SlideShare verwendet Cookies, um die Funktionalität und Leistungsfähigkeit der Webseite zu verbessern und Ihnen relevante Werbung bereitzustellen. Wenn Sie diese Webseite weiter besuchen, erklären Sie sich mit der Verwendung von Cookies auf dieser Seite einverstanden. Lesen Sie bitte unsere Nutzervereinbarung und die Datenschutzrichtlinie.
SlideShare verwendet Cookies, um die Funktionalität und Leistungsfähigkeit der Webseite zu verbessern und Ihnen relevante Werbung bereitzustellen. Wenn Sie diese Webseite weiter besuchen, erklären Sie sich mit der Verwendung von Cookies auf dieser Seite einverstanden. Lesen Sie bitte unsere unsere Datenschutzrichtlinie und die Nutzervereinbarung.
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 .
Tracking for Success – The Shifts Required To Futureproof Affiliate Marketing
Tracking for Success
The Shifts Required to Futureproof Affiliate Marketing
VP Publisher Partnerships International
Mobile – Let’s Go!
Leading Priorities vs Most Challenging Barriers for Companies Worldwide in Developing
% of respondents, Nov 2018
Applying data to decision making is one of the top
priorities and biggest barriers for personalization
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
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
if consumers belong
to one or more
the creative and offer
depending on the
Affiliate is Broadening
from Last Click
TOTAL VOLUME OF TRANSACTIONS (GMV)
Moving Away from Last Click
AVERAGE CPA FOR CONTENT PUBLISHERS
transactions tripled in
Content Commerce, Becomes Mainstream
Jun. 24, 2019
“How E-Commerce Sites Manipulate You Into Buying
You May Not Want”
Apr. 25, 2019
“Why Meredith is Serving Up More Shoppable Content
on Its Food Sites”
Feb. 8, 2019
“Dotdash Revenue Increases 32% in Q4, Ad and Affiliate
Businesses Show Growth”
Jul. 10, 2019
“Condé Nast Pulls $300M Investment in E-Commerce Site”
Jun. 18, 2019
“Hearst’s Troy Young: Access to data drives
Feb. 5, 2019
“Vogue Melds Editorial and E-Commerce with Launch of New
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
Drive New Sales and Encourage Repeat Sales
with Multi-Touch Commissioning
Dynamic Commissioning lets advertisers create
commissioning rules on a variety of data points
for High Value Customers
based on status, score, or segmentation
Control Costs on Low Margin Items
by commissioning on category, brand,
to Optimize Performance
by using order amount, item amount,
and profit margin
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
Recommendations are served to
Sales in 2019
AD V E R T I S E R S
Mobile Best Practices
P U B L I S H E R S
in affiliate is here!
the last click
There are more innovative
ways to reward and optimize
APAC is a
mobile first market
Are you covered?
ADOPT & INTEGRATE