Anatomy of an Affiliate Programme

Kevin Edwards, Strategy Director, Digital Window13th October 2010

What value do cashback sites

add?

Do voucher codes overwrite other

affiliates?

How complex is the path to conversion?

How do my affiliates impact my other traffic?

How can I use my affiliate data

better?

How do I measure the

value?

The data

• Three retail merchants from two sectors• One merchant made available all online data• Aim to understand in detail the affiliate mix• Usual caveats apply...

Fashion Merchant

• Offer regular discounts, occasional exclusives• Work with all affiliate types• Current tiered commission structure

1.3

interactions

25% of sales have >1 affiliate involved

?

Voucher code affiliates TC Cashback

61%of sales from VCs 66%of multiple affiliate sales overwritten by VCs

14%of sales from true content

12%of multiple affiliate sales overwritten by true content

66%of multiple VC sales overwritten by VCs

14%of multiple true content sales overwritten by true content

18%of sales have >1 affiliate involved

1.2 Interactions per sale

49%of true content overwrites are by true content sites

41%of voucher overwrites are by voucher sites

Total ‘sale’ clicks overwrittenBy voucher codesBy cashback / loyaltyBy true content

Tru

e Content

True Content

T

rue Content

Tru

e Content

6%9%

Interactions LatencyAOVAffiliate Impact

?No two affiliates are the same

How do I put it all together?

AOV?

New Customer

Acquisition?

Sales Volume?

Contribution in

the sales journey?

ConversionRate?

Frequencyof

purchase?

Click to sale Latency

Type of customer?

Impact on other

channels?

Impact on other

affiliates?

What could you look at?

Existing

New

New vs. existing % returning & how often

Average spend & type of product

4%4% 6%6%5% 5% ?%?%

?%?%

?%?%

?%?%

?%?%?%?%

?%?%?%?%?%?%

Intelligent CPAs

Ongoing optimisation

+Confidence in affiliate marketing

=

Anatomy of an Affiliate ProgrammeKevin Edwards, Strategy Director, Digital Window

020 7553 0354, 07974 810 547

@IAB_AMCiabaffiliatemarketing.com