1. Is Affiliate Marketing Really Worthwhile? Matt Bailey Head of Affiliate i-level

2. YES ...if it’s managed correctly

5. Unprecedented Times Uncertain Climate

8. SCRUTINY

10. Looking past the last click

12. The last event Last Exposure Event type Display Impression Display Click Paid Search Natural Search Affiliates Sale Sale

13. Sales journeys are complex E1 Conversion Event E2 E3 E4 E5 Event type Display Impression Display Click Paid Search Natural Search Affiliates Sale

14. Evidence for both incremental sales and interception 1. Affiliate–only Journeys (+) 2. Other->Affiliate Journeys (-) 3. Affiliate ->Other Journeys (+) Sale

15. What you pay for Affiliate Only Other to affiliate Last click sales

16. True Value Affiliate Only Other to affiliate True value Affiliate to other

17. Determining the worth 100 sales 80 sales 20 30 90 sales Last Click Sales Affiliate Only Affiliate to other Other to affiliate True Value

18. More than a single channel

19. PPC Brand New Technologies High Traffic/ Portal True Content Price Comparison Voucher Code Loyalty/ Cashback Email

20. Affiliate types interact in different ways Transaction Share of journey events 01 Jan 09 – 04 Mar 09 Event type Content Price Comparison Incentive Voucher Paid Search Other

21. Breaking out affiliates by category Display Click Natural Search Affiliate Voucher Affiliate Content Affiliate Cashback Paid Search Sale

22. What types of activity feeds sales, by type Display Click Natural Search Affiliate Voucher Affiliate Content Affiliate Cashback Paid Search

23. Clear difference in journey lengths % Sales Number of exposures

25. Are all sales the same?

27. Average basket value

30. Affiliates convert sales quicker Sale event type Display Click Paid Search Affiliates Natural Search

31. Using this information to maximise your campaign effectiveness

33. Determining the worth 100 sales 80 sales 20 30 90 sales Last Click Sales Affiliate Only Affiliate to other Other to affiliate True Value

34. Determining the worth 100 sales 80 sales 20 50 sales 50 sales Last Click Sales Affiliate Only Affiliate to other Other to affiliate True Value

36. More than a single channel PPC Affiliates Cashback and Incentive sites Voucher Code Sites Emerging Technologies Email affiliates Long Tail Content Can they be used to complement your existing search strategy? Do they add incremental value or simply cannibalise other channels? Are you providing them with the right tools to promote you? How do we stay ahead of the curve whilst protecting ourselves at the same time? What offers should we be pushing and how do we retain control? Incremental value or cannibalisation? How do we harness them and achieve our aims?

37. How can we use affiliates?

40. Are all sales the same? Plan Execute Test Optimise

41. Making people spend more

47. [email_address] twitter.com/mattb811