Boosting Other Brands Marketing             Channels with Your Affiliate           Programme and Bridge the Gap           ...
Boost other marketing channels with your affiliateprogramme and bridge the gap between online &offline
Whats the goal of an Affiliate Programme?    “…to expand the reach of brand & product beyond the    means of a merchant’s ...
Online              •   Accuracy      •   Targeted     •   Optimisation              •   Rapidity      •   Metrics      • ...
Technology       Publisher              Lets talk           ‘INNOVATION’     Network         Merchant5
•   Merges the real world with the virtual world    Technology   •   Incorporates information/promotions for user location...
•   Learnings taken from existing Merchant relationships                  •   Driving users into stores using incentives  ...
•    Learnings taken from existing Merchant relationships                      •   Driving users into stores using incenti...
• Simple enough right?                                 • Message best delivered                                   consulta...
•   Technological flexibility               •   Minimize risk & leakage     Network   •   Understand offline KPI’s as well...
Summary         Technology               Publisher               Innovation builds bridges           Network              ...
12
Revolutionise your Affiliate Program          using in-depth analytics!                Teresa Lawrence – Stream:20Sponsore...
Analytics and InsightRevolutionize your Affiliate program Teresa Lawrence Senior Consultant
Who are Stream:20?What we do                     SpecialismsStream:20 is a digital             PPC            Affiliatesma...
We’ve worked with…
Stream:20 do two things in affiliatesWork on the front line – managing programs   Sit with generals - working through stra...
Data withoutanalytics is justinformation overload
Two Building blocks1.       KPIs          Are you using the correct metrics?          Three rarely used KPIs2.       Rep...
What really ends up happening   on affiliate programs?
Lifecycle of a Affiliate Partnership                                   Driving Momentum   1                      2        ...
Lifecycle of a Affiliate Partnership                          Driving Momentum   1             2                  3       ...
Most of thefocus is on Top   Tip of theTop affiliates                              icebergperformers                      ...
Affiliates – Introducing New KPIs                                        Recruitment:                                     ...
Affiliate KPIs - Detail             DATA SCENARIOS                               HOW YOU CAN ACT                          ...
Affiliate KPIs - Detail                DATA SCENARIOS                                HOW YOU CAN ACT                      ...
eCRM for AffiliatesAn effective email/eCRM program can be expected to efficiently:   1. Understand and extend the lifetime...
eCRM for Affiliates  Implement an effective email/eCRM program Identify Segments     Welcome/New                 Active   ...
Categorizing affiliates by valueSCENARIO 1: 80% COMING FROM TOP 5      Long tail        20%                     Top       ...
Categorizing affiliates by type What verticals you target with your strategy makes a difference You can layer in new aff...
Un-tap the power of data1. Data is your friend - identify what matters2. Analyse data to show you:    where you are perfo...
THANK YOUTeresa LawrenceSenior ConsultantStream:20
A Decade of Affiliate Marketing                 Already Under Our Belts, But                Whats Coming Next For Us All? ...
Powering Performance Marketing: Howkey technology choices benefit your e-         commerce business                 Rory M...
Affiliate Marketing Theatre; Boosting other brands marketing channels with your affiliate programme and bridge the gap bet...
Affiliate Marketing Theatre; Boosting other brands marketing channels with your affiliate programme and bridge the gap bet...
Affiliate Marketing Theatre; Boosting other brands marketing channels with your affiliate programme and bridge the gap bet...
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Affiliate Marketing Theatre; Boosting other brands marketing channels with your affiliate programme and bridge the gap between online and offline

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  • Acquisition and retention, across all channelsResource solutions
  • Introduction of Recruitment, Retention and Growth Targets to fit into sales targets whilst ensuring program strength
  • Importance of top affiliates drops over the year as more affiliates contributeStart with the top 10, execute a mid tier strategyAs that begins to take hold, work on the top 25 – start your nurture and activation programThroughout – you need to recruit, as that allows you to be in a position to start to look at a top 75 plan
  • Using a mythical scenario of growing the verticals in a program:When offer affiliates come in, they take sales from contentWhen cashbacks come in, they take sales from offer affiliatesEmail and social then take sales from what is there and so on…the point is, categorising verticals, watching these categories, and setting youselves targets helps you a lot
  • Affiliate Marketing Theatre; Boosting other brands marketing channels with your affiliate programme and bridge the gap between online and offline

    1. 1. Boosting Other Brands Marketing Channels with Your Affiliate Programme and Bridge the Gap Between Online and Offline Hardeep Sohal - Commission JunctionSponsored by: Organised by:
    2. 2. Boost other marketing channels with your affiliateprogramme and bridge the gap between online &offline
    3. 3. Whats the goal of an Affiliate Programme? “…to expand the reach of brand & product beyond the means of a merchant’s own internal marketing. The promotion of the brand on external sites is in itself an endorsement of the brand which should not be undervalued…”3
    4. 4. Online • Accuracy • Targeted • Optimisation • Rapidity • Metrics • Results Tracking Reach Speed Offline • Spend • Experience • Consultative • Established • Immediacy • Service Try before Considered Traditional you Buy Purchases4
    5. 5. Technology Publisher Lets talk ‘INNOVATION’ Network Merchant5
    6. 6. • Merges the real world with the virtual world Technology • Incorporates information/promotions for user location • Transactions can be made both on & offline • Commercial viability comes second to user experience6
    7. 7. • Learnings taken from existing Merchant relationships • Driving users into stores using incentives Publisher • Social, Local & Mobile being increasingly adopted • Using Local & Mobile to drive members into merchant store • Aiming to increase both online and offline sales for merchant • Check-in CR: 16% • Growth • Clicks: 54% • Sales: 59% • CR: 12% • In-store cashback for full visibility7
    8. 8. • Learnings taken from existing Merchant relationships • Driving users into stores using incentives Publisher • Social, Local & Mobile being increasingly adopted • After a point, ROI on paid search drops below the cost • Partnering with a PPC specialist within your Affiliate program can help maximize ROI on the long tail of search terms.8
    9. 9. • Simple enough right? • Message best delivered consultatively (a.k.a in person) • Incremental? Profitable? • Agreement between online & offline departments • Opportunity must be mutually beneficial • Work with X-platform tracking Merchant • Visibility on user journey9
    10. 10. • Technological flexibility • Minimize risk & leakage Network • Understand offline KPI’s as well as online10
    11. 11. Summary Technology Publisher Innovation builds bridges Network Merchant11
    12. 12. 12
    13. 13. Revolutionise your Affiliate Program using in-depth analytics! Teresa Lawrence – Stream:20Sponsored by: Organised by:
    14. 14. Analytics and InsightRevolutionize your Affiliate program Teresa Lawrence Senior Consultant
    15. 15. Who are Stream:20?What we do SpecialismsStream:20 is a digital PPC Affiliatesmarketing consultancy, est.2005. Display SEOStream:20 provide the in- Social Media Emailhouse digital marketing Channelcapabilities and momentum Conversion Managementbusinesses need to drive keyinitiatives forward. MobileFocus: hitting client KPIs
    16. 16. We’ve worked with…
    17. 17. Stream:20 do two things in affiliatesWork on the front line – managing programs Sit with generals - working through strategy Plan Analyse Action
    18. 18. Data withoutanalytics is justinformation overload
    19. 19. Two Building blocks1. KPIs  Are you using the correct metrics?  Three rarely used KPIs2. Reporting  Simple visual representation
    20. 20. What really ends up happening on affiliate programs?
    21. 21. Lifecycle of a Affiliate Partnership Driving Momentum 1 2 3 4 Affiliate Growth Strategy becomes key Affiliate active sales driverAffiliate Affiliate Traffic beingsign up engaged driven Affiliate drives low level of sales Lapsed Partners  Recruit affiliates Traditional metrics  Monitor performance top level  Visits, sales, CPA  Focus on top performers  Group top affiliates  Group affiliates by type / performance  All top line
    22. 22. Lifecycle of a Affiliate Partnership Driving Momentum 1 2 3 4 5 Affiliate Growth Strategy becomes key Policing Affiliate active sales driverAffiliate Affiliate Traffic beingsign up engaged driven Communicate Affiliate drives low level of sales Optimise Lapsed Partners
    23. 23. Most of thefocus is on Top Tip of theTop affiliates icebergperformers Rest of theWhat about basethe longtail?? What we see is often only a fractional part of what it really is
    24. 24. Affiliates – Introducing New KPIs Recruitment: • Number of new sales driving affiliates Retention: Recruitment Retention • Number of sales driving affiliates lost Activation: • Percentage of registered affiliates that drive sales Activation Growth Growth: • Number of affiliates driving on average over 5 sales a month • Percentage of affiliates driving more sales in 2012 than 2011Ensuring underlying metrics are hit maintains the program strength whilstensures both current and long term sales targets are met. 27
    25. 25. Affiliate KPIs - Detail DATA SCENARIOS HOW YOU CAN ACT • Objective: grow active affiliates • Actions: incentives/ eCRM program# of active affiliates (as reported by networks)steady over the year • Objective: maximise sales • Actions: ongoing communication and optimisationPositive growth in number of affiliates drivingsales eliminates channel risk
    26. 26. Affiliate KPIs - Detail DATA SCENARIOS HOW YOU CAN ACT • Objective: grow lower tier, reactivate • Action: nurture program, activation incentivesLittle uplift but constant influx of new affiliatesthroughout the year maintains momentum • Objective: grow mid tier • Action: optimisation, target incentive strategyNumber of large volume sales drivingaffiliates follows overall sales trend
    27. 27. eCRM for AffiliatesAn effective email/eCRM program can be expected to efficiently: 1. Understand and extend the lifetime value of an affiliate 2. Increase engagement by broadening the partner’s business and product experience 3. Maximise the value of an affiliate 4. Mitigate churn and deliver value on a rolling basis.
    28. 28. eCRM for Affiliates Implement an effective email/eCRM program Identify Segments Welcome/New Active Pending Lapsed Lapsed Reg/ Not active Objective: Objective: Objective: Objective: Objective: Educate Maintain engage Identify partners Create a winback Trigger campaigns for Reduce early churn Upsell/Xsell showing a propensity strategy partners with no X-sell Reward success to lapse and encourage to re-engage lapsed product uptake after Return users to site re-engagement. customers. registration. Identify Value VIP High Value Mid Value Low Value No Value Objective: Create SCV of customers for RFM modelling to create loyalty scheme and messaging.Identify Preferences Objective: Capture explicit and implicit partner business preferences to relevant emails that cut through the inbox clutter and generate incremental sales Email campaign management best practice: - Reporting/Tracking - Deliverability management - Creative best practice/testing - List management
    29. 29. Categorizing affiliates by valueSCENARIO 1: 80% COMING FROM TOP 5 Long tail 20% Top Affiliates 80%SCENARIO 2: GETTING TO 60% COMING FROM TOP 5 Long tail 40% Top Affiliates 60%
    30. 30. Categorizing affiliates by type What verticals you target with your strategy makes a difference You can layer in new affiliate verticals to drive incremental sales As new verticals come on, there is some cannibalisation, but over all you will get incremental revenue
    31. 31. Un-tap the power of data1. Data is your friend - identify what matters2. Analyse data to show you:  where you are performing well  key revenue drivers  where specific improvements are needed  the modelled impact of those improvements3. Uncover the hidden insights in your data  Engage in strategic discussions to help you take effective and meaningful action
    32. 32. THANK YOUTeresa LawrenceSenior ConsultantStream:20
    33. 33. A Decade of Affiliate Marketing Already Under Our Belts, But Whats Coming Next For Us All? Nicky Iapino – RO EyeSponsored by: Organised by:
    34. 34. Powering Performance Marketing: Howkey technology choices benefit your e- commerce business Rory Murphy – Equinix Europe Owen Hewitson – Affiliate WindowSponsored by: Organised by:

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