Anatomy of an Affiliate Programme - Kevin EdwardsPresentation Transcript
Anatomy of an Affiliate Programme Kevin Edwards, Strategy Director, Digital Window 13 th October 2010
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?
Three retail merchants from two sectors
One merchant made available all online data
Aim to understand in detail the affiliate mix
Usual caveats apply...
Offer regular discounts, occasional exclusives
Work with all affiliate types
Current tiered commission structure
25% of sales have >1 affiliate involved
Voucher code affiliates TC Cashback
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
18% of sales have >1 affiliate involved 1.2 Interactions per sale
49% of true content overwrites are by true content sites 41% of voucher overwrites are by voucher sites
Total ‘sale’ clicks overwritten By voucher codes By cashback / loyalty By true content True Content True Content True Content True Content
Interactions Latency AOV Affiliate Impact
? No two affiliates are the same
How do I put it all together?
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?
What could you look at? Existing New New vs. existing % returning & how often Average spend & type of product
4% 6% 5% ?% ?% ?% ?% ?% ?% ?% ?% ?%
Intelligent CPAs Ongoing optimisation + Confidence in affiliate marketing =
Anatomy of an Affiliate Programme Kevin Edwards, Strategy Director, Digital Window 020 7553 0354, 07974 810 547 @IAB_AMC iabaffiliatemarketing.com