Stream:20 is a digital marketing consultancy established in 2005 that provides in-house capabilities to help businesses drive key initiatives. They specialize in affiliate marketing, PPC, display, SEO, social media, email, and channel management. Stream:20 works both on the front lines managing affiliate programs and in a strategic role advising on growth. They emphasize using data and analytics to understand affiliate performance and identify opportunities to recruit new affiliates, retain existing ones, activate registered affiliates, and help affiliates grow their sales over time through targeted communications.

1. Analytics and Insight
Revolutionize your Affiliate program
Teresa Lawrence
Senior Consultant

2. Who are Stream:20?
What we do Specialisms
Stream:20 is a digital PPC Affiliates
marketing consultancy, est.
2005. Display SEO
Stream:20 provide the in- Social Media Email
house digital marketing
Channel
capabilities and momentum Conversion
Management
businesses need to drive key
initiatives forward. Mobile
Focus: hitting client KPIs

3. We’ve worked with…

4. Stream:20 do two things in affiliates
Work on the front line – managing programs Sit with generals - working through strategy
Plan Analyse Action

5. Data without
analytics is just
information overload

6. Two Building blocks
1. KPIs
 Are you using the correct metrics?
 Three rarely used KPIs
2. Reporting
 Simple visual representation

9. What really ends up happening
on affiliate programs?

10. Lifecycle of a Affiliate Partnership
Driving Momentum
1 2 3 4
Affiliate
Growth Strategy
becomes key
Affiliate active sales driver
Affiliate Affiliate
Traffic being
sign up engaged
driven
Affiliate drives
low level of
sales
Lapsed Partners
 Recruit affiliates Traditional metrics
 Monitor performance top level  Visits, sales, CPA
 Focus on top performers  Group top affiliates
 Group affiliates by type / performance  All top line

11. Lifecycle of a Affiliate Partnership
Driving Momentum
1 2 3 4 5
Affiliate
Growth Strategy
becomes key
Policing
Affiliate active sales driver
Affiliate Affiliate
Traffic being
sign up engaged
driven
Communicate
Affiliate drives
low level of
sales
Optimise
Lapsed Partners

12. Most of the
focus is on Top Tip of theTop affiliates
iceberg
performers
Rest of the
What about base
the long
tail??
What we see is
often only a
fractional part of
what it really is

13. Affiliates – Introducing New KPIs
Recruitment:
• Number of new sales driving affiliates
Retention:
Recruitment Retention • Number of sales driving affiliates lost
Activation:
• Percentage of registered affiliates that
drive sales
Activation Growth Growth:
• Number of affiliates driving on average
over 5 sales a month
• Percentage of affiliates driving more
sales in 2012 than 2011
Ensuring underlying metrics are hit maintains the program strength whilst
ensures both current and long term sales targets are met. 13

14. Affiliate KPIs - Detail
DATA SCENARIOS HOW YOU CAN ACT
• Objective: grow active
affiliates
• Actions: incentives/
eCRM program
# of active affiliates (as reported by networks)
steady over the year
• Objective: maximise
sales
• Actions: ongoing
communication and
optimisation
Positive growth in number of affiliates driving
sales eliminates channel risk

15. Affiliate KPIs - Detail
DATA SCENARIOS HOW YOU CAN ACT
• Objective: grow lower
tier, reactivate
• Action: nurture program,
activation incentives
Little uplift but constant influx of new affiliates
throughout the year maintains momentum
• Objective: grow mid tier
• Action: optimisation,
target incentive strategy
Number of large volume sales driving
affiliates follows overall sales trend

16. eCRM for Affiliates
An effective email/eCRM program can be expected to efficiently:
1. Understand and extend the lifetime value of an affiliate
2. Increase engagement by broadening the partner’s business
and product experience
3. Maximise the value of an affiliate
4. Mitigate churn and deliver value on a rolling basis.

17. eCRM for Affiliates
Implement an effective email/eCRM program
Identify Segments Welcome/New Active Pending Lapsed Lapsed Reg/ Not active
Objective: Objective: Objective: Objective: Objective:
Educate Maintain engage Identify partners Create a winback Trigger campaigns for
Reduce early churn Upsell/Xsell showing a propensity strategy partners with no
X-sell Reward success to lapse and encourage to re-engage lapsed product uptake after
Return users to site re-engagement. customers. registration.
Identify Value VIP High Value Mid Value Low Value No Value
Objective: Create SCV of customers for RFM modelling to create loyalty scheme and messaging.
Identify Preferences Objective: Capture explicit and implicit partner business preferences to relevant emails that cut through the
inbox clutter and generate incremental sales
Email campaign management best practice:
- Reporting/Tracking
- Deliverability management
- Creative best practice/testing
- List management

18. Categorizing affiliates by value
SCENARIO 1: 80% COMING FROM TOP 5
Long tail
20%
Top
Affiliates
80%
SCENARIO 2: GETTING TO 60% COMING FROM TOP 5
Long tail
40%
Top
Affiliates
60%

19. Categorizing affiliates by type
 What verticals you target with your strategy makes a difference
 You can layer in new affiliate verticals to drive incremental sales
 As new verticals come on, there is some cannibalisation, but
over all you will get incremental revenue

20. Un-tap the power of data
1. Data is your friend - identify what matters
2. Analyse data to show you:
 where you are performing well
 key revenue drivers
 where specific improvements are
needed
 the modelled impact of those
improvements
3. Uncover the hidden insights in your data
 Engage in strategic discussions to help
you take effective and meaningful action

21. THANK YOU
Teresa Lawrence
Senior Consultant
Stream:20