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.