In CJ Affiliate’s whitepaper on Affiliate Incrementality we found that affiliate’s presence in the path-to-purchase produces 88% more revenue per shopper when compared to no affiliate presence in the path to purchase. Building on this finding, this Affiliate Customer Journey whitepaper evaluates the relationship of publishers and their position in a consumer’s purchase journey. Leveraging data from our Affiliate Customer Journey solution, we compared how single-publisher and multi-publisher journeys performed.
These findings show that allocating investment to publishers who were part of the journey prior to last click can deliver incremental returns while continuing to invest in the unique reach afforded by single-publisher journeys. In this whitepaper, these findings are made actionable with practical strategic applications for your program. They are further substantiated by success stories from a leading global consumer electronics brand and a major brand from the network services vertical.
We leveraged our proprietary Affiliate Customer Journey solution, which uses data from across the entire CJ Affiliate network, to examine publisher placement in the path-to-purchase and the impact this has on business outcomes. For commissionable events, we selected an observation window of 45 days to provide visibility into how publisher interactions affect key performance indicators (KPIs), regardless of program term referral period. The data for this study was collected from May 2019 through August 2020 and is comprised of aggregated data from over 143M transactions and over US$18B in sales revenue across more than 3,000 advertisers. The purpose of this study is to help the industry understand publisher influence on consumer behaviour during their path to purchase.
A consumer who made a purchase through an affiliate link.
Assist Publisher (assist):
Publisher that participates in a journey prior to the conversion.
Publisher who was the last touchpoint prior to the conversion and is rewarded for the subsequent transaction.
A new-to-affiliate consumer electronics advertiser selects CJ Affiliate to recruit, activate and grow revenue internationally, demonstrating the importance of publisher recruitment for a diverse portfolio.
With a focus on recruitment, activation and diversification of their publisher base, the advertiser looked to CJ Affiliate’s managed services to move merchandise and grow top line revenue.
Unique Publishers in Journey
% Difference in AOV from
Major Service Provider Increases Return & Efficiency with CJ's Affiliate Customer Journey Solution
A global home and business services brand leveraged CJ’s Affiliate Customer Journey reporting to diversify media partners which resulted in increased ROAS and growth in new customer contracts.
Affiliate journeys are as complex as the shoppers behind them and all publisher models play an important role in these customer journeys. The ideal position for an advertiser is to be present in as many customer paths as possible. Focus on creating optimal moments because there is no optimal journey.
Single-publisher journeys reach unique customers and offer strong scale and reach. Multi-publisher journeys are equally important and lead to even more valuable outcomes. A diverse portfolio that prioritises and invests in multi-touch publisher journeys introduces brands to new audiences. By providing third-party validation, these publishers convert potential buyers into customers.
Considering the channel’s ability to drive 88% more revenue per shopper compared to other channels, ongoing publisher recruitment, activation, and diversification are essential for long-term and sustained growth. A strategy that encourages both single and multi-publisher journeys is critical for brands to gain competitive advantage and improve the bottom line.