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Network Migrations Made Simple

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This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).

Session description: Thoughts on moving a program to another network using examples in hosting & fashion – managing affiliate transfer and ensuring that sales and revenue don’t suffer for your program or your affiliates.

Published in: Business
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Network Migrations Made Simple

  1. 1. @tradgett Chris Tradgett Publisher Discovery Affiliate Summit East 2017 network migrations made simple www.publisher-discovery.com
  2. 2. what we’ll cover • why move your program? • program audit • new program setup • migrating affiliates • ongoing analysis Affiliate Summit East 2017 @tradgett
  3. 3. @tradgettAffiliate Summit East 2017 why move?
  4. 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. 5. why move? Affiliate Summit East 2017 @tradgett
  6. 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. 7. my experience Affiliate Summit East 2017 @tradgett
  8. 8. @tradgettAffiliate Summit East 2017 do your program audit
  9. 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. 10. @tradgettAffiliate Summit East 2017 program migration
  11. 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. 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. 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. 14. success • Example migration from Missguided.com • migrated exclusively to Awin network Affiliate Summit East 2017 @tradgett
  15. 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. 16. @tradgettAffiliate Summit East 2017 ongoing analysis…
  17. 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. 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. 19. …over to you… Good luck with your migration Affiliate Summit East 2017 @tradgett
  20. 20. @tradgettAffiliate Summit East 2017 questions
  21. 21. @tradgettAffiliate Summit East 2017 thank you

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