auditing the merchant – network relationship
TRANSCRIPT
Auditing the Merchant-Network Relationship
Affiliate Summit East2015
Programs change over time
New Program vs. Established
Program
Changes in the vertical
Changes at the company
Changes at the network(s)
Why Audit the Relationship?
Jeannine CrooksSenior Account
Manager
Our Panel
John LoBruttoDirector of Affiliates &
Partnerships
Karen McMahonAffiliate Marketing Strategist
The Affiliate Whisperer
Networks we’ve worked on…
Transparency
Costs & Value
Business
Development
Primary Categories to consider
You’re part of it too!
Tell us your thoughts and why you reached your decision
This is a discussion!
1.
Reporting:
2. Tools:
3. Interface:
How well does the network capture data and provide timely analytics
How sophisticated is the network’s distribution capabilities and usability
How flexible is the interface and how dependable is the technology
Transparency
Transparency is the first pillar of a successful Affiliate Network program. Program evaluations begin and end with how well the network facilitates a positive partner relationship.
Your best opportunity to build trust in affiliate marketing is through relentless transparency.
Transparency
Networks offer different levels of transparency through their access to data and partner details. Some Networks have service levels that encourage vigorous dialogue between partners and others prefer to help manage these relationships.
Transparency also relates to how offers are distributed, tools available and the robustness of reporting options. Network reliability and tracking integrity are a key part of long term program success.
Transparency
Dashboards
Publisher Details
Link data-mining
Product data-mining
Grouping
Categories
1. Reporting
Promos/Coupons
Product Feeds
Marketplace
Newsletters/email
Directories
Recruitment/Communication
2. Tools
Tracking/Sub-Ids
Pixels/Cookies
Corrections
Offers
Authentication/Fraud
By Website
Real Time data
3. Interface
Costs & Value
4. Start-up & Maintenance:
5. Merchant & Affiliate Support:
6. Global Reach:
How cost effective is your network
Is the network support proactive
Is the network in all your markets
You should have a clear picture of the true costs (financial, time commitment, emotional stress) of doing business with your network.
Then assess whether you are getting your money’s worth from your network.
And remember, sometimes you get what you pay for.
Costs & Value
Monthly Fees
Join/Set-up Fees
Hidden & Unexpected Fees
Non-Financial Costs/Values
Negotiating the Best Contract Possible
Additional Fees
4. Start Up & Maintenance Costs
Account Reps at the Network
General Contact Process
Process to Get Tech Help
Do Your Affiliates Like the Network?
Affiliate Interface Experience
Affiliate Help Process
5. Merchant & Affiliate
Assess Future Marketing Goals
Is Global Reach a Priority for the Network?
Costs to Expand Internationally
Affiliate Payment Process
6. Global Reach
Business Development
7. Affiliate
Recruitment:
8. Expanding the Base:
9. Finding Partners
that fit:
10. Relationships:
How easy is it to find partners
Does the network have the partners I need
Do they have the right partners for me
Does the network help you develop relationships
Business Development
Is your network actively helping you grow your
program?
Business Development
Whether your agreement is for extensive support or primarily self-service, your network should provide the information and tools needed to take your program to the next level.
7. Affiliate Recruitment
Recruitment process on & off network
Promotional opportunities
Size and scale of marketplace
Do they promote you
8. Expanding the Base
Engaging underperformers
Special Affiliate promotion opportunities
Joint promotions with other Merchants
Identifying new channels
How saturated is my vertical
9. Finding Partners that fit
Gap Reports and Analysis
Experience level in your vertical
Ways to identify content & traffic synergies
10. Relationships
Assistance with difficult relationships
Solicitation of new Partners
Paid Services and account management
Competitive information
John LoBrutto◦[email protected]
Karen McMahon◦[email protected]
Jeannine Crooks◦[email protected]
Keep the Conversation Going