1. Helen Southgate Senior Online Marketing Manager Advertisers Guide to the Complexity of the Affiliate Channel

2. Background About Me Over 8 years in affiliate marketing Agency background Joined Sky in 2009 Why do this presentation? What do I want you to get out of the next hour? Ultimately I want you to walk away with at least one new idea

3. Agenda

4. A Microcosm of OnlineTo understand affiliate you have to understand online marketing

5. Complexity“The Mid Point between Order and Disorder” Cashback Number of Affiliates Online Marketing Mix Tracking Affiliate Types Affiliate Networks Tailored CPA Rates Promotional Methods Online Agencies Product Mix Vouchers Competitors

6. The Affiliate LandscapeA clear shift in where sales are coming from over 6 years

7. Managing a Complex Programme6 Pointers on effective management

8. 1. Understanding your Affiliate ProgrammeUsing the product lifecycle

9. 2. Affiliate SegmentationSegmentation will help you understand your affiliates

10. What is a good mix of Affiliates?There is a no one size fits all formula However, like in any business, spread your risk

11. 3. Planning & MonitoringAlthough the affiliate channel is complex it should be planned like all other marketing channels Learning’s from Previous Month Online Offers Seasonality Competitor Activity Affiliates’ Marketing Plans etc.

12. 5. Reward StructureUnderstand your margins and work to a blended CPA

13. 6. ResourceHow many affiliate managers does it take to run a complex programme?

14. Case Study:

16. The futures bright, the futures...Even more complex

17. Top Tips to Take AwayBelieve in better ..... Segment your affiliate base, but use this effectively Plan for the affiliate channel to achieve objectives but build to react Work to a blended CPA across your campaign, understand margins, test & learn Understanding the complexity of your channel is key Be innovative & don’t be afraid to test

18. Thank you ... Questions & Discussion Helen.southgate@bskyb.com Twitter: HelenMarie21