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Anatomy of an Affiliate Programme - Kevin Edwards
 

Anatomy of an Affiliate Programme - Kevin Edwards

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    Anatomy of an Affiliate Programme - Kevin Edwards Anatomy of an Affiliate Programme - Kevin Edwards Presentation 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?
    • 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...
    • Fashion Merchant
      • Offer regular discounts, occasional exclusives
      • Work with all affiliate types
      • Current tiered commission structure
    •  
    • 1.3 interactions
    • 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
    •  
    • 6% 9%
    •  
    •  
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    • 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
    •  
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    • 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