Peter KleinSenior Vice President, MediaWhiz

The CMO’s Guide to Performance Marketing

www.MediaWhiz.com

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Agenda

Performance Marketing Basics1

Benefits of Performance Marketing2

3 Potential Pitfalls

4 Five Steps for ROI Success

About Me

• Oversee media-buying practice• 15 years’ experience in performance

marketing

About My Company — MediaWhiz• Integrated digital media and performance

marketing agency• Part of Matomy Media Group• Services: Affiliate, Display, Search, Social,

Email• Top-5 Affiliate Network, mThink, 2013• Top-25 Digital Agency, Ad Age, 2012

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MARKETING BASICS

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Performance marketing is the smartest online advertising investment.

It’s no longer a “nice-to-have.” It’s a “must-have” for CMOs.

You win by delivering ROI.

What Is Performance Marketing?

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Performance MarketingMarketing techniques and campaigns by which the advertiser pays only for results

• Method of interactive advertising

• Includes Affiliate Marketing paid on “performance”

• Performance actions are a sale (Cost Per Sale) or a lead (Cost Per Lead)

• Advertisers

• Affiliates (Publishers)

• Affiliate Networks • Act as intermediary

between advertisers & publishers

www.MediaWhiz.com @MediaWhizInc

Affiliate MarketingMethod of marketing whereby publishers (affiliates) conduct marketing campaigns on behalf of an advertiser.

What Is Affiliate Marketing?

Points of Interest

•Affiliate Networks typically act as a bank, tracking system, client support, media planner, creative, and compliance team.

•Affiliates are entrepreneurs and assume the advertising/testing risk though paid only on a specified action.

•Advertisers pay on performance, while affiliates typically must arbitrage their media spend (CPM, CPC, CPO, etc.).

What Is Affiliate Marketing?

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PERFORMANCEMARKETING

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$25 billion industry

Small Investments = Big Gains

$10,000 – $20,000 initial investment

Multiple Channel Reach

Speed to Market

Measureable Results

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What to Watch For

What to Watch For

… and why you need an experienced partner

•Placement transparency

•Brand integrity

•Compliance with media and government regulations

•Affiliate fraud potential

•Consumer experience

www.MediaWhiz.com @MediaWhizInc

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PERFORMANCEMARKETINGSUCCESS

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Step 1: Define the Goal

Define the Goal

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• Desired outcome is lead or sale

• 2 types of affiliate network:• Cost-per-Sale (CPS)• Cost-per-Lead (CPL/CPA)

• CPS networks charge percent of sale

• CPL/CPA networks generate leads at fixed price

Step 2: Choose the Right Affiliate Network

• Select one affiliate network to start

• Perform extensive due diligence

Choosing Your Affiliate Network

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Step 3: Plan the Media Mix

Media Planning

Share the following with affiliate network:• Desired media channels:

• Affiliate• Display• Social• Mobile• Email• SEO / SEM

• Budget• KPIs• Demographic• Geo-location info

www.MediaWhiz.com @MediaWhizInc

Step 4: Monitor the Campaign

Monitoring & Compliance

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Work doesn’t stop once the campaign launches

•Ensure budget is spent properly•Adherence to brand guidelines•Performance tracked against plan/KPIs •Use services like CPA Detective and Lashback

Step 5: Optimize

Optimizing Your Campaign

You get what you pay for

•ROI goals achieved by optimizing campaign sources

•Pay more for quality, profitable traffic to scale volume

•OR cut off unprofitable traffic sources

www.MediaWhiz.com @MediaWhizInc

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RESOURCESIN

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MediaWhiz Report

Download at: www.MediaWhiz.com/Insights

Additional Resources

www.MediaWhiz.com @MediaWhizInc

QUESTIONS?

Peter KleinSenior Vice PresidentMediaWhizP: 646-442-5512E: pklein@mediawhiz.com Tw: @MediaWhizInc

Find out more at www.MediaWhiz.com Call us toll-free at 888.866.9449Follow us on Twitter: @MediaWhizIncBecome a fan at facebook.com/MediaWhizHoldingsLLC

Stay Connected

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…………........……. THANK YOU.