Lead Generation Driving The Future Of E Commerce Russ Pechman


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Lead Generation allows publishers to add a whole new revenue stream to their repertoire. It not only provides quality control, but allows the publisher to predict commissions.

Russ Pechman, Vice President, Lead Generation, LinkShare

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Lead Generation Driving The Future Of E Commerce Russ Pechman

  1. 1. Lead Generation: Driving the Future of E-Commerce<br />Russ Pechman<br />Vice President, Lead Generation Services<br />LinkShare Corporation<br />
  2. 2. Agenda<br /><ul><li>Quick background
  3. 3. Your role in the chain of action
  4. 4. Generating quality leads
  5. 5. Form-hosting
  6. 6. Pay Per Call</li></li></ul><li>Lead Generation is…<br />“...the creation of prospective consumer interest or inquiry into a business&apos; products or services.”<br /> -Wikipedia<br />
  7. 7. Lead Gen Ad Spend - 2008<br />$1.7 billion (up 6% Y/Y)<br />7% of all online ad spend<br />Financial Services represented 13% of all online ad spend<br />2nd largest category after retail<br />Drop from 15% in 2007<br />- IAB/PriceWaterhouseCoopers, 3/09<br />
  8. 8. Where the Action Happens<br />The Form<br /><ul><li>Form length and complexity vs. CPA?
  9. 9. Is the offer right for your site’s audience?</li></ul>Post-Form<br /><ul><li>Follow-up experiencefor the customer?
  10. 10. Volume capacity of Advertiser? Speed of response?</li></li></ul><li>What is Your Role in the Chain?<br />Media<br />Network, Affiliate, or Advertiser site<br />Co-registration<br />Email<br />Advertiser<br />Affiliate<br />Search<br />CPM<br />Surveys<br />6<br />
  11. 11. What Do Advertisers Want?<br />Leads<br />Quality<br />Volume<br /><ul><li>More important when closing costs are low
  12. 12. Follow-up is automated or inexpensive
  13. 13. Quality = Conversion
  14. 14. More important when closing costs are high</li></li></ul><li>What is Your Vertical Focus?<br />Conversions<br />CPAs<br />Conversion <br />Rate<br />CPA<br />
  15. 15. The Flight to Quality<br />Advertisers are now reducing the number of lead generation sources, working with fewer partners to obtain higher quality.<br />
  16. 16. Where Do You Fit?<br />High Quality<br />Phone Verification<br />Banner/Text Link – Targeted Site<br />Search<br />Form-Hosted Vertical Site<br />Email<br />High Expense/Lower Volume<br />Low Expense/High Volume<br />Banner/Text Link – General Site<br />Surveys<br />Co-Registration<br />Sweepstakes/giveaways<br />Low Quality<br />
  17. 17. Quality Can Help Drive Volume<br />LEADS<br />11<br />
  18. 18. Filtering & Targeting<br />
  19. 19. More on Targeting<br />Specific URLs<br />Niche Content<br />Niche Keywords<br />
  20. 20. Communication with Advertisers<br />
  21. 21. Economics of Form-Hosting<br /><ul><li> Favorable search engine positioning
  22. 22. Control of conversions
  23. 23. Stability against individual Advertiser pauses
  24. 24. Multi-lead sale possibilities
  25. 25. Control of quality
  26. 26. Potential to own and re-market </li></ul>Advertiser<br />Network<br />Advertiser<br />Advertiser<br />15<br />
  27. 27.
  28. 28. Is Advertiser Brand Important?<br />When you host forms the Advertiser’s brand is not necessarily relevant<br />Publishers who host forms are in charge of converting them<br />Quick: What Advertisers work with Lending Tree?<br />
  29. 29. Ensuring Site Quality and Longevity<br />Differentiated, focused content<br />Unique value proposition<br />Continual site updates<br />Tips from other seminars today…<br />
  30. 30. Technology Requirements<br />Work with a network’s lead management platform<br />Consider off-the-shelf platforms to manage and distribute leads<br />
  31. 31. Steps for Lead Quality<br />Lead Verification<br />Online Form<br />Scoring Algorithm/Lead Management System<br />Advertiser<br />Demographic<br />Data<br />Behavioral<br />Data<br />
  32. 32. Legal and Data Issues<br />Secure URL to post data from a landing page<br />Proper data storage<br />Clearly stated privacy policy on site<br />Brand representation<br />Email – CAN-SPAM compliance<br />
  33. 33. Call Generation<br />Off-line<br />Promote numbers online or off-line<br />Unique phone numbers track different ads, keywords and media types<br />Get commissioned on calls lasting minimum duration (30 sec, 60 sec, etc.)<br />Advertisers employ IVRs to filter callers<br />Better conversion = higher CPAs<br />Online<br />
  34. 34. Dynamic Phone Number Replacement<br />
  35. 35. Pay Per Call Applications<br />
  36. 36. Pay Per Call Interface<br />
  37. 37. Conclusion<br />Online Lead Gen is still in its early stages<br />There is an opportunity to show value around quality<br />Quality improvement may comes from channel and vertical expertise, technology and data analytics <br />Find available tools to help<br />
  38. 38. Questions?<br />
  39. 39. Thank You<br />Russ Pechman<br />LinkShare Corporation<br />rpechman@linkshare.com<br />Twitter@rpechman<br />