Harness Intelligence, Technology, Creativity & Quality to Acheive your Performance Goals


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Day 2 - Wednesday 3 July - 9.00am
Dorothea von Wichert-Nick - CEO - affilinet

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Harness Intelligence, Technology, Creativity & Quality to Acheive your Performance Goals

  1. 1. The Future of Performance Marketing July 2013 Intelligence Technology Creativity & Quality
  2. 2. Page 2 Were are we? Affiliate marketing with declining market share 11% 6% 0% 20% 40% 60% 80% 100% Display Search affiliate Source: OVK The marginalization of classical affiliate marketing (Example Germany)
  3. 3. Page 3 Out client‘s perspective From Performance = Affiliate to Performance = Everything 5 Years ago Today 1 • Every channel managed independently: Search, Display, Affiliate 2 • Prio No 1: Grow, grow, grow • … • Prio No n: Channel efficiency 3 • Limited data intelligence - if at all with agencies • Transparency and comparability across entire online marketing chain • Prio No 1: Efficiency across value chain, ROI, Target group … • Integrated optimization of online spending based on massive use of data Professionalization  Measurable performance USP of affiliate marketing  Everything is performance! Affiliate one of many channels
  4. 4. Page 4 Horizontal Networks Vertical Networks Ad Networks Infrastr. Networks Audience Networks Performance Networks Targeted Networks Changing market landscape From a happy few to many differentiated players Source: LUMAscapes 2012, affilinet Agencies Creative optimization Data Suppliers Sales Houses Agency & Automated Trading Desks DSP‘s SSPS / Yield Optimizers Data Exchanges Delivery, Verification, Control Systems Data Technologies Ad Exchanges Publisher Advertiser Affiliate Networks
  5. 5. Page 5 The new Art of Performance Marketing: Achieve goals and create value add Source: EU, affilinet ROI optimized sales growth Technology Creativity & Intelligence Quality Means to an end • Integrating entire sales channel • Open platform • Seamless integration Needs-driven and bespoke solutions • Insight-driven optimisation of the full sales process • Driven by experts Trust and integrity • Handpicked Network • Proactive quality and compliance management
  6. 6. Page 6 Encompassing performance marketing approach End-to-end management of sales channel Advertising segment Payment model Performance Network Performance Based CPM / CPC / CPL / CPA I Traffic SalesContactBranding Attention Interest Desire Action Repeat Performance Display Re- targeting Search Voucher Codes Content Websites Price comparison Voucher Codes Basket Abandonment Capture Cashback RetargetingContent Websites
  7. 7. Page 7 At the center Customer needs and situation Source: affilinet Sector solutions, automated reach generation "Help me grow" Rapid growth in channels with scalable, efficient reach Growth Channels, Rapid development of the publisher base Growth phase Balance of brand building and performance Sales Fighter Individual channel planning and integrated solutions "Make me excellent" Efficient sales channel, ROI, brand protection Strategic customer management and optimisation Established brand Focus on ROI optimisation Optimizer Targeted and placement in topic environments "Make it work" Adoption of performance as an alternative to SEM Quick, fully automated scaling, education Early stages Focus on traffic, not yet on the brand Starters Product Vision Service Offering NeedsSituation
  8. 8. Page 8 Our client‘s needs: Optimize along entire sales channel Skale Traffic • Access additional reach • Optimization of existing traffic Optimize Customer Structure • Get right customer mix • Optimize Customer life- time value Increase Basket Value • Increase basket Value • Reduce cancellation rates Optimize Shopping Process • Reduction of basket abandonment • Conversion rate
  9. 9. Page 9 Optimization within performance network Use all relevant levers to increase value Perfor- mance Search/ Display/ eMail 5-15% Perfor- mance Search/ Display/ eMail 25-30%Skale Traffic • Perfor- mance Display Solutions • Target pooling of channels in the network Optimize Shopping Process • Customer winback solutions • Conversion rate optimi- zation Optimize Customer Structure • Active and simple rate manage- ment and analysis • Customer- lifetime com- pensation Increase Basket Value • Full trans- parency over basket • Category manage- ment • Strategic voucher manage- ment
  10. 10. Page 10 End2End Quality Management Network quality drives quality salesAdvertiserPublisher Ongoing Business • Clearly structured sign up process • Pre-Launch quality checks through dedicated team of experts • Pre-Launch checks of advertiser potential • Dedicated launch support • Trainings and education • Out-of the box solutions for regulatory compliance • Standard setting product data • Ongoing optimization of publisher base • Excellent service / network availability • Traffic / brand control supported by dedicated team and intelligence • Secure payouts to partners • Excellent service / network availability Sign-up Phase Starting-Phase
  11. 11. Page 11 Future proof performance platform Enabler for growth – not Tech Simplicity Integrated management of all channels Optimisation using the right media in the right environment Flexibility Needs-orientated selection „right solution at the right time“ Ease of use Reduce manual integration Reliability always available, highly secure Key to success for network  End-to-end platform for all channels  Integrated tracking  Big data management – transparent optimisation and targeting  Open interface  Easy integration  Highest system availability
  12. 12. Page 12 Performance Marketing Vision Create Value by making… Source: affilinet 2000 today tomorrow Performance revenuePerformance Marketing… • Integral part of online marketing mix • Needs driven product and service definition • Integrated solution across all channels efficiently accessible… • Targted automation • Intelligent optimization • Easy to steer for all • Short, Mid and Long Tail • Integrating all platforms • Efficient in every phase of life cycle