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......

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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  • 1. The Affiliate Programme Lifecycle
    Ewan Darby
    Business Director, Affiliates
    Neo@Ogilvy
    Eve Ireland
    Head of Acquisition
    British Airways
  • 2. 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
  • 3. The Lifecycle of an affiliate programme
    Launch
    Expand
    Growth
    Efficiencies
  • 4. 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...
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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?
  • 9. 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!
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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 ?
  • 14. 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?
  • 15. 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?
  • 16. Further questions and comments