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“Het beste Affiliate Netwerk van Nederland”.
 

“Het beste Affiliate Netwerk van Nederland”.

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Over welk affiliatenewerk zijn de adverteerders het meest tevreden? In samenwerking met Twinkle heeft de eCommerce Foundation een onderzoek gedaan naar de mening van online verkopers over hun ...

Over welk affiliatenewerk zijn de adverteerders het meest tevreden? In samenwerking met Twinkle heeft de eCommerce Foundation een onderzoek gedaan naar de mening van online verkopers over hun Affiliate Netwerk. Enkele honderden bedrijven hebben meegedaan aan het onderzoek. Jorij Abraham, mede-oprichter van de eCommerce Foundation, presenteert de resultaten en gaat in op de uitdagingen die bedrijven nog steeds ondervinden met Affiliate Marketing.

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    “Het beste Affiliate Netwerk van Nederland”. “Het beste Affiliate Netwerk van Nederland”. Presentation Transcript

    • The Best (Reviewed) Affiliate Network of 2012Amsterdam, 31st of May 2012 Jorij Abraham, Benoit Mouret Enabled by:© eCommerce Foundation | Page 1
    • Agenda› Introducing The eCommerce Foundation› The Affiliate Network Survey Results Enabled by:© eCommerce Foundation | Page 2
    • Why the eCommerce Foundation?Professionalizing the eCommerce Industry… Enabled by:© eCommerce Foundation | Page 3
    • Introducing the eCommerce FoundationWho am I…. Enabled by:© eCommerce Foundation | Page 4
    • Introducing the eCommerce FoundationWhat is your Conversion Ratio? Page views Growth strategy Email base Open ratio Conversion Ratio CPS HTML 5 Order lines Order value Order lines Facebook shop PSP Calls handled Abandonment Fulfilment costs CTR ICT Sourcing FTE % Returns Tablets Pickup ratio Mobile commerce # Product managers Online share ICT budget Internationalization Bounces Order lines Content costs Enabled by:© eCommerce Foundation | Page 5
    • Introducing the eCommerce BenchmarkWhat is the eCommerce Benchmark? We are growing faster than the market. My PSP cost per order are much lower than average. Financial (4,6) Perspective Our conversion ratio is slightly above industry average. Our e-commerce department is relatively small Total Channels Total Internal (4,4) Perspective 3.5 Benchmark (2,9) Perspective Our average order value is market average Our competitors have SEA/SEO experts in house. Should we too? Innovation (2,2) Perspective We are behind in mobile payment. Everybody is focusing on product loyalty management, why aren’t we? Enabled by:© eCommerce Foundation | Page 6
    • Introducing the eCommerce FoundationThe eCommerce Foundation:› The eCommerce Foundation is a formal “Foundation” registered at the Chamber of Commerce in Amsterdam.› It’s goal is to “Improve the ecommerce activities of organizations and industries”.› By facilitating: › Research › Knowledge sharing › Benchmarking› The Foundation sponsors will never have access to individual company data (only aggregated records).› The first initiative of the eCommerce Foundation has been the eCommerce Benchmark. Enabled by:© eCommerce Foundation | Page 7
    • Introducing the eCommerce FoundationOur Partners Business Partners Media Partners Industry Organizations Some of the Research Participants* All participants shown in this presentation have given the eCommerce Foundation explicit authorization to display their logos Enabled by:© eCommerce Foundation | Page 8
    • Introducing the eCommerce FoundationOur Network The Netherlands Germany Jorij Abraham Maximilian Plank +31 6 5234 2568 +41 797 385 990 Belgium Russia Igor Covers +32 478 83 63 96 Italy Switzerland Nino Bruni +39 (335) 6327789 Austria Finland Robert Rippel +43 1 2361212 United Kingdom Sweden Kees de Vos +44 (7968) 080 086 Enabled by:© eCommerce Foundation | Page 9
    • The Supplier ReviewsThe second initiative of the eCommerce Foundation… Enabled by:© eCommerce Foundation | Page 10
    • The Supplier ReviewsThe Kind & Number of eCommerce Suppliers is Huge Most selection processes focus on comparing features not client satisfaction. Enabled by:© eCommerce Foundation | Page 11
    • Our GoalA Review base for the most Common eCommerce Suppliers Enabled by:© eCommerce Foundation | Page 12
    • The Affiliate Network SurveyThe First Supplier Survey – Affliate Networks› Method: Online Survey› Timing : 1st of April – 22nd of May› Participant acquisition: › Twinkle Newsletter & Tweet 305 › Foundation Mailing & Tweet Focusing answers on Benelux › Social Media (Linkedin) › Supplier Mailings & Tweets Validating entries :› Data cleaning: email adress + IP › Remove double IP addresses › Remove “no email” entries. › Remove “non-existing” clients Benelux Sample : 101 Companies Enabled by:© eCommerce Foundation | Page 13
    • The Affiliate Network SurveyParticipation by Company Size 4% 2% 7% 11% 28% 0-2 FTE 3-10 FTE 11-25 FTE 15% 26-100 FTE 101-250 FTE 251-1000 FTE 1000+ FTE 33% Enabled by:© eCommerce Foundation | Page 14
    • The Affiliate Network SurveyParticipation by Industry 4% 9% 6% 20% 16% 28% 8% 6% 71% 8% 1% 23% Department Stores Fashion Food Retail Travel & Leisure Production Other Media (books, films,music) Electronics Home/Garden Specialty stores Other Enabled by:© eCommerce Foundation | Page 15
    • The Affiliate Network SurveyWhich Network have been Reviewed? 30% 25% 20% 15% 10% 5% 0% Affilinet Affiliate4You Cleafs Daisycon Google Affiliate Tradedoubler Tradetracker Zanox - M4N Other Enabled by:© eCommerce Foundation | Page 16
    • The Affiliate Network SurveyHow long has the Affiliate Network been Used? All Networks 27% 28% 30% 25% 20% 15% 15% 15% 10% 10% 5% 5% 0% A year or less 2-3 years 3-4 years 4-5 years 5 years + Dont know Enabled by:© eCommerce Foundation | Page 17
    • The Affiliate Network SurveyHow do Affiliate Networks score on the Evaluation criteria? Criteria Score 1 = Terrible 2 = Bad Amount & Quality of Affiliates 3 = Average 3.61 4 = Good Basic Functionality / Usability 5 = Excellent 3.77 Industry Expertise 3.68 Fraud Prevention 3.61 Extra / Innovative Features 3.49 Technical Quality / Availability 3.64 Service / Support 3.74 Price/Quality ratio 3.56 Affiliate networks score between average and well on all criteria. Enabled by:© eCommerce Foundation | Page 18
    • The Affiliate Network SurveyHow does Each Affiliate Network Score?Criteria Daisy Affiliate- Cleafs Zanox Trade- con 4You trackerAmount & Quality of Affiliates 2.84 1.9 2.78 3.2 3.4Basic Functionality / Usability 3.7 3.57 3.6 3.9 3.8Industry Expertise 3.9 4 4 3.5 3.3Fraud Prevention 3.8 4.1 3.9 3.9 3.1Extra / Innovative Features 3.7 3.0 4.3 3.7 3.3Technical Quality / Availability 3.9 3.3 3.6 3.5 3.4Service / Support 3.9 3.4 3.8 3.6 3.5Price/Quality ratio 4 3.9 4.1 3.7 3.4 Highest score Lowest score Enabled by:© eCommerce Foundation | Page 19
    • The Affiliate Network SurveyHow does Each Affiliate Network Score?Criteria Daisy Affiliate- Cleafs Zanox Trade- con 4You trackerAmount & Quality of Affiliates 2.84 1.9 2.78 3.2 3.4Basic Functionality / Usability 3.7 3.57 3.6 3.9 3.8Industry Expertise 3.9 4 4 3.5 3.3Fraud Prevention 3.8 4.1 3.9 3.9 3.1Extra / Innovative Features 3.7 3.0 4.3 3.7 3.3Technical Quality / Availability 3.9 3.3 3.6 3.5 3.4Service / Support 3.9 3.4 3.8 3.6 3.5Price/Quality ratio 4 3.9 4.1 3.7 3.4 Highest score Lowest score Enabled by:© eCommerce Foundation | Page 20
    • The Affiliate Network SurveyIntroducing The Net Promotor Score Would you recommend Company ABC to your Friends & Family? Some claim that there is a direct relationship between NPS (Customer Loyalty) and Company Growth….“Net Promoter” is a registered trademark of Fred Reichheld, Bain & Company and Satmetrix. Enabled by: © eCommerce Foundation | Page 21
    • The Affiliate Network SurveyThe NPS differs Strongly per Industry Industry Average Low High Top Players Average Health Insurance -13 -28 +5 Google 73 Online Search +47 +26 +73 Apple 72 Banking +20 -9 +81 Amazon 70 Airlines 17 -16 63 American Express 47 Online Shopping 42 +12 +71 Symantec 44 Below zero is Bad. A score of 5 – 10 is considered fair. A score above 50 is Good.“Net Promoter” is a registered trademark of Fred Reichheld, Bain & Company and Satmetrix. http://www.satmetrix.com/company/press-and-news/pr-archive/pr20110217/http://blogs.corpu.com/2010/07/07/net-promoter-score/ Enabled by:© eCommerce Foundation | Page 22
    • The Affiliate Network SurveyThe NPS per Affiliate Networks › Industry average: -17 › Cleafs: -33 t.b.d.* › Affiliate4You: -29 t.b.d.* › TradeTracker: -14 › Daisycon: 0 › Zanox/M4N: +21%* The number of respondents was rather low to come to a final conclusion Enabled by:© eCommerce Foundation | Page 23
    • The Affiliate Network SurveyWhy do Affiliate Networks score low on NPS?We called 10 Merchants to get more insight:› Added value is a concern: › All major Affiliates are working with all Networks. › The eCPC is very transparent, forcing Merchants to increase their CPS. › Is affiliate marketing good for you or are you building your own competition?› Account Management is key: › Account managers are crucial to build customer satisfaction. › However real support is not given by all networks. › And account managers change often (forcing customers to explain their business again and again…). Enabled by:© eCommerce Foundation | Page 24
    • Join the eCommerce Benchmark….A Mirror to Compare your Company‘s eCommerce Performance Enabled by:© eCommerce Foundation | Page 25
    • Introducing the eCommerce BenchmarkHow can the Benchmark help? We should strive for a CPC of € 0.16 or lower. We should hire a SEA Set targets: expert like the others. Where should I be? We should create a Create a roadmap: competitive advantage How do I get there? out of our fulfillment costs. Our average CPC of € 0.21 for traffic is Let’s increase our much higher than fulfillment scale further. average. Compare: Where am I now? Our fulfillment cost per order of € 4.25 is better than average. Enabled by:© eCommerce Foundation | Page 26
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    • Introducing the eCommerce BenchmarkHow does it work? Just register at www.ecommercebenchmark.org Financial Perspective Channels Total Internal Perspective Benchmark Perspective Get Fill in the immediate questionnaire results Innovation Perspective Receive an email when new entries are made Create a account anonymously and for free. Nearly 325 companies are already participating! Enabled by:© eCommerce Foundation | Page 31
    • Interested? Questions?Please Contact Us! Jorij Abraham Board Member Jorij.Abraham@eCommerceFoundation.org +31 6 5234 2568 Benoit Mouret Research Manager Benoit.Mouret@eCommerceFoundation.org +31 6 2437 5762 Enabled by:© eCommerce Foundation | Page 32
    • The eCommerce FoundationDisclaimer & Copyright Notice› All research data and insights provided in this study are property of the eCommerce Foundation.› Business Partners of the eCommerce Foundation and Participants in this study may quote published the document internally without pre-approval, as long as this happens on a non-routine basis.› All external use of the eCommerce Foundation name and it’s research material must be pre-approved by the eCommerce Foundation.› Although the eCommerce Foundation upholds high research standards it cannot be held responsible for errors and omissions in its research material. Enabled by:© eCommerce Foundation | Page 33