Working in the martech industry, one question I hear a lot is ‘How do I increase the value of my data?’ There’s over 2.7 zetabytes of data available in the digital universe today and we’re hearing about ‘big data’ more than ever before. Marketers are now strongly focused on becoming data-driven, yet 87% of marketers still consider data their most under-utilised asset. So, how can you increase the value of your data when it’s often difficult to understand where to even start?
When it comes to partner marketing, ‘finance’ and ‘innovation’ are not typically two words you’d expect to see in the same sentence. Since the differentiation between financial services products like credit cards tends to be more subtle than between travel offerings like flights or retail merchandise like apparel, they seem to lend themselves more towards static CPA-style commission structures which are more difficult to customise. Additionally, a smaller number of highly-specialised partners dominate the industry, which can sometimes restrict innovation.
Bob Glazer, founder and managing director of our partner, Acceleration Partners, just released his first book, Performance Partnerships: The Checkered Past, Changing Present and Exciting Future of Affiliate Marketing!
Over the last ten years, we’ve seen the traditional affiliate landscape evolve into the much broader partner and affiliate marketing space we know today. Brands are now looking towards a forward-thinking partner marketing model based on data, scale, and analytics. Transformational partnerships are the next step in this digital marketing progression, allowing brands to drive customer acquisition and stronger customer loyalty as well as become more efficient with their time and resources.
A fundamental principle of partner marketing is that a brand's partnerships should be tracked, recorded and rewarded based on their performance.
To sift through the sea of information, identify trends, and distill actionable insights, advertisers must develop strategies for ingesting and managing their data streams, identify the key metrics that align with their overall business goals, and ensure those are analyzed in a relevant and meaningful context.
Over the last seven years, major brands have been shifting towards technology to manage their partnerships and affiliates—which means that the service required to support them has evolved too.
Pandora's Managing Director A/NZ Jane Huxley at Innovation Day 2017
Five years ago, Pandora Radio came to Australia. How did a music streaming service carve—and cement—a space for itself in a market that equated its name with high-end jewellery? By forging innovative partnerships that drove tremendous growth for the brand.
The way we buy has most certainly changed. We’ve seen large brick and mortar stores such as Dick Smith move to online only. We’re all waiting in anticipation for Amazon to enter the Australian market this year. In a market where you can now order something online and have it arrive on the same day, the Australian retail industry is focusing more than ever on the end-to-end customer experience.
Our own VP Revenue, EMEA Sean Sewell sharing his insights in the sponsors panel session
As brands embrace “digital transformation” in 2017, the evolution of the performance marketing landscape continues to accelerate. This was a key focus at the inaugural Internet Advertising Bureau’s (IAB) Performance Affiliate Marketing Conference last week in London.
We had a great time at Affiliate Summit West—one of the industry’s largest conferences—in Las Vegas this week. Throughout the conference, we recognized a familiar theme across many of our discussions with brands: the increasing appeal of scaling performance-based partnerships globally.