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Panel session: Advancing Merchant and Affiliate Relationships - a Guide for the Perfect Marriage
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Panel session: Advancing Merchant and Affiliate Relationships - a Guide for the Perfect Marriage

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Ewan Darby, Neo@Ogilvy …

Ewan Darby, Neo@Ogilvy

a4uexpo Europe Barcelona 2012

Published in: Business, Education

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  • 1. Background• Neo@Ogilvy management of American Express affiliate programme from 2009• MoneySupermarket is UKs leading price comparison website – Longstanding partner of American Express• A strong tripartite relationship has evolved – Weekly calls, monthly planning sessions and regular meetings with all three parties• Depth of relationship between MoneySupermarket and American Express have meant numerous strategic projects tested and adopted
  • 2. Introduction of display to drive awareness• Limited display spend on MoneySupermarket – Neo suggestions for site changes meant increased media inventory available on MoneySupermarket• Developed dual media strategy with MoneySupermarket to drive awareness and acquisition• Use of analytics to understand benefits – E2C analysis exposes the role MoneySupermarket has in the conversion path
  • 3. Data sharing to inform strategy• MoneySupermarket share data on market trends and competitor overviews – Helps define opportunities for American Express• Amex feedback quality of applicants to MoneySupermarket – Allows further insight into their customer base• The value of various site inventory is enabled through customised tracking Data DataNetworks
  • 4. Testing exclusives• American Express product development team use MoneySupermarket’s insights and knowledge to help develop new Card constructs• MoneySupermarket provide a safe environment to test new products before mass-market launches• MoneySupermarket and its customers are helping to shape American Express’ portfolio and ensuring that they provide exciting market-leading products for consumers
  • 5. Display and Exclusive promotion on MoneySupermarket