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The CMO’s Guide to
Performance Marketing
       Peter Klein
Senior Vice President, MediaWhiz


         www.MediaWhiz.com
Agenda
………1     Performance Marketing Basics

……   2   Benefits of Performance Marketing

…………
   3     Potential Pitfalls

………
  4      Five Steps for ROI Success
About Me
• Oversee media-buying practice
• 15 years’ experience in performance
  marketing

About My Company — MediaWhiz
• Integrated digital media and performance
  marketing agency
• Part of Matomy Media Group
• Services: Affiliate, Display, Search, Social,
  Email
• Top-5 Affiliate Network, mThink, 2013
• Top-25 Digital Agency, Ad Age, 2012
1
................
PERFORMANCE
     BASICS
     MARKETING
Performance marketing is the smartest
    online advertising investment.

   It’s no longer a “nice-to-have.”
     It’s a “must-have” for CMOs.
You win by delivering ROI.
What Is Performance Marketing?
    Performance Marketing
    Marketing techniques and
    campaigns by which the
    advertiser pays only for results

•    Method of interactive advertising
•    Includes Affiliate Marketing paid on “performance”
•    Performance actions are a sale (Cost Per Sale) or a
     lead (Cost Per Lead)




                       www.MediaWhiz.com          @MediaWhizInc
What Is Affiliate Marketing?
• Advertisers

• Affiliates (Publishers)

• Affiliate Networks
   • Act as intermediary
      between advertisers &
      publishers

        Affiliate Marketing
        Method of marketing whereby publishers
        (affiliates) conduct marketing campaigns on
        behalf of an advertiser.

                    www.MediaWhiz.com           @MediaWhizInc
What Is Affiliate Marketing?
Points of Interest
•Affiliate Networks typically act as a bank, tracking
system, client support, media planner, creative, and
compliance team.
•Affiliates are entrepreneurs and assume the
advertising/testing risk though paid only on a
specified action.

•Advertisers pay on performance, while affiliates
typically must arbitrage their media spend (CPM,
CPC, CPO, etc.).

                  www.MediaWhiz.com           @MediaWhizInc
2
..................
BENEFITS OF
     MARKETING
     PERFORMANCE
$25 billion industry
Small Investments = Big Gains
   $10,000 – $20,000 initial investment
Multiple Channel Reach
Speed to Market
Measureable Results
3
................
POTENTIAL
       PITFALLS
What to Watch For
What to Watch For
… and why you need an experienced partner

•Placement transparency
•Brand integrity
•Compliance with media and government regulations
•Affiliate fraud potential
•Consumer experience




                     www.MediaWhiz.com    @MediaWhizInc
..................
4                        FIVE STEPS
                                      PERFORMANCE
                                      MARKETING
                                      SUCCESS
Step 1: Define the Goal
Define the Goal
• Desired outcome is lead or sale

• 2 types of affiliate network:
   • Cost-per-Sale (CPS)
   • Cost-per-Lead (CPL/CPA)

• CPS networks charge percent of sale

• CPL/CPA networks generate leads at fixed
  price

                 www.MediaWhiz.com      @MediaWhizInc
Step 2: Choose the Right
    Affiliate Network
Choosing Your Affiliate Network
• Select one affiliate network to start
• Perform extensive due diligence




                www.MediaWhiz.com         @MediaWhizInc
Step 3: Plan the Media Mix
Media Planning
Share the following with affiliate network:
  • Desired media channels:
     • Affiliate
     • Display
     • Social
     • Mobile
     • Email
     • SEO / SEM
  • Budget
  • KPIs
  • Demographic
  • Geo-location info

               www.MediaWhiz.com     @MediaWhizInc
Step 4: Monitor the
    Campaign
Monitoring & Compliance
Work doesn’t stop
once the campaign
launches
•Ensure budget is spent
properly
•Adherence to brand
guidelines
•Performance tracked
against plan/KPIs
•Use services like CPA
Detective and Lashback



                  www.MediaWhiz.com   @MediaWhizInc
Step 5: Optimize
Optimizing Your Campaign
You get what you pay for

•ROI goals achieved by optimizing campaign sources

•Pay more for quality, profitable traffic to scale volume

•OR cut off unprofitable traffic sources




                   www.MediaWhiz.com           @MediaWhizInc
5
...............
 INDUSTRY
       RESOURCES
MediaWhiz Report




Download at: www.MediaWhiz.com/Insights
Additional Resources




          www.MediaWhiz.com   @MediaWhizInc
QUESTIONS?
Stay Connected
Peter Klein
Senior Vice President
MediaWhiz
P: 646-442-5512
E: pklein@mediawhiz.com Tw: @MediaWhizInc

Find out more at www.MediaWhiz.com
Call us toll-free at 888.866.9449
Follow us on Twitter: @MediaWhizInc
Become a fan at
facebook.com/MediaWhizHoldingsLLC




              www.MediaWhiz.com       @MediaWhizInc
………........…….   THANK
                  YOU.

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About MediaWhiz
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The CMO's Guide to Performance Marketing

  • 1. The CMO’s Guide to Performance Marketing Peter Klein Senior Vice President, MediaWhiz www.MediaWhiz.com
  • 2. Agenda ………1 Performance Marketing Basics …… 2 Benefits of Performance Marketing ………… 3 Potential Pitfalls ……… 4 Five Steps for ROI Success
  • 3. About Me • Oversee media-buying practice • 15 years’ experience in performance marketing About My Company — MediaWhiz • Integrated digital media and performance marketing agency • Part of Matomy Media Group • Services: Affiliate, Display, Search, Social, Email • Top-5 Affiliate Network, mThink, 2013 • Top-25 Digital Agency, Ad Age, 2012
  • 5. Performance marketing is the smartest online advertising investment. It’s no longer a “nice-to-have.” It’s a “must-have” for CMOs.
  • 6. You win by delivering ROI.
  • 7. What Is Performance Marketing? Performance Marketing Marketing techniques and campaigns by which the advertiser pays only for results • Method of interactive advertising • Includes Affiliate Marketing paid on “performance” • Performance actions are a sale (Cost Per Sale) or a lead (Cost Per Lead) www.MediaWhiz.com @MediaWhizInc
  • 8. What Is Affiliate Marketing? • Advertisers • Affiliates (Publishers) • Affiliate Networks • Act as intermediary between advertisers & publishers Affiliate Marketing Method of marketing whereby publishers (affiliates) conduct marketing campaigns on behalf of an advertiser. www.MediaWhiz.com @MediaWhizInc
  • 9. What Is Affiliate Marketing? Points of Interest •Affiliate Networks typically act as a bank, tracking system, client support, media planner, creative, and compliance team. •Affiliates are entrepreneurs and assume the advertising/testing risk though paid only on a specified action. •Advertisers pay on performance, while affiliates typically must arbitrage their media spend (CPM, CPC, CPO, etc.). www.MediaWhiz.com @MediaWhizInc
  • 10. 2 .................. BENEFITS OF MARKETING PERFORMANCE
  • 12. Small Investments = Big Gains $10,000 – $20,000 initial investment
  • 18. What to Watch For … and why you need an experienced partner •Placement transparency •Brand integrity •Compliance with media and government regulations •Affiliate fraud potential •Consumer experience www.MediaWhiz.com @MediaWhizInc
  • 19. .................. 4 FIVE STEPS PERFORMANCE MARKETING SUCCESS
  • 20. Step 1: Define the Goal
  • 21. Define the Goal • Desired outcome is lead or sale • 2 types of affiliate network: • Cost-per-Sale (CPS) • Cost-per-Lead (CPL/CPA) • CPS networks charge percent of sale • CPL/CPA networks generate leads at fixed price www.MediaWhiz.com @MediaWhizInc
  • 22. Step 2: Choose the Right Affiliate Network
  • 23. Choosing Your Affiliate Network • Select one affiliate network to start • Perform extensive due diligence www.MediaWhiz.com @MediaWhizInc
  • 24. Step 3: Plan the Media Mix
  • 25. Media Planning Share the following with affiliate network: • Desired media channels: • Affiliate • Display • Social • Mobile • Email • SEO / SEM • Budget • KPIs • Demographic • Geo-location info www.MediaWhiz.com @MediaWhizInc
  • 26. Step 4: Monitor the Campaign
  • 27. Monitoring & Compliance Work doesn’t stop once the campaign launches •Ensure budget is spent properly •Adherence to brand guidelines •Performance tracked against plan/KPIs •Use services like CPA Detective and Lashback www.MediaWhiz.com @MediaWhizInc
  • 29. Optimizing Your Campaign You get what you pay for •ROI goals achieved by optimizing campaign sources •Pay more for quality, profitable traffic to scale volume •OR cut off unprofitable traffic sources www.MediaWhiz.com @MediaWhizInc
  • 31. MediaWhiz Report Download at: www.MediaWhiz.com/Insights
  • 32. Additional Resources www.MediaWhiz.com @MediaWhizInc
  • 34. Stay Connected Peter Klein Senior Vice President MediaWhiz P: 646-442-5512 E: pklein@mediawhiz.com Tw: @MediaWhizInc Find out more at www.MediaWhiz.com Call us toll-free at 888.866.9449 Follow us on Twitter: @MediaWhizInc Become a fan at facebook.com/MediaWhizHoldingsLLC www.MediaWhiz.com @MediaWhizInc