affiliate marketing in a post-cpa era_owen hancock

© 2016 Commission Junction, LLC. All rights reserved.

Presented By

The Future’s

Bright For

Affiliate!

Affiliate Marketing

in a Post-CPA Era

Owen Hancock


Why are we here?

• Where are we heading?

• Started by maximising

transactions

• Now we see a lot more

about our customers

• Knowing more opens new

opportunities for affiliate

2


But Owen,

who are you

and why

should we

care about

your

opinion?

3 © 2016 Commission Junction, LLC. All rights reserved.


But Owen,

who are you

and why

should we

care about

your

opinion?

• Name: Owen Hancock

• Role: Director of Client Development

• Company: CJ Affiliate

• Background: Economics > Security

Guard > Thatcher > Marketing Academic >

Social Networks > Affiliate Marketing

• Experience: 5 years at CJ, worked

across scores of clients, driven billions in

revenue, won 7 PMAs



Why am I excited about the

future of affiliate?

5

• Born in Philadelphia in 1838

• Open his first store in 1861

• Credited with inventing the price

label

• First man to take out a full page ad

in a newspaper

© 2016 Commission Junction, LLC. All rights reserved.6

"Half the money I

spend on advertising

is wasted; the trouble

is I don't know which

half.”


Look how far

we’ve come

7

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

IAB Voucher Code of Conduct

First A4U conference

at ExCeL

A4U rebrands to PerformanceIN

Jay Radia founds Yieldify

The rise of the

Super Affiliate

Quidco reach 1

million members

Advertiser

spend £1.1

billion on

Online

Performance

Marketing

Owen

Hancock

joins CJ

API’s launched to

access product

catalogue data

Post View

Tracking

launched

Cross device

trackingCommission

Junction founded

Introduction of EPC and

Open Marketplace

Pay Per Call

systems launch

Performance Marketing

delivers £17.7 billion for

advertisers

Paul and Jenny Nikkel launch cashback

site to help students save money

CPA

Re-targeting

begin

Quidco

reach

2 million

members


How have we been recognising value so far?

8

Clickpath Attribution Econometrics Game Theory

Attribution

Quality Adjusted

Traffic

2012 2013 2014 2015


What do advertisers actually want?

9

Offline

sales

Customer retention

Frequency of purchase

Full stock redemption

RevenueProfits

Website visits

AOV

Footfall

Future sales

Social

Engagements

Eyeballs

Reach

Email Opens

App

Downloads

Online

participation

Sales

New

Customers

Conversion

• Life Time Value

• Profitability per Sale

• Quality Adjusted Traffic

• Contribution to offline

sale


How are these

metrics being used?

• These new metrics allow us to

support new aims, work with new

publishers and re-engineer how we

achieve our existing goals

• Practical examples will show how

the projects that have been opened

to affiliate and how we have

delivered against them

10


Leveraging

Influence

11


How many

advertisers find it

difficult to work with

influencers on CPA?

76%

Everyone wants influence

1212

How many

advertisers work

primarily on a CPA

basis?

How many

advertisers

measure/reward on

metrics outside last

click?

How many

advertisers have

been tasked with

recruiting more

influencers?

100%

6%

65%


How does an advertiser approach this…

13

Tagging publisher

types separately

Looking at where

non-converting users

departed advertiser

site and what

information they

lacked

Highlight trends in

behaviour the

recognise value

e.g. Content sites typically drive

visits lasting 22 minutes (50%

higher than Coupon or

Cashback).

Create a metrics to

record if this value is

being delivered


1. Work out what you want

2. Tell people what you want

3. Pay people for what you want

4. Get what you want

14

Make influence performance driven


What do you do with this in practice

15

Segment a top-of-

funnel budget

Book activity with

existing content

sites

Recruit new

publishers

Challenge bottom-

of-funnel

publishers

1 2 3 4


What does

working

like this

get you?

1. Higher engagement

2. More Publishers

3. More revenue

4.Consistent COS



Supporting

Trading Teams


“You ask me my

three main

priorities and I

tell you:

education

education

education

18

”(and results)


With cashback it’s easy

• Fund only the products you

want to push

• Invest trading budget with

direct return

• Gain more exposure for

product ranges

• Halo sales

• But don’t let your message

drown!

19

to go overboard


Codes are a winner too

• Geo-target competitors

Push notifications

Follow up on intent

• Digitally target competitors

Email targeting

On site exposure

• You have to be more prepared

(unless you’ve got a clever

technology like Uniqodo)

20


But trading teams love the chance to push a

single product!

21

• It doesn’t happen very often

• Pinned posts

• Newsletter spots

• Bags of potential!


It’s not

just

for

retail22

Travel has trading

teams too

• Destinations

• Departure points

• Time of travel

• More


Feeding back to the

trading team

If you want to do it again…

• Shout about your success

• Show ROI

• And do it quickly

It’s better than newspapers!

23

? £


What does

working

like this

get you?

1. More conversions for

trading

2. Halo sales for the

advertiser

3. More budget for

affiliates



Boosting

brand

awareness

25


How many of you know

a marketer who has

provided little or no

data on a marketing

campaign because “it’s

just a brand piece”?


Brand activity must be measured

27

Source: Marketing Week

• Marketers must now report

back on the performance of

brand campaigns

• Social Media is at the top of

this list

• There are many more

metrics that could be

considered

• Brand teams still have

some catching up to do


Store Openings

• Geo-targeting stores

• Measuring footfall

• Measuring eyeballs

• Measuring engagement

AND

• Measuring conversions

28


Product branding

29

• Building awareness through

reach

• Measuring through digital

engagement metrics and

reach

• Supplier funded

• And following up with

conversion


Travel too

30

Beyond

retail?

30

Andorra


How does this set us up

for the future?

3

1

31


Affiliate

industry

awareness

continues to

grow

Advertisers

definite value

beyond

revenue in turn

requiring

additional

metrics

Publishers

demonstrate

aptitude for

driving various

types of value

Publisher with

large audience

require

personalisation

ROI is still vital

but what that

return is

continues to

evolve


What might stop us from getting here?

Ad Blockers Drowning in Data Ourselves

33


Final thought

We work in a brilliant and

innovative industry and

we are at the forefront of

data driven demonstrable

value.

34


Questions?


But why do

advertisers

want

influencers?


+• Identify what these

user look like

?• Identify where these

users are coming from

so far

• They provide a type of

user that is more

valuable