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Tracking for Success – The Shifts Required To Futureproof Affiliate Marketing

Led by Rakhee Jogia

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Tracking for Success – The Shifts Required To Futureproof Affiliate Marketing

  1. 1. Tracking for Success The Shifts Required to Futureproof Affiliate Marketing Rakhee Jogia VP Publisher Partnerships International
  2. 2. 2 Personalised Experiences Tracking Innovation Mobile – Let’s Go!
  3. 3. Personalized Experiences Customers Love © Marketoonist.com
  4. 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
  5. 5. Affiliate Consumer Graph
  6. 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. 7 Affiliate is Broadening Moving Away from Last Click Commissioning Flexibility Extended Reach
  8. 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. 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. 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. 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. 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. 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. 14. Asia-Pacific Market will deliver of Global m-Commerce Sales in 2019 Source: eMarketer
  15. 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. 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