1.
@tradgett
Chris Tradgett
Publisher Discovery
Affiliate Summit East 2017
network migrations
made simple
www.publisher-discovery.com

2.
what we’ll cover
• why move your program?
• program audit
• new program setup
• migrating affiliates
• ongoing analysis
Affiliate Summit East 2017 @tradgett

3.
@tradgettAffiliate Summit East 2017
why move?

4.
why move?
• network closing…
• network not what it used to be
• your business has changed
• expanding markets
• moving to a SaaS platform
Affiliate Summit East 2017 @tradgett

5.
why move?
Affiliate Summit East 2017 @tradgett

6.
check the details
• do your due diligence
• technology
• mobile and cross-platform
• reach and service
• compliance and fraud management
• affiliate relationships
• affiliate reporting system
• negotiate contract terms
• ensure there’s no ‘non-compete’ clause
• assess your team – new hire or OPM?
Affiliate Summit East 2017 @tradgett

7.
my experience
Affiliate Summit East 2017 @tradgett

8.
@tradgettAffiliate Summit East 2017
do your program audit

9.
program audit
• understand existing publishers
• revenue drivers
• promotional needs and channels
• ensure lines of communication open
• conduct a gap analysis
• prepare recruitment communications
• Set a manageable overlap time
Affiliate Summit East 2017 @tradgett

10.
@tradgettAffiliate Summit East 2017
program migration

11.
program set up
• communication is key to success
• build a strong PR plan for launch
• phone major affiliates well ahead to
pre-warn
• email all affiliates ahead of launch date
• get the new network fully set up and
tested well before launch
Affiliate Summit East 2017 @tradgett

12.
migration process
• manage partner migrations
• personal interaction
• meet major affiliates
• provide page link analysis
• ensure the right creative is available
• look at incentives for changing links
• maybe cull inactive publishers…
Affiliate Summit East 2017 @tradgett

13.
dead links
beware of brand issues from dead links:
• major affiliates more likely to move
• old blog posts may not be obvious
• smaller affiliates less responsive
• all can lead to a network 404
• consumer views of the brand may be
impacted
Affiliate Summit East 2017 @tradgett

14.
success
• Example migration from Missguided.com
• migrated exclusively to Awin network
Affiliate Summit East 2017 @tradgett

15.
success
Scored some quick wins:
• 13 of the top 20 publishers migrated within
first week of launch
• 2 new revenue driving publishers within first
two weeks of launch
• Realized a +266% uplift in YOY
revenue within the first three weeks
Affiliate Summit East 2017 @tradgett

16.
@tradgettAffiliate Summit East 2017
ongoing analysis…

17.
program analysis
• continual network affiliate analysis
• use third party link analysis tools to
identify links still active
• compare with competitors using
backlink analysis tools
Affiliate Summit East 2017 @tradgett

18.
completing migration
• onging analysis of former programs
• regular communications to prompt
• keep up pressure until the overlap
period ends
• incentivise late movers
Affiliate Summit East 2017 @tradgett

19.
…over to you…
Good luck
with your
migration
Affiliate Summit East 2017 @tradgett

20.
@tradgettAffiliate Summit East 2017
questions

21.
@tradgettAffiliate Summit East 2017
thank you