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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

Jorij.Abraham@eCommerceFoundation.org

+31 6 5234 2568

Jorij Abraham

Benoit Mouret

Research Manager

Benoit.Mouret@eCommerceFoundation.org

+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