Affiliate Marketing Theatre; Powering performance marketing: how key technology choices benefit your ecommerce business


Published on

Published in: Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • REDWOOD CITY, Calif. — February 15, 2012Equinix, Inc. (Nasdaq: EQIX), a provider of global data center services, today reported quarterly and year-end results for the period ended December 31, 2011.Revenues for the year ended December 31, 2011, were $1,606.8 million, a 32% increase over 2010 revenues.
  • or the period ended December 31, 2011.Revenues for the year ended December 31, 2011, were $1,606.8 million, a 32% increase over 2010 revenues.
  • Who DW are Comprises Affiliate Window and Part of the zanox GroupOnline marketing company with technology at its heart – one of our 5 core pillars as a business. Reputation for Innovation – winners of A4U Award for Darwin Marketplace last year and several others in previous years.Aim of next 10 mins – put in context of affiliate marketing –role as Client Strategist – major challenges facing affiliate industry we hear continually from clients; role at PE and link to Equinix.
  • Major Challenges in the Affiliate Industry What’s the point of an affiliate network? Questioned in many current debates in industry on: Incrementality – dominance of/reliance on incentive-based traffic Long Tail engagement – what’s the point of having a huge affiliate programme if the volume comes from a few top players whose incremental value is constantly questioned? Growth of affiliates as brands – Many affiliates larger than the brands they promote, so a switch in the balance of power between the two Consumers going straight to affiliates as they become increasingly seen as sources of authority, trusted, etc. Attribution – do all affiliates play equal role in path-to-purchase? Multi-attribution within the affiliate channel vs cross-channel attribution in broader online mix
  • Our response, and how Equinix fit in: Reputation in the industry for innovation – award wins, etc.Platform has undergone a ground-up rebuild over the last couple of years – Darwin Marketplace: Transparency and additional reporting functionality Scalability for our clients - Reporting requirements grown substantially across the industry; brands’ programmes have reached maturity Not just in terms of the volumes of transactions but in terms of the complexity of questions asked about them and the scrutiny that they are subjected to Networks are the biggest source of data in the affiliate industry – they collect more information than they report on. Work of the Strategy team to interrogate that data for bespoke client projects (around incrementality and attribution, for example) Industry’s first fully-searchable affiliate directory: For recruitment, communication and engagement of affiliates – engagement of Long Tail and Allows affiliates to showcase themselves to advertisers, and vice versa – ‘LinkedIn for affiliate marketing’ Infrastructure not just the pipes and the plumbing – it’s integral to the user’s experience
  • Affiliate Marketing Theatre; Powering performance marketing: how key technology choices benefit your ecommerce business

    1. 1. Powering Performance Marketing: How key technology choices benefit your e-commerce business Affiliate Window Case Study Presented by: Rory Murphy, Content & Digital Media Director, Equinix Europe Owen Hewitson, Client Strategist, Digital Window Presented on: February 28th Equinix Confidential - © 2012 Equinix Inc.
    2. 2. The Platform Equinix Advantage Connecting businesses with partners and customers through a global platform of high performance data centres Global Footprint 38 global markets on 5 continents Less than 10 ms latency from 90% of the population of the United States and Western Europe 690+ network service providers 275+ cloud service providers 475+ IT service providers Equinix Confidential - © 2012 Equinix Inc.
    3. 3. Reach Customers Around the World Market Challenge Expanding addressable market; ensuring consistent performance for global customers Equinix Advantage Asia - 5 metros Americas - 24 metros EMEA - 8 Metros LEGEND: EQUINIX METRO Equinix Confidential - © 2012 Equinix Inc.
    4. 4. Platform Equinix Your Acceleration Platform Meeting Your Needs Connect to leading ISPs, Internet backbones and mobile networks to accelerate performance Innovate Choose from leading SaaS and IT providers to improve 475+ Content Companies back-end system performance Integrate Systems Tie directly into an 275+ Cloud, 475+ IT Providers ecosystem of digital innovators, including social networks, online Improve Performance advertising platforms, online 690+ Networks payment providers, and Online Retailers mobile platforms Equinix Confidential - © 2012 Equinix Inc.
    5. 5. Digital Media Underpinned by Complex Relationships Impact Making the right Data Centre choice is essential for a successful business Understanding the interconnections of digital businesses and choices they make will be key Equinix already supports many of the leading media ecosystem partners around the globe Equinix Confidential - © 2012 Equinix Inc.
    6. 6. How Can You Leverage The Digital Ecosystem? The Platform Facebook and Zynga Equinix Effect Interconnect at Equinix to PERFORMANCE grow to 230 million users faster page download due to global deployment in three years INTERCONNECTIONS enable developers to cost-effectively deliver applications on Facebook NETWORK DENSITY AND CHOICE deliver content to consumers fast and Equinix Confidential - © 2012 Equinix Inc. 6
    7. 7. We Help Retailers Improve Performance “We’ve put together an aggressive program to grow our e-commerce business Impact from one country to 65 countries this year, while continuing to make the shopping experience easier and more convenient. 15% faster page load times We believe that the technology has evolved to the point where we can deliver an 80% reduction in downtime outstanding experience.” Bandwidth cost reductions Toby Lenk President, Gap Inc. Direct Customers “Equinix provides us with a platform and specific value-added services that will help us continue to offer the highest levels of site performance and uptime, while significantly growing operations.” Gene Golden VP of Information Technology, Equinix Confidential - © 2012 Equinix Inc.
    8. 8. Affiliate Window Creating the right solution Enable Direct Links Equinix Business Ecosystems to an ecosystem of Cloud & IT Services digital innovators Financial/Electronic Trading Mobile Applications Content & Digital Media Provide Connections Enterprise to leading ISPs, Internet Equinix Traffic Exchanges backbones and mobile Internet Exchange networks Ethernet Exchange Mobility Exchange Delivering a Global Platform Equinix Data Center Platform of high performance data centres 38 Global Metros 99 Data Centers Exchange 690+ Networks 4,000+ Equinix Confidential - © 2012 Equinix Inc. 8
    9. 9. Affiliate Window Delivering on Requirements • High-power-density space for virtualization – A broad choice of network service providers to provide resilient connectivity and guaranteed uptime for customer-critical content • Instantly available global footprint – Covering target markets and provide high-speed local server deployment and disaster recovery • Unmatched expertise from digital content management and distribution partnerships – That can be trusted in the most demanding traffic scenarios • A mature global ecosystem of network, cloud and specialist service providers – Instantly accessible via the Equinix Marketplace Portal Equinix Confidential - © 2012 Equinix Inc.
    10. 10. Daily Telegraph Media Supplement Feb 18th 2012 Equinix Confidential - © 2012 Equinix Inc.
    11. 11. Equinix Marketplace Online Portal for PartnersThe Data Centre as a Revenue Centre For Buyers • Find products and services by vertical, location or provider • Use one intuitive global search interface • Save searches and trusted providers • Easily contact and connect to sellers For Sellers • Showcase offerings with customizable storefronts • Register and funnel leads to multiple contacts • Integrate seamlessly with your existing sales Equinix Confidential - © 2012 Equinix Inc. 11
    12. 12. Where Global Business and Growth Connect The widest network-neutral footprint 38 strategic global markets The strongest balance sheet in our industry $1,606 million in revenues for year ended Dec 31 2011 $2.9 billion investment in capacity 2007-2011 The most dynamic ecosystem in the industry 4,000 global customers >80% of new business from existing customers Enabling you to keep pace with the rapid expansion of the digital marketplace Equinix Confidential - © 2012 Equinix Inc.
    13. 13. Who Digital Window Equinix Confidential - © 2012 Equinix Inc. 13
    14. 14. Major Challenges in the Affiliate Industry Is it incremental? What’s the point of an Engaging How to the Long Attribute? affiliate Tail network? Affiliates as Equinix Confidential - © 2012 Equinix Inc. 14
    15. 15. Digital Window’s response... and how Equinix fits in Reporting Functionality Marketplace • Industry’s first fully-searchable • Scalable to brands’ maturing affiliate directory programmes • Allows for • Meeting reporting recruitment, communication requirements beyond volume and engagement of affiliates • Interrogating client data for • Partners can showcase strategic insight themselves via a ‘LinkedIn’ for the affiliate Equinix Confidential - © 2012 Equinix Inc. 15
    16. 16. Rory Murphy
 Content & Digital Media Director, EMEA EQUINIX m. +44 (0)7557 804222 e. Equinix Confidential - © 2012 Equinix Inc.