A consumer electronics giant scaled revenue while maximizing margins by leveraging data-driven strategies with CJ Affiliate.

Results at a Glance:

• 85% increase YOY in overall revenue
• 71% increase YOY in Home revenue
• 42% increase YOY in Small Business impact to margin

Background:

• Faced with intense competition and an abnormal product lifecycle, it became difficult for a well-known consumer electronics brand to target customers in a meaningful way.
• The advertiser looked to identify affiliate opportunities to strategically invest with the right publishers to scale revenue while maximizing margin.
• By leveraging data from CJ Affiliate, as well as the advertiser's CRM and their internal loyalty program, it allowed them to identify the right Publishers to keep customers engaged in a cycle of touchpoints.

Highlights:

• Based on the data, the consumer electronics brand was able to mitigate margin concerns by increasing investments with margin positive publishers, without decreasing investments with margin negative publishers.
• The data also helped the brand's affiliate managers prove the channel’s value to leadership by showcasing these findings:
  • Affiliate customers generate more revenue, buy more frequently, have a larger AOV, and have a much lower margin than any other direct digital channel.
  • Affiliate customers are 46% of their key demographic vs 34% for non-affiliate customers
  • Affiliate drives more new customers than their non-affiliate channels.
• This data-driven approach to affiliate has led to a “living strategy” that allows the advertiser to continually improve margins to be in line with business expectations, as well as continue to grow affiliate revenue.