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