A global home and business services brand leveraged CJ’s Affiliate Customer Journey solution to diversify media partners which resulted in increased ROAS and growth in new customer contracts.
Results at a Glance (Q3 YOY)
- 60% increase in new customer contracts
- 5% reduction in cost per new customer contract acquisition
Background
- The advertiser, a tenured affiliate partner, has a successful history of continually outperforming competitors in the telecommunications category.
- The CJ account team looked to optimize return on ad spend (ROAS) with current media partners and recommended a shift in investment based on Affiliate Customer Journey data to incorporate publishers who drove initial customer influence.
Strategy
- Leveraging CJ’s Affiliate Customer Journey solution, the CJ team analyzed customer journeys across the advertiser’s program and identified a group of publishers whose influence in converting customers was not known via the standard affiliate last-click model.
- The CJ account team proposed increasing investing with additional key partners who influenced the beginning of the customer journey, the point of research and consideration, as well as with program converters.
- The CJ account team recommended testing investment with seven new media partners who had shown pivotal influence early in the customer journey.
- After analyzing results, the strategy benefited all publishers who participated in a multi-touch journey which resulted in increased program conversion and increased ROAS.
