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It's been a slow week for marketing stats, but even so here are some of the best we've seen.
Stats include Boxing Day ecommerce traffic, mobile sales and conversions from Affiliate Window, a record week for app downloads and sales data from John Lewis, Amazon and Next.
For more digital marketing stats, check out our Internet Statistics Compendium.
There is no escaping the fact that mobile commerce has been experiencing considerable growth. Recent research from Deloitte suggested that mobile devices would influence £3.5bn of retail sales this Christmas.
As well as understanding the anticipated growth of m-commerce, it is also important to recognise the devices that are fuelling this growth.
With targeting capabilities evolving, it is possible to segment audiences based on the device they are visiting through and advertisers are able to capitalise on this through targeted promotions.
New data from Affiliate Window shows that mobile conversion rates have plateaued this year, hovering around the 3% mark since January.
In 2011 mobile conversions increased from around 1.9% in January to more than 3.5% in December, but 2012 has seen a levelling out.
As m-commerce sites are becoming more common, these statistics highlight the difficulty brands face with increasing transactions on mobile.
We recently reviewed the top 20 UK retailers' mobile checkouts and found that in general the sites were user-friendly. But clearly consumers still prefer to make a purchase using a desktop or tablet rather than their mobile.
The AW stats show that August actually saw a slight drop in mobile conversions to 2.84% from 3.14% in July.
A wise man once said that “you always fear what you don’t understand” and, despite being over a decade since its initial conception, people still fear performance marketing.
The wise man in question was Carmine Falcone in Batman Begins, and for a brutal leader of Gotham’s criminal underworld, his philosophy certainly rings true.
I don’t think there are obvious comparisons to performance marketing and Batman, although it is nice to think that our industry is the anti-hero striving for universal approval, but his simple ethos has been resonating loudly throughout the performance channel recently.
Increasing conversions on smartphones is notoriously difficult, with consumers often reverting to desktop or tablets to make a purchase.
This is highlighted by new data from Affiliate Window, which suggests that both traffic and sales through its network have increased in the past six months but conversions are down.
AW’s new white paper, M-Commerce: The Complete Picture, reveals the latest statistics from its affiliate network, as well as more general data on mobile commerce.
Here we look at some of the sales, traffic and conversion stats from AW's own network.
On Tuesday night, the sixth annual Performance Marketing Awards was held in London, attended by more than 800 people and judged by Econsultancy Research Director Linus Gregoriadis, among others.
The event was previously known as the a4u Awards, but the name was changed to broaden the remit of the awards, allowing entrants from the various sub-channels of performance marketing, including social, mobile, email, search and display, not just just the affiliate sector.
With consumer behaviour and shopping habits continually evolving, coupled with the increase in smartphone penetration, more and more consumers are accessing the internet through mobile devices.
This is something that we have been monitoring closely at Affiliate Window for the past 18 months. Back in December 2010 we saw traffic through mobile devices account for 2.4% of all network traffic and 1.7% of all sales.
Fast forward to March 2012 and these figures have grown considerably with 10% of traffic and 6.6% of sales coming through mobile devices.
A new report by Affiliate Window and buy.at examines how affiliate promotions can complement an advertiser’s online marketing strategy to deliver incremental sales.
Affiliate Window client strategist Owen Hewitson points out that advertisers commonly question the extent to which the sales achieved through the affiliate channel are incremental.
In part one we looked at how and why the engagement of an affiliate programme’s ‘Long Tail’ is pertinent to advertisers today.
This second part will look at specific techniques and ‘quick wins’ which have proven successful for other advertisers.
This is the first of two articles about how to engage and optimise the Long Tail of your affiliate programme.
Whilst the term has its origins in statistical sciences as early as 1946, it was popularised 60 years later with the publication of Chris Anderson’s book of the same name.
So how does this apply to affiliate marketing?
As the dust settles from the frantic Christmas and New Year sales trading season I’m now able to provide a definitive account of how our advertisers’ affiliate campaigns performed throughout December.
Having previously looked at the impact of Cyber and Manic Monday on the affiliate channel we can trace December’s performance, compare it with 2010’s and also split out mobile data to see how it compared with traditional desktop transactions.
Stats from Hitwise indicated that Boxing Day was the biggest online shopping day in terms of traffic so it is also possible to see if that was reflected across the affiliate channel.
A new report from Forrester focuses on the emergence of the affiliate deal site as a new force in the coupon-based shopped model.
Retail analyst Andy Hoar writes on his blog that since consumers increasingly look for discounts online and flock to ‘horizontal’ coupon sites like ShopatHome or Vouchercloud, 'vertical' coupon sites like TechBargains and cashback sites Ebates or Quidco, this is becoming the norm.