December 03, 2015
According to Comscore, overall sales for the craziest US-shopping period, Thanksgiving through Cyber Monday, were up 10% YoY. Cyber Monday saw over $3B in sales, making it the largest single-day online sales event in history.
Schaaf-PartnerCentric saw a 27% average YoY revenue growth through their managed retail programs, 17% higher than the initial benchmarks released by Comscore. Similar to the industry trend, Cyber Sunday and Cyber Monday were strong performers, showing a 145% and 25% YoY increase, respectively.
SPC attributes the strong growth to leveraging in-depth performance data and strategic partnerships with key players for each vertical. In addition, bulk-discounting and effective commission negotiations led to a 9% increase in their clients’ Return on Ad Spend.
If you’re interested in discussing these benchmarks in more detail, contact us today.
November 24, 2015
Singles Day, held on 11/11, quickly became a formidable holiday for online retailers prepping for Q4. Almost solely celebrated in China, Singles Day is now the largest trading day in the world. Alibaba saw a 60% increase in revenue year-over-year, with the majority of those sales in the cosmetics category.
One of our e-commerce retailers saw phenomenal year-over-year revenue growth through the affiliate channel due to a few strategic placements. One complicated placement required 25 alterations to an affiliate’s commission rate, but was the major contributor to the 1050% growth in revenue for the holiday. Other efforts, like vanity codes and temporary cash-back increases to targeted affiliates, also augmented revenue.
We’re looking forward to similar successes with Black Friday and Cyber Monday just around the corner.
November 13, 2015
We are happy to announce that the Better Rest affiliate program is being professionally managed by Schaaf-PartnerCentric.
Better Rest Solutions is the online seller of the SoClean 2 CPAP sanitizer. The SoClean is extremely unique, as it enables CPAP users (a sleep apnea (OSA) therapy) to sanitize their CPAP equipment hands-free and in the comfort of their own homes. A clean, sanitized CPAP along with its connective equipment is extremely important to maintain. If users do not address the clean maintenance of their CPAP, they tend to either not use their doctor prescribed CPAP equipment or they breathe in air that is contaminated with bacteria, viruses, and mold; which in turn exposes the user to becoming sick.
Benefits of the Better Rest affiliate program:
- Earn 10% for every sale you refer to Better Rest Solutions
- Average sale amount is $299
- Patented technology and one-of-a-kind product
- Large niche market
- Cookie return days: 90 Day
- Managed by Schaaf-PartnerCentric
The Better Rest affiliate program is professionally managed by Scott Mason. Learn more and join the program on ShareASale and AvantLink.
September 29, 2015
Influencer marketing refers to the process of identifying and leveraging key individuals that have influence over a subsection of a target market, as opposed to targeting the market as a whole.
Influencer marketing is about engaging with key individuals with an online presence, in the hopes of accessing and influencing their followers or subscribers, which will ultimately lead to more brand awareness and brand affinity. This type of marketing often calls for more personal engagement with the influencer, to develop a mutually beneficial relationship.
An “influencer” is identified as a site or person that:
- Has an online presence with strong influence over potential customers
- Has a defined website audience reach or social media footprint
- Can offer strong brand affinity based on their following and target audience
- Is perceived as an expert and has credibility and trust on a subject matter
- Is a conduit of modern day word-of-mouth marketing
If you’re interested in learning more about influencer marketing, you can check out our REACH Influencer Marketing Case Study.
September 24, 2015
Influencer marketing is an important component to any online content marketing strategy, especially in the retail vertical. REACH influence marketing services, provided by Schaaf-PartnerCentric, can help curate the outreach to, and provide guaranteed placements on, influencer websites and social outlets. REACH allows highly targeted messaging for specific markets. Read more about how REACH helped a boutique fashion retailer engage with a handful of high-value bloggers to effectively represent their brand.
August 13, 2015
As the affiliate industry matures, concerns about the value of the affiliate channel, and of specific affiliates, are coming up. Advertisers are questioning their capabilities in driving incremental traffic to their site. Technology and tracking developments in the past five years have given us access to the data that allows insights into the click path of a customer, which, in turn, enables us to understand the value of each online marketing channel. The use of this big data is still in its infancy, but allows senior online marketers to question the value of the sale that each affiliate brings to an advertiser’s website.
How to measure incremental traffic depends on a variety of factors: the program’s business model, brand presence, consistency in offers across marketing channels, available tools to measure and collect data, in addition to other considerations.
Incrementality is not solely related to new customers. Incrementality is about being included in the consideration set when the customer is shopping, as well as when they are purchasing.
A sophisticated marketer will use company and affiliate program goals, coupled with thorough attribution data, to effectively measure incremental sales in an affiliate program.
How To Determine Affiliate Channel Incrementality
The first step to assessing the affiliate program’s contribution to incremental sales is to define what incremental means to your company. Depending on business priorities, it could mean attracting new customers, clickstream placement, a correlation to internal reports, or any combination of the above. We recently spoke with a retailer who understood that incremental traffic for them was not a new customer, but related more to the life-time value of that customer. For them, a new customer garnered through steep discounting did not equal an incremental sale. What they were looking for through their affiliate acquisition strategy were more customers reflective of the LTV of their core.
Once an incremental sale is defined, put parameters in place for measurement. You can do this by leveraging tracking software and affiliate network features to gather the relevant data. You’ll then want to analyze the accrued data to direct program strategy. Look at the average touch points across channels, the typical initiators, and the typical closers. Work to define an average cost-per-sale across all channels by assigning a value to each touch point.
With a comprehensive strategy in place, resources can now be directed to improve avenues that drive strong incremental traffic. On a per affiliate basis, determine who is driving higher volume traffic and work to optimize that relationship. If an affiliate drives low-value traffic, consider decreasing affiliate commissions to value that traffic appropriately.
A Real-Life Example
One of our clients was concerned that a category of affiliates was hijacking traffic at the last minute and getting full credit for the sale. We set out to define the traffic from this group, as well as to define traffic on a per affiliate basis. We used the client’s internal attribution reporting and compared it to affiliate network data to identify patterns in incremental value per affiliate group. Some affiliates had a high percent of orders credited to another media channel, indicating low-value traffic. Others, we determined, had high-value referral traffic. We then segmented publishers based on the quality of traffic, lowering commissions for the low-quality referrals, and increasing engagement with the high-value affiliates. After the first year, we saved the client $605,000 in unnecessary commissions, while increasing high-quality revenue 25% YOY.
Defining incrementality is a multi-faceted issue that requires a multi-faceted approach. With the right technique and the right clarity into the data, you can feel confident about the value of the affiliate channel.
If you are interested in learning more, download our comprehensive whitepaper on Creating an Affiliate Program that Drives Incremental Revenue!
June 22, 2015
We are excited to announce the launch of REACH, our newest service offering! REACH is an engagement solution that provides curated outreach and guaranteed placements on influencer websites and social outlets. Web retailers can now expand beyond performance marketing through Relationships, Exposure, Advocacy, Connection, and Hype.
The traditional performance marketing model rewards publishers for sale conversions, but REACH shifts that model to compensate based on the ability to engage with consumers, and ultimately influence their behavior online. Rather than rewarding influencers for the conversion of a sale, REACH tracks and reports engagement metrics like the number of shares or comments for each placement.
REACH can be embraced by any web retailer, not just those serviced by Schaaf-PartnerCentric’s affiliate program management services.
REACH helps web retailers:
- Maximize brand exposure.
- Build hype and exposure for new product launches.
- Roll out targeted giveaways and contests to unique audiences.
- Build a brand ambassador program with a troop of bloggers at the ready.
- Open the door for long-term relationships with bloggers and influencers.
- Increase a brand’s community awareness and engagement.
- Build brand authority with original content.
We’ll be offering special launch promotions through September. If you’re interested in learning how REACH could help your brand, please request a consultation.
April 14, 2015
We are happy to announce that the StartMeeting affiliate program has launched under Schaaf-PartnerCentric management.
StartMeeting is a new audio and web conferencing service to help businesses communicate more efficiently. It is the product of a tenured executive management team with a combined 80+ years of telecommunications and multi-point communications experience. This experience has established a customer base of 15-20 million monthly users on various other communications services.
To learn more and join the StartMeeting affiliate program click here.
The StartMeeting affiliate program is professionally managed by Elia Badran, Schaaf-PartnerCentric Affiliate Program Manager.
If you’re interested in determining how Schaaf-PartnerCentric might help your affiliate program, please request a consultation.
April 06, 2015
PerformanceIN, the global publication for performance marketing news, recently interviewed Julie Ávila, VP Client Services, about her new role.
Read the full interview here.
March 06, 2015
Schaaf-PartnerCentric is pleased to announce two exciting events in March:
SXSW Affiliate Marketing Happy Hour
Join MarketingClique, Schaaf-PartnerCentric, coreOPM, & WeMoveWP for an open bar happy hour at the start of SXSW. No badge required. All affiliate marketers welcome!
Where: The Dogwood at 715 W 6th St, Austin, TX 78701
When: Friday, March 13 from 5p – 8p
RSVP here. The password is AffMarkparty2015
Meet The Team Happy Hour
The entire Schaaf-PartnerCentric team is converging in Austin for a four-day long company retreat. On Tuesday, March 24, we’ll be pulling away from our company chats for a night on the town in Austin, Texas. And we’d like for you to come! Join us for poolside drinks and appetizers at a private party at The W pool patio.
Where: The W Residences, Poolside at 200 Lavaca Street, Austin, Texas, 78701
When: Tuesday, March 24 from 6:30p – 9p
Email to RSVP.