1. From gut feeling to data driven
marketing
50% more affiliate marketing profit

2. Cross-channel profit
maximisationAbout Omoda

3. About Omoda
• Shoe retailer since 1962
• Online businesses in The Netherlands, Belgium,
France and Germany
• Offline stores in The Netherlands
• Ambition to become market leader
• Won awards for best web shop
Background Interview Maurits van Gemeren

4. A gut feeling

5. • Commissions were not fairly distributed
• Websites that barely promoted our brand received
lots of allocated orders
• Website that promoted our brand extensively,
scarcely showed allocated orders
• We don’t work with cash back and voucher codes
• Yet these sites show great sales numbers
Gut feeling in affiliate marketing
“I knew something wasn’t
right, but I couldn’t justify my
gut feeling”

6. Our challenge was
being able to justify
which publishers are
valuable to our sales.

7. Approach
Last click
The last publisher within the customer journey
receives the entire order value commission
Cross channel attribution
Every publisher in the customer journey receives a
certain percentage of the order value
Different models
Stop order allocation based on
the last click model
Start order allocation based on
the contribution model

8. Customer journey

9. Approach

10. We switched model
in three steps 1. Basket Freeze
No new cookies can be placed on the customer’s
computer once they’ve entered the check out page.
2. Publishers list
We only want to work with publishers that suit our
brand. After data based analyses we created a new
and valuable publishers list
3. New commission categories
We created new commission categories. When a
publisher shows high contribution based on
Shop2market data, we rewarded the publisher with a
higher commission category
Three steps

11. Results

12. Results
• eCPC increased by 8,94%
• Increased commission
percentage by 39,12%
• Increased profit by 54,76%
• Some publishers even
showed an increased profit
percentage of 100%
Go to interview
http://www.shop2market.com/news/50-affiliate-marketing-profit

13. We
maximise
your profit
www.shop2market.com