1. Helen Southgate
Senior Online Marketing Manager
Advertisers Guide to the Complexity of the Affiliate
Channel
2. Background
About Me
Over 8 years in affiliate marketing
Agency background
Joined Sky in 2009
Why do this presentation?
What do I want you to get out of the next hour?
Ultimately I want you to walk away with at least one new
idea
3. Agenda
4. A Microcosm of OnlineTo understand affiliate you have to
understand online marketing
5. ComplexityThe Mid Point between Order and Disorder
Cashback
Number of Affiliates
Online Marketing Mix
Tracking
Affiliate Types
Affiliate Networks
Tailored CPA Rates
Promotional Methods
Online Agencies
Product Mix
Vouchers
Competitors
6. The Affiliate LandscapeA clear shift in where sales are
coming from over 6 years
7. Managing a Complex Programme6 Pointers on effective
management
8. 1. Understanding your Affiliate ProgrammeUsing the product
lifecycle
9. 2. Affiliate SegmentationSegmentation will help you
understand your affiliates
10. What is a good mix of Affiliates?There is a no one size
fits all formula
However, like in any business, spread your risk
11. 3. Planning & MonitoringAlthough the affiliate channel
is complex it should be planned like all other marketing
channels
Learnings from Previous Month
Online Offers
Seasonality
Competitor Activity
Affiliates Marketing Plans etc.
12. 5. Reward StructureUnderstand your margins and work to a
blended CPA
13. 6. ResourceHow many affiliate managers does it take to run
a complex programme?
14. Case Study:
15.
16. The futures bright, the futures...Even more
complex
17. Top Tips to Take AwayBelieve in better .....
Segment your affiliate base, but use this effectively
Plan for the affiliate channel to achieve objectives but build to
react
Work to a blended CPA across your campaign, understand margins,
test & learn
Understanding the complexity of your channel is key
Be innovative & dont be afraid to test
