Empowering Affiliates to Drive Incremental Revenue Growth

– Focus on the entire customer journey instead of the affiliate channel on its own – Move away from last click attribution – Reward every affiliate based on its historical performance Jelle Oskam, Co-founder & Partner, Odyssey Mathies Overtoom, Global Manager Affiliates, adidas

This document discusses three keys to online marketing: acquisition, conversion, and retention. It outlines various online and offline acquisition methods such as SEO, banner ads, PPC, affiliates, and social media. Conversion happens when a visitor takes a desired action like making a purchase or filling out a form. Retention involves deepening customer relationships through email, newsletters, and loyalty programs. The document notes that not all website visitors will convert and that the goal is persuading "Maybes" to take the desired action.

Maria Slabaugh of Dice.com discussed how her company used look-alike targeting through display advertising to improve their marketing results. They found that only 48% of view-through conversions from retargeting were incremental. Using look-alike targeting, which matches customer characteristics to find new targets, 92% of view-through conversions were incremental and conversion costs plummeted from $28 to $0.31 per conversion. Maria concluded that display media is evolving and data and analytics can be used to power successful look-alike programs with improved results.

This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York). Session description: This session will dissect what motivates buyers to acquire an online business. I’ll provide practical advice anyone can use to increase the value of their business.

Jay Nigrelli of DestinationXLGroup discussed how they used Monetate to improve their online performance through testing and personalization. They created customer segments based on brand affinity to target luxury gift campaigns, which increased conversion rates and order values. They also used IP targeting through Monetate to test featuring local sports teams to customers, aiming to improve merchandising continuity between the website and stores. While this initial sports team test showed no significant impact, they plan to further test local MLB teams heading into season. Overall, leveraging Monetate's capabilities allowed them to better segment and engage customers through relevant messaging across channels.

The document discusses different types of landing pages: main site landing pages that are part of a main corporate website, microsite landing pages that are specifically designed for a single audience or purpose, and stand-alone landing pages for specific marketing campaigns. It also discusses determining which parts of a website are mission critical, examples of content that is typically not mission critical, identifying the intended audience of a landing page, desired conversion actions, and factors to consider when calculating the lifetime value of a conversion action.