementality study that proved the true value of the affiliate channel. In the largest study of its kind, more than 21 million retail consumers and 5.5 million transactions were analysed.

CJ Affiliate leveraged its powerful audience insights to create a highly accurate view of customer behaviour when they engage with affiliate sites, versus when they don’t—to achieve an expression of affiliate’s incrementality.

Digital marketing today includes a wide range of channels that are vying for investment. With a myriad of ways for consumers to connect with brands, the bar has been set higher than ever for channels to prove their value. For brands to intelligently invest, it is important for them to truly understand the value each channel delivers. To find the answer, the CJ Affiliate Data Science team harnessed transaction data, customer profiles, client CRM data, and site visit analytics to pull off the largest affiliate incrementality study ever conducted.

We found that overall when a shopper interacts with the affiliate channel, they are more likely to purchase, spend more with each purchase, and make more subsequent purchases. Furthermore, we also found that shopper interaction with the affiliate channel positively affected results for both new-to-file and return customers. Our findings prove that affiliate adds incremental value to the marketing mix, to the tune of:

  • 46% higher shopper to customer conversion
  • 29% higher spend per customer
  • 88% higher revenue per shopper

The results that we uncovered through this study demonstrate the unique ability that affiliate has as a digital marketing channel to address a wide variety of customer need states through publishers. These publishers offer trusted third-party perspectives to meet customer needs such as: getting introduced to new brands, researching and comparing products, saving money, earning cashback, and much more. It follows then that a brand’s spend would return more in terms of key KPIs such as orders, AOV, conversion, and revenue.

With more than 21 million retail consumers and 5.5 million transactions analyzed, the results are clear. Check out our whitepaper on a Study of Affiliate Incrementality to see the full impact that affiliate has on key performance metrics.

Download the full study of affiliate incrementality here.

Continue the conversation

Have something to say about this article? Comment above or directly on Facebook, Twitter or our LinkedIn Group.

Mayur Kshetramade

Mayur Kshetramade

    CJ Affiliate (division of Publicis Groupe) is the world’s largest and most established affiliate marketing network providing end-to-end affiliate marketing solutions combining unparalleled network, technology platform and program management. As the President, I am responsible to drive global performance (revenue, P&L), and guide executive team in setting short-to-long term strategy, innovation, product development, talent development, scaling operational efficiencies and nurturing a growth-centric culture.

    Read more from Mayur

    You may also like…