“het beste affiliate netwerk van nederland”
DESCRIPTION
Over welk affiliatenewerk zijn de adverteerders het meest tevreden? In samenwerking met Twinkle heeft de eCommerce Foundation een onderzoek gedaan naar de mening van online verkopers over hun Affiliate Netwerk. Enkele honderden bedrijven hebben meegedaan aan het onderzoek. Jorij Abraham, mede-oprichter van de eCommerce Foundation, presenteert de resultaten en gaat in op de uitdagingen die bedrijven nog steeds ondervinden met Affiliate Marketing.TRANSCRIPT
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The Best (Reviewed) Affiliate Network of 2012Amsterdam, 31st of May 2012 Jorij Abraham, Benoit Mouret
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Agenda
› Introducing The eCommerce Foundation
› The Affiliate Network Survey Results
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Why the eCommerce Foundation?Professionalizing the eCommerce Industry…
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Who am I….Introducing the eCommerce Foundation
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What is your Conversion Ratio?Introducing the eCommerce Foundation
Conversion Ratio
Page views
Bo
un
ce
s
Email base
CTR
Open ratioOrder lines
Order value
% ReturnsAbandonment
Mobile commerce
Facebook shop Calls handled
Pickup ratio
# Product managersICT Sourcing
Growth strategy
Tablets
Fu
lfil
me
nt
co
sts
FT
EHT
ML
5
CP
S
PSP
On
lin
e s
ha
re
InternationalizationICT budgetContent costs
Order lines
Order lines
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What is the eCommerce Benchmark?
Total
3.5
Financial
(4,6)
Internal
(2,9)
Innovation
(2,2)
Channels
(4,4)
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Everybody is focusing on product loyalty management, why aren’t we?
Our conversion ratio is slightlyabove industry average.
My PSP cost per order are much lower than average.
Our average order value is market average
We are growing faster than the market.
Our e-commerce department is relatively small
Our competitors have SEA/SEO experts in house. Should we too?
We are behind in mobile payment.
Introducing the eCommerce Benchmark
TotalBenchmark
Financial
Perspective
Internal
Perspective
Innovation
Perspective
Channels
Perspective
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The eCommerce Foundation:Introducing the eCommerce Foundation
› The eCommerce Foundation is a formal “Foundation”
registered at the Chamber of Commerce in Amsterdam.
› It’s goal is to “Improve the ecommerce activities of
organizations and industries”.
› By facilitating:
› Research
› Knowledge sharing
› Benchmarking
› The Foundation sponsors will never have access
to individual company data (only aggregated records).
› The first initiative of the eCommerce Foundation has been
the eCommerce Benchmark.
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Our Partners
Industry Organizations
Business Partners Media Partners
Some of the Research Participants
* All participants shown in this presentation have given the eCommerce Foundation explicit authorization to display their logos
Introducing the eCommerce Foundation
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Our NetworkIntroducing the eCommerce Foundation
The NetherlandsJorij Abraham+31 6 5234 2568
BelgiumIgor Covers+32 478 83 63 96
ItalyNino Bruni+39 (335) 6327789
United KingdomKees de Vos+44 (7968) 080 086
AustriaRobert Rippel+43 1 2361212
GermanyMaximilianPlank
+41 797 385 990
Switzerland
Finland
Sweden
Russia
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The Supplier ReviewsThe second initiative of the eCommerce Foundation…
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The Kind & Number of eCommerce Suppliers is HugeThe Supplier Reviews
Most selection processes focus on comparing features not client satisfaction.
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A Review base for the most Common eCommerce SuppliersOur Goal
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The First Supplier Survey – Affliate NetworksThe Affiliate Network Survey
› Method: Online Survey
› Timing : 1st of April – 22nd of May
› Participant acquisition:
› Twinkle Newsletter & Tweet
› Foundation Mailing & Tweet
› Social Media (Linkedin)
› Supplier Mailings & Tweets
› Data cleaning:
› Remove double IP addresses
› Remove “no email” entries.
› Remove “non-existing” clients
Benelux Sample : 101 Companies
Validatingentries :
email adress + IP
Focusingon Benelux
305 answers
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Participation by Company SizeThe Affiliate Network Survey
28%
33%
15%
11%
7%4% 2%
0-2 FTE
3-10 FTE
11-25 FTE
26-100 FTE
101-250 FTE
251-1000 FTE
1000+ FTE
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Participation by IndustryThe Affiliate Network Survey
71%
16%
4% 9%
Retail Travel & Leisure Production Other
6%
28%
1%
8%
23%
6%
8%
20%
Department Stores Fashion Food
Media (books, films,music) Electronics Home/Garden
Specialty stores Other
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Which Network have been Reviewed?The Affiliate Network Survey
0%
5%
10%
15%
20%
25%
30%
Affilinet Affiliate4You Cleafs Daisycon Google Affiliate Tradedoubler Tradetracker Zanox - M4N Other
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How long has the Affiliate Network been Used?
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0%
5%
10%
15%
20%
25%
30%
A year or less 2-3 years 3-4 years 4-5 years 5 years + Don't know
27% 28%
10%
15% 15%
5%
All Networks
The Affiliate Network Survey
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How do Affiliate Networks score on the Evaluation criteria?The Affiliate Network Survey
Criteria Score
Amount & Quality of Affiliates 3.61
Basic Functionality / Usability 3.77
Industry Expertise 3.68
Fraud Prevention 3.61
Extra / Innovative Features 3.49
Technical Quality / Availability 3.64
Service / Support 3.74
Price/Quality ratio 3.56
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Affiliate networks score between average and well on all criteria.
1 = Terrible2 = Bad3 = Average4 = Good5 = Excellent
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How does Each Affiliate Network Score?The Affiliate Network Survey
Criteria Daisy
con
Affiliate-
4You
Cleafs Zanox Trade-
tracker
Amount & Quality of Affiliates 2.84 1.9 2.78 3.2 3.4
Basic Functionality / Usability 3.7 3.57 3.6 3.9 3.8
Industry Expertise 3.9 4 4 3.5 3.3
Fraud Prevention 3.8 4.1 3.9 3.9 3.1
Extra / Innovative Features 3.7 3.0 4.3 3.7 3.3
Technical Quality / Availability 3.9 3.3 3.6 3.5 3.4
Service / Support 3.9 3.4 3.8 3.6 3.5
Price/Quality ratio 4 3.9 4.1 3.7 3.4
Highest score Lowest score
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How does Each Affiliate Network Score?The Affiliate Network Survey
Criteria Daisy
con
Affiliate-
4You
Cleafs Zanox Trade-
tracker
Amount & Quality of Affiliates 2.84 1.9 2.78 3.2 3.4
Basic Functionality / Usability 3.7 3.57 3.6 3.9 3.8
Industry Expertise 3.9 4 4 3.5 3.3
Fraud Prevention 3.8 4.1 3.9 3.9 3.1
Extra / Innovative Features 3.7 3.0 4.3 3.7 3.3
Technical Quality / Availability 3.9 3.3 3.6 3.5 3.4
Service / Support 3.9 3.4 3.8 3.6 3.5
Price/Quality ratio 4 3.9 4.1 3.7 3.4
Highest score Lowest score
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Introducing The Net Promotor ScoreThe Affiliate Network Survey
Would you recommend Company ABC to your Friends & Family?
Some claim that there is a direct relationship between NPS (Customer Loyalty)
and Company Growth….
“Net Promoter” is a registered trademark of Fred Reichheld, Bain & Company and Satmetrix.
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The NPS differs Strongly per IndustryThe Affiliate Network Survey
Industry Average Low High
Health Insurance -13 -28 +5
Online Search +47 +26 +73
Banking +20 -9 +81
Airlines 17 -16 63
Online Shopping 42 +12 +71
“Net Promoter” is a registered trademark of Fred Reichheld, Bain & Company and Satmetrix.
http://www.satmetrix.com/company/press-and-news/pr-archive/pr20110217/
http://blogs.corpu.com/2010/07/07/net-promoter-score/
Top Players Average
Google 73
Apple 72
Amazon 70
American Express 47
Symantec 44
Below zero is Bad. A score of 5 – 10 is considered fair.
A score above 50 is Good.
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› Industry average: -17
› Cleafs: -33
› Affiliate4You: -29
› TradeTracker: -14
› Daisycon: 0
› Zanox/M4N: +21%
The NPS per Affiliate NetworksThe Affiliate Network Survey
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t.b.d.*
t.b.d.*
* The number of respondents was rather low to come to a final conclusion
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Why do Affiliate Networks score low on NPS?
We called 10 Merchants to get more insight:
› Added value is a concern:
› All major Affiliates are working with all Networks.
› The eCPC is very transparent, forcing Merchants to increase their CPS.
› Is affiliate marketing good for you or are you building your own competition?
› Account Management is key:
› Account managers are crucial to build customer satisfaction.
› However real support is not given by all networks.
› And account managers change often (forcing customers to explain their
business again and again…).
The Affiliate Network Survey
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Join the eCommerce Benchmark….A Mirror to Compare your Company‘s eCommerce Performance
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We should strive for a CPC
of € 0.16 or lower.
Our average CPC of
€ 0.21 for traffic is
much higher than
average.
Our fulfillment cost per order
of € 4.25 is better than average.
We should hire a SEA
expert like the others.
We should create a
competitive advantage
out of our fulfillment costs.
Let’s increase our
fulfillment scale further.
How can the Benchmark help?Introducing the eCommerce Benchmark
Compare:Where am I now?
Create a roadmap: How do I get there?
Set targets:Where should I be?
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TotalBenchmark
Financial
Perspective
Internal
Perspective
Innovation
Perspective
Channels
Perspective
How does it work?
Get immediate
results
Receive an email when new entries
are made
Fill in the questionnaire
Just register at
www.ecommercebenchmark.org
Introducing the eCommerce Benchmark
Create a account anonymously and for free. Nearly 325 companies are already participating!
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Please Contact Us!Interested? Questions?
Board Member
+31 6 5234 2568
Jorij Abraham
Benoit Mouret
Research Manager
+31 6 2437 5762
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Disclaimer & Copyright Notice
› All research data and insights provided in this study are property of the
eCommerce Foundation.
› Business Partners of the eCommerce Foundation and Participants in this study
may quote published the document internally without pre-approval, as long as
this happens on a non-routine basis.
› All external use of the eCommerce Foundation name and it’s research material
must be pre-approved by the eCommerce Foundation.
› Although the eCommerce Foundation upholds high research standards it
cannot be held responsible for errors and omissions in its research material.
The eCommerce Foundation