Page 1

Issue 39 ― July 2017

Dare to Be Different (and Win Big) By Misha Hettie - Page 3

Use Attribution With Coupon Affiliates By Choots Humphries - Page 12

Affiliate Summit East 2017 Agenda Page 35

Affiliate Summit West Jan 7-9, 2018 15 Years of Affiliate Summit


Issue 39 · July 2017

Table of Contents

2

The Balancing Act of the Entrepreneur

3

Dare to Be Different (And Win BIG)

By Misha Hettie

5

After You Click Publish: What Next?

By Zac Johnson

6

Growing Your Credit Card Affiliate Program

By Lori Weiman

7

Are Affiliate Summit Speakers Secretly Rating YOU?

8

Can You Still Make Money from Shopify?

9

STAFF Co-Editors in Chief Missy Ward, Shawn Collins Co-Publishers Missy Ward, Shawn Collins

By Shawn Collins

Best Practices for Your Promotions

10

5 Benefits of Using Multi-Channel Attribution

11

Identifying Your Ideal Content Publishers

12

Are You Tossing the Baby Out, Too?

14

Benefits Of Running An In-house Affiliate Program

15

Lead Fraud 20/20

16

3 Powerful Types of Influencers to Leverage

17

Department of Common Sense - Why Optics Matter

18

Identifying and Solving Issues that Inhibit Scaling

19

Pitch New PPC Partnerships With Client-Focused Features

20

Affiliates: Convert More Sales with Email Marketing

21

Social Media And Its Place In PR

22

Staying Connected- 4 Tips for Email Engagement

24

Mobile Ad Fraud: Exposing the Threats

By David Vogelpohl By Ricky Ahuja By Larissa Feuerstein By Adam Dahlen By Chris Tradgett By Choots Humphries By Victoria Galperina By Jon Cross By Geno Prussakov By Rachel Hirsch By Mark Standfield By Nick Oswald By Taylor Barr By Michelle Held By Andy Summerlin By Dale Carr

25

Taking Back Control

26

Answering the Top Affiliate Payment Questions

By Miko Manglapus

27

Tips for Successful Brand and Influencer Partnerships

By Brian Nickerson

28

Cost-Effective Anti-Fraud for Advertisers Without Conversion Pain

29

Why Tiered Commission Structures Don’t Work

By Geoff Marshall

30

Are You Losing Potential Affiliates To Amazon?

By Paul Schroader

31

Why Smart Affiliate Programs Leverage Performance Partnerships

32

Instructional Platforms for Reaping Online Rewards

33

Using KPIs for Affiliate Campaign Success

35

Affiliate Summit East 2017 Agenda

52

Joe Theismann Keynote Bio

53

Larry Kim Keynote Bio

54

JB Glossinger Keynote Bio

55

Other Speaker Bios

67

Thank You Affiliate Summit East 2017 Top Sponsors

68

New York Marriott Marquis Conference Map

Contributing Writers

Ricky Ahuja, Taylor Barr, Dale Carr, Shawn Collins, Jon Cross, Adam Dahlen, Larissa Feuerstein, Victoria Galperina, Robert Glazer, Travis Glenn, Michelle Held, Misha Hettie, Rachel Hirsch, Choots Humphries, Zac Johnson, Thomas Rhys Jones, Miko Manglapus, Geoff Marshall, Brian Nickerson, Nick Oswald, Adam Pivko, Geno Prussakov, Paul Schroader, Mark Standfield, Andy Summerlin, Robin R. Talbott, Chris Tradgett, David Vogelpohl, Lori Weiman

Graphic Design Logan Gattis Designs www.logangattis.com Cover Photo Shawn Collins, Andy Rodriguez, and Missy Ward at the first Affiliate Summit in 2003.

By Thomas Rhys Jones

By Adam Pivko

By Robert Glazer By Robin R. Talbott By Travis Glenn

Magazine Coordinator Amy Rodriguez Affiliate Summit 9532 Liberia Avenue, #127 Manassas, VA 20110 tel (417)-2SUMMIT (278-6648) fax (908) 364-4627

Articles in FeedFront Magazine are the opinions of the author and may not necessarily reflect the views of the magazine, or its owners. FeedFront Magazine always welcomes opinions of an opposite nature. For more information, visit: www.FeedFront.com Interested in advertising? Please visit http://feedfront.com/advertising/ or email us at: feedfront@affiliatesummit.com © 2017 Affiliate Summit, Inc. and Individual Authors.


· Issue 39 · July 2017

Editor’s Note

The Balancing Act of the

Entrepreneur

by Shawn Collins

about how the people closest to them were their biggest critics, non-believers, and general downers. Not just at the start of a company, when there is so much uncertainty and risk, but even after they make progress and

Shawn Collins

profits. At later stages, instead of having doubt heaped on them, their success is met with jealousy and resentment.

A

As Morrissey once sang, “We hate it when our friends bes far back as I can remember, I always wanted to be my own boss. While I worked a series of minimum wage jobs as a kid, and then a succession of cubicle

jobs in more recent years, I always had a side-hustle. The risk brought stress, but there was so much satisfac-

come successful.” Maybe it’s a subconscious thing, or maybe they’re just assholes. Either way, you’re not getting the support you need from some people you know. If there is no support from (certain) friends and family, you need to find outlets where there are

tion with the rewards. But that’s the thing. People see the success, but the hard stuff is invisible. I am still licking my wounds from this time in college where I overestimated the demand for tickets

people who will offer encouragement and believe in what you’re trying to do. There are lots of places where you can find your tribe, such as meetups, co-working spaces, conferences, startup

to a Cure concert. I bought something like $450 in tickets on a credit card,

incubators and accelerators, or even the local coffee shop.

and it turned out I couldn’t even sell them at a loss. I was work-

The important thing is that you have somebody out there

ing at the campus gym for probably $4.50 an hour, so instead

to lend an ear or give advice as you go through those emotion-

of a tidy profit, I put myself in a hole to work about 100 hours at

ally draining, time consuming periods with your company.

my job to get back to zero (more when you figure in the interest). At the time, I was too ashamed to tell anybody, and that

We, entrepreneurs, are fragile beasts, and we all need support. It’s not a weakness, it’s a necessity.

was a mistake. It weighed on me, even as I reveled in my pretend success to friends. I needed support, but my foolish

cess to sessions (you can buy single session tickets if you

pride got in the way. Don’t be like me. We need emotional capital, as much as

don’t have a pass with access), check out the session, “5 Factors of Entrepreneurial Happiness” from Sean Steinmarc.

financial capital. But it’s key to find the right support during the entrepreneur journey. Over the years, I’ve spoken to so many people

2

For those of you at Affiliate Summit East 2017 with ac-

It’s at 12:30 on the Sunday of the conference, and an ideal session for any entrepreneur.

Shawn is Co-founder of Affiliate Summit and Co-Editor-in-Chief of FeedFront Magazine, and blogs at affiliatetip.com.


· Issue 39 · July 2017

Dare to Be Different

(And Win BIG) by Misha Hettie

Misha Hettie

O

nce upon a time, I was shopping online for flowers. I checked out all the usual suspects, and then came across a new-to-me company called Farmgirl Flowers.

Their flowers were more expensive than most other plac-

es. Their arrangements weren’t the traditional roses and baby breath concoctions I had in mind. And their process was kind

Next time you’re launching something new, consider

of weird –you never know exactly what you’d get until they

breaking out of the boring, professional box to win hearts,

were delivered.

minds, and wallets. Think about Amazon, for example –what’s

I decided to give them a shot anyway – urprises can be

more fun to read, the product descriptions or the user reviews?

good, right? The delivery process went completely smooth,

What could happen for your brand if you took that highly rel-

and the flowers were the most uncommon, exquisite blooms

evant but lighthearted method of describing your products?

I’d ever received. (Yes, I sent them to myself. Why the heck not?)

I know, I know. Sometimes it’s difficult to know when to

Since then, I’ve ordered flowers from them twelve times.

stay professional and when to add more personality, but you

I’ve even done a Facebook Live about how much they im-

can easily blend the two for a better user experience if you

pressed me.

remember to stay on brand - the best, most fun possible ver-

I’ve gone from buyer to brand fanatic –and all because they did things differently.

sion of your brand. If you’re struggling to see where you could add these op-

When you think of a time you had a five-star experience

portunities to create a more enjoyable brand, have a few friends

with a brand, was it because they did exactly what was ex-

or users record themselves visiting your site and walking

pected? Or was it because they did something different

through your copy, images, and process. Let them know it’s ok

–something that surprised and delighted you?

to admit where things get boring or confusing. Once you’ve got

Every interaction you have with your customer is an oppor-

that information, look at those specifics areas and ask yourself

tunity to surprise and delight them. Everything from the quirky

–what could we do that’s unlike everyone else? How could we

copy on your website to the clever sticker you place on an order

make this more useful, unique, and entertaining?

is a chance to turn a potential buyer into a lifetime fan.

Lose the templates, ditch the mind-numbingly boring user

Yes, from product descriptions to processes, you’re al-

experience, and see what you can do to surprise and delight

lowed to stand out from the crowd. Not only is it the thing

your customer. A little extra creativity on the front end goes a

that will set you apart in the market, it also makes your biz-life

long way towards building a lasting (and ultimately more prof-

more fun and fulfilling.

itable) client relationship.

Misha Hettie is a sparkling, witty, (and humble!) copywriter at UncommonlyGoodBiz.com.

3


· Issue 39 · July 2017

After You Click Publish:

What Next? by Zac Johnson

Y

ou just created an awesome article for your website or blog. You click the “Publish” button, and set it free for the world to see. Seconds... minutes... hours... go

by with little to no visitors at your site. Even worse, there are no Zac Johnson

comments, social shares, or engagement at all. What possibly could have gone wrong? Well, as the saying goes, “content is king”... but without the right promotion behind your latest content, it’s simply go-

Outreach to Industry Experts

ing to be the king of nothing. There are currently more than a

and Sites for Inclusion

billion active websites and blogs on the internet today, and all of them are creating great content just like you.

Depending on the type of content you are creating, you might make references to other industry sites, experts, or

The difference between those who get floods of traffic

case studies. If so, be sure to follow up with these sources

and traction on every article they publish is the promotion and

after the article goes live and let them know they were men-

marketing efforts they put in afterward. The content creation

tioned. There is a good chance they will share the article with

part is extremely important, but the majority of your time

their audience, or even link back to it from their own site. This

should be spent on the promotion of that content.

method also works extremely well with expert roundups or

Here are three simple, yet effective, methods to make

quoting authority figures within your industry.

sure your next content piece gets the attention it deserves.

Create an Infographic to Compliment Your Article Use Custom Images for Social Sharing

Text content is great, but visuals are always going to be

Sharing your content on social media is a no-brainer. It’s

better. If possible, turn your best-written content into an info-

simply one of the best ways to continually reach your exist-

graphic that can easily be shared through social media and

ing audience and gain new followers. However, not all social

submit to infographic directories. Not only is this a great way

networks are the same. Don’t just send out a title and URL link

to reach new audiences that your normal text content might

to your followers and expect them to click. Within minutes it

not have been seen by, it’s also a great way to gain backlinks

will likely already be lost in a flood of updates. Improve your

and mentions on other sites as well. When it comes to creat-

engagement by creating a custom and attractive image for

ing an infographic, simply hire a freelance designer or use a

each social network you post to. Also, don’t forget to use a

free tool like Canva.

social media scheduler to continually promote your article in the coming weeks. Never stop promoting your best content. Zac Johnson is the founder of Blogging.org and blogs at ZacJohnson.com.

Content creation is great, but content promotion is key. Put these rules into action and see for yourself.

5


· Issue 39 · July 2017

Growing Your Credit Card

Affiliate Program

by Lori Weiman

Lori Weiman

I

f you’re an affiliate manager at a credit card company, you’re laser-focused on growing your affiliate program. I’ve

Affiliates can be very creative to earn more commissions.

compiled four growth hacks for credit card affiliate mar-

They may break the rules for just one day, keyword, or geography.

keters meant to save time, mitigate risk, and keep your head-

Let advances in technology carry this burden for you. If you continue to perform your compliance tasks manually, you

count where it is. The information comes from The Search Monitor (disclosure: my employer), where I have access to a database of

are limiting your program to 20-30 publishers and can say bye-bye to scaling your revenue.

more than 30,000 affiliates and their activities supporting financial advertisers.

Hack 3: Recruit proven performers

Hack 1: School affiliates

levels, on credit card affiliates exists. Use it to learn past com-

on federal ad regulations

pliance violations, publishers they have advertised for, and

Historical performance data, including perceived threat

It’s in your best interest to teach affiliates the complex

keywords they appear on.

rules of federal ad regulations in financial services. Their vio-

Credit card advertising is risky enough that you need to

lations can actually lead to a lawsuit for you, so it’s worth it to

make sure the publishers are good actors. Affiliate screen-

establish correct procedures and reduce potential risk before

ing greatly limits your risk and reduces the time needed to

you can scale. Your affiliates don’t have time or staff for this.

resolve issues.

The government’s Consumer Financial Protection Bureau (CFPB) regulates the use of items such as: »» ●

Disclosures (such as interest rates and fees)

»» ●

Language around “fixed” rates

Hack 4: Encourage affiliates to brand bid competitors This hack is a proven way to drive more traffic to your

»» ●

Language claiming government endorsements

program. It’s perfectly acceptable for your affiliates (and you)

»» ●

Claims of future performance

to bid on a competitors’ brand. Big brands do it all day.

»» ●

Authenticity of endorsements

They can bid on keywords such as their brand name,

When your ad monitoring tool identifies regulatory is-

brand + “login”, brand + product, or even brand typos or URLs.

sues such as these, notify your partners with clear proof (e.g.,

As long as they follow the brand bidding rules of the engines,

screenshot highlighting the problem sections), and then con-

this is an effective growth tactics for affiliates.

tinue to monitor until reaching a resolution.

Final Thoughts Hack 2: Automate your compliance monitoring

Affiliate programs can be very lucrative, but only if you

Every time you change your offers and communicate

scale your program and manage your risk. With credit cards in

these to affiliates, you need to monitor your publishers’ sites.

particular, your risk is elevated by a watchful, fine-happy regu-

Harness web crawlers that never sleep. They will find the trick-

lator. If you can balance scale and risk, you’re on your way to

iest violations that manual searches will overlook.

growing a successful credit card affiliate program.

6

Lori is CEO of The Search Monitor which provides compliance monitoring and competitive intelligence tools.


· Issue 39 · July 2017

Are Affiliate Summit Speakers

Secretly Rating YOU?

David Vogelpohl

by David Vogelpohl

I

f you’ve been to Affiliate Summit, you’re probably famil-

how when they got nervous, they would look at me as an an-

iar with the rating cards handed out during each session.

chor point to stay strong and keep going.

These cards offer an opportunity to provide feedback to

They used my eye contact and head nodding to maintain

Affiliate Summit speakers; however, did you know there’s a se-

confidence that they used to deliver a better presentation. My

cret rating system Affiliate Summit speakers use to rate YOU?

presence in the audience actually made these presentations

Don’t worry. This secret rating system isn’t the product

BETTER. Woah.

of an Affiliate Summit speaker’s cabal chanting in a circle in a

As you think about the sessions you’ll attend during Affili-

Manhattan bar, but rather, is based on the simple question, “Is

ate Summit East, think about how you can use active listen-

the audience actively listening?”

ing to help speakers deliver stronger presentations and better

Active listening as an audience member is an important

content for you.

part of every presentation. The energy you provide to a speak-

A good audience member maintains eye contact with the

er through active listening can have a material impact on the

speaker and shows an engaged “listening face.” A “listening face”

quality of the presentation and the content itself.

is a series of expressions you can use to show a speaker that

In March of 2017, I was attending a series of events during

you’re following what they’re saying (agreement, curiosity, etc.).

WP Engine’s “All Hands Week.” This is a week of company-

By following the rules of active listening, you allow speak-

wide presentations that WP Engine holds twice a year to help

ers to maintain a conversational approach with their presenta-

preserve culture across our global offices.

tions, allowing them to deliver better content for you. That’s

During these presentations (ranging from dozens to hundreds of people), I practiced active listening as an audience

right, your role as an audience member directly impacts the quality of the panels you attend.

member. I made eye contact with the speaker, I laughed at

Fiddling with your phone, staring blankly into space, or a

their jokes, and I nodded my head in agreement as the speaker

hushed conversation with your neighbor are all ingredients to

made a point.

sucking energy from a presentation and leaving the speaker

Sometimes, I didn’t understand a point someone was making, but I still smiled, I still kept eye contact, and I still nodded in agreement.

dangling in the wind. Do your part during the upcoming Affiliate Summit East by being a good audience member engaged in active listen-

Then a funny thing happened. Multiple people, who were

ing. The energy and support you show to a speaker will help

speaking during these presentations, started coming up to

make sure everyone gets the most out of their time at Affiliate

me to compliment my “audience skills.” They talked about

Summit.

David Vogelpohl is VP Web Strategy at WP Engine, a digital experience platform for WordPress.

7


· Issue 39 · July 2017

Can You Still Make Money

from Shopify?

by Ricky Ahuja

Ricky Ahuja

S

hopify has been all the rage lately, both from a stock perspective, and as an alternative to setting up shop on

Luckily, Shopify eliminates this need for creating an ex-

Amazon. Many business owners identified it as a good

pensive website; all you need to do is create an account. Basi-

opportunity for creating ecommerce platforms, and for creat-

cally, think of Shopify like a big online shopping mall that rents

ing a solid base for a business that can expand in the future.

you their space for your online store. Moreover, with all of their

Shopify is clearly doing something right, considering how

themes, it is far easier for you to customize your store than

over 50,000 online stores use Shopify tools and applications

to pay for a web designer. In other words, if you do not have

to generate income online. Moreover, creating an online store

capital for starting your own online store, and you want to sell

is not the only way you can earn cash by partnering up with

your items, then Shopify is a good option for you.

Shopify, so in the following article, we will go over these approaches, and examine if they are indeed viable sources of revenue.

Affiliate program If you don’t have products you can sell, but still want to

“Shopify is one of the best out-of-the-box online solutions

earn money with Shopify, there is an affiliate program you can

available to quickly launch, grow, and scale your Ecommerce

join. Basically, you refer Shopify to people who want to have

products online” says Imran Rahman, CEO - Ecommerce Free-

their online store and you can earn up to $358 for each in-

dom Group.

dividual you refer this way. Alternatively, you can opt for the second option of this affiliate program, which allows you to

Setting up your store

earn residual income as a form of monthly payment.

In its core, Shopify is a website that allows you to sell goods online and basically set up and customize your store.

Conclusion

Clearly, if you want to be an online merchant, then you must

It does have some limitations as it’s a “hosted platform,”

have a product that you wish to put on sale and you will need

meaning that it’s not hosted or installed on your web server.

to make sure people see your product. Today, there are so

However, for the most part, you’re still able to do whatever you

many online shops you would have to compete with, and if

need to do to be able to sell your first or next million online.

you are not prepared to invest a lot of cash into your own web-

In summary, Shopify is one of the best technology solu-

site, then it won’t matter what platform you use; you will sim-

tions to launch a well represented Ecommerce brand enabling

ply remain unnoticed.

you to cash in on the Ecommerce Revolution.

8

Ricky Ahuja, a serial entrepreneur, fifteen-year veteran of the industry and Co-Founder of InvioPro.


· Issue 39 · July 2017

Best Practices

for Your Promotions by Larissa Feuerstein

W

ith the online coupon market valued at approximately $4 billion per year (USA Today), and the

Larissa Feuerstein

CMO Council reporting 71% of US internet user

purchases are influenced by coupons and discounts, it ap-

pears promotions are here to stay.

contain everything the customer needs in one place--start

As an affiliate program manager or merchant, you may

and end date, coupon code, and restrictions. Too much de-

wonder how to make the most of your coupons and provide

tail makes them hard to promote on social media. Too little

the best deals to publishers. At FMTC, we aggregate thou-

detail leaves the customer confused.”

sands of deals for publishers each day, so we’ve identified best practices to boost the effectiveness of your offers. Here are some quick and simple tips you can use.

»» Don’t Forget Dates. It may seem tedious, but it’s always beneficial to list the dates, times, and time zones of when your offer is valid. Incorrect or missing dates and times can cause affiliates to promote your deals before or after

»» Be Clear & Concise. I ask publishers what they like to

their expiration. Sometimes, we receive offers ending on a

see in promotions, and the recurring suggestion is hav-

particular date with no time noted, such as 8/1, not know-

ing clear and concise descriptions of offers. Don’t have

ing it ends at 12am rather than 11:59pm may cause pub-

too much fluff in your deals, but include relevant infor-

lishers to promote your offer for a full day after it expires.

mation. A while back I came up with a formula for the

Bonus Tip: Create a sense of urgency with your expiration

perfect deal, and it goes as follows:

date. Deals that end sooner receive more attention. You

Item(s) on Sale + Discount + Dates + Code = Perfect Deal.

can always extend the offer, but creating a non-expiring deal lessens the benefit.

For example, “40% off select Women’s Dresses with code 40OFF. Valid 9/1 12am - 9/2 11:59pm EST”.

Jason South from Ebates reiterates these points, “[We

»» Always List Terms & Restrictions. Simply stating, “Ex-

like] coupons with clear, concise, and compelling marketing mes-

clusions may apply” in your deal information can be suf-

saging, accurate start and end dates, and coupon codes that work

ficient. Then, you can list out your exclusions on the land-

as advertised.”

ing page or link to an exclusions page.

According to Valassis, 55% of consumers spend more

Bonus Tip: Promotions that require shoppers to reach

than 2 hours each week looking for deals, so be sure your of-

a particular retail value before the savings apply will in-

fers are adequate and appealing.

crease AOV (Average Order Value).

By incorporating these best practices, publishers will

Tricia Meyer from Sunshine Rewards mentions, “The best

have all the information they need to promote your offers and

and easiest coupons to post are ones that are concise but

customers will thank you for a positive experience.

Larissa is FMTC’s Merchant & OPM Liaison and chairs the PMA’s Coupons & Deals Council.

9


· Issue 39 · July 2017

5 Benefits of Using

Multi-Channel Attribution by Adam Dahlen

Adam Dahlen

D

o these questions sound familiar? Why am I paying for

for one-size fits all commission structures. This empowers

sales that I would have gotten anyway? Are affiliates

program managers to increase resource allocation to affili-

cannibalizing my other marketing channels? If you’re a

ates who contribute most to the overall business objectives.

performance marketer, you likely have been asked these questions. You may have even been the one doing the asking.

Test New Strategies Eliminating the guesswork in evaluating affiliate contribu-

Thankfully, responses are no longer reliant on guesswork

tions can create new opportunities for testing with partners

and assumptions. Instead, the answer can be found in multi-

who were previously off limits. This is particularly true for af-

channel attribution. Traditional affiliate attribution only looks

filiates who specialize in channels that are traditionally run

at data within the closed loop of the affiliate network. Howev-

directly by the merchant such as search, display, email, and

er, multi-channel attribution can look at a brand’s entire sales

retargeting. Cross channel attribution allows marketers to ac-

funnel (display, email, social, affiliate, search, etc.) and track all

curately gauge if these affiliates overlap with existing efforts

of a customer’s touch points along different marketing chan-

or provide true incremental reach.

nels for a particular conversion.

Align Strategy with Objectives

Many of these multi-channel attribution platforms are

Not all affiliate programs have the same objectives. Some

very flexible and can be set up as first-click, last click, or to

programs may prioritize top-line revenue above all other goals.

split a commission based on specific business needs and re-

Others are focused on generating awareness or new custom-

quirements.

er acquisition. Seeing how different affiliate models contrib-

Here are some of the biggest benefits to using multichannel attribution:

ute to the overall marketing mix empowers marketers to align their strategic plan with the broader business objectives.

Better Understand the Customer Journey Data Driven Decision Making

Finally, multi-channel attribution can help all marketers

Multi-channel attribution systems enable marketers to

better understand and improve every aspect of the customer

utilize actual data in their decision making, as opposed to rely-

journey. Customers interact with brands through a myriad of

ing on hunches or instinct. A properly configured system can

mediums and devices. Knowing where those interactions take

answer specific questions that have previously vexed affiliate

place enables marketers to offer increased personalization at

managers. For example, multi-channel attribution can quan-

different touch points and better move customers along the

tify if coupon affiliates poach conversions from content affili-

path to purchase.

ates. This can be useful information in determining the right

To Conclude

mix of affiliate types for a specific program.

Optimize Ad-Spend & Improve Efficiency

Multi-channel attribution should not be viewed as a threat to affiliate programs. Instead, it empowers marketers with the

Affiliate managers can utilize multi-channel attribution to

data to strategically architect an affiliate program that aligns

improve the efficiency of their program and the overall mar-

with their organization’s holistic marketing efforts and overall

keting mix. Granular channel analysis can eliminate the need

business goals.

10

Adam is the Director of Performance Marketing at iAffiliate Management


· Issue 39 · July 2017

Identifying Your

Ideal Content Publishers by Chris Tradgett Chris Tradgett

P

ublisher recruitment is one of the more difficult aspects of running an affiliate program in any sector. Much has been written to help affiliate managers in

this, with helpful tips on the usual methodology, outreach

them to focus on those areas, perhaps with enhanced com-

ideas, and ways for engagement. I’d like to expand on my ses-

missions; a much lower cost option than PPC. With any program, there will be a significant number of af-

sion from Affiliate Management Days with some thoughts on how to ‘think outside the box’ in this to grow your program.

filiates who signed to the program and are currently dormant.

The last few years have seen ongoing changes in search,

Examine each in turn to identify those who could potentially

which have affected almost all affiliates. Publishers in many

be useful and reach out –on a personal level, by phone, if pos-

sectors have lost significant traffic volume through Google algo-

sible, rather than with an obviously standard email template.

rithm changes –this has led many affiliate managers to re-evalu-

This can give some quick wins to strengthen your program.

ate their programs and re-focus on the kinds of quality publisher sites Google ‘likes’– those with quality original content.

Finding New Affiliates

The world of affiliate is evolving, as well, and the former

If your objective is to find new content affiliates to cover

marketing silos are breaking down. So, online publishers may

the drop-off in traffic and volumes from coupon and rebate

no longer be simply ‘affiliates’, but may also be influencers or

sites, there are plenty of tools and discovery platforms avail-

bloggers using the affiliate model as just part of their overall

able to help in this.

revenue stream.

A less certain aspect of some content sites, compared to old-school affiliates who focused on conversion of their

Winning in Search

outbound links to make a sale, is that for many of these pub-

Using your keywords to find publishers in search results

lishers, the objectives surround their audiences and influence.

is a well-worn path and it pays to be intelligent in this. Using

These are not mutually exclusive, of course, but it is a delicate

search analysis tools to identify your competitors’ strengths

balance to maintain editorial ‘independence’ and to encourage

can yield valuable insights to identify keyword segments

readers to buy, without compromising editorial impartiality. It must be remembered though that 44% of affiliates may

where you’re being outgunned in SERPs (search engine results pages) for specific words and phrases by competitors.

only promote one to four brands (Acceleration 2016 Affiliate

Usually, where this is the case, a search marketer would

Marketing Survey), and 68% promote just eight brands. So,

suggest using paid search to cover –however it may well be

even if you have identified the ideal publishers to work with,

far more cost-effective to look at affiliate. It will pay to recruit

the hardest part will still come with engaging and activating

affiliates with strong SERPs on these keywords– incentivise

them in your affiliate program.

Chris Tradgett co-founder of Publisher Discovery, has worked in affiliates for 15+ years

11


¡ Issue 39 ¡ July 2017

Are You Tossing

the Baby Out, Too?

by Choots Humphries

Choots Humphries

eliminating them from their program, they run the risk of missing

H

out on valuable referrals. ow many times have you said or heard that coupon

So, what is the solution for a merchant that wants to elimi-

sites add no value to your affiliate program? The gen-

nate or minimize credit to coupon affiliates that are simply drop-

eral premise of this statement is that coupon sites

ping a cookie during the checkout process? Attribution function-

only drive sales based on a user searching for a discount after

ality is the answer, and the good news is, many networks have

the potential customer has entered the shopping cart.

existing functionality to help merchants overcome this issue and

To combat this effect, merchants generally choose either

stop throwing the baby out with the bathwater.

to eliminate coupon affiliates from their program, or significantly

For any network that offers attribution options for its mer-

reduce commissions for coupon affiliates to reflect perceived

chants, the easiest answer is to switch from last click crediting to

value. However, shopping cart window data from a 2017 Link-

first click crediting. This will ensure that other affiliates involved

Connector (LC) study strongly suggests merchants may be over

in the sales funnel will be considered for crediting before the last

discounting these relationships.

click that occurred during the checkout process.

LC analyzed data from about forty of its merchants with

Of course, this can be an over simplistic approach for many

shopping cart window functionality, which measures when a po-

merchants, given that a first click attribution model has its own

tential customer starts the checkout process in a shopping cart

set of challenges—just like the last click attribution model. A

and then bases attribution decisions on this event.

more sophisticated attribution may be a better approach ignor-

Over a period of several months, the study found that 45.5%

ing any clicks that occurred in the shopping cart window. This

of the time coupon affiliates made the referral before the user be-

setup allows merchants to reward all affiliates (regardless of af-

gan the checkout process. For these referrals from coupon sites

filiate type) for awareness or consideration referrals in the top of

outside of the shopping cart window, the average time between

the funnel, which tend to be the more valuable referrals. Attribu-

the referral and a completed sale was 4.01 days with a median

tion in such a manner rewards based on promotional type, not

time of 2.59 days.

affiliate type.

This data suggests that sometimes coupon affiliates act in

Performance marketing is about rewarding value, so it con-

a manner similar to content sites by introducing a potential cus-

tinues and grows. By structuring a program in a manner to do so,

tomer to a product or service in the early phases of the sales fun-

merchants can work with all affiliate types to reward and encour-

nel. If a merchant is significantly discounting coupon affiliates or

age behavior beneficial to program goals.

12

Choots Humphries is the Co-Founder and Co-President of LinkConnector.


· Issue 39 · July 2017

Benefits Of Running

An In-house Affiliate Program

by Victoria Galperina Victoria Galperina

O

ne of the main reasons to set up an in-house affili-

to validate your theories or prove them wrong or simply test

ate program is to grow brand recognition and gain

what works and what doesn’t.

more customers with literally none or very little in-

vestment. After all, affiliate marketing is extremely appealing,

Ease of communication

because you only have to pay for results, be it gaining new cli-

With an in-house program you have the flexibility of mix-

ents, paying for sales, or giving out bonuses for specific deeds.

ing the automated communication with affiliates with real

This might be the first perk that comes to mind when you

discussions over emails, phone or whatever means of com-

think about in-house affiliate programs, however, there are

munication you choose to support. You can also set up auto-

many more to consider. Here are a few worth noting:

mated alerts that would inform you about anything from your partners’ upcoming birthday to sale triggers to even fraud de-

Recognition

tection. You get to experiment with communication as much

Recognition represents the fact that you actually know your affiliates and they are more than just a number or a refer-

as you want and the ability to customize and automate your communication is just one of the perks.

ence code for you. In-house programs start off very small and usually with just one manager, so over the years you get to

Innovation

communicate with hundreds or even thousands of affiliates.

Probably the most exciting part of running an in-house

Many of these email exchanges grow into strong partnerships

program is the fact that you get to innovate as much and as

and some –into friendships. These types of bonds are ex-

often as you want. You can implement the latest trends and

tremely difficult to accomplish when you have a ticket system

technologies in-house and can collect the performance data

and you’re dealing with millions of affiliates.

for your new inventions. New widget came out? You can make it available to all your affiliates in weeks or even days. It vastly

Freedom

depends on the internal development resources dedicated to

Running an in-house affiliate program means that you get to decide everything, from who you want representing your

the growth of your program, but other than that –the sky’s the limit.

brand to how and when they are going to be compensated for

Overall, an in-house affiliate program gives you complete

their work. With this type of freedom comes the responsibil-

control of who, how, and where you will promote your brand;

ity of picking the best possible options that are beneficial to

what and when they will receive for their work, and gives you

both affiliates and the business. Good thing is that you can

complete liberty to change, adjust and innovate as much as

experiment as much as you want to get the data you need

you want. So, what are you still waiting for?

14

Victoria Galperina is the Head of Affiliate Marketing at SEMrush. Find her on LinkedIn.


· Issue 39 · July 2017

Lead Fraud

20/20 by Jon Cross

I

’ve been in affiliate marketing since 1998 —the early days, before the bubble burst. So, I’ve seen a thing or two. As a business owner and former lead generator, I personally

Jon Cross

know the impact of fraud. Fraud effects everyone in the affili-

ate marketing chain, and it has cost our industry an awful lot. The number of affiliate online transactions is increasing, so companies of every size must be attentive in safeguarding themselves against online fraudsters and bad actors.

»» Alliances. It’s not enough for a fraud protection company

Focused fraud control measures are crucial to distinguish

to have all the technology in the world if they are not part

the good customers from the bad. It could even determine

of a fraud alliance or network. Sharing with others (and

whether companies are profitable or not. But, choosing those

receiving from others) known fraudsters, spammers, and

measures isn’t as simple as it sounds. With a wide range of

cyber-criminals will help suppress these bad actors. No

outsourced fraud protection and managed service solutions

company can do fraud prevention alone. Proprietary sys-

available, each with their own features and benefits, mer-

tems are great, but, we cannot live in a silo when it comes

chants, networks, lead buyers and lead generators need to

to fraud prevention.

know how to make the right choice for their businesses. So,

Works Well With Others. How well does the system in-

how do you weed through the fluff to get what you really need?

tegrate with other platforms? Make sure your solution provider integrates harmoniously with your back-end

»» Transparency. Is the fraud protection company you are

systems, third party lead management providers, affili-

using, or the ones you are considering using, transpar-

ate networks, shopping cart platforms, and web forms. If

ent? What I mean is, do their solutions tell you exactly

they don’t, what’s the point?

what is wrong with the data? If not, you’re not getting

»» Easy to Use. Many companies only focus on dashboards

the whole story. For example, I’ve seen reports and API

with pretty charts and graphs. Although dashboards can

responses from vendors that indicate the lead is “risky”

enhance the user experience, they don’t matter if the

or “somewhat risky” or has an “IP issue”. What does this

integration is so complicated that it takes a ton of tech

mean? How can you identify the fraud if you only have

time and maintenance. Be sure the service provider has

some vague description of what might be the issue? If

easy to implement integration documents

you can’t identify the issue, you can’t fix it. This is very relevant in the world of chargebacks with affili-

Hopefully, you’ve seen a theme here. Black boxes, silos,

ates. These vague responses are not acceptable for an af-

and vagueness are extinct business strategies, and the com-

filiate and only makes them mad about not getting paid for

panies who use them in preventing fraud have a limited lifes-

the lead(s). It doesn’t help anyone fix or improve anything.

pan for truly suppressing fraud.

Jon is co-owner of MetaStudio.io, an online and mobile fraud detection and prevention company.

15


· Issue 39 · July 2017

3 Powerful Types of

Influencers to Leverage by Geno Prussakov

Geno Prussakov

M

that it is important to differentiate between someone who is exclusively focused on being well-known, and someone who

any talk “influencer marketing” these days. Many

is a true thought leader focused on creating content based on

already fiddle with it. Some, however, end up focus-

intelligence, experimentation, and observations. These can be

ing on the wrong types of influencers, sinking their

especially great for as affiliates if won over as an early adopter

influencer marketing budgets without reaping anything mean-

of a product or a service.

ingful in return. This typically happens when a brand prioritizes

3. Micro-Influencers

an influencer’s reach and overlooks the longer-term opportuni-

While there is no one universally accepted definition of a

ties that some of the other engagements may bring about.

micro-influencer, there are certain characteristics which most

When looking to expand an affiliate program, by tapping

marketers associate with them. Among the more commonly

into the vast pool of “influencers” out there, remember to fo-

mentioned ones are their non-celebrity status, expertise in

cus on what really lasts –the relationship, which has been

specific field, their passion about a specific subject, their fol-

the cornerstone of affiliate marketing since its inception. The

lower account of 20,000 followers or less, high engagement

truth is that celebrities (or macro-influencers) are, generally, a

rates, and capability to motivate others to take action. The

bad target for long-term performance-based relationship. The

underpinning idea is that here we are talking about a non-

following three types of influencers, on the other hand, can be

celebrity individual who influences a relatively small but highly

a great fit.

engaged follower base.

1. Power Middle

There are several advantages to focusing your attention

Unlike macro-influencers who may have millions of fol-

on micro-influencers. Among the top 5 are their (i) deeper en-

lowers, the “power middle” embraces those influencers

gagement rates with the audience, (ii) better approachability,

whose online audience ranges from 20,000 to about 250,000

(iii) lower costs, (iv) higher potential for building long-term re-

followers who actively engage with the influencer’s content. A

lationships, and (v) better conversion potential.

2016 study by Markerly, for example, discovered that influenc-

An Experticity survey of 6,000 internet users found out that

ers with with 10,000 to 100,000 followers register 3.4 times

82% of them were highly likely to follow a recommendation made

more engagement on the comment front than those with 10

by a micro-influencer. Observations also show that while influ-

million or more followers. These influencers can take time to

encer marketing campaigns run through celebrities do yield con-

onboard, but they are truly powerful when activated.

versions, activation of 30 to 40 micro-influencers result in even

2. Brandviduals

more business. Ultimately, it’s all about the engagement.

The term “brandvidual” was coined by Scott Monty, who

Advertisers, regardless of the vertical, should seriously

started using it for experts in niche fields who are focused on

consider making these three types part of their influencer

developing their own personal brands. Lee Odden later added

marketing efforts.

16

Prussakov runs AM Navigator affiliate management agency, Influencer Marketing Days and Affiliate Management Days conferences.


· Issue 39 · July 2017

Department of Common Sense -

Why Optics Matter by Rachel Hirsch

C

lients often ask their lawyers: What does it take to get Rachel Hirsch

into trouble with a government regulator like the FTC (Federal Trade Commission)? The response gener-

ally involves advice geared toward making compliance a priority for the client’s business. But often times, clients forget that it is not only how they conduct themselves in business that matters, but also how they conduct themselves in their

consumers who complained about a product or who were de-

personal lives.

ceived by the marketing practices of the defendant. Rather,

Take for example the marketer who posts pictures of him-

consumer loss is often defined to extend to all consumers af-

self on a public Facebook page posing beside luxury vehicles,

fected by the alleged fraudulent practices, even those consum-

each one more expensive than the next. Or, take for example,

ers who did not complain and seemingly used the product or

the marketer who posts pictures on social media of his seven-

service without issue.

figure wedding, boasting about the exorbitant cost of the af-

Given this broad definition of loss, a defendant’s recover-

fair. While it’s true that no one likes a show off, to a government

able assets in a case become that much more important. Why

agency like the FTC, this type of “showiness” is fodder to sup-

give a regulator even more ammunition against you by publicly

port its Request for TRO (Temporary Restraining Order) and

flaunting your wealth? Being successful comes at a price, and

for Asset Freeze in an enforcement proceeding. To the extent

when it comes to settling with an agency like the FTC, that price

this affiliate marketer’s business practices fall short on compli-

is paid in terms of assets, sometimes even those you thought

ance, the FTC would justify the imposition of an asset freeze by,

were protected. Case in point – in May, the FTC issued a press

among other things, pointing to these public displays of wealth

release announcing that it had obtained a court order requiring

as evidence of the affiliate marketer’s “lavish lifestyle” —a favor-

a defendant to surrender his Florida home —normally protect-

ite term used by FTC in many TRO motions.

ed by homestead laws— which was purchased with ill-gotten

When a government agency like the FTC or a State Attorney General decides to bring an enforcement action against a

gains from the underlying fraudulent activity that led to the FTC enforcement action.

marketer, one of the considerations the agency often under-

The lesson to be learned here is that optics matter. At the

takes is whether the enforcement action can recover assets

end of the day, how you live your life and present yourself to the

sufficient to satisfy consumer redress. The measure of damag-

world makes a difference. Adopt some common sense —con-

es in an FTC case can be consumer losses. Under relevant case

duct your business compliantly and protect your image pub-

law, consumer loss can be defined to include more than those

licly. And, to be safe, maybe drive a Honda.

Rachel Hirsch is a Senior Associate at Ifrah PLLC, a law firm in Washington, D.C.

17


· Issue 39 · July 2017

Identifying and Solving Issues

that Inhibit Scaling

by Mark Standfield

olds. This process is repeated again and again, account after

Mark Standfield

M

account, month after month. ost advertisers focus intently on overcoming marketing and advertising limitations, because it’s assumed these are the primary issues pre-

Unfortunately, this just puts a temporary band-aid on the problem. Sustainable results aren’t achieved. Is there a better solution?

Overcoming Challenges

venting growth. While these certainly are valid concerns, there are other challenges that hinder the ability to scale -challenges that need just as much attention as leads and conversions if sus-

Here’s the sustainable option that will yield long-term growth. Risk is monitored in real time, so an increase in charge-

tainable growth is the objective.

back activity is detected immediately. Then, the reason why

What’s Impacting Growth?

chargebacks are occurring is researched, so the underlying is-

Oftentimes, it can be difficult to secure payment process-

sues can be identified and resolved. This creates a processing

ing capabilities and maintain MIDs (merchant identification

portfolio with sustainable health, where risk is promptly and

number). While these tasks aren’t easy, they are necessary.

effectively mitigated.

Because without adequate processing volume, sales and

This process will ensure current accounts are maintained, but more importantly, it builds credibility in the indus-

profits can’t be scaled. That’s why it’s important to understand the risk KPIs that

try. Processors are more likely to honor requests for additional

processors are monitoring. Why would a MID be lost, and why

volume if risk is successfully mitigated for the MIDs that have

would additional volume requests be denied?

already been granted.

The answer is excessive chargebacks--the number one reason why merchant accounts are closed. MIDs are lost because chargeback thresholds were

How is risk monitored in real time? And how is the cause of chargebacks uncovered? The secret lies in the data.

breached. Because thresholds were breached, the business is

Combining data from all platforms in a single access

perceived as a risky investment. Processors will be reluctant

point provides complete transparency. Chargeback activ-

to offer additional accounts because they haven’t received

ity and corresponding KPIs can be monitored by applicable

proof that risk can effectively be mitigated.

variables--like traffic source, rebill cycle, price point, and more.

Consider a very common scenario:

Patterns can be established and, more importantly, abnor-

Industry experts provide advice on how to boost conver-

malities will be revealed. Unlike other risk mitigation strategies

sions. Their tips work--more sales are secured. But all too often,

that produce short-lived results, this data-driven intelligence

the advice is lacking information about the big picture and what

yields long-lasting chargeback prevention.

conversion ratios can bring--which is high chargeback ratios.

While this concept might be revolutionary, compared to

Without insight, as to a better solution, each merchant ac-

what is commonly practiced, the idea really isn’t all that for-

count is analyzed one by one in an effort to determine what

eign. After all, data analysis is applied to every other compo-

is needed to keep that particular MID from breaching thresh-

nent of affiliate marketing. Why not risk mitigation?

18

Mark Standfield is president of Midigator, a data-driven and technology-enabled chargeback management service. Visit http://go.midigator.com/advertisers


· Issue 39 · July 2017

Pitch New PPC Partnerships With

Client-Focused Features by Nick Oswald

Y

Nick Oswald

ou’re at the top of your search game. You optimize all the keywords that perform and nix the ones that don’t. You’re a quality score sherpa that knows all the

“Protect Your Brand Messaging”

ways to the top of the SERP (search engine results page). As

Remind the client that their competitors can bid on their

a PPC (pay per click) affiliate, you know all the right keywords

trademarked terms and say (almost) whatever they want, as

for success, but how do you convey that to your next client?

long as they don’t use unowned trademarks in the link title or

You have to know the KPIs (key performance indicators) that

ad copy. That may come as a shock to your client, and it’s the

really matter to marketing decision makers.

perfect opportunity to show your potential value.

Here are three actionable features that will help you explain

Having a third party speak for a brand is a crucial part of

what your efforts will accomplish for a merchant’s overall goals:

paid search. If you’re already increasing your client’s exposure, you’re also multiplying the voices that vouch for their brand.

“Increase Your Exposure” Depending on what kinds of search efforts the merchant

Your partnership increases their positive messages and minimizes competing ones.

already applies themselves, your client just wants to know how you’re going to increase their brand’s exposure. Lead off the conversation with the SERP positions you plan on filling with their branded content.

“Reduce Your Costs” If they’re not convinced by the first two points, then pull out the big guns. Partnering with you will save the merchant

If they have no paid search presence, then your message

money. They will be paying less per click and avoiding “tire

is all about doubling their current positioning – paid results

kickers”, while you’ll only get paid when you refer a sale or

plus their existing organic results.

lead. You’re taking all the risk by applying your campaign ex-

If they run their own, in-house paid search program for

pertise to their PPC program, and they get to reap the reward.

their trademarked terms and occupy just one paid search po-

Of course, you will, too, when you start earning commissions

sition, explain how your efforts will effectively give them the

from referrals.

first three spots on the page: number one (first paid), number two (second paid), and number three (first organic).

You know what you’re talking about when it comes to paid

If their SERPs are plagued with competing ads, explain

search campaigns, but it’s time to speak your client’s language

how you’re going to drive down the competition. You’re mul-

if you want to land your next partnership. Trigger the right kinds

tiplying the space that your client inhabits and pushing other

of interest by using the key talking points above, and you’ll be

brands further down the page.

winning more business and growing your portfolio.

Nick Oswald is the North American Affiliate Marketing Manager for cleverbridge – an ecommerce solutions provider.

19


· Issue 39 · July 2017

Affiliates: Convert More Sales with

Email Marketing Analytics by Taylor Barr Taylor Barr

A

ccording to Mckinsey and Company, email marketing is nearly 40 times more effective at acquiring

eager for full on help (an ideal prospect). Then, you can

customers than selling on Facebook or Twitter -

segment these prospects and move them between cam-

combined. But, when is the last time you evaluated your email

paigns as they grow with interest.

marketing efforts? Maybe you tried email marketing before,

»» Rethink your email copy. Writing emails is an art form.

maybe you got sidetracked, or maybe you simply need to re-

Take a look at your email campaign copy and be honest

fresh your techniques. Either way, it’s time to take control.

with yourself. Are you concisely focusing on the pros-

Resuscitate your email marketing with these advanced techniques to get back on track.

pect and sharing how a) their problem is solvable, b) your product or offer solves that problem, and c) that their problem is worth solving right now?

»» Test and rein in your email opt-in trigger. Too many

»» Go further with email automation. Do you move sub-

times, affiliates trigger their opt-in email or lead magnet

scribers between marketing campaigns based on their

right when a user lands on their website, which increases

individual buying habits? Or, are you analyzing each land-

their bounce rate and lowers their email list opt-in rate.

ing page they come to and seeing where they are in your

Avoid this by testing three key elements: placement

sales cycle? Email marketing automation can close the

(sidebar, pop-up, or slide up prompts), value proposition

gap on abandoned subscribers or failed attempts at

(guide, e-book, a different call to action, or an opt-in later

pitching products and promotions to disinterested pros-

in the cycle), and timing.

pects on your list.

»» Personalize, segment and qualify. Experian reports

»» Optimize. To improve your conversion rate and revenue

that personalized emails generate six times more reve-

generated from your email list, set time aside every 60

nue than non-personalized emails, but personalization is

days to capture what is working and what can be im-

more than just a first name. Different levels of prospects

proved. Optimizing your campaigns is one of the num-

require different value-driven email campaigns or you

ber one areas I see affiliate marketers overlook when it

risk them losing interest and ultimately unsubscribing.

comes to email marketing.

Avoid this by asking them a few questions to determine if they are “just shopping” (looking for free solutions), ready to do-it-themselves (willing to pay a small amount), or

20

As they say, “the money is in your list,” so use the above strategies and rock your email marketing.

Taylor Barr is the Global Affiliate Marketing Manager for GetResponse, an email marketing software company.


· Issue 39 · July 2017

Social Media

And Its Place In PR by Michelle Held

I

n the months since Affiliate Summit West, there have been

Michelle Held

some spectacular social media fiascos. One of the most memorable was United Airlines (UAL)

CEO, Oscar Munoz, taking to the airwaves labeling the violent removal of one of his passengers as “having to re-accommodate” them. The incident, recorded with smartphones, went viral on social media, and so did Munoz’s non-apology, causing UAL a temporary loss of $1.4 Billion in valuation. Two days

Kids have an innate ability to sense inconvenient mo-

later Mr. Munoz finally made amends by taking responsibility

ments in their parent’s life, and this was an “incident” that

with another statement.

every can parent can relate to. What could have spun into a

British Airways (BA) suffered a catastrophic IT outage

televised embarrassment was handled smoothly by an experi-

from May 27 to May 29, 2017. All computer systems at its hub

enced crew that brought both the BBC and the family positive

in Heathrow airport and nearby Gatwick Airport were offline -

media coverage.

from passenger check in, to baggage routing, and even their website. What did they have left? BA directed passengers to

Social Media: Mea Culpa

consult Twitter for the latest updates. They posted an expla-

During a June International Air Transport Association Gen-

nation from their Chairman & CEO, Alex Cruz, in the form of a

eral Meeting, three major airline CEO’s said they felt they had

pinned Tweet. Unlike UAL, the video also included a sincere

under 15 minutes to respond to an incident. They know the pub-

apology. Spot on, right?

lic will start posting and streaming before they land and getting

Since the call centers and website were also affected by

out in front and owning the story is critical to public relations.

the IT outage, Social media was their only means of commu-

A solid social media strategy involves more than just re-

nication. Twitter had no real-time information. Passengers

acting to public relations disasters. Businesses that are not

reported three hour long lines just to leave the airport sans

active on social should realize that whether they participate

their luggage.

or not, their customers are out talking about them. Choosing to be a part of the conversation is up to them. For major

Not All Fiascos are a Fiasco Do you remember those two adorable toddlers that

brands, this usually is not an issue, but they can still be tone deaf as UAL was.

crashed a live BBC broadcast with South Korean expert Pro-

The first step is to establish a presence on as many chan-

fessor Robert Kelly (aka their Dad)? The BBC could cut to a

nels as possible. If you’re a startup, then choose one or two

commercial, but calmly powered through the segment. The

and master them. Find a few productivity tools. Most of all,

result lit up the internet.

work on listening for mentions of your brand.

Michelle is an and author and consultant who blogs on metrony.com and askcybersecurity.com

21


· Issue 39 · July 2017

Staying Connected -

4 Tips for Email Engagement Andy Summerlin

W

by Andy Summerlin

hat would it mean to your web site to get visitors to return... even just one more time? Site owners have been fighting bounce rates

since the dawn of the internet. It’s worse than ever these days

Once subscribed, most users will open a message at least

with more choices and click bait at every turn.

once if you’re in the inbox. You have one shot to give them

One of the best ways, if not the best way, is email. Get

a reason to open the next email. Providing something

your users on an email list or newsletter, send them some-

of real value (content, savings, and knowledge) builds a

thing relevant, and encourage them to return. Then they aren’t

stronger bond between the reader and your brand.

lost and gone forever when they bounce from your site.

Providing it frequently keeps you just a click away from

It may sound simple, but it’s not easy. Most sites don’t execute email well. It’s a different skill set than media buying, content development, product marketing, and other fundamentals of your business. Here are four basic principles to help retain and grow your traffic and business with email:

the user coming back to your site. Ask yourself, “would I open and read this email?” »» Balance. Now that you’re building a dedicated user base, keep them with a good user experience. Keep your templates simple and consistent with a good balance of content and promotion. Tune your marketing messages to

»» Opt-in. You must have a user’s permission to email

your audience. When done properly, advertising can gen-

them. Otherwise your program is doomed to fail. We are

erate revenue and add value for your users. When done

all familiar with spam and promo folders, where email

properly, advertising can also add value for your users.

goes to die when you mail without proper permission.

»» Execute. Don’t be surprised if you hit obstacles in building

Get this part right or the rest is for naught.

your email program. A consistent, profitable email news-

»» Value. These days, email filtering decisions are based

letter is doable; persist. Inconsistent mailing causes loss

on your user’s engagement with your mail, especially in

of awareness and deliverability issues. Incorrect treat-

Gmail. (Let’s face it folks; the game is increasingly won or

ment of customer data or bad practices cause regulatory

lost in Gmail these days.) If you provide value, your recipi-

issues, so make sure your vendors are vetted and proven.

ents will open your mail and you’ll hit the inbox.

Good luck; the rewards are worth it.

22

Andy Summerlin is VP of Audience Development at ArcaMax Publishing


· Issue 39 · July 2017

Mobile Ad Fraud:

Exposing the Threats

by Dale Carr Detection »» Look for Deviations from Patterns. Your past data already tells a story and provides valuable baselines for normal campaign performance. Every campaign type

Dale Carr

I

has an established performance pattern you should be measuring including: event times, retention, engage-

n 2016, the global mobile advertising market reached $80

ment, uninstall rates, and conversions. Report any irregu-

billion, and according to Magna Global, is expected to grow

lar activity to your ad partners.

by 31 percent this year. By 2021, the global mobile advertis-

»» Installs from Suspicious Sources. A common red flag is

ing market will hit an incredible $215 billion, (representing 72%

large number of installs from a single source. This could

of total digital budgets).

be a sub-publisher source, specific IP address, or other

Career criminals have recognized the strength of the mobile ad industry, and have devised devious methods of tapping into the flow of funds.

device user-agent. »» Internal Stakeholder. Have a dedicated company person closely track numbers. Someone within your com-

Here’s how mobile marketers can identify ad fraud and

pany should be able to detect nuances in reporting data.

Prevention :

protect their campaigns from falling prey.

What is Mobile Ad Fraud?

These practices can help prevent the occurrence of ad

Mobile ad fraud is complex and has taken on a variety of forms. Much has been written about Impression fraud with bot-fraud, ad stacking, and click-farms.

fraud before it happens: »» Buy Direct When Possible. Buying directly from the mobile publisher when possible, and/or buying via a mobile

More recently, mobile ad fraud has extended to a newer type of fraud with attempts to trick measurement and attribution companies into giving credit for an app install to the fraudster, instead of the authentic, real source. Common types mobile app install ad fraud are: »» Click Spamming. Fraudsters intercept normal user activity to create fake ad clicks in large volumes in order to be assigned any install undertaken by the user.

ad agency or platform partner who has direct relationships with publishers helps improve quality. »» Buy Premium When Possible. Premium publishers may cost more, but trustworthy relationships are worth it. Your ad platform partner has already vetted the premium environments. Don’t get sold on getting more for less – remember the golden rule: You get what you pay for. »» Partner Up. There are several third parties that offer pro-

»» Click Injections. In this scenario, fraudsters insert a fake

prietary ad fraud security services (e.g. WhiteOps, Forensiq,

ad “click” at the moment just before attribution is as-

Fraudlogix), as well as trustworthy mobile ad attribution

signed, in order to be the last click. The source of the last

and measurement companies with inbuilt fraud detection

click is the one to be compensated.

technologies (e.g., Adjust, AppsFlyer, Apsalar, Kochava,

»» Fake App Installs. Simply put, fraudsters create a fake user, then simulate click and install events

24

TUNE). Don’t forget to ask your mobile ad platform partner about their fraud detection and prevention practices.

Dale Carr is founder and CEO of Leadbolt, an award-winning high-performance mobile advertising platform.


· Issue 39 · July 2017

Taking Back

Control

by Thomas Rhys Jones

T

he traditional model for merchants in the affiliate world has been to work with networks to provide them

Thomas Rhys Jones

with a vital source of revenue, enabling them to work

on a very cost efficient, commission-based reward system. In the beginning of any brand’s life, it’s logical to take that approach; investment needs to be made wisely, and if there are any ‘quick wins’, they must be pursued. But once your business is running, stable, and producing results, what then? Like performance marketing, in general, the methods

One of the biggest downsides with outsourcing your af-

used by both affiliates and merchants need to evolve with

filiate marketing strategy is simple; who will understand your

the times to produce continuous results. Those that embrace

brand like your own people? This is something incredibly hard

change in the right way at the right times are invariably the

to impart on those who aren’t part of your organization.

ones who reap the success later down the line.

It’s the nature of the network beast that teams of account

First-adopters of mobile innovations, retargeting, and

managers, who work on multiple brands, fumble for the same

newer technologies have ridden the wave of this modernisa-

coverage in the same places time and again. Who has your

tion and this is true time and again in many marketing stories.

brands best interests at heart?

The affiliate marketing space has matured into and will be

Attitudes toward affiliate marketing are changing, and it’s

an increasingly significant channel for driving sales for mer-

being recognized as the powerhouse of marketing that we all

chants of all sizes. According to a 2016 study by Rakuten, US

foresaw, but outside of the network model, there are still some

affiliate marketing spend will increase by a compound annual

lingering doubts.

growth rate (CAGR) of 10.1 percent between 2015 and 2020, to an estimated $6.8 billion industry. So, your brand is experiencing growth, exposure, and success, but how do you keep up this pace? Logically, the next

What about quality assurance, trust, and transparency for affiliates? I can only advise this should come directly from a fully-rounded and efficient affiliate department that garners great working relationships with their partners.

step would be to reinvest into this achievement to facilitate

Having experienced both sides of this, I find it irrational

continuous evolution. How are brands taking control of their

that this laissez-faire approach to networks is the ‘norm’. As

affiliate futures for increased profit and better relationships?

a business, we’ve progressed so far, why do we insist on do-

As important as networks are, once you have cemented

ing things the same way? Investments in technology and the

your affiliate program, it may make sense to move your affili-

right people will ensure your brand has a steadfast approach,

ate business in-house. Take control of your brand by directly

in control of the way your brand is exposed, while saving (what

managing who you work with, when, and under what terms.

is for established brands) needless network expense.

Thomas Jones, Commercial Director for XCaliber, a leading software company empowering both brands and affiliates.

25


· Issue 39 · July 2017

Answering the Top Affiliate

Payment Questions by Miko Manglapus

“How do I lower the cost?” There are a lot of factors that go into the pricing of payments that affiliate platforms can become savvier on. When sending mass payments (lots of volume, low value) through

Miko Manglapus

a bank, the funds are traveling over a correspondent banking network that charges a fee at every stop before it reaches the end recipient. Additional costs come into play with foreign ex-

“T

change (FX) and multi-currency transfers. Affiliates platforms he industry is growing internationally, and I’m

should insist on transparency with knowing how FX rates are

having a hard time keeping up.” This was one

set, and the impact their volume and value has on pricing.

comment I heard over and over from affiliate net-

works and platforms at recent Affiliate Summit events. Central to those challenges? International payments. Here we’ll try and tackle a few of those top questions and pain points.

“How do I tackle compliance?” As one of the most monitored environments, international payments are filled with regulations and compliance standards that can often seem like a burden to digital busi-

“How do I send commission payments into X

nesses. However, these policies and requirements are crucial

country?”

to eliminating illegal activities, and are centered around anti-

Whether it’s eastern Europe, the United Kingdom, or Asia,

money laundering (AML), counter terrorist financing (CTF),

the first step into paying into a foreign country is to under-

and Know Your Customer (KYC). Affiliate platforms can do

stand your affiliates preferred payment method, and what is

several things to reduce their risk profiles including maintain-

available in their local market. According to the 2016 Affstat

ing updated articles of incorporation documents, monitoring

report, nearly 50% of affiliates prefer to receive their com-

recipient databases for any fraudulent or risky transactions,

mission payments by direct bank deposit. We’ve found that

and partnering with a fully licensed money service business

percentage grows even higher when you add the preference

to screen all transactions against OFAC and other sanction

of local currency deposits for payments to foreign countries.

entities lists.

That’s because eWallets and prepaid cards, for example,

As affiliate marketing surpasses geographical boundar-

are not available in everywhere, especially in developing and

ies, networks and platforms that can simplify the payment ex-

emerging markets. I recommend that platforms have multiple

perience with fast, low cost, and flexible options stand to gain

payment options in place as they scale globally.

the most from the industry’s continued growth.

26

Miko Manglapus is a business development manager at Transpay a cross-border payments company.


· Issue 39 · July 2017

Tips for Successful Brand

and Influencer Partnerships by Brian Nickerson

P

Brian Nickerson

artnering with influencers represents the future of social commerce; yet, getting collaborations right isn’t always easy.

For any brand hoping to increase influencer campaign

ROI and better partners with this increasingly important sec-

Yes, it is important to provide sponsorship guidelines, but also allow the influencer to engage with your content/ product in an organic, unique, and original manner.

tor of the digital media space, consider these tips based on

»» Set & Manage Expectations. Set expectations up front

our experience creating MagicLinks to facilitate thousands of

in a clear, concise manner with specific dates and tar-

brand-to-influencer partnerships on a daily basis.

gets. For instance, asking for several additional Face-

»» Authenticity Is Key. Think of influencers as brands in

book, Twitter, and Instagram posts at the last minute is a

and of themselves, who have a specific and authentic re-

not good way to get an influencer to love your brand and

lationship with their close-knit community of fans. Work

working with you. Having open communication channels

with them to have them share your brand and your brand

with your influencers is a great way to manage bilateral

mission in their own voice - that’s what resonates with

expectations.

their followers and drives sales for your brand.

»» Invest Long-Term. Investing in your long-term relation-

»» Measure Attribution. As a brand you MUST get this right

ships with influencers is highly advisable for any brand

- it is essential to understand who is actually driving pur-

seeking to gain traction with younger-skewing audienc-

chase decisions. What tools are you using to understand

es. Influencers, as a channel, drive new, first time cus-

the full impact influencers have? Are you paying last-

tomers from mobile devices, particularly from the highly

click, low-value-added sites rather than the influencer

valuable millennial and Gen Z demographics. Invest in

who inspired her fan to buy your product? Get this wrong

this channel - today’s hottest new brands are embracing

and you risk neglecting those who are you biggest brand

influencers and growing exponentially.

advocates with the highest percentage of first time cus-

As an example of a leading brand embracing influenc-

tomers to your brand.

ers, BooHoo, a global fashion leader focused on fast-fashion

»» Let Influencers Be Creative. It can be tempting to micro-

based in the UK, has made influencers the core of its market-

manage influencers, but brands who embrace their cre-

ing strategy BooHoo’s stock price is up 5x to more than £2B

ativity to share their experience with your products often

over the past 18 months, according to the Financial Times,

garner the best results. Your partnership buys you creative

which represent an outstanding achievement in a highly com-

direction, filming, editing, publishing, and distribution. Cre-

petitive market, and demonstrates the high-value results that

ators are fully functioning production studios in this sense.

can stem from effectively partnering with influencers.

Brian Nickerson is Founder of MagicLinks, the award-winning YouTube Influencer marketplace.

27


· Issue 39 · July 2017

Cost-Effective Anti-Fraud for Advertisers

Adam Pivko

F

raudsters are getting smarter and more advanced, taking advantage of credit card breaches, as well as dark-web/black-market locations to obtain tools and

stolen identity or card data. This, combined with banks making it easier for clients to chargeback transactions, and siding with cardholders over merchants, is creating an ever-growing

Without Conversion Pain by Adam Pivko

need for anti-fraud strategies and tools. Therefore, it is imperative that online card-not-present retailers take action to protect their businesses.

AVS/CVV techniques, then increased protection is required.

Identify Problem

This is best achieved on the front end, prior to your transac-

The first step to decreasing chargeback rates is identify-

tion going to the gateway or bank.

ing the problem and determining where your business is most

There are many tools and services available in the market

vulnerable. This can be done by assessing the chargeback

for fraud prevention, each boasting their own strategies for in-

reason codes you are receiving and categorizing them into:

tervention, such as: rule based approach with machine learn-

fraud, friendly fraud, or merchant error.

ing, artificial intelligence, and some with chargeback guar-

Not all chargebacks mean the same thing, therefore

antees. I advocate for a rule based approach combined with

knowing where to focus your next phase of strategies is an

machine learning because it allows you to be firm on ideal

important part of protecting your bottom line. For this article,

customer habits, offers intelligence around order linking, and

lets focus on true fraud… something I call “online shoplifting.”

database depth and breadth to make decisions for yourself.

If you are just beginning to define the source of fraud in

To effectively employ this method, it’s imperative to skill-

your business, it is advisable to begin with the basics that the

fully configure the rules as well as frequently revisit them for

card networks provide at no additional cost, namely, AVS (Ad-

optimal performance. I always recommend starting off a little

dress Verification System) and CVV (Card Verification Value)

bit looser with your rules, then tightening over time to achieve

checking. With these simple, free tools, you can minimize

the desired conversion rate impact vs. chargeback rate reduc-

petty fraudulent transactions such as stolen card numbers or

tion balance.

compromised identities, and mitigate friendly fraud. Additionally, you can use this collected information during chargeback disputes with the issuing bank. These methodolo-

In my experience, many clients are comfortable with around a 2-5% conversion rate impact, usually delivering at least a 15% reduction in overall chargeback rates.

gies have very low false positives (blocking good transactions)

There are other alternatives worth considering too; fric-

associated to them, with no friction or delays to processing

tionless 3D Verification, alerts, manual reviews, as well as ser-

times, so the rewards in almost all cases outweigh the impact.

vices to help fight chargebacks after they happen (represent-

Implement Solution

ment). A well-rounded approach is encouraged.

If fraud chargeback codes still make up a significant percent of your overall chargeback reasons after employing the

28

For any questions, I’d happy to help, and believe that protecting your business, should be easy and cost effective.

Adam Pivko is a Payment Processing and Anti-Fraud Specialist with 7+ years e-commerce industry experience.


· Issue 39 · July 2017

Why Tiered Commission Structures

Don’t Work by Geoff Marshall Geoff Marshall

T

he commission structure for any affiliate program is one of the most important elements that affiliates

likely add extra exposure onsite to optimize the new customer

look at prior to joining a program, or deciding which

rate. In this case, you will be paying higher amounts, but won’t

merchant to promote among the competition.

be seeing any extra exposure to acquire more new customers.

One popular option is a tiered commission structure,

The best way to drive new customers is by securing

where the merchant will pay different rates based on certain

prime real estate with your partners. This has to be more in-

criteria. Some examples include volume, new-to-file vs. return,

tentional than hoping that they will see how much more they

SKU or category, and affiliate category type.

are making on new vs. return customers. You have to inten-

Many of these make sense on the surface, but I would argue don’t work, and worse –give away precious spend budget.

tionally place your brand in front of more consumers to have any chance of acquiring more new customers.

The main thought behind utilizing a tiered commission

One of the most popular methods that program manag-

structure is to motivate publishers to optimize performance to

ers utilize for securing extra exposure on affiliate sites is to

the higher rate. However, many top publishers work with thou-

give a short-term commission increase. This can be difficult,

sands of merchants, and are not reviewing the performance

if not impossible, to do with a tiered structure. Many publish-

of every single brand they work with frequently enough to ad-

ers, especially the loyalty publishers, are unable to be able to

just. They just don’t have the time or resources to do this. The

effectively display the cash back with a tiered structure, and

result is paying higher rates without intentionally affecting the

often choose the lowest tier to advertise to avoid over-paying

result you desire.

cash back.

For example, say you are trying to drive more new cus-

So what should you do instead? Calculate a flat baseline

tomers through the affiliate channel. You think, “I’ll just pay

that is comfortable given margin considerations, and allow

higher amounts for new customers, and lower amounts for

room for higher rates to secure exposure. Give your partners

return customers, and the affiliate will optimize accordingly.”

compelling exclusive offers, or other assets, to secure prime

However, this is just not the case.

real estate. If none of these options are available, negotiate

First of all, your partner may well decide to promote your

test rates to try placements with flat fees.

competitor if they see the structure as confusing or unfair.

The key is to spend your marketing dollars intentionally,

The desired outcome of driving more new customers will not

rather than hope that your partners will notice your new struc-

be achieved under the best circumstances, as they will not

ture and optimize accordingly.

Geoff is currently serving JEBCommerce as the Director of Affiliate Services, in Coeur d’Alene Idaho.

29


· Issue 39 · July 2017

Are You Losing Potential Affiliates

To Amazon?

by Paul Schroader

Paul Schroader

H

ave you ever found a product that piques your interest, but requires a lot of research before you’re comfortable purchasing it? We’ve all been there. It’s got

to deliver on its promises and give you your money’s worth. Your research will likely take you to in-depth blogs and/or review sites (affiliate sites). These sites usually go into great detail about the product you’re looking into. Once you’ve thor-

ates prefer to use Amazon links because of the Prime shipping

oughly read through the information presented, you feel more

benefit, better prices, and a huge selection of products.

comfortable about the product. The site has strategically

Many customers prefer to buy direct from the merchant,

placed “Buy Now” links on the page, so you decide to click

but if the prices on Amazon are much lower than those on the

through. Instead of going to the merchant’s site, you’ve been

merchant’s site, guess who is going to make the sale. Affili-

directed to Amazon and, guess what, it’s being offered at a

ates understand this and, if they see a big discrepancy in pric-

serious discount. Bonus.

ing, they will likely push their traffic to Amazon. Also, if your

As a customer, I am satisfied. As an affiliate manager, this scenario makes me cringe. I see the merchant giving away

site converts poorly, chances are that affiliates will learn this and, again, send their traffic to Amazon.

margin and losing the opportunity to gain a customer. When

Make sure your site is optimized for conversion and is

this type of conversion takes place, the customer doesn’t be-

competitive from a pricing perspective, then let your affiliates

come part of the merchant’s house list, as they are considered

know that sending traffic directly to your site will yield more

an Amazon customer.

commissions for them. It will take a concerted effort to iden-

For the roughly 50% of potential customers who don’t

tify those affiliates who have “pushed the easy button,” and

start their product search on Amazon, they need to be given

pointed traffic related to your products to Amazon, but it will

every opportunity to purchase directly from your site.

be worth it.

This means that you need to encourage affiliates to push

Once identified, you need to convince affiliates that switch-

traffic to your site instead of to Amazon. Encouragement

ing this traffic is in their best interest. You can offer a temporary

alone is not enough. You need to make linking to your site

premium commission or link update bonus, as motivation, and

more attractive than linking to Amazon.

let them know that with a longer cookie duration and higher

Between Amazon’s session-based cookie approach and ever-decreasing commissions, affiliates naturally want to work directly with merchants, right? Unfortunately, no. Many affili-

30

commission rate, they’ll earn considerably more money. Optimize your site and give affiliate influencers a reason to send their valuable traffic your way, instead of to Amazon.

Paul has managed affiliate programs since 1999 and is President of PS Web Solutions.


· Issue 39 · July 2017

Why Smart Affiliate Programs

Leverage Performance Partnerships by Robert Glazer

Robert Glazer

T

he smartest and most forward-thinking companies leverage Performance Partnerships in their affiliate

Performance Partnerships are about knowing and trust-

programs– or they are moving in this direction. Why?

ing what your partner is doing, which requires quality

Because this framework brings much-needed clarity and defi-

communication. Companies are opening their eyes to

nition to an affiliate program, something that has been lacking

the fact that there is no real difference between many

to date in the performance industry.

of their business development and partner relationships and relationships they have with affiliates. Therefore,

For a relationship to be considered a Performance Partnership, the following elements should be present:

they are beginning to redefine these relationships, seeing

1.

affiliates as partners.

There must be a CPA element. This means that the partner brings a certain behavior to the table, and once that

4.

A real-time tracking and payment platform. Perfor-

behavior is delivered and tracked, payment is then made

mance Partnerships use real-time tracking platforms to

in real time. Unless brands can make a clear connection

handle operating agreements, tracking, and payments.

between the results they’re getting, and the amount of

These platforms also provide transparent real-time re-

money they’re paying, there’s no clear performance link.

porting to both parties. For some, this may mean adopt-

2. Transparency is essential. The early years of affiliate

ing a traditional affiliate network solution. For others, it

marketing were plagued by a lack of transparency. A lot

may involve engaging a software as a service (SaaS)

of large affiliates refused to disclose their tactics. They

platform.

claimed that this was for proprietary reasons, but it’s

At present, many companies keep their non-affiliate re-

clear that a lack of transparency increases the chances

lationships separate from their affiliate programs, even

of questionable, or even fraudulent, behavior.

those who could benefit from the technology. In years to

A more partnership-oriented mindset is that transparen-

come, ideally, everything will be managed in one place. If

cy is about developing a quality relationship and having

all the above conditions are met, you can consider an ar-

clarity, understanding, and ease about what’s being done

rangement to be a Performance Partnership. If not, you

to promote and represent the brand. In a performance

can’t be sure what you’re entering into.

partnership, you know what your partner is doing and

Business development partners, influencers, and oth-

3.

how they’re doing it.

ers who have traditionally been perceived as separate from

There is a real relationship. Affiliate marketing is often

the affiliate model all have a part to play in the Performance

anonymous. You may pay for thousands of leads or sales

Partnership ecosystem. And the companies that leverage this

without truly understanding where they came from, or de-

framework in their business will experience the dramatic re-

veloping a relationship with the partners who brought them

sults that transparent, performance-focused, brand-support-

to you. That’s not the case with a Performance Partnership.

ive partnerships can offer.

Robert Glazer is Founder and Managing Director of Acceleration Partners and author of Performance Partnerships.

31


· Issue 39 · July 2017

Instructional Platforms for Robin R. Talbott

H

ave you considered if your online presence is ready for a knowledge share? Well, if not, think again. Many followers in your online audience are likely ready to

Reaping Online Rewards by Robin R. Talbott

learn from you. With a bit of planning, you can become their go-to expert, while creating your latest revenue stream.

Many choices for the educational entrepreneur

Creating your own educational

ious options, pricings, packages, and construction methods.

web site allows total control

After a brief search, you’ll see there is much online discussion

Therefore, it’s hard to know where to begin with all the var-

Free standing coaching, teaching, and membership web

as future E-professors Q&A each other, learning from shared

sites, allowing entrepreneurs to use their own domain names

experiences. But, the problem is, there is almost too much dis-

as URLs, have developed in the last few years to become more

cussion, which can be very confusing to the beginner.

turn-key and user-friendly. These platforms give each entrepreneur total control over their offering’s content, marketing,

Introducing an authority on instructional web sites

pricing, exposure, sale promotions, and possible coupon use.

Coming to our aid is Jeff Cobb, a self-appointed advocate for

This option of total control elevates the instructional

those of us wading through the instructional E-jungle. Jeff has a

entrepreneur from the revenue-sharing, cooperative forums

wonderfully obsessive intent to review and overview educational

initially found online for educational distribution. Total admin-

web sites at www.learningrevolution.net. His responsive, timely

istrative control means each entrepreneur builds dependable

comments are very helpful as he regularly adds new found infor-

online real estate, precluding surprise changes from the old-

mation, in addition to blog posts. Explore his site and you’ll find

style hosting, where decisions are made for the “good of all.”

his free Selection Guide and free offer for his Learning Revolutionary’s Toolbox. I wish I had known someone like Jeff when I started

E-learning market size to

on my journey of E-teaching, three years ago.

exceed US $240 billion by 2023 How about some examples of these dynamic platform

Consider creating a mentoring web site

packages allowing such authorship and monetary freedom?

Go to Jeff’s site to see if teaching or mentoring online

Well, this long list is not easily gathered, as there are many ed-

speaks to you. By taking this next step to expand your online

ucationally formatted web sites now vying to set you up as a

presence, you may easily break into new markets, while be-

credible authority. In fact, Global Marketing Insights states, “E-

coming accessible to millions of international students, who

learning market size was valued over US $165 billion in 2015

then become clients. By sharing your knowledge, you will es-

and is likely to grow at over 5% from 2016 to 2023, exceeding

tablish your credibility and authentically promote your pres-

US $240 billion.”

ence as an online authority.

32

Robin R. Talbott (@SunbonSmart) digitally markets at SunbonnetSmart.com


· Issue 39 · July 2017

Using KPIs for

Affiliate Campaign Success by Travis Glenn

A

Travis Glenn

ffiliate marketers have long known a simple rule: keep the merchant happy for long-term success on a campaign. The merchant, also known as the ad-

tems that help them analyze much of this data to measure

vertiser, the client, the product owner, etc., is the company

every component of the engagement with the prospective

that benefits from the marketing activities. They are also the

customers you send them.

company that is ultimately paying the bill to the affiliates and the affiliate network.

Depending on your traffic source, promotion methods, and your arrangement with the client, you may not have a

Merchants have traditionally listed conversion points and

way on your side to measure every single KPI metric. In the

target demographics they provided to the affiliates. However,

instances where you’re unable to self-verify these metrics,

the last several years have seen a huge increase in clients

speak with your affiliate manager and see if this information

expecting completion of very specific Key Performance In-

can be reported over to you on a regular basis.

dicators (known as KPIs) to consider a conversion valid. By

Good affiliate networks and clients will welcome some-

digging into exactly what the KPIs are for a certain offer, the

one who is interested in this information, because they know

affiliate can make sure he is setting up to deliver on client qual-

that is an indication of a knowledgeable, organized, respon-

ity expectations.

sible affiliate.

A detailed set of KPIs for an offer can give you a lot more

Make sure to seek out information on the KPIs for an offer

information than simply knowing the conversion point. For ex-

before you begin promoting. Clients and affiliate networks do

ample, one of the KPIs on a mobile app or game offer could be

not always list all KPIs on the offer info page, but if you ask the

number of times a user opens the app within a set time period

right questions, you will be able to get the information.

(48 hours, 5 days, etc.).

Affiliates should strive to be as informed as possible as

For a finance offer, the KPI could be based on the income

to what actions the client is qualifying and judging the qual-

range of your leads, or the amount of credit they are applying

ity of your conversions. Conducting split-tests and measur-

for. Ecommerce merchants may score your performance indi-

ing different traffic sources against the offer’s KPIs will give

cators by looking at the average cart amount, the amount of

you a leg up with optimization and long-term success on your

sales or discounts utilized, cancellation rates, and more.

campaigns.

Sometimes the KPIs are obvious; sometimes they may

Merchants, if you aren’t sharing your primary KPIs with the

be something that seems completely unrelated. The bottom

affiliates promoting your offers, you are missing an important

line is clients are collecting more data, and they are using sys-

opportunity to help them provide the best possible results.

Travis helps companies increase results using affiliate marketing and social media strategies. On twitter @travispeerfly

33


· Issue 39 · July 2017

Affiliate Summit East 2017

Agenda

photographer on how to take better photos and even a live

Day 0

Saturday, 7/29/2017

blog critique by ShareASale Blogger Liaison, Abby Schaller! Prerequisites: In order to get the most out of this event, we highly recommend the following:

Early Check-In Open

»» A blog!

Time: 12:00 pm - 8:00 pm

»» A laptop

Location: 3rd Floor Atrium

»» A camera or cell phone with a camera

Come by Saturday to pick up your badge and attendee bag

»» Active ShareASale Account

so you can enter immediately on Sunday when the confer-

»» Approved by at least 3 Relevant Merchant Partners

ence opens!

(contact us if you need suggestions!) At the end of the sessions, you will actually implement these strategies at various stations. We hope you leave

ShareASale Blogger Pop-Up Time: 12:30 pm – 4:00 pm Location: Ziegfeld - 4th Floor This exclusive half-day event will be full of workshops and interactive sessions that allow you engage face-to-face, learn from us directly about our tools & features and mingle with the ShareASale team and fellow bloggers. The event is for you if… »» You’re looking to turn your existing blog into a business »» You’re already monetizing, but looking to make more money with Affiliate Marketing

with a well-rounded and polished set of blogger skills to put into practice at home. BONUS ALERT! All accepted applicants will get a FREE pass to attend Affiliate Summit East 2017! Anything else? »» Lots of coffee, beverages, and snacks. »» An overflow of information and tips for Affiliate Marketing. »» Fun activities that allow bloggers to implement what they learn on the spot. This Sponsored Event Requires a Separate Registration

»» You’re new or out of practice with ShareASale tools and technology Description: During the event, you will learn what it takes to set up an affiliate marketing strategy – then actually use what you learn on the spot! Included in the agenda will be best practices

Networking for Introverts Time: 5:00 pm - 6:00 pm Location: Astor Ballroom - 7th Floor

for identifying the right Merchant partnerships, a demon-

»» Missy Ward, Co-Founder, Affiliate Summit

stration and activity to help you set up a content schedule

»» Shawn Collins, Co-Founder, Affiliate Summit

and marketing calendar, and how-to tips on grabbing affiliate links with a special focus on incorporating links in

Does the idea of introducing yourself to a constant se-

social media. Plus, recommendations from a professional

ries of strangers over three days make you sick to your

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· Issue 39 · July 2017

stomach? Do you tend to enjoy quiet concentration, listen more than you talk, and think before you speak? Well, come to our networking for introverts’ workshop for some advice and exercises to get you ready to be a more effective networker. Niche/Vertical: Networking Target Audience: Affiliate/Publisher, Merchant/

Exhibit Hall Booth Setup Time: 8:00 am - 6:00 pm Location: Broadway Ballroom - 6th Floor Exhibitors may set up their booth at this time. Exhibitor Ribbon Required

Advertiser, Network Experience Level: Beginner, Intermediate, Advanced Open to All Pass Holders

Early Birds of a Feather Networking Time: 8:30 am – 10:30 am Location: Broadway Balcony 7th floor Kickstart your Affiliate Summit networking experience as

Day 1

Sunday, 7/30/2017

you break the ice, meet new people with shared interests, and explore ideas at this discussion-based networking event. Attendees must register to participate in this networking event, due to capacity limitations.

Check-In Open Time: 7:30 am - 6:00 pm Location: 3rd Floor Atrium Pick up your conference badge and attendee bag, and get started with Affiliate Summit.

How it works: Think about the topics you’re interested in discussing and complete the registration form here. (Based on submissions, the top 20 topics will be covered.) As you walk into the event, you will be provided with a list of topics and the corresponding table numbers.

Networking Lounge and VIP Cafe Time: 8:00 am - 6:00 pm Location: Shubert Complex - 6th Floor All attendees are welcome to take advantage of the tables

Grab a seat at your preferred table and join in on the conversation. Come with questions and share your favorite tool, trick or trend from this year. Don’t forget your business cards!

and WiFi to have meetings, catch up on work, or simply take a break. Coffee and Tea available to those with Refresh Drink Tickets. (The VIP area located within the Networking Lounge is open to VIP Pass Holders only.)

Meet Market Table Setup Time: 9:00 am - 12:00 pm

Open to All Pass Holders

Location: Westside Ballroom -5th Floor Meet Market Exhibitors may set up their tables at this time.

Press and Speaker Lounge Time: 8:00 am - 6:00 pm Location: Columbia/Duffy - 7th Floor The Press and Speaker Lounge is an area reserved for credentialed Press and Speakers only to grab some desk space, run through presentations, relax, and network. Press or Speaker Ribbon Required

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Exhibitor Ribbon Required


· Issue 39 · July 2017

First Timer Orientation

Exhibitor Snack Break

Time: 10:00 am - 10:30 am

Time: 11:00 am – 12:00 pm

Location: Astor Ballroom - 7th Floor

Location: Broadway Balcony 7th Floor

»» Shawn Collins, Co-Founder, Affiliate Summit

Fuel up and recharge with some snacks and drinks in a relaxed networking environment. (Your “Exhibitor Sunday

First-time attendees are encouraged to join Affiliate Sum-

Snack” Ticket must also be presented upon arrival).

mit Co-Founder, Shawn Collins for tips and advice on getting the most out of your time at Affiliate Summit.

Exhibitors Only with Exhibitor Sunday Snack Ticket

Open to All Pass Holders

Meet Market Open Opening Remarks & Keynote Time: 11:00 am - 12:15 pm Location: Astor Ballroom - 7th Floor »» Joe Theismann, Entrepreneur and Former Star Quaterback for the Washington Redskins »» Shawn Collins, Co-Founder, Affiliate Summit Networking Plus and VIP (Networking pass holders may attend by purchasing an individual session ticket)

Time: 12:00 pm - 6:00 pm Location: Westside Ballroom -5th Floor The Meet Market is a showcase featuring affiliate programs, networks, and vendors. Each exhibitor table is a meeting spot for teaching, learning, closing deals, creating partnerships and finding new opportunities. Review the Meet Market Map, to line up who you want to meet. Open to All Pass Holders

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· Issue 39 · July 2017

VIP Snack Break Time: 12:00 pm – 1:30 pm Location: Broadway Balcony 7th Floor VIP Pass Holders: Fuel up and recharge with some snacks and drinks in a relaxed networking environment. (Your “Sunday Snack” Ticket must also be presented upon arrival). VIP Pass Holders with Snack Ticket Only

Location: Manhattan Ballroom - 8th Floor »» Heather Paulson, President, HPC Management We will go over topics such as understanding coupon API strategies, getting your banners past ad blockers, video media scripting tricks, contextual SEO triggers and more! Niche/Vertical: Advanced Tech Target Audience: Merchant/Advertiser Experience Level: Advanced

Session 1A: 5 Factors of Entrepreneurial Happiness

Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Time: 12:30 pm – 1:00 pm Location: Empire Complex - 7th Floor »» Sean Steinmarc, CEO, TFC Tuition Financing Happiness is a key factor for success. We lead stressful lives. We lead busy lives. Do we lead happy lives? We’ll discuss 5 key things on which to focus to stay ahead of the happiness curve. Niche/Vertical: Success Target Audience: Blogger Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Session 2A: 7 Deadly Sins of Digital Marketing Time: 1:15 pm - 1:45 pm Location: Empire Complex - 7th Floor »» Jay Berkowitz, Founder/CEO, Ten Golden Rules Covering the 7 deadly sins of digital marketing, including: 4 factors of failed campaigns, set your strategies up for success, avoiding media meltdowns, and a hi-speed learning curve. Niche/Vertical: Advertising Target Audience: Affiliate/Publisher Experience Level: Beginner

Session 1B: How Affiliate Businesses Can Pay

Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Just 4% Tax in Puerto Rico Time: 12:30 pm - 1:00 pm Location: Soho Complex - 7th Floor »» Lisa Cogliati, CEO & Co-founder, Puerto Rico Business Link Learn about Puerto Rico’s Act 20 & 22 tax incentives and the steps involved with moving your affiliate business so that you can enjoy 4% corporate tax and 0% on distributions and capital gains. Niche/Vertical: Taxes Target Audience: Affiliate/Publisher Experience Level: Beginner Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Session 2B: How Dynamic Commission Splitting Is Changing Last Click Wins Time: 1:15 pm - 1:45 pm Location: Soho Complex - 7th Floor »» Chad Waite, Marketing Manager, AvantLink An in-depth look at the affiliate channel’s evolution over 20 years and how last click wins rewarding models are now being replaced with data-driven, real-time, dynamic commission splitting models. Niche/Vertical: Attribution Target Audience: Merchant/Advertiser Experience Level: Advanced

Session 1C: Advanced Affiliate Marketing Strategies Time: 12:30 pm - 1:00 pm

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Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)


· Issue 39 · July 2017

Session 2C: How to Find New Business Opportunities as an Affiliate Time: 1:15 pm - 1:45 pm Location: Manhattan Ballroom - 8th Floor »» Teodora Dobjanschi, Affiliate Network Manager, Avangate | 2CHECKOUT Learn how to position your business to a new vendor, how

Discover what it takes to create and build a successful and profitable blog, brand and business on the internet today. Learn from four seven-figure bloggers in this Q&A panel that won’t disappoint. Niche/Vertical: SEO Target Audience: Merchant/Advertiser Experience Level: Beginner Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

to select new vendors to work with, how to find them, and what to look for to build a successful relationship with them. Niche/Vertical: New Business Target Audience: Affiliate/Publisher Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Session 3C: An Advertiser, Affiliate Network, and Lawyer Walk Into A Bar Time: 2:00 pm – 3:00 pm Location: Manhattan Ballroom - 8th Floor »» Danielle Foss, COO, Blue Rocket Brands »» Melissa Fitzsimmons, Advertising Account Director,

Session 3A: 7-Figure Blogging: You Ask, We Answer!

Clickbooth.com, LLC »» Rachel Hirsch, Attorney, Ifrah PLLC

Time: 2:00 pm – 3:00 pm Location: Empire Complex - 7th Floor »» John Chow, Titles Are For Wimps, John Chow dot Com »» John Rampton, CEO, Due.com »» Syed Balkhi, Founder, WPBeginner »» Zac Johnson, CEO, MoneyReign Inc

Join three industry veterans for an in-depth discussion on how to strive for strong traffic relationships, thrive with best practices, and survive in the ever-changing world of performance marketing. Niche/Vertical: Traffic Target Audience: Merchant/Advertiser

Four of the industry’s most well-known and successful bloggers and online marketers come together to share their expertise, insight, & knowledge on how to build a success-

Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

ful business through blogging. Niche/Vertical: Monetization Target Audience: Blogger Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Ask the Experts Roundtables Time: 2:00 pm - 3:00 pm Location: Broadway Balcony 7th Floor »» Bill Rothbard, Attorney, Law Offices of William I. Rothbard »» Choots Humphries, Co-Founder & Co-President,

Session 3B: SEO & Monetization – Live Reviews Session Time: 2:00 pm – 3:00 pm Location: Soho Complex - 7th Floor »» Adam Riemer, President, Adam Riemer Marketing, LLC. »» Brian LaFrance, Lead SEO Analyst, CBS Interactive »» Carolyn Shelby, Director of SEO, Tronc, Inc »» Scott Polk, CEO, Scott Polk

LinkConnecter »» Michael Benedek, President and CEO, Datonics »» Nathan Smith, President, Zynali Marketing Solutions »» Create Images for Content that Facilitate Social Sharing – Nate Smith »» Cross-Device Attribution Challenges for Affiliates – Michael Benedek »» Ready, Set, Go: How We Launched & Drove Exponential Growth – Choots Humphries

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· Issue 39 · July 2017

»» Tips from an FTC Pro: How to Manage Your Regulatory Risk – Bill Rothbard The Affiliate Summit Ask the Experts roundtables are an opportunity for merchants, networks, and affiliates to ask questions about various specialties and issues. Handpicked experts handle topics in their specialty, conduct discussions, answer questions and share opinions during this networking and education session. The talks are literally at roundtables and you may come and go as you please.

Session 4C: Your Site’s Code is Hindering Your Success. Let’s Fix it! Time: 3:15 pm – 3:45 pm Location: Manhattan Ballroom - 8th Floor »» Stoney DeGeyter, President, CEO, Pole Position Marketing Website architecture issues lurking behind the scenes can make your website virtually invisible to search engines. Learn what the biggest roadblocks are and how to eradicate them for big online wins.

Open to All Pass Holders

Niche/Vertical: SEO Target Audience: Affiliate/Publisher

Session 4A: Commission Splitting: To Split or Not to Split? Time: 3:15 pm – 3:45 pm

Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Location: Empire Complex - 7th Floor »» Todd Crawford, VP, Impact Radius Advertisers often wonder if they should consider implementing commission splitting. Todd will detail the considerations and strategies for determining if you should compensate beyond last click. Niche/Vertical: Commissions Target Audience: Merchant/Advertiser Experience Level: Advanced Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Session 5A: Social Media: What’s Working and What’s Not Time: 4:00 pm – 4:30 pm Location: Empire Complex - 7th Floor »» Michelle Held, Owner, MetroNY, LLC Find out what kind of content is getting the most reach and engagement. Audit your strategy to get more out of your content. Niche/Vertical: Marketing Target Audience: Affiliate/Publisher Experience Level: Intermediate

Session 4B: Building a $120K Website With Lean Methodology and 80 Bucks

Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Time: 3:15 pm – 3:45 pm Location: Soho Complex - 7th Floor »» Ofir Beigel, CEO, 99 Coins ltd In this session you will learn how to use lean methodology for affiliate marketing campaigns; how to find your industry loophole; and why you should expand what already works. Niche/Vertical: Focus Target Audience: Affiliate/Publisher Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Session 5B: Morning Routines, Mindfulness, and Making Money Time: 4:00 pm – 4:30 pm Location: Soho Complex - 7th Floor »» Mike Buechele, Advisor, Adalytical I’ll show how a morning routine creates a platform for a productive day, how mindfulness can help you make better decisions, how motivation is BS and what really works, and resources to help. Niche/Vertical: Strategy

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· Issue 39 · July 2017

Target Audience: Affiliate/Publisher

Ever read sales copy so hot your credit card practically

Experience Level: Beginner

launched itself out of your wallet? Here’s the smooth and

Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

easy method to write that kind of copy for yourself. Niche/Vertical: Copywriting Target Audience: Blogger

Session 5C: How to Build & Monetize Your Brand Using Social Media

Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Time: 4:00 pm – 4:30 pm Location: Manhattan Ballroom - 8th Floor »» Jeremie Rykner, CEO, RyknerMedia

Session 6C: 5 Ways to Get Your Affiliate Program Ready for Q4

Learn how to build your personal/company brand by using

Time: 4:45 pm – 5:15 pm

social media, grow your audience and monetize it through

Location: Manhattan Ballroom - 8th Floor

Facebook, Instagram and Youtube using the latest 2017 growth hacks.

»» Adam Dahlen, Director of Performance Marketing, iAffiliate Management

Niche/Vertical: Social Media Target Audience: Affiliate/Publisher

This session will focus on practical tips for merchants to

Experience Level: Intermediate

prepare for Q4. Topics explored include: planning promo-

Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

tions and contests, securing placements, and finalizing new affiliate integrations.

Session 6A: The Podcasting Gold Rush Time: 4:45 pm – 5:15 pm Location: Empire Complex - 7th Floor »» Colin Thomson, Founder, Kast Media The podcasting boom is upon us. What makes podcasts the best format for content marketing? And how do you go from 0 to 1 million downloads within 3 weeks of launch, and $40k revenue in 2 months? Niche/Vertical: Podcasting Target Audience: Blogger Experience Level: Beginner Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Session 6B: The First Date Theory – How to Write Seductive Sales Copy Time: 4:45 pm – 5:15 pm Location: Soho Complex - 7th Floor »» Misha Hettie, Copywriter, Uncommonly Good Biz

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· Issue 39 · July 2017

Niche/Vertical: Q4

Just a short walk from the Marriott Marquis, ARENA is a

Target Audience: Merchant/Advertiser

beautiful venue with lots of artistic flair. The venue was “ren-

Experience Level: Intermediate

ovated to offer an ultra-modernized state of the art facility

Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

accented by the elegance of the venue’s original 1920’s architecture.” Join us as we get excited and usher in another Affiliate Summit!

Movers and Cocktail Shakers Reception Time: 5:00 pm - 6:00 pm Location: Shubert Complex - 6th Floor Mix and mingle with other VIP pass holders and kickoff Af-

Monday, 7/31/2017

filiate Summit West 2017 over cocktails and light fare. VIP Pass Holders with Reception Ticket Only

Check-In Open Time: 7:30 am - 5:00 pm Location: 3rd Floor Atrium

Network and Chill Time: 6:00 pm – 8:00 pm

Pick up your conference badge and attendee bag, and get started with Affiliate Summit.

Location: 7th Floor After a busy day of the Meet Market, educational sessions, and the Joe Theismann keynote, join us for some low-key networking. Have some drinks and meet new people before heading to the ShareASale Under the Stars party. Open to All Pass Holders

Networking Lounge and VIP Cafe Time: 7:30 am - 5:00 pm Location: Shubert Complex - 6th Floor All attendees are welcome to take advantage of the tables and WiFi to have meetings, catch up on work, or simply

Newcomer Program Meetup

take a break. Coffee and Tea available to those with Refresh Drink Tickets.

Time: 6:30 pm - 7:30 pm Location: Columbia/Duffy - 7th Floor

Open to All Pass Holders

The Affiliate Summit Newcomer Program helps connect first-time attendees with Affiliate Summit veterans. Conference veterans volunteer their time to share their past expe-

Networking Lounge Open

riences, ideas and information to help newcomers optimize

Time: 7:30 am - 5:00 pm

their time at the conference. This is an opportunity for those

Location: Broadway Balcony – 7th Floor

first-time attendees and conference veterans to meet. (You must be enrolled in the Affiliate Summit Newcomer Program to participate in this event.)

All attendees are welcome to take advantage of the tables and WiFi to have meetings, catch up on work, or simply take a break. Coffee and Tea available to those with Refresh Drink Tickets.

ShareASale Under the Stars Party

Open to All Pass Holders

Time: 9:00 pm - midnight Location: ARENA Event Space Who: Any ASE attendee - RSVP only! RSVP: SHRSL.ME/THEPARTY

Press and Speaker Lounge Time: 7:30 am - 5:00 pm Location: Columbia/Duffy - 7th Floor

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· Issue 39 · July 2017

The Press and Speaker Lounge is an area reserved for credentialed Press and Speakers only to grab some desk space, run through presentations, relax and network. Press or Speaker Ribbon Required

Session 7B: SEO: Ask Me Anything Time: 10:00 am – 11:0 am Location: Soho Complex - 7th Floor »» Bruce Clay, President, Bruce Clay, Inc. »» Duane Forrester, VP, Industry Insights, Yext »» Stephan Spencer, Manager, Koshkonong LLC

Exhibit Hall Booth Refresh Time: 9:00 am - 10:00 am Location: Broadway Ballroom - 6th Floor Exhibitors may come in during this time to refresh their booth from yesterday’s setup and prep booth staff. Grab-ngo coffee, tea and pastries will be served. Exhibitor or Sponsor Ribbon Required

VIP Buffet Breakfast Time: 9:00 am - 10:00 am Location: Westside Ballroom -5th Floor VIP Pass Holders: Fuel up on a hearty buffet-style breakfast in a relaxed networking environment. (Your “Monday Breakfast” Ticket must also be presented upon arrival). VIP Pass Holders Only

Audience questions drive this session. Same as the sessions previously at East and Vegas. Last year East keynote session. Expect new questions from the audience. Niche/Vertical: SEO Target Audience: Merchant/Advertiser Experience Level: Advanced Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Session 7C: Technology Will Save Us from All Our Affiliate Ills Time: 10:00 am – 11:00 am Location: Manhattan Ballroom - 8th Floor »» Brian Littleton, CEO, ShareASale »» Chad Waite, Marketing Manager, AvantLink »» Ernie St. Gelais, Co-Founder/CTO, LinkConnector Corporation »» Jamie Birch, CEO, JEBCommerce

Session 7A: Automate Your Super Affiliate

»» Michael Jones, CEO, Pepperjam »» Todd Crawford, VP, Impact Radius

Empire with WordPress Time: 10:00 am – 11:00 am Location: Empire Complex - 7th Floor »» Brian Messenlehner, Co-Founder, AppPresser »» David Vogelpohl, VP Web Strategy, WP Engine Tired of death by blogging? Don’t spend your life creating content. Join this session to learn techniques super affiliates use to fine tune WordPress into an automated commission earning machine.

I will be pulling in representatives from various networks to discuss the technological features each network must have to combat the main threat to the affiliate channel’s sustainability. Niche/Vertical: Technology Target Audience: Merchant/Advertiser Experience Level: Advanced Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Niche/Vertical: WordPress Target Audience: Affiliate/Publisher Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Session 7D: Affiliates and Affiliate Managers: A Show in Partnership Time: 10:00 am – 11:00 am Location: Astor Ballroom - 7th Floor

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· Issue 39 · July 2017

»» Cindy Ballard, CEO, CBM »» Tricia Meyer, Owner, Sunshine Rewards How do affiliate managers and affiliates work together for mutual success? What part does each play in negotiations,

Demo Day – Adsupply 10:00 am - 10:20 am Location: Times Square - 7th Floor »» Speaker TBD

communication, and goal setting? Get practical tips from different perspectives. Niche/Vertical: Relationships Target Audience: Affiliate/Publisher Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Exhibit Hall Open Time: 10:00 am - 5:00 pm Location: Broadway Ballroom - 6th Floor Affiliate Summit’s Exhibit Hall floor features a wide variety of affiliate programs, networks, outsourced program man-

Demo Day - ArcaMax Publishing, Inc. 10:30 am - 10:50 am Location: Times Square - 7th Floor »» Andy Summerlin

Demo Day – Adalytical 11:00 am - 11:20 am Location: Times Square - 7th Floor »» Mike Buechele

agers, agencies, technology providers, traffic sources and other vendors. All attendees are welcome.

Opening Remarks & Keynote Open to All Pass Holders

Time: 11:15 am - 12:15 pm Location: Westside Ballroom -5th Floor

RevShare Roundup Open Time: 10:00 am – 5:00 pm Location: Broadway Ballroom - 6th Floor

»» Larry Kim, Founder, WordStream »» Missy Ward, Co-Founder & President, Affiliate Summit, Inc. Networking Plus and VIP (Networking pass holders may attend by purchasing an individual session ticket)

If you are looking for new revenue share programs to drive traffic to, the Affiliate Summit Revshare Roundup showcases a variety of affiliate programs to discover. (Unrelated conversations will not be entertained during this 2-1/2 hour event.) Restriction: Affiliate | Advertiser | Affiliate Management | OPM/Agency | Network Only

Demo Day

Demo Day – ClickMeeting 11:30 am - 11:50 am Location: Times Square - 7th Floor »» Jacob Rzepniewski

Demo Day – Fresh Press Media

Time: 10:00 am – 4:50 pm

12:00 pm - 12:20 pm

Location: Times Square - 7th Floor

Location: Times Square - 7th Floor

Networks, technology firms, digital agencies, traffic sources, retailers, and other solution providers will take the stage on the hour and demonstrate their services. Open to All Pass Holders

44

»» Eric Nagel


· Issue 39 · July 2017

VIP Buffet Lunch Time: 12:30 pm - 1:45 pm Location: Westside Ballroom -5th Floor VIP Pass Holders: Fuel up on a hearty buffet-style lunch in a relaxed networking environment. (Your “Monday Lunch” Ticket must also be presented upon arrival).

Session 8B: Affiliate Marketing’s Past, Present and High Stakes Future Time: 2:00 pm – 2:30 pm Location: Soho Complex - 7th Floor »» Oliver Roup, Founder & CEO, VigLink The affiliate marketing industry is poised to hit 6.8 billion

VIP Pass Holders Only

dollars by the year 2020. Oliver Roup will discuss the driving factors behind it’s rise to prominence.

Demo Day – Wickfire 1:30 pm - 1:50 pm Location: Times Square - 7th Floor »» Chet Hall

Demo Day – Link Connector 2:00 pm - 2:20 pm Location: Times Square - 7th Floor

Niche/Vertical: Forecast Target Audience: Affiliate/Publisher Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Session 8C: 5 Profitable Businesses To Build Around a Non-Fiction Book Time: 2:00 pm – 2:30 pm Location: Manhattan Ballroom - 8th Floor

»» Courtney Van Dyne

Demo Day – Market Cube 2:30 pm - 2:50 pm Location: Times Square - 7th Floor »» Alex Leger

Session 8A: 7 Building Blocks of Affiliate Program’s Success Time: 2:00 pm – 2:30 pm Location: Empire Complex - 7th Floor »» Geno Prussakov, CEO, AM Navigator LLC Thriving affiliate programs are run by managers who devote their time to 7 specific things. Come to this session to discover what these are, and how you can improve your own approach. Q&As at the end. Niche/Vertical: Affiliate Management Target Audience: Merchant/Advertiser Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

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· Issue 39 · July 2017

»» Jim Kukral, Founder, Business Around a Book A well written, problem-solving nonfiction book is key, but it’s the great business around the book that makes the real money. Learn 5 ways to profit from creating a business

Session 9B: Insights on Latam Time: 2:45 pm – 3:15 pm Location: Soho Complex - 7th Floor »» Rodrigo Genoveze, Managing Director Brazil, Awin

around your book. Niche/Vertical: Business Creation Target Audience: Blogger Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Review of the main industries and verticals for affiliate marketing in Latin America. Which industries are still growing at double digit rates and what are the main opportunities for publisher growth. Niche/Vertical: Latam Target Audience: Affiliate/Publisher Experience Level: Intermediate

Session 8D: Advanced Email Marketing Strategies for Affiliates

Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Time: 2:00 pm – 2:30 pm Location: Astor Ballroom - 7th Floor »» Taylor Barr, Affiliate Manager, GetResponse We will dive deep into advanced segmentation, landing page strategies for best lead opt-in conversion, and tested strategies affiliates can use to employ email marketing au-

Session 9C: Accelerating Revenue Growth Through Influencer Marketing Time: 2:45 pm – 3:15 pm Location: Manhattan Ballroom - 8th Floor »» Tadd Spering, CEO, Stylinity

tomation in their business. Niche/Vertical: Email Marketing Target Audience: Affiliate/Publisher Experience Level: Advanced Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Gain the expertise you need to implement successful, ROIfocused influencer marketing campaigns, while analyzing them in real-time using the latest technology. Niche/Vertical: Revenue Target Audience: Merchant/Advertiser Experience Level: Intermediate

Session 9A: How Negative Brand Images

Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Can Affect Affiliate Revenue Time: 2:45 pm – 3:15 pm Location: Empire Complex - 7th Floor »» Tony Wright, CEO, WrightIMC This session will outline how a negative brand image can affect both affiliate revenue and the recruitment of top

Session 9D: Wealth Building 101: Put Your Commissions To Work For You Time: 2:45 pm – 3:15 pm Location: Astor Ballroom - 7th Floor »» Loral Langemeier, Founder and CEO, Live Out Loud

affiliates. Niche/Vertical: Reputation Management Target Audience: Affiliate/Publisher Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Learn how you can reach your financial goals as Best Selling Author and Money Expert Loral Langemeier shows you how to create accelerated wealth growth by leveraging your affiliate commissions. Niche/Vertical: Finances Target Audience: Affiliate/Publisher

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· Issue 39 · July 2017

Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Niche/Vertical: Content Marketing Target Audience: Affiliate/Publisher Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Demo Day – Payza 3:00 pm - 3:20 pm Location: Times Square - 7th Floor »» Rob Elbaz

Session 10C: How to Define Your (International) Network Strategy Time: 3:30 pm – 4:00 pm Location: Manhattan Ballroom - 8th Floor

Demo Day – VCN Media/Xverify 3:30 pm - 3:50 pm Location: Times Square - 7th Floor »» Matthew Wolosz

»» Valentina Piol, Head of Affiliate Marketing, metapeople GmbH Overview of how to approach a network selection during setup of your affiliate marketing programs considering public vs. private networks, local or international approaches while internationalizing

Session 10A: Maximizing the Value of Your Internet Properties Time: 3:30 pm – 4:00 pm Location: Empire Complex - 7th Floor

Niche/Vertical: Setup Target Audience: Merchant/Advertiser Experience Level: Beginner Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

»» Mark Daoust, CEO, Quiet Light Brokerage This session will dissect what motivates buyers to acquire

Session 10D: The Guide To Native Advertising

an online business. I’ll provide practical advice anyone can

For Affiliate Marketers

use to increase the value of their business. Niche/Vertical: Acquisitions Target Audience: Affiliate/Publisher Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Time: 3:30 pm – 4:00 pm Location: Astor Ballroom - 7th Floor »» Alex Kapralov, CEO, PixFuture The session will give attendees an in-depth look at how to successfully use native advertising to drive desired consumer behaviour and ultimately increase revenue. Will in-

Session 10B: Journalism and Content Marketing – Peanut Butter & Jelly Time: 3:30 pm – 4:00 pm Location: Soho Complex - 7th Floor »» Christine Parizo, Principal Copywriter, Christine Parizo

clude examples & case studies Niche/Vertical: Native Advertising Target Audience: Merchant/Advertiser Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Communications Some people say journalism has no place in content mar-

Demo Day – AVID Ad Server

keting – but it does! In this session, attendees will learn how

4:00 pm - 4:20 pm

to leverage the principles of journalism to create compelling

Location: Times Square - 7th Floor

content.

»» Nathan Hall

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· Issue 39 · July 2017

Session 11A: Mobile Ad Fraud Wikileaks:

Niche/Vertical: Program Management

Exposing the Threats

Target Audience: Merchant/Advertiser

Time: 4:15 pm – 4:45 pm Location: Empire Complex - 7th Floor

Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

»» Dale Carr, CEO, LeadBolt Ad fraud is rising. This session uncovers the sophisticated

Session 11D: Understanding Your Sales Funnel

ways mobile advertising fraud is being perpetrated and

Using Conversions

gives ideas on how it can be identified and how to mitigate the risk. Niche/Vertical: Mobile Target Audience: Merchant/Advertiser Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Time: 4:15 pm – 4:45 pm Location: Astor Ballroom - 7th Floor »» Lance Bachmann, President, 1seo.com This presentation will showcase digital marketing tactics specifically designed for today’s business manager through metrics and consumer-based interactions to improve conversions.

Session 11B: Understanding Amazon’s Effects

Niche/Vertical: Conversions

on Your Affiliate Program

Target Audience: Affiliate/Publisher

Time: 4:15 pm – 4:45 pm Location: Soho Complex - 7th Floor

Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

»» Paul Schroader, President, PS Web Solutions, Inc This session will cover why it’s so important to know how your brand is represented on Amazon. Whether and how you or others push your brand/products on Amazon affects your program and bottom line. Niche/Vertical: Amazon

Demo Day – WP Engine 4:30 pm - 4:50 pm Location: Times Square - 7th Floor »» David Vogelpohl

Target Audience: Merchant/Advertiser Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Affiliate Ball Time: 10:00 pm until... (8:30 pm VIP Only) Location: Copacabana

Session 11C: Network Migrations Made Simple Time: 4:15 pm – 4:45 pm Location: Manhattan Ballroom - 8th Floor »» Chris Tradgett, Co-Founder, Publisher Discovery Thoughts on moving a program to another network using examples in hosting & fashion – managing affiliate transfer and ensuring that sales and revenue don’t suffer for your program or your affiliates.

48

The Affiliate Ball will take place Monday night, July 31st at the Copacabana which is walking distance from the Marriott Marquis. VIP doors open at 8:30 pm while regular pass holders can get inside at 10:00 pm. Ludacris will be performing! You can still RSVP at AffiliateBall.com or stop by the Affiliate Ball Meet Market table for passes. Last second sponsorships are also available - contact info@affiliateball. com for details.


· Issue 39 · July 2017

Day 3

Tuesday, 8/1/2017

Lounge is open to VIP Pass Holders only.) Open to All Pass Holders

Attendee Check-In Time: 8:00 am - 3:00 pm Location: 3rd Floor Atrium Pick up your conference badge and attendee bag, and get started with Affiliate Summit.

Networking Lounge Time: 8:00 am - 4:00 pm Location: Broadway Balcony – 7th Floor All attendees are welcome to take advantage of the tables and WiFi to have meetings, catch up on work, or simply

Open to All Pass Holders

take a break. Coffee and Tea available to those with Refresh Drink Tickets.

Networking Lounge and VIP Cafe

Open to All Pass Holders

Time: 8:00 am - 4:00 pm Location: Shubert Complex - 6th Floor All attendees are welcome to take advantage of the tables and WiFi to have meetings, catch up on work, or simply take a break. Coffee and Tea available to those with Refresh

Press and Speaker Lounge Time: 8:00 am - 4:00 pm Location: Columbia/Duffy - 7th Floor

Drink Tickets. (The VIP area located within the Networking

49


· Issue 39 · July 2017

The Press and Speaker Lounge is an area reserved for

»» Jeannine Crooks, Client Services Manager, Awin.com

credentialed Press and Speakers only to grab some desk

»» John LoBrutto, Director of Affiliate Solutions &

space, run through presentations, relax, and network.

Partnerships, Liquid Web, LLC. »» Mike Allen, CEO, Businesswright Consulting

Press or Speaker Ribbon Required

So many cooks in the affiliate kitchen and “restaurants” to choose from! Gain 17 tips to enrich your “menu” and rating

Exhibit Hall Booth Refresh Time: 9:00 am - 10:00 am Location: Broadway Ballroom - 6th Floor Exhibitors may come in during this time to refresh their booth from yesterday’s setup and prep booth staff. Grab-ngo coffee, tea and pastries will be served.

as a master chef. Take your savory experience from “greasy spoon” to five-stars. Niche/Vertical: Affiliate Growth Strategies Target Audience: Affiliate/Publisher Experience Level: Beginner Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Exhibitor or Sponsor Ribbon Required

Session 12B: Size Matters VIP Buffet Breakfast Time: 9:00 am - 10:00 am Location: Westside Ballroom -5th Floor VIP Pass Holders: Fuel up on a hearty buffet-style breakfast in a relaxed networking environment. (Your “Tuesday Breakfast” Ticket must also be presented upon arrival). VIP Pass Holders Only

(But Not in the Way You Think) Time: 10:00 am – 11:00 am Location: Soho Complex - 7th Floor »» Christen Evans, Owner, Blogger, Consultant, Bourbon & Sparkle »» Jennifer Myers Ward, CEO, ebove & beyond Sometimes the smaller guys pack a bigger punch and are able to maneuver a little differently, creating unique opportunities and benefits for the affiliate, merchant and agency..

Exhibit Hall Open Time: 10:00 am - 4:00 pm Location: Broadway Ballroom - 6th Floor Affiliate Summit’s Exhibit Hall tradeshow floor features a

Niche/Vertical: Relationships Target Audience: Merchant/Advertiser Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

wide selection of affiliate programs, networks, outsourced program managers, agencies, technology providers, traffic sources and other vendors. All attendees are welcome. Open to All Pass Holders

Session 12C: Double Your Blog Traffic In 90 Days… and Monetize It! Time: 10:00 am – 11:00 am Location: Manhattan Ballroom - 8th Floor

Session 12A: Affiliate Experience:

»» Anne Parris, Owner, Midlife Boulevard

Fast Food or Fine Dining?

»» Debbie Bookstaber, Owner, Element Associates

Time: 10:00 am – 11:00 am Location: Empire Complex - 7th Floor

»» Kelby Carr, President, Type-A Parent We’ll go beyond editorial calendars and SEO to show you the techniques and tools bloggers use to grow their traffic using Facebook, Pinterest and more. Plus best practices for monetizing!

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· Issue 39 · July 2017

Niche/Vertical: Blogging

Session 13B: Increase The Digital Ad Shelf Life:

Target Audience: Affiliate/Publisher

Measure, Optimize, Scale

Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Time: 2:00 pm – 3:00 pm Location: Soho Complex - 7th Floor »» Santi Pierini, President, CAKE »» Shaun Sheikh, CEO, Jump 450 Media

Opening Remarks & Keynote Address Time: 11:15 am – 12:15 pm Location: Westside Ballroom -5th Floor »» JB Glossinger, CEO and Founder of MorningCoach.com »» Shawn Collins, Co-Founder, Affiliate Summit Networking Plus and VIP (Networking pass holders may attend by purchasing an individual session ticket)

When managing digital campaigns across multiple channels, how do you increase the shelf life of each ad? Explore success metrics to evaluate and how to leverage real-time data to increase performance. Niche/Vertical: Multi-Channel Target Audience: Merchant/Advertiser Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

VIP Buffet Lunch Time: 12:30 pm - 1:45 pm Location: Westside Ballroom -5th Floor VIP Pass Holders: Fuel up on a hearty buffet-style lunch in a relaxed networking environment. (Your “Tuesday Lunch” Ticket must also be presented upon arrival). VIP Pass Holders Only

Session 13C: 3 Reasons Blogs & Influencers Avoid Your Affiliate Program Time: 2:00 pm – 3:00 pm Location: Manhattan Ballroom - 8th Floor »» Mike Nunez, CEO, AffiliateManager.com Learn the three biggest mistakes advertisers are making

Session 13A: Managing Micro-Influencers on a Performance Plus Basis Time: 2:00 pm – 3:00 pm Location: Empire Complex - 7th Floor »» Alison Chew, Global Director, Strategic Partners, Acceleration Partners

with their affiliate program with regards to content sites, bloggers, and influencers, and how to fix those issues. Niche/Vertical: Influencers Target Audience: Affiliate/Publisher, Merchant/ Advertiser, Network Experience Level: Intermediate Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Alison Chew will review strategies for identifying the best influencers for your brand and will demonstrate new payment models that close the loop on tracking engagement to clicks, orders and sales. Niche/Vertical: Micro-Influencers Target Audience: Merchant/Advertiser Experience Level: Beginner Networking Plus (with session ticket) and VIP (Networking pass holders may attend by purchasing an individual ticket)

Exhibit Hall Networking Pub Crawl Time: 2:00 pm - 4:00 pm Location: Broadway Ballroom - 6th Floor Refer to your Pub Crawl map of participating sponsors and visit each one for great networking opportunities and, of course, free beer and wine. All attendees welcome. Open to All Pass Holders

51


· Issue 39 · July 2017

Keynote Bio

Joe Theismann

J

oe Theismann is an entrepreneur and the former star

after sustaining a broken leg during a game against the New

quarterback for the Washington Redskins. He spent

York Giants on national television. Theismann graduated in

the last two decades working for ESPN on their NFL

1971 from the University of Notre Dame where he received

broadcast and the NFL Network. The former Washington

All-America honors and led the Fighting Irish to consecu-

Redskins quarterback joined ESPN in April 1988, reuniting

tive Cotton Bowls and was runner-up to Jim Plunkett in the

with play-by-play voice, Mike Patrick.

Theismann joined

Heisman Trophy balloting. In 2003, Theismann was inducted

ESPN after spending two seasons as an NFL analyst for CBS

into the College Football Hall of Fame. Theismann began his

Sports. A 12-year NFL veteran, Theismann played in 163

career in 1971 with the Toronto Argonauts of the Canadian

consecutive games from 1974-1985 and holds Redskins’ re-

Football League, after being drafted by the Miami Dolphins

cords for passing yardage (25,206), completions (2.044) and

and Major League Baseball’s Minnesota Twins. Theismann,

attempts (3,602). A two-time Pro Bowl selection, Theismann

a much sought after motivational speaker, also oversees a

led Washington to a 27-17 victory over the Miami Dolphins in

popular Washington, DC restaurant that bears his name. He

Super Bowl XVII. Theismann was selected the NFL’s “Man of

is also the author of The Complete Idiots Guide to Under-

the Year” in 1982 for his community service and dedication

standing Football Like a Pro.

to the health and welfare of children. He won the league’s

Recently, Theismann was named the recipient of the

1983 “Most Valuable Player” Award for leading the Redskins

2013 Walter Camp Football Foundation “Distinguished

to an NFL-recorded 541 points and a second consecutive

American” Award.

Super Bowl appearance. His career ended abruptly in 1985

52


· Issue 39 · July 2017

Keynote Bio Larry Kim

L

arry is the Founder of WordStream, the world’s leading PPC software company managing approximately 1 Billion dollars in annual ad spend for over ten thousand customers world wide.

He’s developed free tools for Facebook Ads, Google AdWords and Keyword Research that are used by over a million users world wide. In 2015, he won the search marketer of the year awards from Search Engine Land, PPC Hero and the US Search Awards.

53


· Issue 39 · July 2017

Keynote Bio

JB Glossinger

J

B Glossinger, MBA, Ph.D., is a self-described “archaeol-

a radio show host The Lifestyle Entrepreneur: Unconventional

ogist of life,” who has studied human potential, perfor-

Thoughts on Business and Success on Hay House radio, and

mance, and happiness for over 30 years. He is widely

a syndicated columnist for The Business Journals, a 43-paper

beloved as the Morning Coach, with a daily podcast that has

network. He holds advanced degrees in business and meta-

been downloaded 22 million times over the past ten years. He

physics but credits his street education—from black eyes to

has published 4 books including the best selling: The Sacred

near bankruptcy—with providing the life-changing lessons

6: The Simple Step-by-Step Process for Focusing Your Atten-

that inspired the keys to personal transformation he shares

tion & Recovering Your Dreams. A sought-after motivational

with audiences, coaching clients, and readers worldwide.

speaker and coach with an international following, JB is also

54


· Issue 39 · July 2017

Speaker Bios Adam Dahlen

and publisher partners. She previously served as Director of

Adam is the Director of Client Development at iAffiliate

Acceleration Partners’ affiliate marketing team where she was

Management and oversees the strategy and planning for the

responsible for the success and happiness of our clients. Prior

entire agency portfolio. Prior to joining iAffiliate Management,

to Acceleration Partners, she was at a Bay Area start-up where

Adam worked for Commission Junction in variety of roles in

she managed the company’s affiliate relationships with multiple

both account and product management. Adam is a member of

networks and vendors.

the PMA’s Compliance Council and recently authored a white

Andy Summerlin

paper on copyright law and the use of images. Fun fact: before making a career change to affiliate marketing, Adam worked as

Andy Summerlin, MBA, has spent 20 years building rev-

a municipal prosecutor in suburban Minneapolis.

enue, products and audiences for both traditional and online

Adam Riemer

publishers.

Adam is an industry veteran and 2016 Pinnacle Award win-

Anne Parris

ner for Affiliate Manager of the Year. With a proven track record of

Anne Parris is a partner in MidlifeBoulevard.com, an on-line

managing top-of-the-funnel and value-adding affiliate programs,

lifestyle magazine for women over 40. Anne also manages a com-

helping companies and bloggers get higher search engine rank-

munity of over a thousand midlife writers and bloggers, coordi-

ings and working with data to help you monetize your traffic, he

nates blogger/brand campaigns, and is planning the first confer-

is ready to help you with a custom strategy that fits within your

ence for midlife bloggers. A southern girl to the core, Anne lives in

budget. You can reach him on his website at www.AdamRiemer.

Richmond, Virginia, with her family between blogging conferences.

me and make sure to follow him on twitter @rollerblader.

Alex Kapralov

Alex Kapralov started his first business as a publisher at

the age 21. He then discovered a monetization problem among publishers and decided to develop his own platform where publishers will be able to monetize their inventory more efficiently. Alex is now a founder and CEO of PixFuture, a premium publishing network and a supply side platform that allows publishers to sell their ad space efficiently through various ad formats including native advertising. The platform allows advertisers to purchase worldwide inventory programmatically and reach the right audience at scale. Alex helped thousands of publishers and advertisers to maximize their profit and become more successful in a crowded online marketplace.

Alex Leger

Have an email database? Use Panel Cube to create a Mar-

ket Research community and start earning big revenue from high conversion surveys. We’ll handle the incentives and community management!

Alison Chew

Alison manages the growth of Acceleration Partner’s busi-

ness and the business of its clients by developing and maintaining relationships with our platform, business development

55


· Issue 39 · July 2017

Bill Rothbard

Bill Rothbard is a seasoned FTC advertising lawyer. He

development company that specializes in building all things

counsels direct response advertisers, online merchants and af-

WordPress. He is the Co-founder of AppPresser.com, a Word-

filiate marketers on their FTC compliance duties and represents

Press based framework for building iOS and Android Apps. He

clients in federal and state deceptive advertising investigations

is also the Co-Author of “Building Web Apps with WordPress”, a

and enforcement actions. He has litigated and negotiated settle-

book published by O’Reilly Media about WordPress as an Appli-

ments in dozens of FTC and state Attorney General cases. Bill is

cation Framework. Brian enjoys learning about new technology

a regular speaker at ad industry conferences, a regular contribu-

and believes open source software like WordPress is the key to

tor to the Direct Response Marketing Alliance (DRMA) newsletter,

successful cost effective web solutions in any situation.

and author of FTCAdLaw Alert, an FTC blog published at www.

Bruce Clay

FTCAdLaw.com. Bill received his law degree from the University of California, Hastings College of Law in 1976. From 1977 to 1984,

Bruce Clay is founder and president of Bruce Clay, Inc., a

Bill was an attorney with the FTC, holding positions as an adver-

global Internet marketing optimization firm providing search

tising enforcement attorney and Attorney-Advisor to the FTC

engine optimization, pay per click management, social media

Chairman. Bill has practiced law continuously since 1984, except

marketing, conversion rate optimization, SEO-friendly web de-

for a two-year appointment as Counsel to the United States Sen-

sign and architecture, content development, and SEO tools and

ate Judiciary Committee in 1987-88.

education. As an industry thought leader, he is an accomplished

Brian LaFrance

speaker, author and educator. He hosts a weekly podcast, SEM

active where he oversees search efforts for major sites such as

For Dummies,” published by Wiley, is now in its third edition.

CBS Sports, GameSpot, and CBS.com. He has been involved in

Carolyn Shelby

Brian LaFrance is currently Lead SEO Analyst for CBS Inter-

various aspects of SEO and affiliate marketing for over 15 years. He continues to run his own affiliate sites and consults for a few

Synergy, covering search marketing news and analysis for digital marketers. His book “Search Engine Optimization All-In-One

Carolyn Shelby has been involved in developing and mar-

clients that he has worked with for many years. In 2010, he sold

keting Internet technologies since 1994, when she was the co-

his main affiliate site to a large internet media company and

founder and managing partner of an Internet Service Provider

moved on to be the marketing director for an SEO data provider.

near Purdue University. She specializes in technical and enter-

Brian leverages his knowledge of development, SEO, tools, and

prise SEO, and has been helping corporations adjust their struc-

data to take advantage of the ever growing list of APIs available

ture and focus to make the most of new media by integrating

for analyzing search data. This allows him to quickly and effi-

“search awareness” into their corporate culture since the 90s.

ciently scale SEO strategy, regardless of the size of a site.

As Director of Search Engine Optimization at tronc, Inc. (for-

Brian Littleton

merly Tribune Publishing), Carolyn and her team are responsible

As the founder and CEO of ShareASale, Brian has connect-

across tronc’s vast portfolio of properties including the Chica-

ed thousands of merchants and affiliates alike, ensuring mutual

go Tribune, Los Angeles Times, Baltimore Sun, and the South

profitability while preserving the spirit and core values of the af-

Florida Sun-Sentinel. Her team delivers data-driven strategies

filiate marketing industry. Since 2000, his leadership and vision

through a commitment to web-analytics, employee training, and

have helped shape the industry into what it is today. ShareASale

honest reporting.

celebrates its 15th anniversary this year and currently supports

Chad Waite

over 4,000 retailers on the ShareASale Network, working strategically with its clients, both on the advertising and publishing end,

for technical SEO and organic audience-generation strategies

Chad Waite is the Marketing Manager for the AvantLink af-

to maximize their individual potential. Brian is a three-time winner

filiate networks and a seven year veteran of the affiliate industry.

of the Affiliate Summit Pinnacle Award for Affiliate Marketing Ad-

He is also a co-founder of the Fervora brand ambassador mar-

vocate of the Year, and has served as the President of the Board of

keting platform and a lover of anything digital marketing. When

Directors for the Performance Marketing Association since 2012.

not behind a computer, Chad can be found on his mountain bike,

Brian Messenlehner

trail running and spending time with his wife and two kiddos.

Brian, a former software developer for the United States

Marine Corps, is the Co-founder of WebDevStudios.com, a web

Chet Hall

Chet Hall is Wickfire’s Chief Executive Officer. Previously,

Chet worked as the VP of Product Development at ReachLo-

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· Issue 39 · July 2017

cal and headed ReachLocal’s Business

Sparkle, which aims to educate wedding

Analysis group. Chet Hall graduated from

and lifestyle bloggers about affiliate mar-

the University of Southern California with a

keting — the good way. She is also Editorial

B.A. in Communication in 2003.

and Accounts Manager of budget wedding blog The Broke-Ass Bride. Presented with

Choots Humphries

the Affiliate Marketing Advocate of the Year

Co-Founder and Co-President of Link-

her spare time, Christen can be found hang-

Connector, Choots Humphries, has driven

ing with her cats, trying to navigate life as

the performance marketing industry for-

a mom and enjoying all the bourbon and

ward for two decades. He is uniquely suited

sparkle she can get her hands on. And she’s

to thrive in a digital world, bringing a supe-

really good at high-fives.

Pinnacle Award in January 2017, Christen is passionate about bridging the gap between bloggers and merchants and managers. In

rior record of leadership, entrepreneurship and performance marketing experience to LinkConnector. Choots has served as both advocate and architect in the development

Christine Parizo

Christine an experienced white paper

of LinkConnector’s custom tracking tech-

writer, case study writer, and B2B copywriter

nologies, to fulfill the needs of thousands

who got her start in B2B technology journal-

of worldwide brands. Choots is a thought

ism back when buyers still thought mobile

leader in the performance marketing indus-

phones were just for calls and clouds were

try and beyond. He speaks at various digi-

something to watch on lazy, breezy days.

tal marketing conferences, chairs a council

Since then, she’s infiltrated companies who

group for the Performance Marketing As-

want their smartphones and tablets to ac-

sociation and serves as a business leader-

cess corporate networks from far-flung

ship advisor for students at Kenan-Flagler

locations, studied corporate culture, and

Business School at UNC-Chapel Hill.

written white papers, case studies, website copy, brochures, data sheets, and other

Chris Tradgett

copy for a variety of B2B technology compa-

Chris Tradgett has been 14+ years in

knows B2B technology – a double threat.

the affiliate industry, initially as one of the

When she’s not driving the content for her

early team at Buy.at affiliate network. He

clients, Christine can be found running half

then moved client side in the web hosting

marathons, at her CrossFit box, or drinking

sector. The last 4 years growing the Publish-

copious amounts of coffee. She lives in the

er Discovery affiliate tracking analysis plat-

suburbs of Houston with her husband, two

form. Currently providing affiliate network

children, and a curious housecat.

nies. She knows content marketing, and she

intelligence to leading affiliate networks, OPMs, agencies and merchants globally to power affiliate recruitment strategies.

Cindy Ballard

Cindy Ballard, a performance market-

Christen Moynihan Evans

ing industry veteran of more than a decade

Christen Moynihan Evans (@bour-

of Apogee. Cindy transitioned from af-

bonsparkle) is the owner/editor/consul-

filiate to affiliate manager when she joined

tant/unicorn wrangler behind Bourbon &

Greg Hoffman Consulting shortly after the

is the CEO of Cindy Ballard Marketing, a Performance Marketing consulting firm. She is the former Chief Operating Officer

57


· Issue 39 · July 2017

founding of the agency. Formerly Cindy worked with clients de-

ogy Company of the Year”. Prior to founding Leadbolt, Dale co-

signing monthly affiliate promotions for agency newsletters.

founded a mobile content and technology company ranked by

She recruited for every client and was a true bridge between

Deloitte as Fastest Growing Technology Company in Australia

affiliate and client, answering questions and offering advice in

and 3rd Fastest in Asia Pacific

both directions. Cindy provides site reviews and competitive

Danielle Floss

analyses that provide clients with invaluable insights. She also educates on matters of compliance and best practices. Cindy is also a Certified Affiliate Manager.

Danielle Foss is the Chief Operating Officer at Blue Rocket

Brands, LLC. With 12 years’ experience working in online advertising, her specialty has become building, managing, and

Colin Thomson

maintaining campaigns focused on continuity and high-risk

Colin Thomson founded Kast Media, a digital media and ad-

keting as a high-risk merchant means everything you do must

vertising agency that focuses on influencer marketing through

be data driven and proven before moving forward. This applies

podcasts, youtube channels, blogs, and more. Kast Media works

to customer service solutions, traffic quality, merchant process-

with brands and personalities such as Tai Lopez, Verizon, and

ing relationships, internal processes, marketing material, CRMs,

NPR, to manage, produce, and promote their podcast, and grow

fulfillment solutions, etc., and continued optimization in every

their influence and business. Recent success includes hitting 1

facet of her business is key. Danielle has managed dozens of of-

million downloads on a new podcast 3 weeks after launch, and

fers and knows what it takes to create growth, profitability, and

$40k in revenue through sponsorships within 2 months of pod-

sustainability in an ever changing industry.

cast launch. In the world of podcasting and influencer market-

David Vogelpohl

ing, Colin is a leader in innovation and practical growth, and Kast Media\’s results prove it. Colin speaks about influencer market-

merchant processing. For Danielle, succeeding in Affiliate Mar-

David Vogelpohl is the Vice President of Web Strategy at

ing, podcasting, advertising, and building influence. His talks fo-

WP Engine, a premium managed WordPress host. David’s team

cus on the very practical and specific steps that lead to success.

at WP Engine focuses on affiliate marketing, web development,

Courtney Van Dyne

business intelligence, and online advertising. Since 1996, David

Courtney graduated from the University of North Carolina

keting, and web development efforts in support of a wide range

at Chapel Hill with a bachelor’s degree in Journalism and Mass

of websites and monetization models. Through his speaking at

Communications. Her career in the performance marketing in-

national events like Affiliate Summit and WordCamps, David is

dustry began with LinkConnector in 2013. Courtney’s vision for

an avid contributor to the community and a 20 year veteran at

the LinkConnector brand lead to a variety of large-scale projects

using the web to drive revenue.

early on, including the launch of LinkConnector’s first online

Debbie Bookstaber

blog and a full redesign of the LinkConnector website. Her eye for design and interest in evolving technologies are key drivers

has been managing affiliate marketing campaigns, online mar-

Debbie Bookstaber is the President of ElementAssociates.

in her digital marketing success.

com, a digital marketing and influencer outreach agency based

Dale Carr

in Philadelphia. She also serves as the CMO of Hashtracking.

Dale Carr is a recognized industry expert and leader in the

years of marketing experience and has managed online market-

technology, mobile and digital advertising industries for over

ing programs responsible for several hundred million dollars in

15 years. Named by Ernst & Young as Australian “Entrepreneur

annual sales. Debbie has advised PR firms, Fortune 500 compa-

of the Year” for Technology, he is currently founder and CEO of

nies, nonprofits and government agencies on blogger relations

Leadbolt, the high-performance mobile advertising platform for

and effective social media strategies. Debbie has been blogging

user acquisition and app monetization. Today Leadbolt serves

since 2007. She was recognized as one of the “Top 25 Parent

over 10 billion mobile ads a month, across 65,000 apps in 165

Bloggers Who Are Changing the World” by Babble.com in 2012

countries. Leadbolt has been recognized with several industry

and as a “Best of the Net” Blogger by Working Mother Magazine

accolades including being named “Best Delivery Platform for

in 2013. Follow her on Twitter: @buzzmommy.

Mobile” and “Best Mobile Ad Network” by Mobile Excellence

Duane Forrester

Awards, “Best Publishing Platform” by Mobile Media Summit, “Most Innovative Company of the Year” by Best in Biz International, and named Gold Stevie Award Winner for “Technol-

58

com, a leading social media analytics company. Debbie has 15+

Prior to becoming the VP of Industry Insights for Yext,

Duane Forrester accumulated over 20 years’ experience in


· Issue 39 · July 2017

the search and social fields. He is the author of How To Make

award-winning affiliate program management agency. As an

Money With Your Blog and Turn Clicks Into Customers, through

affiliate manager and consultant he contributed to the online

McGraw-Hill. Along the way, Duane has worked in marketing &

marketing success of brands as large as Forbes, Hallmark,

PR with Caesar’s Palace, run his own websites, communities

Medifast, Skype, Travelex Insurance, as well as hundreds of

and consultancy, worked for small and enterprise publishers on-

small businesses. Prussakov authored 4 books, including his

line. Past work included almost 9 years with Microsoft and Bing

bestselling “Affiliate Program Management: An Hour a Day,”

where he helped run their Webmaster Tools program, as well as

which have trained thousands of marketing professionals world-

the SEO program at MSN. In between the bookends of Yext and

wide. In 2011 for influencing “change within the industry” Ra-

Bing, Duane ran operation for Bruce Clay, Inc., one of the old-

kuten named him one of Performance Marketing’s Most Vocal

est names in digital marketing. For several years, Duane’s focus

Advocates, while in 2014 and 2015 Small Business Trends rec-

included writing for SearchEngineLand.com, moderating in the

ognized him as one of North America’s Top 100 small business

original SearchEngineForums.com and being a Board member

influencers. Geno runs Influencer Marketing Days and Affiliate

with SEMPO, where he founded the InHouse Committee and

Management Days conferences and also contributes to affiliate

SEMPO’s annual Industry Salary Survey.

marketing industry via his blog posts, articles, and conference

Eric Nagel

presentations. His ASE17 speech marks his 17th time speaking

Eric Nagel is a business-savvy technology executive with

over 17 years of experience in programming and online marketing. He is passionate about developing applications that allow

at Affiliate Summits.

Heather Paulson

Ms. Paulson is a 16+ year veteran of the eCommerce tech

businesses, teams and individuals achieve their goals through

space and was the original founder of PMG® Paulson Manage-

automated tools and access to actionable data. As a marketer

ment Group Inc., an affiliate management agency that was sold

himself, Eric truly understands the needs of today’s marketing

to Schaaf/Partnercentric in 2014. She is the inventor of affiliate

professional. He has designed and executed SEO, PPC, social

tracking technologies such as UniTrac™ and AffMan™, in addi-

media and affiliate marketing strategies for his clients and his

tion to CouponFEEDR™. With one foot planted in tech develop-

own affiliate sites. He has been recognized as a top performer

ment, Ms. Paulson currently serves as President of HPCMan-

in several programs and won the Best Blogger Pinnacle Award

agement.co, an affiliate and Influencer management company.

in 2011. Eric now leads a team of developers in designing in-

Jacob Rzepniewski

novative solutions for performance marketing professionals as FMTC’s CTO.

Before coming to work for ClickMeeting I was a Customer

Ernie St. Gelais

Education Expert. This is the first time I’ve undertaken the chal-

technologies. He has more than 30 years of technical expertise

the needs of affiliates are.

in database and systems development—over 12 of which have

Jamie Birch

Ernie St. Gelais is a recognized expert in online tracking

been heavily focused on designing technological advancements in affiliate marketing. It is under Ernie’s leadership, that the LC

lenge of cooperating with affiliates. I think this has been the best of starts for me especially so as I am constantly finding out what

Jamie is the founder of JEBCommerce. His extensive Inter-

IT team successfully developed and introduced patented Naked

net marketing experience includes all facets of online marketing:

Link Technology and Cross Platform Tracking to the industry.

email, paid search campaigns, customer retention programs, and

Ernie gained an invaluable skillset in management, systems

much more. Jamie cut his “affiliate marketing teeth” managing

analysis, programming and finance while running two separate

affiliate programs for many well-known companies before spend-

companies, LinkConnector and DotCom Corporation. DotCom

ing several years at Coldwater Creek, a Top 5 nationwide women’s

was a multi-million dollar company, profitable every year until it

clothing retailer. While at Coldwater Creek, Jamie established and

was sold in 2005. Prior to his corporate endeavors, Ernie earned

managed affiliate campaigns, email campaigns, and SEO cam-

his BS in Civil Engineering from the US Air Force Academy, and a

paigns – an opportunity that allowed him to develop many of the

Masters degree in Engineering Management from the Air Force

proven processes JEBCommerce successfully employs today.

Institute of Technology.

In recognition of his professional leadership, the affiliate market-

Geno Prussakov

ing industry has consistently nominated him for Annual Pinnacle

keting veteran, is the CEO & Founder of AM Navigator – an

industry and is experiencing positive, exciting growth.

Geno Prussakov, a Cambridge graduate and affiliate mar-

Awards over the years. In addition to individual accolades, JEBCommerce is gaining momentum within the Internet marketing

59


· Issue 39 · July 2017

Jay Berkowitz

Manager for Amazon.co.uk. In her role as Partnership Manager,

enRules.com, a performance-based digital advertising agency

Award” in 200

specialized in Pay Per Click (PPC), Search Engine Optimization

Jeremie Rykner

Jay Berkowitz is the Founder and CEO of www.TenGold-

(SEO), Landing Page, Conversion Strategies and Social Media Marketing. Mr. Berkowitz is the author of The Ten Golden Rules

she exceeded the program goal by 50% in the first 3 months alone and was presented with Amazon’s prestigious “Door Desk

Jeremie Rykner, Online Marketing Expert and Business

of Online Marketing and 10 Free Internet Marketing Strategies

Coach, founder of the RyknerMedia.com Agency has been

that went to #1 on Amazon for Small Business and Entrepre-

online since 1994.In the last 10 years he has been managing

neurship. He developed the University of San Francisco Internet

several projects and teams at international online and affiliate

Marketing Course and he has been profiled in the Wall Street

marketing companies. He recently launched his own digital mar-

Journal, The Business Journals and on FOX TV. Prior to found-

keting agency helping people and companies worldwide to grow

ing his own business, Mr. Berkowitz was a Director of Market-

their business using the latest online marketing techniques with

ing for Sprint, eDiets.com, Coca-Cola and McDonald\’s Restau-

a focus on Social Media and growth hacks. Jeremie Rykner is a

rants. He serves on the Board of Advisors for Sleep Choices, is

social media influencer who has thousands of followers and is

the President-Elect for The Strategic Forum, a Founding Board

helping entrepreneurs and digital marketers worldwide to grow

Member of The South Florida Interactive Marketing Association,

and optimize their business using the power of Social Media.

a Past President of the South Florida Chapter of The American

Originally from Belgium, he now lives in Jerusalem,Israel and

Marketing Association.

helps people worldwide in English,French,Dutch and Hebrew to

Jeannine Crooks

get ahead of their competition in todays crowded online world.

As the Client Services Manager with Awin US, Jeannine

works closely with many of their largest programs such as 1&1

Jim Kukral

Jim Kukral has been working as a web business entrepre-

Internet, Lonely Planet, edX.org and Ctrip.com. She is a frequent

neur for 20-years. He has written over ten books on the topics of

speaker at numerous events including Affiliate Management

marketing, entrepreneurship, and publishing. He is the founder of

Days and Affiliate Summit, and is a regular contributor to Mod-

the Author Marketing Club, a tools and training membership site

ern Social Magazine. Jeannine works with all types of publishers,

that has over 30,000 members and clients from 150+ countries

especially bloggers, helping each to maximize their affiliate mar-

around the world. Jim is also a former keynote speaker at the Af-

keting earnings. Jeannine believes that the most important take-

filiate Summit, and has served as show emcee multiple times.

away from any session is truly actionable information – so that

John Chow

every attendee leaves with ideas to make their sites or programs perform better immediately. Jeannine, her photographer hus-

John Chow, a damn fine person, friend of the community,

band Brad, and their two Siberian Huskies, Dusty and Harley, live

Ultimate Fighting Championship contestant, member of the

south of Denver. They all love sports, especially watching hockey

Save the Whales Foundation, the man who controls the black

or football, and travel as often as they can. Fun fact: Jeannine was

market on baby seal pelts and member of the “probably yo’ dad-

the big winner on an episode of “Wheel of Fortune.”

dy” foundation.

Jennifer Meyers Ward

John Lobrutto

ence, working with dozens of clients in a variety of industries

nerships at Liquid Web, Inc., an industry leading Web Hosting

where she has shown proven success in both the affiliate and

company. Liquid Web has a full suite of Managed Hosting ser-

email channels. As a result of her affiliate success, Jennifer was

vices, including Storm Cloud, VPS, Dedicated Servers & Word

presented with the Affiliate Summit Pinnacle Award for OPM/

Press. John’s previous positions include; Director of Affiliates &

Agency of the Year in 2017, after also being a finalist in 2015.

Partnerships for 1&1 Internet, Inc., Head of Global Distribution

Prior to starting ebove & beyond in 2003, Jennifer was respon-

for the AllHotels, Sales Director for Holiday Autos USA (both

sible for building Palm Beach Jewelry’s online business. The

divisions of Travelocity, LLP), President of Pencils Plus, and

website grew at an amazing rate, boasting strong traffic num-

Technology Director for Sabre Travel Network. John has over 20

bers and record sales, helping it to become an Internet Retailer

years’ experience in the travel, retail & technology sales chan-

Top 500 company in record time. Before her time at Palm Beach

nels and has managed affiliate programs for the last 7 years. He

Jewelry, Jennifer worked as an Associates Manager, Director

specializes in developing new programs, optimizing for success,

of Email Marketing and eventually a Partnership Development

with a focus on entering new markets. He believes, “the best ap-

Jennifer brings over 20 years of online marketing experi-

60

John P. LoBrutto is the Director of Affiliate Solutions & Part-


· Issue 39 · July 2017

proach to affiliate marketing is to keep things fresh, be creative

incentives are. With this knowledge and experience, and my 10+

and always think out of box, whenever possible.” John is married

years in advertising, I co-founded Puerto Rico Business Link to

with two children and is based in New York.

help other companies understand the benefits and move to Puerto

John Rampton

Rico. As a media company, our goal is to connect users with the in-

ing guru and startup enthusiast. He is founder of the online pay-

ity to market the benefits of doing business in Puerto Rico.

ments company Due. John is best known as an entrepreneur

Loral Langemeier

John Rampton is an entrepreneur, investor, online market-

and connector. He was recently named #2 on Top 50 Online Influencers in the World by Entrepreneur Magazine and a Blogging

formation and contacts they need. The government of Puerto Rico has named us one of their “Qualified Promoters” based on our abil-

Loral Langemeier is a true American success story. As CEO

Expert by Time. He currently advises several companies in the

of Live out Loud, Inc., Loral Langemeier’s life purpose is to launch

San Francisco Bay area.

successfully fulfilled entrepreneur millionaires who run business-

Kelby Carr

es that make a difference in the world. Loral herself became a mil-

Kelby Carr is the CEO and founder of Type-A Parent, founded

that financial success is available to everyone. Loral has been in-

in 2007, premier conferences and community for influencers and

volved in multiple areas of finance, including mentoring & coach-

marketers. She has been coding since 1982 (Apple IIe represent!),

ing, real estate investment, business acquisition & development,

social networking online since 1984 (#BBSlife), web publishing

and gas & oil since 1996. With a reputation for being straight for-

since 1992, blogging since 2002 and tweeting since 2007. Kelby

ward and direct in her opinion, Loral is a highly sought after as an

is the author of Pinterest For Dummies and Pinterest Marketing

international motivational speaker. Loral is a frequent guest on

For Dummies.

business finance for networks such as CNN, CNBC, The Street

The mother of three kids who inherited her attitude, Kelby’s superpowers include gettin’ jiggy wit’ it, spotting typos, crafting

lionaire as a single mother at the age of 34 years old, and believes

TV, INC., Fox News Channel, as well as Dr. Phil and the View. Her commitment to financial literacy is as important as her work.

cocktails and posting seemingly harmless status updates on Facebook that turn into comment wars. She is a black market dealer in emoji, internet memes and inappropriate animated gifs. She is an unapologetic hoarder of domains, purses, comics, kitchen tools she no longer has room for and will probably never use, travel-sized anything and extra añejo tequila.

Lance Bachmann

Lance Bachmann is the Founder and President of 1SEO.

com Digital Agency, a full-service global digital marketing firm based in the Philadelphia, PA area. Bachmann and his team of over 60 digital marketers provide end-to-end solutions for their clientele with a full suite of services like search engine optimization (SEO), pay per click (PPC), social media optimization (SMO), website design, content development and email marketing, Bachmann and 1SEO.com Digital Agency cultivate an online presence for their clients in order to harvest leads, closes, conversions and profits. In fact, Bachmann and 1SEO.com Digital Agency have accumulated numerous awards and other accolades for their efforts. In just 6 short years, Lance Bachmann has become renowned for his expertise and he is regarded as one of the leaders in the digital marketing space because of the results his agency produces for their clients.

Lisa Cogliati

After moving to Puerto Rico in July 2015 for the Act 20 &

22 tax incentives, I learned first-hand what’s involved with moving, who’s eligible, and what the requirements of Puerto Rico’s tax

61


· Issue 39 · July 2017

Mark Daoust

Mark Daoust is the founder and CEO of Quiet Light Broker-

age, Inc., an online business brokerage firm that has sold over 600 web based businesses for over $100,000,000. Quiet Light Brokerage works with high-value web based businesses and entrepreneurs helping them chart a successful exit where value is maximized for both the buyer and the seller. Mark is an indemand speaker, a writer for Entrepreneur, and has had his work featured in HuffingtonPost, Inc., Forbes, SearchEngineJournal.

tawa, Canada and a BA degree from the University of Western Ontario in London, Canada.

Michael Jones

Michael Jones is co-founder and CEO of Pepperjam, origi-

nally founded in 1999. He oversees day-to-day operations of the company and is responsible for driving product innovation. Michael possesses over 15 years of experience in both digital and

com, among others.

performance marketing and has led Pepperjam through several

Matthew Wolosz

acquisitions, most notably with GSI in 2009 and eBay Inc. in 2011. Since Pepperjam’s spinoff from eBay in April 2016, Mi-

mance marketing space. He has achieved President Club and

by acquiring compliance solution AdAssured. With his finger on

Matthew Wolosz has a decade of experience in the perfor-

Achievers Club recognition at some of largest online media companies, such as Yahoo!. He has sold to, managed, and optimized his client’s campaigns to consistently exceed their expectations. Matthew’s experience ranges from working with multi million dollar budgets with the largest fortune 500 companies to individual affiliates. His deep knowledge and understanding of all the details that go into data management and email optimi-

chael has taken great lengths to expand the company, recently the pulse of industry evolution and his tenure with Pepperjam providing years of experience, Michael proves to be a prominent thought leader in the performance and affiliate marketing space.

Michelle Held

Michelle has have been involved in internet industries

for over 18 years. She is the founder of MetroNY, LLC, a digi-

zation, has allowed him to be a strategic partner for his clients.

tal marketing consultancy that specializes in the industries

Melissa Fitzsimmons

of content marketing, social media marketing, search engine optimization and project management. Michelle consults with

successfully manages one of the largest portfolios of lead gen-

tion to offering internet agency services to clients, Michelle’s

As Advertising Account Director, Melissa Fitzsimmons

eration and cost per action advertisers at Clickbooth, via their proprietary Performance Exchange. Her breadth of knowledge transcends multiple verticals in the CPA & CPL space including, but not limited to, insurance, nutraceutical, dating, gaming and debt/mortgage. With 8 years of tenure at Clickbooth, she has successfully delivered proactive account management to hundreds of advertisers. An inimitable force within the industry, Melissa uses real time and value based traffic optimization techniques proprietary to Clickbooth’s Performance Exchange to scale each and every client long term. Melissa holds a double Masters in Business Administration and International Business from the University of Florida.

businesses to develop digital marketing strategies. In addicompany operates several blogs of their own. As a speaker, she conducts seminars and training sessions covering digital marketing, social media, and web technologies. Michelle is a contributor to Entrepreneur.com and their YouTube channel. She is also the author of “Pinterest Tutorial.” Michelle blogs about social media marketing at Metrony.com and pintalk.net and writes for various industry publications. Michelle earned a B.S. in Engineering, from Rensselaer Polytechnic Institute and serves as a nonprofit board member.

Mike Allen

Mike Allen has been involved in affiliate marketing since

Michael Benedek

1999, first as a publisher and now as an affiliate program manag-

data marketplace Datonics (www.datonics.com), an AlmondNet

ecutive Shopper” at Shopping-Bargains® and the 2009 “Affiliate

Michael Benedek is the President and CEO of leading online

Group company. Benedek was most recently President of AlmondNet Data Division and joined AlmondNet in 2000 as Vice President, Business Development. His experience extends to over 20 years in the Internet, financial services and healthcare fields while based in New York and in Tel Aviv. He holds an MA degree in International Affairs (International Political Economy) from the Norman Patterson School of International Affairs in Ot-

62

er. Affiliate accomplishments include being a charter member of the Performance Marketing Association, founder and “Chief Exof the Year” recipient at the Affiliate Summit Pinnacle Awards. In 2013 Mike started Businesswright Consulting through which he provides affiliate program management and Internet marketing solutions. Mike has presented multiple times at Affiliate Summit as well as Blogworld (NMX), Affiliate Management Days, CJU, and several other performance marketing conferences.


· Issue 39 · July 2017

Mike Buechele

Nathan Smith

some of the biggest companies in tech and media; including

Michigan and northern Ontario as “CoffeeNate.” A student of

DoubleClick, Operative, and ADTECH / Aol. I’m the founder of

social media and a specialist in online community building, he

Adalytical, a performance marketing agency. I’ve also been

has successfully created and implemented social media strate-

known to read comic books and yell at sporting events.

gies for local and international brands, as well as government

Mike Nunez

agencies. Nathan enjoys all aspects of online marketing and

years at Google on the Shopping and DoubleClick Search teams,

manages online marketing for FMTC.

who went on to co-found The Performance Company (.com), a

Ofir Beigel

A vet of the Digital Advertising industry, I’ve helped build

Mike Nunez is an 18-year internet marketing veteran, with 4

performance-based digital marketing agency with subsidiaries that include AffiliateManager.com, a premier affiliate manage-

Nathan is moderately internet-famous in portions of rural

blogging, but his passion is creating connections between organizations and the people they serve. In the affiliate space, Nate

I’m the owner of 99Bitcoins.com – the largest personal

ment company with offices in Orlando and Chicago. Affiliate-

blog in the Bitcoin space with over 350K readers every month.

Manager.com has won Pinnacle awards for Affiliate Manager

The company has 8 employees, all freelancers working from

of the Year in 2013 and Affiliate Agency of the Year in 2016, as

home. I have been an affiliate marketer since 2009 and while

well as the Avantlink Best Agency of 2016. Our success is pow-

I do use across the board marketing tactics I specialize in SEM

ered by our proprietary technology, AffiliateRecruitment.com -

and SEO.

with over 8.4 million affiliate pages indexed - and BounceLinks.

I’ve had more failures than I can count until I’ve reached the

com, a content monetization tool that allows affiliates to easily

point that I’m at today – working as much as I want on some-

monetize their websites. Mike has also served on the board of

thing I love, that generates good income. I have a BA in business

the Performance Marketing Association as well as the Affiliate

management, I’ve graduated from the Zell Entrepreneurship

Summit Advisory Board.

Program and am currently teaching “Advanced Internet market-

Misha Hettie

ing” in Israel’s most prestigious college.

Misha Hettie is a copywriter and communications strate-

gist a.k.a. sales-minded word nerd at Uncommonly Good Biz.

Oliver Roup

As Founder and CEO of VigLink, Oliver Roup understands

She helps entrepreneurs and small business owners to look

the power of native monetization like few others, and is pas-

good, sound great, and make money online.

sionate about powering content-driven commerce for compa-

Missy Ward

nies like Microsoft, Yahoo, Reuters, Bonnier, Rodale and more.

Missy Ward has been an affiliate marketer since 1999. She

at scale, directly through their own words. Prior to VigLink, Oli-

is the Co-founder of Affiliate Summit Inc., a privately-held me-

ver served as a Director at Microsoft in charge of product for

dia company that produces the Affiliate Summit Conference &

properties including XBOX Live Video Marketplace, Zune Mar-

Tradeshow Series, Performance Marketing Summit, FeedFront

ketplace, and MSN Entertainment. Oliver has also worked at

Magazine, GeekCast.fm, AffStat.com and ReveNews.com. She

Founders Fund, for Microsoft co-founder Paul Allen and at the

is also the Founder of AffiliateMarketersGiveBack.com and own

BBC. He holds several patents, is an elected board member of

multiple niche affiliate websites including EasyGlutenFree.reci-

the Performance Marketing Association and founding chair of

pes, itsaWAHMthing.com and SpecialNeedsGifts.com, to name

the PMA’s Content Monetization Council. Oliver received his

a few. Missy is a WAHM, wine-enthusiast, die-hard AC/DC fan,

bachelor’s and master’s degrees in Computer Science from MIT

and a New York Jets, Rangers, and Yankees addict. She is also

and his MBA from the Harvard Business School. He lives in San

an active fundraiser for charities that support breast cancer re-

Francisco and is a passionate cyclist and sailor.

search, treatment, and community programs. She hates cold

Paul Schroader

weather, flavored coffee, gluten, and meat. Check out her affiliate marketing blog, MissyWard.com.

VigLink enables publishers to earn revenue automatically and

Paul has been in Interactive Marketing since 1995 and

Nathan Hall

he has spent the last 17 years focusing on Affiliate Marketing.

Nathan Hall has 7 years experience in direct response mar-

Paul has worked with include TMP Worldwide (Monster.com),

keting. He has run over 40 million dollars in display advertising

Oreck, Tabasco, Blanchard and Company, Blue Man Group

Since founding PS Web Solutions in 2001, some of the clients

using 20+ different ad exchanges/networks and platforms.

63


· Issue 39 · July 2017

and Temp-tations. Paul has worked with brands both big and

street, Jet Propulsion Laboratory as a systems architect and

small in pursuit of integrating efficient online advertising tech-

as a senior management consultant for Andersen Consulting

niques into existing marketing plans. He has helped build very

(now Accenture). Santi holds a bachelor’s degree in computer

profitable online programs for numerous clients and constantly

science/marketing from California Polytechnic State Univer-

works to stay on top of developing trends. As the President and

sity – San Luis Obispo.

Founder of the Rocky Mountain Affiliate Marketing Association

Scott Polk

(RMAMA), Paul has helped affiliate managers and affiliates stay current on industry issues by providing a forum for networking

Scott Polk has built his expertise as a knowledgeable

since 2003. Paul recognizes affiliate marketing as a tremendous

and experienced Search Engine Optimization/Internet Market-

opportunity for clients and marketers, allowing for an extensive

ing strategist for more than a decade. He concentrates his re-

online presence within a set marketing cost structure.

sourcefulness and skills on the diversified aspects of Search En-

Rachel Hirsch

gine Optimization for clients, where he’s earned the distinction

Rachel Hirsch is an attorney at the Washington, D.C.-based

consistently involved in technologies that maximize Conversion,

law firm of Ifrah PLLC. Ms. Hirsh advises clients on in litigation

Usability and Accessibility when optimizing & developing large

and compliance matters relating to FTC and state consumer

web sites as well as identifying problems/solutions that result in

regulations. Her clients include, among others, a variety of net-

major cost saving strategies. Highly successful and respected

works, advertisers, publishers, software and data providers, and

within the SEO industry, Scott Polk has consulted and been em-

her practice covers all federal and state consumer protection

ployed by successful internet companies such as: Bruce Clay,

and privacy laws and regulations. Ms. Hirsch focuses her prac-

Edmunds.com, AT&T Wireless, ABC News, PGA.com & PGATour.

tice counseling clients on how to implement measures to re-

com, Sports Illustrated, Toyota.com, Direct Brands, and numer-

duce their exposure to liability. Often litigating cases against the

ous others.

government, Ms. Hirsch has achieved a string of victories for her

Sean Steinmarc

clients in federal and state enforcement actions. Ms. Hirsch is a regular contributor to her firm’s blog, www.ftcbeat.com, where

of consistent top rankings in all major search engines. Scott is

In his leadership role at TFC Tuition Financing, Sean is work-

she writes about issues affecting online marketers.

ing to improve the affordability of education at all ages. A gradu-

Rob Elbaz

ate of The Wharton School at the University of Pennsylvania,

Rob Elbaz joined Payza in 2012 in an entry level marketing

leadership roles across a Top 5 global bank and a Fortune 100

position and has climbed the ranks to oversee marketing and

company. His primary roles were converging technology & busi-

customer operations for the company.

ness strategies, and improving operational processes. After a

Rodrigo Genoveze

few years in education financing, Sean launched award-winning

Rodrigo Genoveze has been working in the affiliate market-

through a combination of games & cause marketing. Now, Sean

ing sector since 2003 with vast experience from advertiser, pub-

is applying his combined startup and corporate skills to move

lisher and network point of view. Born in Brazil and raised in the

TFC, a 45-year-old organization, into the next era. In his free time,

USA, Rodrigo began working out of Europe in an OTA and from

Sean enjoys finding new recipes to further his cooking skills, com-

then moved on to working at zanox in Spain where he finally

peting in Race to Affiliate Summit challenges, and whiskey.

moved back to Brazil to launch awin latam in 2011. Awin is the

Shaun Sheikh

global network of choice and a very important network in Latam.

Santi Pierini

Sean spent the first eight years of his career in financial services

startup psGive to help brands solve digital marketing challenges

Shaun Sheikh, CEO and co-founder of Jump 450 Media, is

a highly successful entrepreneur and creative mind in the digital

Santi oversees CAKE’s business operations and corpo-

advertising and marketing arena. With a keen understanding of

rate strategy globally. He is a veteran of the marketing technol-

complex advertising algorithms and consumer behavior, Shaun

ogy industry with over two decades of experience in enterprise

has engineered the groundbreaking approach his company

software focused on Global 2000 companies. Prior to CAKE,

uses to plan, build and execute digital marketing campaigns that

he served in senior executive positions at InQuira (acquired by

deliver positive sales performance at large scale. This approach

Oracle), Day Software (now Adobe Marketing Cloud), Vignette

has been so effective that Jump 450 now yields $45 MM+ in

(acquired by OpenText) and OnDisplay (acquired by Vignette).

annual sales revenue and Shaun has been recognized for his ef-

Earlier in his career, he worked in marketing at Dun & Brad-

forts by being named to the Forbes 30 Under 30 Class of 2017 in Marketing & Advertising.

64


· Issue 39 · July 2017

Shawn Collins

Stoney deGeyter

marketer since 1997. He is a Co-founder of

Damn Web Marketing Checklist, Period,

Affiliate Summit, the leading global confer-

loves to talk—especially about web market-

ence and tradeshow for the affiliate mar-

ing. Having started Pole Position Marketing

keting industry, and Co-Editor-in-Chief of

in 1998, Stoney has amassed a wealth of

FeedFront Magazine. He has authored the

web marketing knowledge as he and his pit

books “Affiliate Manager Boot Camp“, “Ex-

crew have helped thousands of businesses

tra Money Answer“, “How to Get the Most

grow through strategic digital marketing

from Exhibiting at Conferences”, “How to

strategies. He has presented at a number

Get the Most Out of Attending a Confer-

of world-class search marketing conferenc-

ence”, and “Successful Affiliate Marketing

es such as the Affiliate Summit, PubCon,

for Merchants“. Also, he co-publishes the

Search Engine Strategies, Search Marketing

annual AffStat affiliate marketing bench-

Expo, and WordCamp, as well as marketing

mark reports. Shawn blogs on affiliate

organizations such as International Asso-

marketing at AffiliateTip.com, and hosts

ciation of Business Communicators Cleve-

the podcast, This is Affiliate Marketing,

land and in-house teams such as L’Oreal,

on GeekCast.fm. Additionally, Shawn has

and local business workshops. He is also a

been quoted in numerous publications,

prolific blogger. His web marketing articles

including Entrepreneur Magazine, Inter-

have been published by a number of indus-

net Retailer, Inc. Magazine, the New York

try blogs, including Search Engine Land,

Times, and the Wall Street Journal.

Marketing Land, Search Engine Journal and

Shawn Collins has been an affiliate

Stoney deGeyter, author of The Best

SEMRush. He is also the main contributor at

Stephan Spencer

Stephan Spencer is an internationally

recognized SEO expert, consultant, and

Pole Position Marketing’s E-Marketing Performance blog.

Syed Balkhi

Syed Balkhi is a killer online marketer

bestselling author. He is the co-author of

with design & development experience.

The Art of SEO (now in its third edition),

He’s the founder of WPBeginner, List25,

author of Google Power Search, and co-au-

and many other sites. His work has been

thor of Social eCommerce. Stephan found-

featured in: New York Times, Wired Maga-

ed Netconcepts in 1995 and grew it into a

zine, Business Insider, Huffington Post, and

multi-national SEO agency before selling

others. Syed has been working online since

it in 2010 to Covario. Stephan invented a

he was 12 years old, and has a very suc-

pay-for-performance SEO platform called

cessful online business.

GravityStream that was also acquired and

Tadd Spering

is now part of Rio SEO. Stephan’s clients post-acquisition have included Zappos,

Tadd is the Founder and CEO of Sty-

Sony Store, Quiksilver, Best Buy Canada,

linity, an influencer marketing technology

Bed Bath & Beyond, and Chanel. Stephan

company that connects brands, retailers

is the creator of Traffic Control, a three-day

and agencies with top bloggers and social

seminar on SEO, and the host of two popu-

media influencers for successful, ROI-driv-

lar podcast shows, The Optimized Geek

en campaigns.

and Marketing Speak.

65


· Issue 39 · July 2017

Taylor Barr

Taylor Barr is the Affiliate Marketing Manager for GetRe-

sponse Inc., an email marketing platform translated into 21+ languages, with 350,000 customers, in 182 countries worldwide. He has over a decade of experience in digital marketing, helping grow other SaaS-based email marketing companies like iContact (sold to Vocus for $169M) as well as web hosting companies like A Small Orange (acquired by Endurance International Group in 2012). He currently manages the global affiliate partner program for GetResponse, working daily with affiliate partners to grow their audience using email marketing and automation to maximize their returns.

Teodora Dobjanschi

Teodora Dobjanschi is Affiliate Network Manager at Avan-

gate Affiliate Network, the Leading CPS Network for Software and Digital Goods (as ranked by mThink BlueBook Survey for the past 3 consecutive years). She is an international speaker (US and European events), writer, affiliate marketing evangelist, technology geek, FeedFront Magazine contributor with 9+ years of experience in the marketing and advertising field, with a focus on online marketing and affiliate marketing. Her past session at the #ASW17 event has been ranked #3 by audience growth and #5 by attendance.

Todd Crawford

As a co-founder, Todd Crawford evangelizes the opportunities

presented by a multi-channel approach to the performance model. Prior to Impact Radius, he served as vice president of sales and business development for Digital River’s affiliate network, oneNetworkDirect. Todd also contributed to the founding team at Commission Junction in 1998 and led its business and sales development efforts as vice president for more than seven years.

Tony Wright With more than ten years of hands-on and strategic experience in interactive marketing and a background in traditional and interactive public relations and journalism, Tony Wright, CEO and Founder of WrightIMC (www.wrightimc.com) has spent his career helping businesses of all sizes be profitable on the Web. Wright is a search marketing geek and also has extensive experience in online crisis communication and brand reputation strategy, including corporate blogging and corporate monitoring, most notably directing the online corporate reputation management strategy for American Airlines immediately following the events of September 11, 2001. Wright has twice served as President of the Dallas/Ft. Worth Search Marketing Association, and is a sought after speaker at industry events, including SMX, Search Engine Strategies, Pubcon and others. Find him on twitter @tonynwright

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Tricia Meyer Tricia Meyer (@sunshinetricia) is the owner of Sunshine Rewards, Helping Moms Connect, and other niche sites. She frequently speaks and writes about affiliate marketing topics such as monetizing blogs, affiliate and affiliate manager relationships, and the basics of affiliate marketing. She serves as the Executive Director for the Performance Marketing Association. She is also a partner in WineClubGroup.com. Tricia has been a finalist for the Pinnacle Award for Industry Advocate and won Affiliate of the Year in 2014 and Best Blogger in 2012.

Valentina Piol Valentina Piol (31) is since 2015 Head of Affiliate Marketing at metapeople in Germany. metapeople belongs to NetBooster, a leading independent European agency in digital performance marketing. Since 2012 she has been Account Manager for Affiliate Programs of several advertisers of metapeople, especially in the travel sector. She e.g. setup and managed the international rollout of Lufthansa’s’ Affiliate Program across 39 markets. Now she focusses herself among others to the strategic consultancy of their 20+ advertisers. Valentina is truly European. Originally Italian she grew up in Germany where she currently lives, undertook however her studies in the Netherlands (Bachelor of Business administration) as well as England (Master of Science in Business and Management) and had internships in Spain. After her studies she first started as product manager and purchaser before finally dedicating herself to online marketing.

Zac Johnson

At the age of 15, Zac Johnson began making money online

designing web site banners for $1 each. A self taught entrepreneur, Zac’s been making money online for nearly 20 years and has been involved in nearly every facet of affiliate and online marketing. One of Zac’s many successes includes his story of “How I Made $860,538.38 Profit in 4 Months!” from one web site, which can be read at his blog at ZacJohnson.com. Zac continues to focus on his blog, where he provides readers with firsthand accounts of his experiences, successes & failures. In addition to his own success stories, Zac reviews affiliate networks and informs readers how & where they should be making new money. Zac’s social reach and site traffic is now over 100,000 strong and has referred over $5,000,000 in new business to his advertisers and network partners. You can also listen to Zac’s new podcast “Rise of the Entrepreneur” on iTunes and connect with Zac through his new online training community at Blogging.org.


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FeedFront Magazine Issue 39  

This issue of FeedFront Magazine includes Dare to be Different (and Win Big) by Misha Hettie, Use Attribution with Coupon Affiliates by Choo...

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