The Affiliate Programme Life Cycle
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The Affiliate Programme Life Cycle

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Affiliate Programmes often stagnate over time - this session will reveal a typical programme lifecycle and offer strategies for merchants who want to reinvigorate their offer or who have inherited an ...

Affiliate Programmes often stagnate over time - this session will reveal a typical programme lifecycle and offer strategies for merchants who want to reinvigorate their offer or who have inherited an existing and potentially mediocre programme.

Get practical advice on surviving the mid stage of a programme by innovating, employing effective programme management strategy and what you should be doing to analyse the value of your affiliates internally. Ewan will finish the session with questions from the audience for this merchant driven session.

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    The Affiliate Programme Life Cycle The Affiliate Programme Life Cycle Presentation Transcript

    • The Affiliate Programme Lifecycle
      Ewan Darby
      Business Director, Affiliates
      Neo@Ogilvy
      Eve Ireland
      Head of Acquisition
      British Airways
    • Lifecycle of an affiliate programme
      This infers that there is a limit to a programme’s life
      BA example
      Launched 2005 and seen much evolution
      How decisions are reached
      Affiliates
      CPA
      De-duping
      Why clients and agencies need to find efficiencies
      How this affects networks and affiliates
    • The Lifecycle of an affiliate programme
      Launch
      Expand
      Growth
      Efficiencies
    • The tale of a mythical merchant
      The merchant decides affiliate marketing is the right next stage for them
      A network is appointed and all the prospects look good
      Projections are made and the numbers stack up
      The merchant is learning as they go...
    • Pre-launch and set-up
      Technical set up and integration can take longer than expected
      Tech team at the merchant
      Specific programme requirements
      Tracking and reporting fluidity
      Recruitment of affiliates
      When the programme goes live
      No immediate sales volume
      Unimpressive growth
    • Launch
      First Quarter
      Slow sales growth
      Affiliates taking time to sign up
      Programme understanding
      Second quarter
      Sales dramatically improve
      Hundreds of affiliates now recruited
      Impression and click volumes impressive
    • Learning
      Merchants begin to understand how to incentivise affiliates
      Promotions, additional commission etc
      Merchants engage with increasing affiliate types – voucher, cashback, incentive, email, ppc etc
      Some merchants will begin to analyse performance in greater detail
    • Analysis
      How can affiliates produce greater sales volumes?
      How is the merchant’s paid search being affected?
      Why do some affiliates have high impressions, but low CTR or CTS?
      Is the programme delivering the right ROI? Is the ROI being calculated in the right way?
    • Understanding
      Not all affiliate types are right for my programme
      Some affiliates need greater support and materials to get a good EPC meaning they will send greater traffic volumes
      Conversion is King!
    • Reaching a tipping point
      Understanding channel value
      Value of verticals within the channel
      Deciding how a CPA or incentives can legislate
      The implications around programme amendments
    • The British Airways affiliate programme launched in 2005 and now operates in 12 markets globally
      Eve Ireland, Head of Acquisition (Global) for British Airways, is responsible for the affiliate channel as well as search marketing, display media and four agencies; creative and media
      Neo is BA’s media agency for their global affiliate work as well as regional search and display
      Our work also encompasses a large attribution project where individual media performance undergoes interrogation for effectiveness and cost efficiency
    • The British Airways Affiliate Programme
      Programme launch October 2005
      Major milestones:
      Launch
      Change of commission x3
      Removal of incentive traffic
      Removal of email
      No paid search
      APAC launch
      Europe launch
      Cross border sales
      De-duplication
    • Understanding BA’s digital marketing
      How the team is shaped
      How many
      Where
      What
      How is affiliate marketing perceived within BA, both in London and in the regions?
      How has the channel developed since launch and what have the key considerations been?
      What would you like to see changed in the channel ?
    • Questions
      We have a few questions for you....
      What would get you to sign up to a long-running programme?
      What raises your interest levels about a programme?
      What sort of things annoy you about programme changes?
      What have merchants done well for you?
    • Questions
      We hope you have a few questions for us....
      Has de-duping turned any affiliates off?
      Are you closed minded about certain affiliate types?
      What further development plans do you have for the affiliate channel?
      What are the most significant changes you have made?
    • Further questions and comments