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Why Your Affiliate Program Is Obsolete & How to Fix It

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This presentation is from Affiliate Summit West 2016 (January 10-12, 2016 in Las Vegas, NV). Session description: Merchants often operate costly programs full of fraud and off-brand promotion that fail to capitalize on new opportunities in mobile and attribution. Learn how to take your program to the next level.

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Why Your Affiliate Program Is Obsolete & How to Fix It

  1. 1. CONFIDENTIAL FOR CLIENT ROBERT GLAZER | 1.11.16 FOUNDER & MANAGING DIRECTOR WHY YOUR AFFILIATE PROGRAM IS BECOMING OBSOLETE & HOW TO FIX IT!
  2. 2. @accelerationpar #ASW16 2 ROBERT GLAZER Founder & Managing Director Acceleration Partners rglazer@accelerationpartners.com @robert_glazer www.accelerationpartners.com
  3. 3. @accelerationpar #ASW16 YOUR AFFILIATE PROGRAM IS CONCENTRATED 3 $ $ $ $ $ $ $ $ $ $
  4. 4. @accelerationpar #ASW16 DIVERSIFY YOUR AFFILIATES 4 COUPON & DEAL • Primary focus are coupons and deals for their audience (RetailMeNot and Coupons.com) LOYALTY and REWARD • Collect an audience base by offering a unique reward or loyalty incentive (ebates) CONTENT • Focus on quality content (mommy blogs and product review sites) NETWORK • Network of sub-affiliates (FlexOffers.com and rewardStyle) STOREFRONTS & NON-TRADITIONAL • Schools, nonprofits, and other groups promote to their networks
  5. 5. @accelerationpar #ASW16 YOUR AFFILIATE PROGRAM IS UNDER RESOURCED 5 MISALIGNED INCENTIVES JUNIOR STAFF LEADS ENGAGEMENTS BLOCKING & TACKLING STATUS QUO QUANTITY MANAGEMENT
  6. 6. @accelerationpar #ASW16 EFFECTIVE AFFILIATE PROGRAM MANAGEMENT 6 STRATEGIC & INSIGHTFUL SENIOR TALENT LEADS ENGAGEMENTS DIVES DEEP TO LEARN YOUR BUSINESS ADAPTS BEST PRACTICES TO NEW MARKETS CAN EXECUTE ACROSS CHANNELS DEEP ANALYTICS
  7. 7. @accelerationpar #ASW16 YOU ARE STILL USING LAST CLICK ATTRIBUTION 7
  8. 8. @accelerationpar #ASW16 MOVE TOWARDS A MULTI-TOUCH ATTRIBUTION MODEL 8 LEAP FROG BLOGGER COUPON S 11/27 10:07 11/27 11:28 11/27 11:29 Paid Commission Transaction Affiliate Click $ LATE ENTRANCE COUPON 11/27 11:28 11/27 11:29 COUPONS COUPON Paid Commission Transactio n Reduced Commission Affiliate Click $
  9. 9. @accelerationpar #ASW16 THERE’S NO MARKETING IN YOUR AFFILIATE PROGRAM 9
  10. 10. @accelerationpar #ASW16 DEVELOP REAL CAMPAIGNS 10
  11. 11. @accelerationpar #ASW16 YOU ARE NOT TRACKING MOBILE OR APPS 11
  12. 12. @accelerationpar #ASW16 PAY UP & THINK ABOUT THE LONG TERM 12 “ If I test a program and it’s not tracking mobile, I drop them right away. AFFILIATE, AFFILIATE SUMMIT EAST
  13. 13. @accelerationpar #ASW16 ENCOURAGING USERS TO LEAVE YOUR SITE 13
  14. 14. @accelerationpar #ASW16 KEEP CUSTOMERS ON YOUR SITE 14
  15. 15. @accelerationpar #ASW16 YOU AREN’T CONNECTING ONLINE & OFFLINE 15
  16. 16. @accelerationpar #ASW16 DRIVE IN-STORE SALES 16
  17. 17. @accelerationpar #ASW16Boston 617.963.083 9 New York 646.664.103 6 San Francisco 415.523.039 Chicago 312.973.386 4 THANK YOU ROBERT GLAZER Founder & Managing Director rglazer@accelerationpartners.co m 17

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