Affiliate Program Management by Prussakov, Evgenii -- Read -- Imperial Library of Trantor

Index

Cover Praise for Affiliate Program Management: An Hour a Day Title Page Credits Copyright Publisher's Note Dedication Acknowledgments About the Author Foreword Introduction

Who Should Read This Book What You Will Learn How to Contact the Author

Part I: History, Terminology, and Introductory Remarks

Chapter 1: Understanding Affiliate Marketing

What Is Affiliate Marketing? Affiliates, Subaffiliates, and Superaffiliates Universality of Affiliate Marketing Marketing Channels and Types of Affiliates Popularity

Chapter 2: Budget, Payments, and Related Considerations

Budgeting Performance-Based Models Interaction with Other Channels Reversal Policies and Related Considerations

Part II: Month 1: Pre-Launch Research and Analysis

Chapter 3: Week 1: Perform Competitive Marketing Analysis

Monday: Understand SWOTT Analysis Tuesday: Identify Strengths and Weaknesses Wednesday: Evaluate Opportunities, Trends, and Threats Thursday: Present Your Analysis to Your Boss/Client Friday: Develop a Competitive Intelligence Strategy

Chapter 4: Week 2: Understanding Tracking and Reporting

Monday: Evaluate Affiliate Networks Tuesday: Understand CPA Networks and How They Work Wednesday: Assess In-House Solutions Thursday: Analyze Payment Options Friday: Understand the Importance of Cookies

Chapter 5: Week 3: Evaluate Program Management Options

Monday: Understand the Basics Tuesday: Set Your Expectations Wednesday: Outline Qualifications and Certification Thursday: Weigh In-House vs. Outsourced Solutions Friday: Determine Compensation and Draft Contact

Chapter 6: Week 4: Finalize Payment Models and Cookie Life

Monday: Decide on the Payment Models to Use Tuesday: Determine Whether You Need a Two-Tier Program Wednesday: Study Cookie Retention Data and Make Conclusions Thursday: Calculate Commission Budgeting in Incentives Friday: Finalize Overall Payment Terms

Part III: Month 2: Setting Your Affiliate Program Up

Chapter 7: Week 1: Develop Creative Inventory

Monday: Review Types of Creatives Used by Affiliates Tuesday: Understand and Put Together Text Links Wednesday: Learn About Banner Usage and Popular Sizes Thursday: Review Banner Creation Mistakes and Work on Banners Friday: Develop a Dynamic Creative Policy

Chapter 8: Week 2: Data Feeds, Coupons, and Plug-Ins

Monday: Learn About Data Feeds Tuesday: Study and Avoid Common Data Feed Mistakes Wednesday: Discover Feed Importing Options Thursday: Develop Your Coupon Strategy Friday: Understand Add-Ons and Plug-Ins

Chapter 9: Week 3: Research and Develop Program Policies

Monday: Work on Your Coupon and Discounts Policy Tuesday: Develop Your Trademark Policy Wednesday: Formulate Policies Regarding Loyalty and Rebates Affiliates Thursday: Word Your Recommendations on Affiliate Disclosures Friday: Finalize Your Affiliate Program Agreement

Chapter 10: Week 4: Final Brushstrokes

Monday: Implement Tracking and Test the System Tuesday: Prepare the Text for Three Email Templates Wednesday: Set Up Your Affiliate Program Support Base Thursday: Prepare Announcement Text Friday: Compile Lists of Keywords and Best Sellers

Part IV: Month 3: Program Launch and Affiliate Program Management

Chapter 11: Week 1: Launch the Affiliate Program and Recruit

Monday: Announce Program Launch Tuesday: Study Affiliate Recruitment Tools and Techniques Wednesday: Develop a Direct-Contact Recruitment Strategy Thursday: Formulate Your Social Media Approach Friday: Plan to Attend Conferences and Shows

Chapter 12: Week 2: Plan Your Affiliate Communication

Monday: Study Affiliate-Preferred Channels of Communication Tuesday: Decide on Frequency of Newsletters and Approach Wednesday: Learn How to Put Together Affiliate Newsletters Thursday: Launch Social-Media Efforts Friday: Start Writing Your Affiliate Program’s Blog, Developing FAQs and Tutorials

Chapter 13: Week 3: Program Management

Monday: Categorize Affiliates Tuesday: Develop Fraud Prevention Policy and Enforcement Rules Wednesday: Start Profiling Affiliates Thursday: Forget About Managing, and Start Leading! Friday: Become a Transformational Leader

Chapter 14: Week 4: Affiliate Motivation

Monday: Learn About Motivation in General and Marketing to Marketers in Particular Tuesday: Study Contingency Theory Wednesday: Understand How Extrinsic Motivation Works Thursday: Learn More About Intrinsic Motivation Friday: Arrive at Your Own Optimal Approach

Part V: Month 4: Advanced Management and Analysis

Chapter 15: Week 1: Study and Learn to Deal with Parasitism and Problematic Affiliates

Monday: Monitor Red Flags in Affiliate Applications Tuesday: Learn About Affiliate Parasitism Wednesday: Educate Yourself on Adware and Toolbars Thursday: Police Trademark Violators Friday: Learn About Coupon Theft and Copycat Sites

Chapter 16: Week 2: Master Affiliate Program Analytics and Optimization

Monday: Understand What KPIs and Metrics to Focus On Tuesday: Split Test to Improve Conversions Wednesday: Explore Alternative Tracking Solutions and Compensation Models Thursday: Engage in Ongoing Competitive Intelligence Friday: Analyze Progress and Stay Informed

Chapter 17: Deadliest Mistakes to Avoid

Mistakes, Errors, and Lessons to Learn 15 Mistakes Committed by Merchants 25 Affiliate Program Management Mistakes

Chapter 18: Affiliate Program Promotion Ideas

Sharing Ideas Better Base Conditions for Select Affiliates Free Domain Giveaway Arithmetic Progression Bonuses Cobranded Version of a Good Affiliate Tool Segment Your Products Learn to Celebrate Run “Happy Weeks” Sliding Scale of Commission Increases Bonus Weeks Growth Tied to Commission Offer Tripled Commission Run a Lottery Let Them “Test-Drive” It Offer 100-Percent Commissions Run a “Free Graphics Help” Week Award “Every-Third-Sale” Gifts Cash for Everything: CAIs, FSBs, and So On Cross-Program Promotions Dynamic Scripts Commission-Beating Policy Exclusive Coupons for Select Affiliates Time-Sensitive Private Offers Free Content Help Activation Incentives Turn a Sale into a Contest

Glossary Index

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