Analysis of conversion cannibalization by cash-back and promo codes - Anglais
Solution
Marketing Mix Modeling
Attribution
Analytics
Activation
Module
Drive & Analyze
To plan
Enable
Data mining
Privacy Center
Problematic
Today, Cashback and Promo Codes type publishers play a leading role in online purchasing journeys, often representing more than 60% of the total volume of conversions recorded by an affiliate program.
These marketing touchpoints generally occur during the session, just before the cart is validated, and therefore often come before the conversion event but after the marketing touchpoint that initiated the visit.
This late intervention in the purchasing process raises a crucial question about the real effectiveness of the different marketing channels: to what extent do the conversions attributed to these Cashback and Promo Code publishers reflect real added value or do they rather result from a cannibalization of the efforts of other marketing channels?
In other words, are these touchpoints actually helping to generate new sales, or are they simply capturing credit for conversions that would have happened anyway, thanks to other initiating traffic sources?
Objective
The objective of this Playbook is to provide marketing teams with a clear methodology to analyze the impact of conversion cannibalization by Cashback and Promo Code publishers on the performance of other traffic sources in a Eulerian Client's media mix.
Leveraging the customizable attribution models offered by the Eulerian platform, this analysis aims to determine whether these marketing touchpoints, occurring during the session, are effectively cannibalizing the performance of the traffic sources that initiated the session.
How Eulerian can help you
- Omnichannel ROI measurement
- Conversion Deduplication
- Attribution model dedicated to the analysis of cannibalization of traffic sources by affiliation
Difficulty
Simple
Intermediate
Advance