National Express: Optimizing Affiliate Traffic

Objective

To understand the key routes generated by affiliate partners. The data would then be used to help upweight activity during seasonal peaks for National Express.

Approach

We worked with the affiliate network and ad-serving platform to implement specific tracking to help segment commission groups into key route sectors. Sectors included standard routes, London routes, Airport Routes and coach card membership. Two months post implementation, data was analyzed and bespoke incentives/ commission groups were launched resulting in extra exposure and additional income.

Results

Along with insight into affiliate traffic the new set up has resulted in National Express being able to pre-book cost efficient exposure for a specific route/journey. Affiliate traffic can now be optimized to help drive sales for poor performing routes.

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