Tracking for Success – The Shifts Required To Futureproof Affiliate Marketing
•Descargar como PPTX, PDF•
1 recomendación•110 vistas
Led by Rakhee Jogia
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a Tracking for Success – The Shifts Required To Futureproof Affiliate Marketing
Similar a Tracking for Success – The Shifts Required To Futureproof Affiliate Marketing (20)
Más de Affiliate Summit
Más de Affiliate Summit (20)
Último
Último (20)
Tracking for Success – The Shifts Required To Futureproof Affiliate Marketing
- 1. Tracking for Success The Shifts Required to Futureproof Affiliate Marketing Rakhee Jogia VP Publisher Partnerships International
- 2. 2 Personalised Experiences Tracking Innovation Mobile – Let’s Go!
- 4. 4 Leading Priorities vs Most Challenging Barriers for Companies Worldwide in Developing Hyper-Personalization Strategy % of respondents, Nov 2018 Applying data to decision making is one of the top priorities and biggest barriers for personalization 60% 51% 41% 37% 32% 29% 26% 34% 53% 35% 33% 22% 40% 38% IMPROVING THE CUSTOMER EXPERIENCE APPLYING DATA INSIGHTS TO DECISIONS UNDERSTANDING CUSTOMERS BETTER IMPROVING ALL CONTENT PERFORMANCE GAINING A COMPETITIVE ADVANTAGE USING MORE AI ATTRIBUTING REVENUE TO MARKETING Most Challenging Barrier Leading Priorities Source: eMarketer
- 6. Audience Data for Publishers N E W C U S T O M E R R E T U R N I N G C U S T O M E R Detect if consumers belong to one or more high-value audiences Personalize the creative and offer depending on the customer type
- 7. 7 Affiliate is Broadening Moving Away from Last Click Commissioning Flexibility Extended Reach
- 8. TOTAL VOLUME OF TRANSACTIONS (GMV) Moving Away from Last Click Source: skimlinks AVERAGE CPA FOR CONTENT PUBLISHERS Volume of transactions tripled in 2.5 years Content publishers get rewarded more fairly
- 9. Content Commerce, Becomes Mainstream Jun. 24, 2019 Jennifer Valentino-DeVries “How E-Commerce Sites Manipulate You Into Buying You May Not Want” Apr. 25, 2019 Max Willens “Why Meredith is Serving Up More Shoppable Content on Its Food Sites” Feb. 8, 2019 Sara Guagalone “Dotdash Revenue Increases 32% in Q4, Ad and Affiliate Businesses Show Growth” Jul. 10, 2019 Lenore Fedow “Condé Nast Pulls $300M Investment in E-Commerce Site” Jun. 18, 2019 Aditi Sangal “Hearst’s Troy Young: Access to data drives organizational change” Feb. 5, 2019 Priya Rao “Vogue Melds Editorial and E-Commerce with Launch of New Sub-Brand VogueWorld”
- 10. 10 AD V E R T I S E R S A One-Size-Fits-All Approach to Commissioning is No Longer Viable in Today’s Digital Landscape P U B L I S H E R S • Develop data-driven commissioning strategies • Motivate and incentivise Publishers to drive specific product sales from certain customer types • Deliver higher value customer types • View advertiser commissioning offers and rules with complete transparency • Receive insight into building revenue earnings through advertiser objectives and variable commissioning payouts on offers • Make strategic decisions about what to promote
- 11. 11 Drive New Sales and Encourage Repeat Sales with Multi-Touch Commissioning Content Publisher Email Campaign PPC Click Cashback Publisher Sale 100% CREDIT Sale Content Publisher Email Campaign PPC Click Cashback Publisher 50% CREDIT 50% CREDIT
- 12. 12 Dynamic Commissioning lets advertisers create commissioning rules on a variety of data points rakutenmarketing.com Reward Publishers for High Value Customers based on status, score, or segmentation Control Costs on Low Margin Items by commissioning on category, brand, or discount Incentivize Sales to Optimize Performance by using order amount, item amount, and profit margin
- 13. 13 Extended Reach Performance Data Current Relationship Data Advertiser Metadata Publisher Metadata Algorithm then filters and scores data, calculating and producing a performance score using the last 3 months of click and sale data Data set pushed into algorithm ALGORITHM RECOMMENDATIONS Recommendations are served to the end-user.
- 14. Asia-Pacific Market will deliver of Global m-Commerce Sales in 2019 Source: eMarketer
- 15. 15 AD V E R T I S E R S Mobile Best Practices P U B L I S H E R S Prioritise Mobile Tracking & Dev Requirements Prioritise Mobile! Understand Advertiser Capabilities Properly Configured SDK Tracking Mobile Site Optimization
- 16. SUMMARY Audience targeting and personalization in affiliate is here! Think beyond the last click There are more innovative ways to reward and optimize affiliates, throughout the funnel APAC is a mobile first market Are you covered? AFFILIATE CONSUMER GRAPH For Hyper-personalization DYNAMIC & MULTI TOUCH COMMISSIONING ADOPT & INTEGRATE THE RIGHT TRACKING METHODS
Notas del editor
- Welcome (1 min) VP Publisher Partnerships International – My job means I get to spend a lot of time on a plane, and in regional markets (Add more… Pub Advisory/Role of) My second time in Singapore, my first was July. Asia/SEA/APAC, is an exciting region due to some of the technological advancements – hope to do today’s session justice, knowing this
- Changes are occurring in our industry, and collectively - and as Rakuten Marketing - we’re responding. Privacy concerns and poor ad experiences Demand from advertisers for more sophisticated performance levers Underutilisation of mobile marketing tactics to mirror user behaviour In response to these industry challenges, we want to talk about ways to set yourself up for success: How to create personalised experiences customers love How tech and tracking innovation is broadening affiliate Mobile tracking needs to better align with consumer behaviour
- The affiliate channel is not immune from wider industry pressures and challenges, and as such is vulnerable to the ‘personalisation gap’. It’s a bit of a catch-22. In a post GDPR world, with elevated concerns around privacy and consumer control, consumers are hesitant to give consent for their data use. But on the other hand, they’re likely to punish or desert brands that can’t deliver a personalised or relevant ad experience. NEED TO ADD IN SOME STATS HERE? While it’s previously been a channel that hasn’t allowed for audience targeting or personalisation, this is changing for affiliate. Again, this is a major shift in affiliate technology that is driving the industry and channel forward. So, how can you personalise experiences for consumers?
- According to eMarketer, applying data to decision making is one of the top priorities and biggest barriers for personalization. Additionally, one of the barriers that we’ve found is that many publishers either don’t have the tech sophistication to do anything with data, or don’t want to make that investment. Via Rakuten Marketing’s Consumer Graph technology, we’re providing a solution to these challenges. Via Consumer Graph, we’re providing publishers with access to a suite of APIs that are connected to our Rakuten Marketing database systems. These systems contain transaction and engagement data tracked by Rakuten Marketing and CRM/audience data for advertisers that have on-boarded their CRM/audience data to Rakuten Marketing. When a consumer visits a publisher site they can request data via the Consumer Graph API. Requested data is then provided to the publisher so they can personalise the consumers experience in real time.
- Real Example: An advertiser might agree to pay a higher commission for new customers. The publisher thinks, ”the extra incentive is nice, but how I am going to get better at acquiring new customers?" The advertiser and publisher then use Rakuten Marketing’s consumer graph tool to drive tailored messaging for new customers and boost that side of their program. In this example, both Dynamic Commissioning (which we’ll talk to in more detail shortly) and Consumer Graph work together to provide the best possible experience for customers.
- I’ve just spoken about how affiliate is adapting to consumer demands, but it’s also broadening based on advertiser demands. Advertisers want more out of their affiliate partners, and the tech that supports those partnerships, and this is driving change and innovation. Going to touch on three areas and examples of the broadening capabilities of the affiliate channel. A focus on upper funnel partners, and a shift away from last click More flexibility around commissioning with our commissioning suite Extended reach
- Affiliate marketing is no longer dominated by lower funnel activity. New players are entering, and this is being assisted by innovation and changes in tracking. The emergence of content and commerce is a great example of this. Over the last few years, we’ve seen the growing trend of content, commerce and deal personalisation across some of the world’s biggest publishers.
- Most of are aware of multi-touch commissioning, and I know there’s some fear in the eyes of our last click publishers, but the reality is that Advertisers are placing increasing value and putting more and more spend towards top of funnel discovery publishers. Changes in tracking and the technology powering affiliate have allowed us to better reward all publishers within the path to purchase, and this is creating new opportunities for both brands and pubs.
- Dynamic Commissioning is all about flexibility, and driving affiliate forward to align with retailers business goals. This is a major update to Rakuten Marketing's commissioning technology suite. The reality is an advertiser cant give 20% off on everything in their store, but could get 80% on one product they want to get out the door. Or maybe you get a $50 bounty instead of a 2% commission for a new customer in the shoe category. Better incentivize publishers by offering complete transparency on how they might build their commission. Really wanted to use the example of content publishers and changes to tracking and tech, particularly around commissioning, that is driving innovation in the affiliate space.
- We’ve touched on the growth of content and non-last click partners, as well as the commissioning tools that are supporting this shift. But advertisers are also looking for increased scale in their affiliate activity. Historically, finding new affiliate partners that allowed you to tap into new audiences was a manual process that limited the scale of an advertiser’s network. Rakuten Marketing is invested in changing that, and we’ve put a lot of investment and resource in building AI powered affiliate products, that enable advertisers to discover new partners that match your business goals, ideal audience and overall budget. Our matchmaking tool is now in BETA, and we think this signals a real transformation in the ability for affiliate to scale, and the transformations that are occurring in affiliate technology .