IMRG Capgemini Quarterly Benchmarking

Q4 2016/17 (November 2016 to January 2017)

  • Basket abandonment on smartphones increased in Q4. 
  • The revenue share for email marketing on smartphones increased in Q4.  
  • Affiliate marketing had a successful Q4 with increases in marketing revenue share across all three device formats (desktops, tablets and smartphones. 
  • PPC ROI on tablets saw a very large increase during Q4.
  • SEO had less influence on visits from tablet shoppers in Q4 - the proportion of visitors arriving on the site via natural marketing dropped. The main winner during Q4 for visitor increases was affiliate marketing.
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