CASE STUDY PARTNER PERFORMANCE MARKETING · [email protected] performancehorizon.com! ...
3
[email protected] PERFORMANCEHORIZON.COM WWW.PERFORMANCEHORIZON.COM CASE STUDY - PARTNER PERFORMANCE MARKETING FOR IPROSPECT AND ADIDAS, CENTRALIZATION, CONSOLIDATION, AND CHANGING THE MODEL WERE KEY TO MASSIVE AFFILIATE CHANNEL GROWTH iProspect is a leading global digital performance marketing agency that provides services built around simple, effective strategies that connect with customers across every channel - and grow business in ways that clients can measure. As a global agency, iProspect has a highly-scalable offering with one of the largest agency affiliate teams. They have the expertise, global footprint, and relationships to grow channels and incorporate new markets while benefiting from local insights. It was for these reasons that bringing their affiliate program in-house made sense for both them and their clients. Before April 2014, iProspect was running the affiliate programme for adidas in four markets: Netherlands, UK, Germany, and France. Each market had its own account manager with little to no correspondence, no centralised reporting, budgeting or forecasting - and most importantly, no shared insights. Affiliate accounted for only 6% of adidas’s digital spend, so there was ample room for growth. THE CHALLENGE IPROSPECT AND ADIDAS EMBARKED UPON TOGETHER WAS TO MAKE AFFILIATE CHANNEL GROWTH A KEY FOCUS FOR 2015 iProspect wanted to become further embedded with adidas and truly understand their internal challenges and margins within their affiliate channels. The business objectives, and eventual drivers of success came from three key areas: Centralization, Consolidation, and Changing the Model. As iProspect looked at different solutions that would allow them to migrate their affiliate management entirely in-house on a self-serve platform and achieve these objectives, Performance Horizon stood out as the optimal partner. The main challenges iProspect and adidas faced were: ● Working in four markets with silo’ed account management ● No centralised reporting, budgeting, forecasting and shared learning ● Rigorous migration involved with migrating from multiple networks to a single platform ● Creating strategic balance between partners (premium publishers, voucher, loyalty, etc.) ● Optimising efficiencies and focusing on partners that actually prove they can send through and generate converting traffic “What Performance Horizon enables as far as centralisation and consolidation allows us to better liaise with and understand the internal challenges of adidas. ExactView allows us to quickly spot trends, shift budgets and match up revenue growth to margins for adidas in their key markets. The efficiencies created by managing everything on one platform and sharing data across
Transcript of CASE STUDY PARTNER PERFORMANCE MARKETING · [email protected] performancehorizon.com! ...
PERFORMANCEHORIZON.COM
WWW.PERFORMANCEHORIZON.COM
CASE STUDY - PARTNER PERFORMANCE MARKETING FOR IPROSPECT AND ADIDAS, CENTRALIZATION, CONSOLIDATION, AND CHANGING THE MODEL WERE KEY TO MASSIVE AFFILIATE CHANNEL GROWTH iProspect is a leading global digital performance marketing agency that provides services built around simple, effective strategies that connect with customers across every channel - and grow business in ways that clients can measure. As a global agency, iProspect has a highly-scalable offering with one of the largest agency affiliate teams. They have the expertise, global footprint, and relationships to grow channels and incorporate new markets while benefiting from local insights. It was for these reasons that bringing their affiliate program in-house made sense for both them and their clients. Before April 2014, iProspect was running the affiliate programme for adidas in four markets: Netherlands, UK, Germany, and France. Each market had its own account manager with little to no correspondence, no centralised reporting, budgeting or forecasting - and most importantly, no shared insights. Affiliate accounted for only 6% of adidas’s digital spend, so there was ample room for growth. THE CHALLENGE IPROSPECT AND ADIDAS EMBARKED UPON TOGETHER WAS TO MAKE AFFILIATE CHANNEL GROWTH A KEY FOCUS FOR 2015 iProspect wanted to become further embedded with adidas and truly understand their internal challenges and margins within their affiliate channels. The business objectives, and eventual drivers of success came from three key areas: Centralization, Consolidation, and Changing the Model. As iProspect looked at different solutions that would allow them to migrate their affiliate management entirely in-house on a self-serve platform and achieve these objectives, Performance Horizon stood out as the optimal partner. The main challenges iProspect and adidas faced were:
● Working in four markets with silo’ed account management
● No centralised reporting, budgeting, forecasting and shared learning
● Rigorous migration involved with migrating from multiple networks to a single platform
● Creating strategic balance between partners (premium publishers, voucher, loyalty, etc.)
● Optimising efficiencies and focusing on partners that actually prove they can send through and generate converting traffic
“What Performance Horizon enables as far as centralisation and consolidation allows us to better liaise with and understand the internal challenges of adidas. ExactView allows us to quickly spot trends, shift budgets and match up revenue growth to margins for adidas in their key markets. The efficiencies created by managing everything on one platform and sharing data across
PERFORMANCEHORIZON.COM
WWW.PERFORMANCEHORIZON.COM
marketing partners is powering incremental and sustained growth for all parties.” Rob Kabrovski, Account Director, iProspect A STRATEGIC PLAN WAS EXECUTED TO ACHIEVE THE THREE CORE OBJECTIVES OF CENTRALIZATION, CONSOLIDATION, AND CHANGING THE MODEL Working closely with Performance Horizon, iProspect executed the plan 1. Centralisation
● iProspect moved account management in London office, allowing them to liaise better with the client, take their brief and put into action as soon as possible
● iProspect centralised budgets and forecasts, allowing them to spot trends and keep budgets flexible, which is an important aspect of the affiliate channel
● iProspect centralised reports, allowing them to match up revenue growth with adidas’s margins and show their net profit in each key market - enabling growth based on objectives
2. Consolidation
● iProspect moved from 3 networks across 4 markets to Performance Horizon’s single self-serve platform
3. Changing the Model
● iProspect wanted to go against the traditional model of signing up with a network and having them do the optimisation
● iProspect optimised their partner network and only migrated over 120
affiliates to Performance Horizon platform from 2,000+ in the past. This was about creating greater efficiency and only working with partners that actually drive valuable traffic
● iProspect worked to properly balance their partner base across premium publishers, vouchers, loyalties, etc.
● iProspect worked to create their own longtail with strategic partner recruitment based on niche, highly-targeted partners with the potential to drive relevant traffic
Partnering with Performance Horizon has given iProspect the solution it was seeking to best optimize adidas’s affiliate programme. iProspect can use data from Performance Horizon ExactView to add incremental value to adidas and perform:
● Targeted promotions based on seasonal trends (winter sales vs. summer sales)
● Product-level tracking to identify higher margin products and incentivise appropriately
● User Journey insights to understand who is sending converting traffic through entire buyer journey and incentivise appropriately
● Analysis of specific promotions to understand what campaigns are working well
● Attribution modeling with an omnichannel approach vs. last click
● Recording the most effective exposure placements to know what promotion works with what sites at what time of the year for better strategic forecasting
PERFORMANCEHORIZON.COM
WWW.PERFORMANCEHORIZON.COM
SUMMARY
● adidas is one of iProspect’s fastest growing clients ● 149% YOY revenue growth in 2014 ● 35% drop in cost of sale in 2014 ● Expanded from 4 European markets to 18 ● Shortlisted for 5 awards
ABOUT PERFORMANCE HORIZON Major brands in travel, retail, finance and digital content rely on the Performance Horizon platform to drive new customer acquisition, revenue increases and profitability gains through their online partners. This includes the ability to optimise partner performance, deploy creative, manage partner and product spend, easily integrating data into existing workflows and systems, as well as process partner payments globally. Performance Horizon, the leading provider of SaaS solutions for digital partner marketing, enables brands to directly connect with their marketing partners to dramatically increase customer acquisition and drive high margin revenues from online marketing channels. With offices in the U.S., U.K., Japan and Australia, Performance Horizon's platform drives $3B+ in advertiser top line revenues across 125,000 marketing partners in over 170 countries. Performance Horizon is backed by top-tier investors, including Mithril, Greycroft Partners and DN Capital. For more information, visit www.performancehorizon.com and follow us @tweetphg.
Date Published: Winter 2015
