It's commonplace for advertisers to gain insights into their campaigns from networks. These conversations are made with the aim of driving better results, based on genuine logic, helping to unlock the true potential of the affiliate channel. Publishers, however, are less privy to the information at hand; a situation which often leads to advertisers having ambitious goals that cannot be achieved. In an honest interpretation of the data-sharing debate, Anouk de Lange from TradeTracker - a network in its own right - will explain why publishers are typically left out of the frame and how they can get back into it. In an informative session based around insights, facts and case studies from the shopping and travel industries, de Lange will provide examples of the sorts of information that can help publishers tweak their offering based on their role, thus handing them a competitive advantage.

1. Publisher First Approach
Communication Breakdowns and Route

2. 45 minutes Presentation Q&AInsights Case Study
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK
Today’s Session
#PMILDN
#TradeTrackerCPT
@TradeTracker_UK
@Anouk_TTUK

3. ‘‘An honest interpretation on the data-sharing debate. Why are
publishers typically left out of the frame, and how can they get
(back) into it.
Key tips and tweaks on gaining competitive advantage
’’
Today’s Session
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

4. Introduction

5. Hello
Intro
Know Your Audience
Optimum Partnership
Summary
Introduction
- Not enough to just ‘DO’ Affiliate Marketing
Implement campaigns:
Strategic
Proven
Decisive
It’s about people The entire funnel!
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

6. Hello
Intro
Know Your Audience
Optimum Partnership
Summary
Born
Sales
2005 2006
Digital
LaGardère Media
2011
Sales
Director
ShopsAnything
2013
Yieldify
2014
£££
Today
TradeTracker Retirement
Anouk de Lange, Head of International Sales
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

7. Hello
Intro
Know Your Audience
Optimum Partnership
Summary
So in short…
Advertiser
Agency
Market Place
Publisher
Network
10 years of Multi-Disciplinary,
and Cross-Border
perspective
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

8. Let’s Start

9. Contents
Intro
Know Your Audience
Optimum Partnership
Summary
More demanding
More knowledgeable
More spend-savvy
More independent
14%
Of UK physical stores are
empty today
+10K
Retail stores closed in
Belgium last year alone
Knowing your audience
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

10. Contents
Intro
Know Your Audience
Optimum Partnership
Summary
28%
95
%
Of UK digital brands work via one network only
Of all online sales are made with the help of more than one publisher
69%
65
%
Of UK citizens over the age of 65+ have shopped online
Of UK brands are currently unhappy with their publisher choices via
performance marketing networks
Knowing your audience
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

11. - UK shoppers who shop via multiple publisher types have +24% life-time value
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
- What is bought?
- When?
- For how much?
- How?
- Why?
Publisher Network
Knowing your audience
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

12. - UK shoppers who shop via multiple publisher types have +24% life-time value
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
- What is bought?
- When?
- For how much?
- How?
- Why?
Publisher Network
Knowing your audience
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

13. - UK shoppers who shop via multiple publisher types have +24% life-time value
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
- What is bought?
- When?
- For how much?
- How?
- Why?
Publisher Network
Knowing your audience
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

14. Publisher Network
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
1. Publishers have a powerful position in the data-sharing debate
Transparency
Communication
Results
2. Advertisers/Agencies, need those questions answered meaning it’s not a good
idea not to share information to come to a correct answer
It’s About People
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

15. Get In

16. Contents
Intro
Know Your Audience
Optimum Partnership
Summary
It starts with the Advertiser
£¥$€
1. Publisher Commissions
3. Agency Fees, etc.
2. Network Commissions
Publisher First: the Optimum Partnership
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

17. Advertiser Tools
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

18. Advertiser Tools
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

19. Advertiser Tools
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

20. Advertiser Tools
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

21. Advertiser Tools
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

22. Publisher Tools
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

23. Publisher Tools: What We’ve Seen
Mainly content sites?
Use online tools
Check which sites are similar to yours and invest in additional content
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
Mainly bloggers?
Your visitors like to read your opinion, give a more personal touch to your website
Review sites?
Your consumers are still not sure if they should buy through you.
Try to send them deeper into the decision making process
(by adding scores, reviews or “experiences” to your site as well).
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

24. Publisher Tools: What We’ve Seen
Mainly comparison sites?
People tend to compare more, add search boxes/functionalities to your site
Contents
Intro
Know Your Audience
Optimum Partnership
Summary
Mainly voucher sites?
Focus on deals? Push the sales of your main campaigns or check their pages for
current good deals and write about these
Mainly cashback sites?
Try to create urgency with your sites, for example by stating this product sells out
soon probably (or some other form of urgency). Get the customer to convert faster?
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

25. User Case: TUI Travel

26. - Which affiliates initiate, assist and convert?
Contents
Intro
Know Your Audience
Optimum Partnership
TUI Travel
Summary
- What’s the relation between different publisher types?
- How loyal are visitors to individual affiliates?
TUI & Conversion Path Tracking
- How can we trigger initiating & assisting affiliates in a last-click-wins model?
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

27. TUI Travel: Conversion Paths
Contents
Intro
Know Your Audience
Optimum Partnership
TUI Travel
Summary
4 pages
Index site visitors purchase quickest,
…but visit the most pages
47min
38% of sales with a last-minute deal site, are single touchpoint sales
of meta-search affiliates, are overwritten by other affiliates<1%
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

28. TUI Travel: Conversion Paths
Contents
Intro
Know Your Audience
Optimum Partnership
TUI Travel
Summary
Increased the conversion path by pages visited by 7%
Decreased the touch points & total time per sale by 11%
Conclusion over 12 months of data:
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

29. TUI Travel: Conversion Paths
Contents
Intro
Know Your Audience
Optimum Partnership
TUI Travel
Summary
Growth in niche-content sites
Less traffic from price comparison sites
Conclusion over 12 months of data:
Traffic from feeds & banners a lot less, but conversion a lot higher
Consumers are pridominantly site type loyal, meaning canibalisation
appears most amongst publishers of the same site type
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

30. Summary

31. Publisher First
Contents
Intro
Your Audience
The Debate
Summary
Advertisers:
Releasing dependency on your top 20% publishers is about
exploring and understanding the complete consumer
purchasing funnel by openly communicating to and with your
affiliates
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

32. Publisher First
Contents
Intro
Your Audience
The Debate
Summary
Publishers:
Gaining competitive advantage and having your voice heard
is about Testing, Tracking, Comparing & Understanding your
role in the purchasing funnel
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

33. Publisher First
Contents
Intro
Your Audience
The Debate
Summary
Optimum results = Knowing who knows your audience
It’s about people
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

34. Anouk de Lange
Head of International Sales
+44 (0)203 397 7293
adelange@tradetracker.com
Email for a free copy of this presentation & TUI case study
(at Stand No. 13)
Contents
Intro
Your Audience
The Debate
Summary
#PMILDN
#TradeTrackerCPT
@TradeTracker_UK
@Anouk_TTUK
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK
See you!

35. Q&A
Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK
adelange@tradetracker.com