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Transparency And Affiliates
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Transparency And Affiliates

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  • Transcript

    • 1. Transparency and Affiliates: Is there a benefit? Ewan Darby Affiliate Director Lori Helms Geoffroy Acquisition Manager Sebastien Galina Demand Generation Manager Albrecht Fischer Client Development Director
    • 2. Transparency in Affiliate marketing: Is there a benefit?
      • How will transparency help merchants, affiliates, agencies and networks
        • Profitability, efficiency, development
      • Is the industry becoming more, or less transparent
      • Say what’s necessary or saying everything
    • 3. The problem with transparency is you can’t see it
      • Merchants
      • Agencies
      • Affiliates
      • Networks
    • 4. The affiliate relationships Are too many cooks spoiling the broth? Policy Policing Promotions Payments Client Network Agency Affiliate
    • 5. Transparency 1. The Merchant Where does AM fit in their mix? Budget Resource Time
    • 6. Responsibilities
      • On-site affiliate pages
      • Information pages
      • Their channel mix
        • Display (DR)
        • Search (Natural and Paid)
        • Email
      • How affiliates fit
      • Making them feel integral and important
      • Clarity
      • 1. Merchant Communication
    • 7. Transparency 2. The Agency Why do merchants appoint agencies and what do they do? Planning Reporting Strategy
    • 8. Responsibilities
      • Programme structure
      • De-duplicating
        • Against other channels
        • Allocating the sale (last click wins, E2C)
      • Strategies
      • Brand protection
      • Development of top-tier partners
      • Planning
      • 2. Agency Communication
    • 9. Transparency 3. The Affiliate How do you drive traffic? Sites Approach Details
    • 10. Responsibilities
      • Sites or promotional methods
      • Feedback on performance
      • Opportunities
        • Newsletters
        • Emails
        • Events
      • Market data and performance
      • 3. Affiliate Communication
    • 11. Transparency 4. The Network The Gate-keeping responsibility Protection Encouragement Innovation & technology Reporting
    • 12. Responsibilities
      • Payment terms
      • Incentives
      • Creative hosting and distribution
      • Programme details and promotional copy
      • Policing the programme
      • Arbitrate between merchants/agencies/affiliates
      • 4. Network Communication
    • 13. Further questions and comments