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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). Session Description: Sustained growth for large programs requires focus, discipline and creativity. How do you steam forward to build and maintain your competitive edge while avoiding the headwinds and other obstacles?
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Full Speed Ahead:Accelerating Your ProgramBrian MarcusDirector, Global eBay Partner Network
2Full Speed Ahead: Accelerating Your Program
The eBay Steamliner
149M active eBay buyers $62B ECV in Q2 Mobile up 68% YoY $12B in mobile revenue in Q2
Mobile = 20% of volume
260M+ mobile app downloads to date6.6M new customers acquired via mobile in Q2
Cross-border trade = 22% of ECV in Q2 300k ePN websites
3Full Speed Ahead: Accelerating Your Program
…it’s a journey, not a sprint
Building an enduring, high-growth affiliate program…
4Full Speed Ahead: Accelerating Your Program
Our Ecosystem Today
Buyers
CUSTOMERS
Sellers
Publishers
eBay
Helping customers achieve their goals
Getting a deep understanding of customers
ePN helping publishers achieve their goals
5Navigating the Industry Sea Change
ACCELERATEAnd
FINE TUNE
PATCHany
HOLES
REPOSITIONto
CATCH WIND
The Journey
STAGE ONE STAGE TWO STAGE THREE
6
Accelerate: Optimizing and Scaling
Navigating the Industry Sea Change
MULTI-CHANNEL MULTI-DEVICE
GLOBAL BUSINESS MODELS
7Navigating the Industry Sea Change
ALLOCATING RESOURCES
ALIGNING ROADMAP
FUELING EXPANSION
Fine Tune: Charting the Plan
RALLYING THE CREW
REMOVING ON-BOARDING
FRICTION
8Navigating the Industry Sea Change
Fine Tune: Building a Tailwind
ACTIVATEANDENGAGE
IDENTIFYGAPS ANDOPPORTUNITIES
STRENGTHENTHEPIPELINE
9Navigating the Industry Sea Change
Identify Gaps & Opportunities
MOBILEEXISTINGPARTNERSHIPS
PILOTS
10
Identify Opportunities: Hybrid Landing Page Pilot
Navigating the Industry Sea Change
BeforeAfter
11Full Speed Ahead: Accelerating Your Program
Identifying Opportunities: Mobile
22%
of web traffic is via a mobile device
$20 billion
generated by eBay in 2013 through mobile
devices
22%
of the global population owns at least one
mobile device
40%
of GMV in Q4 2013 involved a mobile
touch point
18%
of ecommerce sales are delivered through mobile
devices
12Full Speed Ahead: Accelerating Your Program
Identifying opportunities: Mobile
PublisherMobile App
PublishermWeb
AUTOREDIRECT
mWeb
App
13Navigating the Industry Sea Change
Strengthening the Pipeline
UNIQUE PARTNERSHIPS
RECRUITMENT NEW BUSINESS MODELS
WORK WITH STRATEGIC PARTNERS
REINVEST IN PUBLISHERS
14Navigating the Industry Sea Change
Activate & Engage: Demand Meets Supply
SOURCING ADVERTISER INVENTORY
MATCHING SUPPLY WITH
DEMAND
UNDERSTANDING WHERE TO ADVERTISE
UTILIZING TOOLS
TIMELY, RELEVANT OFFERS
15Navigating the Industry Sea Change
Activate & Engage: Use Pricing as the Rudder
TESTING INCREMENTALITY
UNDERSTANDING OUTCOMES
CUSTOMER LIFETIME VALUE
PRICING SIGNALS
16Navigating the Industry Sea Change
Role of the Publisher
FILL THE GAPS EXPLORE NEW AREAS
EXPRESS STRENGTHS
FIND THE BEST FIT BE CLEAR ABOUT NEEDS
BE A STRATEGIC MARKETER
OPERATIONALIZE OPPORTUNITIES
WORK AS A TRUE PARTNER
17Navigating the Industry Sea Change
Questions
