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Before, After and Around the Click: Publishers as a Branding Force and a Sales Force Owen Hewitson, Client Strategist – Affiliate Window & buy.at
SaleCPAAffiliate Marketin
g
Cost per engageme
nt
Cost per click
Cost per mille
Cost per time
Cost per lead
Cost per call
CPA
Affiliate Marketi
ng
Sale Branding
Campaign objective
Channel
Payment metric
CPM = Brand
CPC = Search
CPA = DR/Affiliate
CPM
BRAND
SALES
CPACPC
Display
Paid Search
Affiliate
1 eBay UK
2 Amazon UK
3 Argos
4 Play.com
5 eBay
6 Tesco
7 Amazon.com
8 Next
9 Your M&S
10 Gumtree
11 John Lewis
12 Groupon UK
13 Tesco Direct
14 HotUKDeals
15 New Look
16 ASOS
17 eBay Motors UK
18 MoneySavingExpert.com
19 Debenhams
20 MoneySavingExpert.com Forums
21 B&Q
22 Apple United Kingdom
23 Topshop.com
24 Best-Price.com UK
25 River Island
26 Shopzilla UK
27 Sainsbury's
28 Ticketmaster United Kingdom
29 Tesco Superstore
30 IKEA
31 LoveFilm.com
32 ASDA
33 SupaPrice
34 Currys
35 Apple Store
36 Boots
37 HMV.com
38 Littlewoods.com
39 ASDA Direct
40 Preloved
41 Comet
42 Homebase
43 GAME
44 Shopping.com UK
45 LowPriceShopper.co.uk
46 QVC UK
47 House of Fraser
48 ScrewFix.com
49 Ciao! UK
50 Very.co.uk
51 PC World
52 MyVoucherCodes.co.uk
53 Halfords
54 VoucherCodes.co.uk
55 ASDA Groceries Online
56 eBay UK Mobile
57 Etsy
58 Wickes
59 Sportsdirect.com
60 Dorothy Perkins
61 O2 Shop
62 Dell
63 Sainsbury's Online Groceries
64 Quidco
65 Optical Express
66 HP
67 See
68 Belfast Gumtree
69 TopCashBack
70 Matalan
71 Review Centre
72 MandmDirect.com
73 mothercare
74 Dell EMEA
75 Kelkoo Shopping UK
76 The Carphone Warehouse
77 Alibaba.com
78 Bhs
79 Apple iPod & iTunes
80 DiscountVouchers.co.uk
81 Bizrate UK
82 Twenga UK
83 Maplin Electronics
84 Which?
85 H&M
86 Orange Shop
87 KGB Deals London
88 Boden
89 Republic
90 George at ASDA
91 Tesco Clubcard
92 dooyoo UK & Ireland
93 Glasgow Gumtree
94 T-Mobile UK Mobile Phone Shop
95 Toys R Us - UK
96 NexTag UK
97 boohoo.com
98 Amazon Seller Central
99 JD Sports
100 VistaPrint.co.uk
68 Belfast Gumtree
69 TopCashBack
70 Matalan
71 Review Centre
72 MandmDirect.com
73 mothercare
74 Dell EMEA
75 Kelkoo Shopping UK
76 The Carphone Warehouse
77 Alibaba.com
78 Bhs
79 Apple iPod & iTunes
80 DiscountVouchers.co.uk
81 Bizrate UK
82 Twenga UK
83 Maplin Electronics
84 Which?
85 H&M
86 Orange Shop
87 KGB Deals London
88 Boden
89 Republic
90 George at ASDA
91 Tesco Clubcard
92 dooyoo UK & Ireland
93 Glasgow Gumtree
94 T-Mobile UK Mobile Phone Shop
95 Toys R Us - UK
96 NexTag UK
97 boohoo.com
98 Amazon Seller Central
99 JD Sports
100 VistaPrint.co.uk
34 Currys
35 Apple Store
36 Boots
37 HMV.com
38 Littlewoods.com
39 ASDA Direct
40 Preloved
41 Comet
42 Homebase
43 GAME
44 Shopping.com UK
45 LowPriceShopper.co.uk
46 QVC UK
47 House of Fraser
48 ScrewFix.com
49 Ciao! UK
50 Very.co.uk
51 PC World
52 MyVoucherCodes.co.uk
53 Halfords
54 VoucherCodes.co.uk
55 ASDA Groceries Online
56 eBay UK Mobile
57 Etsy
58 Wickes
59 Sportsdirect.com
60 Dorothy Perkins
61 O2 Shop
62 Dell
63 Sainsbury's Online Groceries
64 Quidco
65 Optical Express
66 HP
67 See
1 eBay UK
2 Amazon UK
3 Argos
4 Play.com
5 eBay
6 Tesco
7 Amazon.com
8 Next
9 Your M&S
10 Gumtree
11 John Lewis
12 Groupon UK
13 Tesco Direct
14 HotUKDeals
15 New Look
16 ASOS
17 eBay Motors UK
18 MoneySavingExpert.com
19 Debenhams
20 MoneySavingExpert.com Forums
21 B&Q
22 Apple United Kingdom
23 Topshop.com
24 Best-Price.com UK
25 River Island
26 Shopzilla UK
27 Sainsbury's
28 Ticketmaster United Kingdom
29 Tesco Superstore
30 IKEA
31 LoveFilm.com
32 ASDA
33 SupaPrice
Cashback
Voucher codes
Comparison
MobileOffline
Social
Content
Cashback
Cashback
Voucher codes
Comparison
MobileOffline
Social
Content
Exposure: 950,000Cost: £10,500/€12.000
1 million impressions/month
£1000/€1200 per month
To
p UK
Cashback
Site
Top UK
Voucher
Code Site
1.2 million addresses
£1000/€1200
Exposure: Cost:
Experts in micro-niche
targeting
Branding beyond banners
Dependence on conversion for
payment
Affiliate Data Assets
Transaction data
Customer data
Mobile data
Affiliate Customer Touchpoints
Newsletter On-site
promotions
Mobile site
Reporting to Clients, Agencies and Networks
Customer profile Campaign
performance
Category performan
ce
Affiliate Customer Touchpoints
Newsletter On-site
promotions
Mobile site
Reporting to Clients, Agencies and Networks
Customer profile Campaign
performance
Category performan
ce
Affiliate Data Assets
Customer data Transactio
n data
Mobile data
Reporting to Advertisers and Networks
Customer profile Campaign
performance
Category performan
ce
Affiliate Customer Touchpoints
Newsletter On-site
promotions
Mobile site
Affiliate Data Assets
Customer data Transactio
n data
Mobile data
Review
Maintain / Grow
Review /
RemoveGrow
244
22
3
3
2
2
2
5
3
3
8
1
15353 5
7
1
1
5
414
3
11
10
18215
5
High Volume Sales
Low Volume Sales
Weak Brand Fit Strong Brand Fit
Challenges
VS
Advocacy
Compliance
VS
Plurality
Control
Before, After and Around the Click: Publishers as a Branding Force and a Sales Force Owen Hewitson, Client Strategist – Affiliate Window & buy.at
