Conference Day 1: Wednesday, May 15, 2013
Registration & Networking Coffee
Conference Chair Welcome Remarks
Leveraging Voucher & Cashback Publishers – The New Rules of Engagement
Voucher & Cashback publishers are both powerful revenue machines and serial innovators pushing the boundaries of Affiliate Marketing as we know it. In this keynote discover the new rules of leveraging these powerhouse affiliates for your brand in a multi-channel environment.
Hear from account managers and brands as Matthew offers best practice, case studies, strategic advice and insights from key players in the market.
The session will end with a journey into the future with a prediction of how the landscape will diversify and operate, and how your brand must act now to stay ahead of the curve!
Matthew Wood, Founder, A4U
Exhibits & Morning Coffee Break
UK Online Performance Marketing: Behind the Numbers of IAB / PwC 2013 Study
When the IAB launched PwC’s study into the Value of the Online Performance Marketing Industry in the UK at the beginning of 2013, it was presented as Britain’s ‘hidden online economy’. Response to the most detailed independent profile and valuation of the affiliate and online lead generation industries ever undertaken, suggests this is indeed a valuable ‘find’.
The headline numbers… 3,000-4,000 advertisers spending £814 million across 10,000 publishers, generating an estimated £9 billion in trackable sales was a sit up and take notice moment. And importantly it wasn’t just an industry moment.
PwC’s valuation and profile of the OPM industry provided the first considered map of a complex and diverse industry emerging as an increasingly important part of the marketing mix.
The fact is that the IAB / PwC OPM study is part of the fundamental change in the way the industry is regarded by advertisers, publishers, legislators, the media… and even consumers.
In taking a more detailed look behind the headline numbers, the presentation will consider the importance of investment and education in and around the industry, why advertisers are increasing OPM budgets, and how growing spend, revenues and ultimately dependency, makes OPM one of the more fascinating internet industries as it gathers strength and matures
Clare O’Brien, Industry Programmes Consultant, IAB UK
The Art of Integration: Complementing Advertising Campaigns with Affiliate Programs
In a competitive market place, an innovative approach to advertising is essential for any ad push to succeed; consumers are increasingly ad-savvy and in the current economic climate any advertising spend needs to deliver.
So, how can an affiliate programme support a campaign? And what is needed to ensure that your affiliates are complementing your campaign activity? Commission Junction can explain how.
This is particularly important at key sales times throughout the year when it’s even harder to resonate with potential customers. Argos has been integrating advertising campaigns through all their marketing strategies and are joining Commission Junction to provide examples of exactly how integration can work and deliver results and ROI.
Affiliates and Attribution – Friends not Foe
Sandra McDill, Managing Partner, iProspect
GENERAL SESSION – PANEL DISCUSSION
What Affiliates Actually Want & What You Can Forget
This session will go over what affiliates actually want from your programs. These long-time affiliates (who promote via vouchers, paid search and data feeds) will go over metrics, recruitment, commissions, tools and payment options that they look for and that work the best for them. You may also find out why content sites do’’t join programs that work with coupon sites and why many people won’t work with company’s who partner with adware.
Adam Riemer, President, Adam Riemer Marketing Speaker:
Graham Jenner, Head of Partnerships, TopCashBack Jim Banks, Global Head of Biddable Media, CheapFlights Julia Stent, Director of Telecoms, uSwitch
Exhibits & Afternoon Break
Implementing & Optimising Email by Affiliates
We will be discussing from start to finish real examples of emails campaigns sent by a third party on the behalf of a brand. The session will discuss each campaign individually, looking at how to design an email aimed at new prospects, how to manage branding and ensure a campaign is going to right target audience, and benchmarking results.
Within this we will highlight questions you may want to broach to an email affiliate including what type of targeting is used and on-going optimisation of the campaign.
What this session will cover?
- A look at 3 case studies
- Questions to ask an emaill affiliate: Data selection, data source, how clean/active is the data.
- Commission structures – Which delivers the best ROI a CPA/L/M
- How to design an email to achieve the most conversions (touch on optimising the creative for mobile)
- How to get your email opened – looking at subject line
- A look at landing pages and the user’s journey after receiving the email.
- What key metric indicators do you look at when the results are available, then based on this how can you use them to improve a campaign
- Ongoing optimisation
- How to keep you brand on target
- Questions and Answers
Take-Out Tests, Attribution Modeling & Affiliate Marketing
Steve Jackson has an anonymised case study showing how to do take out tests to do attribution models.In it he will show that if you can get numbers on client revenue or better yet profit from the previous year with take out tests are the only guaranteed way to show how not doing one thing impacts everything else (or not as the case may be). It has affiliate marketing in the mix of channels and has some interesting findings because we stopped email, paid search and affiliate marketing for a month each to measure the impact.
Steve Jackson, Founder & Chief Analytics Officer, Quru Oy
Are Your Affiliates Adding Value?
Adam will cover everything from adware and coupon theft to trademark bidding and also how to
turn each into incremental value, along with the tools to use, new technology to help with attribution, etc…
Adam Riemer, President, Adam Riemer Marketing
Conference Day 2: Thursday, May 16, 2013
Registration & Networking Coffee
Conference Chair Welcome Remarks
The Role of the Affiliate Network
Affiliate networks have evolved to play many different roles over the years and are a key partner for both merchants and affiliates. Panelists from Europe’s major affiliate networks will discuss what role the network should play in areas such as affiliate screening, fraud monitoring, program management and more.
Duncan Popham, Managing Director, Total Digital Speaker:
Kevin Edwards, Strategy Director, Affiliate Window Florian Gramshammer, UK Country Manager, Commission Junction Helen Southgate, Managing Director, affilinet UK Dan Cohen, Regional Director, UK & Ireland, Tradedoubler Carla Arrindell, Client Services Director, OMG
Exhibits & Morning Coffee Break
The State of Affiliate Marketing: Budgets, Trends & Challenges
Digital marketing budgets are set to rise this year, and despite the recent challenges faced by affiliate marketing, research shows that marketers and merchants are still choosing to use this channel. Based on findings from an Econsultancy survey of over 800 digital marketers, this presentation will reveal that more companies are looking to increase their spend on affiliate marketing compared to other channels and methods. In addition, the presentation will explore the trends, opportunities and risks for those in this space over the coming year.
Andrew Warren-Payne, Senior Research Analyst, Econsultancy
How Advertisers Use Data to Understand & Optimise the Performance Channel
Recent attention has turned to the fact that advertisers and networks are sitting on large amounts of data. The question is; how can advertisers use this data in order to make tangible improvements to their affiliate programmes? This session will look at how advertisers are currently using data to try and understand the value delivered by the performance channel as well as ways in which the channel has been optimised by advertisers to deliver increased ROI.
Simon will take you through the latest insights into big data across the performance channel.
You’ll learn how this data has been used to understand the value of the channel across topics of quality, churn, customer behaviour and attribution.
Simon Hofmeister, Account Director & Client Strategist, Affiliate Window
Affiliate Management Principles: Driving Publisher Engagement
Affiliate marketing is often cited as a relationship driven business. But too often the fundamental principles are ignored or forgotten. What steps can advertisers take to increase their engagement with publishers? How can they ensure they work closely with the major affiliates, whilst giving good quality service to their long tail publishers?
Graham Jenner, Senior Partnerships Manager at TopCashback and Ed Lovelock, Affiliate Manager at Argos, will explore some of the key principles that have helped to grow the Argos affiliate programme. From communication to commission, they will give real examples to help you get a little bit more from your programme. The session will give insight from both a publisher and advertiser perspective as they outline areas of best practice and suggestions to improve affiliate engagement.
Gamifying Affiliate Management
7 lessons about gamification in affiliate marketing. Does it work to motivate superaffiliates?
Anyone working with superaffiliates knows how hard it is to motivate them. They’re a completely new breed of people, not
responding to common incentives or management techniques.
Given their profile (mostly males, 19-29 yo) the answer to this problem may be the gamification of their entire experience.
In 2012 we started building a social marketing strategy game on top of an affiliate network (2Parale) by setting various
“battles” between affiliates.
The engagement (logins), grew with an impressive 80% in first month and the conversions volume tripled within a matter
of weeks on several categories.
We learned a lot through our 8 month experience in 2012 and we condensed that experience in 7 important do’s and
Dorin Boerescu, CEO, 2Parale
Exhibits & Afternoon Break
Ringing Up the Right Mobile Ad Strategy in the Performance Marketing World
Consumers have moved to mobile. Growth in mobile search is outpacing desktop search. Industry leaders like Google and Facebook are growing ad revenues through mobile. Yet advertisers are lagging behind.
Are you running effective mobile campaigns? Do you know what they are? If they don’t involve driving phone calls, the answer is probably no. Affiliate marketers are struggling to find the right ad unit for mobile, and this session will help explain the importance of incorporating calls into your mobile ad strategies. It’s not clicks or calls, but a seamless combination of both. In the performance marketing world, you need to incorporate click-to-call tracking and run pay-per-call campaigns alongside your traditional web tracking.
Join us for an in-depth look at the mobile ad market opportunity, how to incorporate mobile into your performance marketing programs, and examples of companies that have already successfully set the standard.
Jason Spievak, Co-Founder & CEO, RingRevenue
Peculiarities & Specifics of Affiliate Marketing in Russia & Eastern Europe
In this session Alexander will cover the Russian affiliate market history as well as market evolution and trends and the current players on the market. He will also look at the technical and mentality peculiarities of the Russian market and how a merchant can succeed on the market based on example of one of the TOP10 retailers
As well as answering, what you should consider in terms of payment options, communication and most rapid growing niches if you are just starting in Russia.
Alexander Polyakov, COO, GdeSlon.ru
How to Launch & Manage an M-affiliate Programme
This session will cover the basics of mobile and affiliate. Areas covered will include:
1) the basics of m-affiliate – how does it differ to standard affiliate?
2) step by step guide to launching your m-affiliate programme
3) what are the mobile marketing tools available to you?
4) tips for growing your m-affiliate programme
5) What about the app space? How to expand your affiliate programme into the app space
6) case studies of clients that have successfully embraced the mobile channel (The Body Shop – Winner of the Effective Mobile Marketing Awards best use of affiliate marketing 2012, and The Train Line)
Neil Ranatunga, Head of Mobile, TradeDoubler
Conference Chair Closing Remarks