Over welk affiliatenewerk zijn de adverteerders het meest tevreden? In samenwerking met Twinkle heeft de eCommerce Foundation een onderzoek gedaan naar de mening van online verkopers over hun Affiliate Netwerk. Enkele honderden bedrijven hebben meegedaan aan het onderzoek. Jorij Abraham, mede-oprichter van de eCommerce Foundation, presenteert de resultaten en gaat in op de uitdagingen die bedrijven nog steeds ondervinden met Affiliate Marketing.

1. The Best (Reviewed) Affiliate Network of 2012
Amsterdam, 31st of May 2012 Jorij Abraham, Benoit Mouret
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2. Agenda
› Introducing The eCommerce Foundation
› The Affiliate Network Survey Results
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3. Why the eCommerce Foundation?
Professionalizing the eCommerce Industry…
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4. Introducing the eCommerce Foundation
Who am I….
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5. Introducing the eCommerce Foundation
What is your Conversion Ratio?
Page views
Growth strategy Email base Open ratio
Conversion Ratio
CPS
HTML 5
Order lines
Order value Order lines
Facebook shop PSP Calls handled Abandonment
Fulfilment costs
CTR ICT Sourcing
FTE
% Returns
Tablets Pickup ratio
Mobile commerce # Product managers
Online share
ICT budget Internationalization
Bounces Order lines
Content costs
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6. Introducing the eCommerce Benchmark
What is the eCommerce Benchmark?
We are growing faster than the market. My PSP cost per order are
much lower than average.
Financial
(4,6)
Perspective
Our conversion ratio is slightly
above industry average.
Our e-commerce department is
relatively small
Total
Channels Total Internal
(4,4)
Perspective 3.5
Benchmark (2,9)
Perspective
Our average order value
is market average Our competitors have SEA/SEO
experts in house. Should we too?
Innovation
(2,2)
Perspective
We are behind in mobile payment. Everybody is focusing on product
loyalty management, why aren’t we?
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7. Introducing the eCommerce Foundation
The eCommerce Foundation:
› The eCommerce Foundation is a formal “Foundation”
registered at the Chamber of Commerce in Amsterdam.
› It’s goal is to “Improve the ecommerce activities of
organizations and industries”.
› By facilitating:
› Research
› Knowledge sharing
› Benchmarking
› The Foundation sponsors will never have access
to individual company data (only aggregated records).
› The first initiative of the eCommerce Foundation has been
the eCommerce Benchmark.
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8. Introducing the eCommerce Foundation
Our Partners
Business Partners Media Partners
Industry Organizations Some of the Research Participants
* All participants shown in this presentation have given the eCommerce Foundation explicit authorization to display their logos
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9. Introducing the eCommerce Foundation
Our Network
The Netherlands Germany
Jorij Abraham Maximilian
Plank
+31 6 5234 2568 +41 797 385 990
Belgium Russia
Igor Covers
+32 478 83 63 96
Italy Switzerland
Nino Bruni
+39 (335) 6327789
Austria Finland
Robert Rippel
+43 1 2361212
United Kingdom Sweden
Kees de Vos
+44 (7968) 080 086
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10. The Supplier Reviews
The second initiative of the eCommerce Foundation…
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11. The Supplier Reviews
The Kind & Number of eCommerce Suppliers is Huge
Most selection processes focus on comparing features not client satisfaction.
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12. Our Goal
A Review base for the most Common eCommerce Suppliers
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13. The Affiliate Network Survey
The First Supplier Survey – Affliate Networks
› Method: Online Survey
› Timing : 1st of April – 22nd of May
› Participant acquisition:
› Twinkle Newsletter & Tweet
305
› Foundation Mailing & Tweet Focusing
answers
on Benelux
› Social Media (Linkedin)
› Supplier Mailings & Tweets Validating
entries :
› Data cleaning: email
adress + IP
› Remove double IP addresses
› Remove “no email” entries.
› Remove “non-existing” clients
Benelux Sample : 101
Companies
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14. The Affiliate Network Survey
Participation by Company Size
4% 2%
7%
11% 28%
0-2 FTE
3-10 FTE
11-25 FTE
15%
26-100 FTE
101-250 FTE
251-1000 FTE
1000+ FTE
33%
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15. The Affiliate Network Survey
Participation by Industry
4% 9%
6%
20%
16% 28%
8%
6%
71%
8%
1%
23%
Department Stores Fashion Food
Retail Travel & Leisure Production Other Media (books, films,music) Electronics Home/Garden
Specialty stores Other
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16. The Affiliate Network Survey
Which Network have been Reviewed?
30%
25%
20%
15%
10%
5%
0%
Affilinet Affiliate4You Cleafs Daisycon Google Affiliate Tradedoubler Tradetracker Zanox - M4N Other
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17. The Affiliate Network Survey
How long has the Affiliate Network been Used?
All Networks
27% 28%
30%
25%
20%
15% 15%
15% 10%
10% 5%
5%
0%
A year or less 2-3 years 3-4 years 4-5 years 5 years + Don't know
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18. The Affiliate Network Survey
How do Affiliate Networks score on the Evaluation criteria?
Criteria Score 1 = Terrible
2 = Bad
Amount & Quality of Affiliates 3 = Average
3.61 4 = Good
Basic Functionality / Usability 5 = Excellent
3.77
Industry Expertise 3.68
Fraud Prevention 3.61
Extra / Innovative Features 3.49
Technical Quality / Availability 3.64
Service / Support 3.74
Price/Quality ratio 3.56
Affiliate networks score between average and well on all criteria.
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19. The Affiliate Network Survey
How does Each Affiliate Network Score?
Criteria Daisy Affiliate- Cleafs Zanox Trade-
con 4You tracker
Amount & Quality of Affiliates 2.84 1.9 2.78 3.2 3.4
Basic Functionality / Usability 3.7 3.57 3.6 3.9 3.8
Industry Expertise 3.9 4 4 3.5 3.3
Fraud Prevention 3.8 4.1 3.9 3.9 3.1
Extra / Innovative Features 3.7 3.0 4.3 3.7 3.3
Technical Quality / Availability 3.9 3.3 3.6 3.5 3.4
Service / Support 3.9 3.4 3.8 3.6 3.5
Price/Quality ratio 4 3.9 4.1 3.7 3.4
Highest score Lowest score
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20. The Affiliate Network Survey
How does Each Affiliate Network Score?
Criteria Daisy Affiliate- Cleafs Zanox Trade-
con 4You tracker
Amount & Quality of Affiliates 2.84 1.9 2.78 3.2 3.4
Basic Functionality / Usability 3.7 3.57 3.6 3.9 3.8
Industry Expertise 3.9 4 4 3.5 3.3
Fraud Prevention 3.8 4.1 3.9 3.9 3.1
Extra / Innovative Features 3.7 3.0 4.3 3.7 3.3
Technical Quality / Availability 3.9 3.3 3.6 3.5 3.4
Service / Support 3.9 3.4 3.8 3.6 3.5
Price/Quality ratio 4 3.9 4.1 3.7 3.4
Highest score Lowest score
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21. The Affiliate Network Survey
Introducing The Net Promotor Score
Would you recommend Company ABC to your Friends & Family?
Some claim that there is a direct relationship between NPS (Customer Loyalty)
and Company Growth….
“Net Promoter” is a registered trademark of Fred Reichheld, Bain & Company and Satmetrix.
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22. The Affiliate Network Survey
The NPS differs Strongly per Industry
Industry Average Low High Top Players Average
Health Insurance -13 -28 +5 Google 73
Online Search +47 +26 +73 Apple 72
Banking +20 -9 +81 Amazon 70
Airlines 17 -16 63 American Express 47
Online Shopping 42 +12 +71 Symantec 44
Below zero is Bad. A score of 5 – 10 is considered fair.
A score above 50 is Good.
“Net Promoter” is a registered trademark of Fred Reichheld, Bain & Company and Satmetrix.
http://www.satmetrix.com/company/press-and-news/pr-archive/pr20110217/
http://blogs.corpu.com/2010/07/07/net-promoter-score/
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23. The Affiliate Network Survey
The NPS per Affiliate Networks
› Industry average: -17
› Cleafs: -33
t.b.d.*
› Affiliate4You: -29
t.b.d.*
› TradeTracker: -14
› Daisycon: 0
› Zanox/M4N: +21%
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24. The Affiliate Network Survey
Why do Affiliate Networks score low on NPS?
We called 10 Merchants to get more insight:
› Added value is a concern:
› All major Affiliates are working with all Networks.
› The eCPC is very transparent, forcing Merchants to increase their CPS.
› Is affiliate marketing good for you or are you building your own competition?
› Account Management is key:
› Account managers are crucial to build customer satisfaction.
› However real support is not given by all networks.
› And account managers change often (forcing customers to explain their
business again and again…).
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25. Join the eCommerce Benchmark….
A Mirror to Compare your Company‘s eCommerce Performance
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26. Introducing the eCommerce Benchmark
How can the Benchmark help?
We should strive for a CPC
of € 0.16 or lower.
We should hire a SEA Set targets:
expert like the others.
Where should I be?
We should create a
Create a roadmap: competitive advantage
How do I get there? out of our fulfillment costs.
Our average CPC of
€ 0.21 for traffic is Let’s increase our
much higher than fulfillment scale further.
average.
Compare:
Where am I now?
Our fulfillment cost per order
of € 4.25 is better than average.
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31. Introducing the eCommerce Benchmark
How does it work?
Just register at
www.ecommercebenchmark.org
Financial
Perspective
Channels Total Internal
Perspective Benchmark Perspective
Get
Fill in the
immediate
questionnaire
results
Innovation
Perspective
Receive an email
when new entries
are made
Create a account anonymously and for free.
Nearly 325 companies are already participating!
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32. Interested? Questions?
Please Contact Us!
Jorij Abraham
Board Member
Jorij.Abraham@eCommerceFoundation.org
+31 6 5234 2568
Benoit Mouret
Research Manager
Benoit.Mouret@eCommerceFoundation.org
+31 6 2437 5762
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33. The eCommerce Foundation
Disclaimer & Copyright Notice
› All research data and insights provided in this study are property of the
eCommerce Foundation.
› Business Partners of the eCommerce Foundation and Participants in this study
may quote published the document internally without pre-approval, as long as
this happens on a non-routine basis.
› All external use of the eCommerce Foundation name and it’s research material
must be pre-approved by the eCommerce Foundation.
› Although the eCommerce Foundation upholds high research standards it
cannot be held responsible for errors and omissions in its research material.
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