Panel session: Advancing Merchant and Affiliate Relationships - a Guide for the Perfect Marriage
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
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
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
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
Display and Exclusive promotion on MoneySupermarket
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