Anatomy of an Affiliate Programme - Kevin Edwards

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  • 1. Anatomy of an Affiliate Programme Kevin Edwards, Strategy Director, Digital Window 13 th October 2010
  • 2. What value do cashback sites add? Do voucher codes overwrite other affiliates? How complex is the path to conversion? How do my affiliates impact my other traffic? How can I use my affiliate data better? How do I measure the value?
  • 3. The data
    • Three retail merchants from two sectors
    • One merchant made available all online data
    • Aim to understand in detail the affiliate mix
    • Usual caveats apply...
  • 4. Fashion Merchant
    • Offer regular discounts, occasional exclusives
    • Work with all affiliate types
    • Current tiered commission structure
  • 5.  
  • 6. 1.3 interactions
  • 7. 25% of sales have >1 affiliate involved
  • 8. ?
  • 9. Voucher code affiliates TC Cashback
  • 10. 61% of sales from VCs 66% of multiple affiliate sales overwritten by VCs 14% of sales from true content 12% of multiple affiliate sales overwritten by true content 66% of multiple VC sales overwritten by VCs 14% of multiple true content sales overwritten by true content
  • 11.  
  • 12.  
  • 13. 18% of sales have >1 affiliate involved 1.2 Interactions per sale
  • 14.  
  • 15.  
  • 16. 49% of true content overwrites are by true content sites 41% of voucher overwrites are by voucher sites
  • 17.  
  • 18. Total ‘sale’ clicks overwritten By voucher codes By cashback / loyalty By true content True Content True Content True Content True Content
  • 19.  
  • 20. 6% 9%
  • 21.  
  • 22.  
  • 23.  
  • 24. Interactions Latency AOV Affiliate Impact
  • 25. ? No two affiliates are the same
  • 26. How do I put it all together?
  • 27. AOV? New Customer Acquisition? Sales Volume? Contribution in the sales journey? Conversion Rate? Frequency of purchase? Click to sale Latency Type of customer? Impact on other channels? Impact on other affiliates?
  • 28.  
  • 29. What could you look at? Existing New New vs. existing % returning & how often Average spend & type of product
  • 30.  
  • 31.  
  • 32. 4% 6% 5% ?% ?% ?% ?% ?% ?% ?% ?% ?%
  • 33. Intelligent CPAs Ongoing optimisation + Confidence in affiliate marketing =
  • 34. Anatomy of an Affiliate Programme Kevin Edwards, Strategy Director, Digital Window 020 7553 0354, 07974 810 547 @IAB_AMC iabaffiliatemarketing.com