Why Teams call analytics are critical to your entire business
Affiliate Marketing Theatre; A decade of affiliate marketing already under our belts, but what's coming next for us all?
1. A Decade Of Affiliate Marketing Under Our
Belts
What’s Coming Next For Us All?
Affiliate. Performance. Online. Mobile.
2. My History: Michelle Anthony - CM
• Affiliate Marketing kicked off in the UK
1999 • I did my A’ levels. Internet shopping was driven by discounts
• CJ, UK Affiliates (DGM), Tradedoubler – broadband spread
2003 • CBS: Nils Randrup: eBusiness
• Blue-chip brands enter affiliate marketing, content affiliates big
2005 • Partner & Alliances Officer (Affinity & Affiliate)
• Big agencies join affiliate marketing, pricing models vary
2007 • Joined R.O.EYE in Programme Management
Affiliate. Performance. Online. Mobile.
3. Since 2007 the Massive Shift in
Perception....
“....we'll reintroduce
affiliate marketing, but as
it should be. No silly
commissions being paid
to grubby little people
in grubby studios
growing income at our
expense, getting in the
way of genuine sales.”
Nick Robertson
ASOS, March 2007
Affiliate. Performance. Online. Mobile.
4. ...has seen An Expansion of
Publishers
Along with perception changing:
• CPM rates fell
• Recession focused budgets
on acquisition
• CPAs attractive against
alternatives
• Biz Dev shortcut to big
brands
• Day time TV coverage
• Offer availability
• Offline tracking
• Container tags
Affiliate. Performance. Online. Mobile.
5. ...and a Redefining of “Affiliate” to
Suit Business Needs
Niche PPC Affinity = Big
PPC Content - Offline Partnerships
Content Affinity
Biz Advice Call Centre
Finance Email
Comparison Incentive
2008 2011 2012
Affiliate. Performance. Online. Mobile.
6. Improved Tracking is Driving Online
and Offline Synergies...
Voucher Code Tracking: Server2Server: Call Tracking
Affiliate. Performance. Online. Mobile.
7. ...and Allowing Campaigns to
Harness the Immediacy of Mobile
Call Tracking: Mobile Web Tracking: In App Activity: Display
Affiliate. Performance. Online. Mobile.
8. The Data Revolution Continues to
Drive Quality
Commissions: Tagging: Container Tags: Attribution
• Click filters • Short term v. • EPC posted a
determine long term value day after clicks
genuine traffic assessed. • Default EPC
• Impression Value is placed applies were
pixels are on initial days in too little traffic
available as an 7day cookie is driven
affiliate metric • New user clicks • Review site
earn more excel under
QCP
Affiliate. Performance. Online. Mobile.
9. Mobile is Already Here...
Geotargeting: Custom Banners: Rendering : Location Tools
Affiliate. Performance. Online. Mobile.
10. Performance Based Social
Commerce is Proving its Concept...
Share: Cost Per Like: Recommend: Engage: Buy: Forums
• F-commerce • Recommendations
?
• Recommendation • I just bought...
engines • Amazon
Associates
• Affiliate traffic
sources
Affiliate. Performance. Online. Mobile.
11. ...but what are the changes we’ll
see? Firstly – Devices:
1.5 years 2 years +
Affiliate. Performance. Online. Mobile.
12. Secondly, tracking will have to stay
ahead of the game...
API Essential Functioning
Lead Generation Robust Cookies
Cross-device Tracking
Session-only Tracking Out-of-session
Affiliate. Performance. Online. Mobile.
13. ...Ultimately Consumers Will Drive
Change and Decide What Stays
Tablets, QR codes, How do
Mobile payment, There’s a
we track?
NFC and online , gap in the
What strategy ?
telesales, in-store, market for
What campaign
Smart TV ...
tools?
Consumers Affiliates Networks, Clients &
Agencies
Affiliate. Performance. Online. Mobile.
14. The Caveat...the principles of
Performance are strong and lasting
“In five years
from now we will
be doing exactly
the same thing.”
James Skelland: Technical Solutions Manager, R.O.EYE, 2012
Affiliate. Performance. Online. Mobile.
15. Any Questions?
Michelle Anthony
Commercial Manager
@MichelleAlthea
http://uk.linkedin.com/in/michanthony
0161 228 1228
Affiliate. Performance. Online. Mobile.
16. Get In Touch with R.O.EYE...
Matt Brown
Commercial Director
matt.brown@roeye.com
Michelle Anthony
0207 323 1981
Commercial Manager
michelle.anthony@roeye.com
0161 228 1288
Affiliate. Performance. Online. Mobile.
Notas del editor
Setting up a business in the post dot.com era – Nils Randrup Course
Look MagazineNow MagazineSift MediaThere will be a further blurring of the lines between, CPM, CPC, and tenancy, both in publisher types and budgets
Stores facilitate discussions, upselling and convey Rockstar Service Telephone tracking to allow offline (non-ecommerce) brands to benefit from affiliate activity
Spans 13 countriesOver 100k websitesAlgorithm to understand traffic as it comes to eBayNet payout to publishers is much higher than pre-QCP daysRe-aligning to ensure vertical offers are strong and competitive against other vertical merchants
Mobile SDK – supplier development kit developed by eBay (x.com development platform)API, Geotargeting, Rendering and Location Tools developed by R.O.EYE’s CGM Lab for ePN
Pinterest – Skimlinks controversy
Smartphone will have reached critical mass Smart TVs – entertainment, family shopping, responsiveness of TV advertisingMobile Wallet– vouchering, unique personal offers Biometrics - ? – Alex thinks so, I am less convinced
Webservices – API (Calls) – End Point URL – XML Post Server2server – Uses webservices – Server2server is session based unless a cookie is in place - uniqueCookie alternatives – none viable for non-session tracking – flash cookies more robustVouchercode tracking can be cookie or server to server
Consumer Behaviour will decide what says and what goesAffiliates will remain a step ahead – they are entrepreneurial and not held back by worries of failed ideas and have the budget to take risksNetworks & Agencies will have to track, strategise and build campaigns to push clients forward
Pixel tracking will still be hereAdditional tracking methods will be introducedBut we will still be helping with feeds, aiding integration, assessing emerging affiliate models, taking new ideas to our clients