Analytics Glossary: Demographics
Demographics:
- The physical characteristics of human populations and segments of populations often used to identify consumer markets. Demographics can include information such as age, gender, marital status, education or geographic location
Whenever you do a targeted marketing campaign, demographics are key! It’s a much better use of your time, efforts, paper, and budget to send your message to consumers who will be the most likely and interested in buying what you’re selling. You don’t want waste precious resources sending custom hot tub installation flyers to people in apartment buildings.
Many mailing list providers (e.g. PsPrint, USAData, etc) offer many demographic distinctions to choose from when renting a mailing list to market to. It’s also important to differentiate if you’re aiming for consumers at large or other businesses as it makes a huge difference in what kind of list you spend your money on.
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Glossary Definition From Website Magazine, February 2008.
Day 3 Affiliate Summit – Part 1
Still sick, I managed to get as much sleep as I could and skipped breakfast in favor of that goal. Once I slept as much as I could without skipping more than just some food, I headed down for the Super Affiliate Strategies that Work panel. I was interested to see how this differed from the What Super Affiliates Want panel I attended at the last Affiliate Summit in Miami.
It was a great panel, and I hear it was standing room only. Rock on – my sick self managed to score a seat otherwise I never would have lasted in there. It was a great panel by Kris Jones of Pepperjam, Amit Mehta, Zac Johnson, and John Chow. It was mostly Q&A from the audience with a little bit of moderation from Kris, so lots of good stuff. Someone actually blatantly asked about black hat tactics…to which he received a pretty unbiased response from John that he was just better off in the long run to stick with whitehat tactics if he wants to be a success overall. Which makes sense to me. Since this session was Q&A style it was pretty different from last year’s panel I already mentioned, which is good for me. I’d hate to get a lot of duplicate content. Some great points I picked up from the session are:
- Amit looks for a niche where there’s a lot of search traffic and builds a site with content & landing pages. Optimizes through SEO.
- Keep working on content & adding new things.
- Relevant content around affiliate links help the buyer make a decision.
- The long tail search terms are more stable for long term success.
- There’s an incredible risk for affiliates using black hat tactics. There’s an incredible amount of opportunity in white hat channels so you’re better off keeping your nose clean.
- John noticed that people were scraping his RSS feed and he started by sending cease & desist orders and trying to go after the culprits, but when the culprits became too many he just started throwing ads into the RSS and continued to make money off them.
- Develop your business system & that’s something that no one can just copy off of you.
- Amit uses an umbrella domain then makes sub domains for the more specialized, high traffic stuff or registers an alias and redirects the traffic.
- Social networks (resources, Facebook applications) are what’s hot right now.
- Yahoo & MSN seem to convert better for whatever reason than Google. Google users are more savvy.
- Spaces between 3 & 5 are the sweet spot in search results. Constantly bidding for the Sponsored Results box may not necessarily be worth your time.
- Day parting (bidding lower during the night) can increase ROI
- Continually split test everything.
- Have a great relationship with your affiliate manager and that will help you to leverage to increase commission rates or added bonuses.
- Amit advocates his strategy of bidding on hundreds of keywords and spread the sales between them, while Kris advocated creating a narrower ad campaign that’s very clearly related to your content.
- Some good programs & tips:
- Winner Alert: everyday it sends you a report with what’s winning
- Efficient PPC
- AdWords Editor
Overall it was a great session, and in case I missed anything J. Botter live blogged from there as well.
After lunch and some hours staffing our booth, I headed to the Asymmetric Warfare: Battling Fraudulent Affiliates session. More on that later.
Read MoreAnalytics Glossary: Latency
Latency:
- The average number of days between visits for a given visitor during a reporting period. For example, those who visit on average of every seven days.
You must make sure when analyzing the performance of specific marketing campaigns or sales to take the latency factor into account. Just because your campaign did poorly on sales at first does not mean that people won’t necessarily come back a few days later to check out what you’re advertising or make a purchase.
Remember that viral marketing inherently has a latency period for the message to spread.
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Glossary Definition From Website Magazine, February 2008.
Day 2 of Affiliate Summit – Suck All!
Almost a month ago I was granted a press pass for the Affiliate Summit. I was excited to get into the bloghaus and blog about the day as it happened. I was thrilled to walk around and network with people. I really wanted to get some great coverage of the Keynote (coverage hell, I wanted to just listen too), but… none of that happened.
Why? Because Las Vegas hates me. And there are far too many germs here. And somehow during the day on Sunday…I developed a cold. A bad one. Damn this dry air & germs!
So I didn’t get up in time to make it downstairs to have breakfast AND make it to Jason Calacanis’ keynote like I wanted to. I managed to grab some breakfast and share some stats about our affiliate program with my colleague here with me from PsPrint to help out and then to man the booth. I sent her out to get the table top sign made that wasn’t made in time for the show. I station the booth for awhile and talk to some good people before it’s time for me to head off to the morning session I planned on going to.
Oh, incidentally, for anyone who wants some GREAT coverage of the keynote, check out J. Botter’s Blog.
I digress.
I attended this morning’s “Video Innovation in Affiliate Marketing” panel. Good stuff, although I was a bit disappointed in moderator Melissa Salas reading off a prepared script pretty much verbatim. But I really enjoyed the insight from video professionals, and it’s comforting to know that content really is king, and that production value isn’t as important. Woo Hoo! I was wondering how you’d go about monetizing a video, but Revver.com seems to answer that. I’ll definitely be checking that out when I get back to the joy that is desktop computer (this older laptop isn’t that great). I really enjoyed Gary Vaynerchuk’s sense of humor & ballsy honesty. I’m excited with my new Aiptek A-HD 720P 5MP CMOS High Definition Camcorder
Some great points from the panel session:
- Most people come on the internet for two P’s – pleasure or problems. If you solve someone’s problem, it’s a good video.
- KNOW what you’re talking about. As long as you know your subject, you can produce great content.
- In the next 12 months, you should test video on your site. By 18 months from now, if you don’t have video on your website you may be in trouble.
- Video really works to sell as it gives your brand more credibility & builds brand equity.
- Depth of information is quality will translate to a successful video.
- Work on integrating video into your current web experience for the most effective video experience.
- The average video watched online is about 2 minutes long.
- An enormous amount of video watching is done at work, so keep that in mind. Melissa added that a Click to Listen button is much appreciated by these people.
- In terms of size & format, go for the best quality you can when shooting, even if it has to be compressed when uploading online. If you can afford it, shoot in HD. It’s where everything is headed. (Side note – this makes me really glad that I bought my new HD mini cam! It’s the one in the picture.)
Day 3 should be good – hoping for some informative sessions and to feel better.
Read MoreAffiliate Summit Day 1 – Grab My Nuts!
Okay maybe it’s been closer to half a day of festivities for me, but my feet are killing me already, I’m annoyed with the venue, and missing some boxes that were supposed to be shipped. But with my track record, it just wouldn’t be a true trade show if I had everything prepared like clockwork 🙂
After having some breakfast I went to set the room service tray just outside my door for pick up and the door shut behind me and I was without my key. So I had to call down to get someone to come up and open the door, but I managed to be helped by housekeeping first and got let back in AND got fresh towels. Bonus!
So I hauled down to the registration area and got my badge and went in with my colleague to set up our modest booth. We don’t have a big dynamic display like most companies do; just a table cloth with our logo, a banner, the highlighters we had made to give away, and the printed materials about our affiliate program. I brought the table cloth and sales sheets with me, we found the highlighters there shipped from the vendor, and the other things we’d shipped out here – our banner, a fishbowl for a giveaway, and a sign holder announcing our giveaway – were nowhere to be found. As well, there was no table there from the convention services company.
After procuring a table and still not locating the box or getting our manager on the phone to get more details about the shipment, we set up what we had and headed to the meet market, where we proceeded to be asked to grab Andy Rodriguez’s nuts & naughty nurses asked us to enter to win a hummer.
Yes, you read that right.
Of course it would have been genius if they two tables had been beside each other, but they weren’t. Andy Rodriguez Consulting was handing out packets of cashews and the company that hired the naughty nurses luring people in for a chance to win an H2 didn’t really interest me so I don’t remember the company name. They were some kind of information source like a magazine and I remember the man at the table was also at yesterday’s Affiliate Classroom Live event.
It was good… got some cool freebies (heee!) and did some light networking. My feet were soon killing me and I came back up to the room, only to find that my room key had somehow gotten demagnetized. Locked out AGAIN! So I opted to wait for security to come let me in rather than walking my tired feet all the way down to the lobby to get the card redone. I took care of it when I went out again for dinner.
So more will come tomorrow!
Read MoreDebriefing from Affiliate Classroom LIVE Training
The training has been over for about 2 hours now and I’ve been sitting in my hotel room on the 16th floor with a brilliant view of west Las Vegas thinking about whether or not I should share my views with you on the training tonight or wait until I’ve had some time to absorb it and wind down more from the experience to write about it.
However I’ve decided in the interest of reporting to you, I should talk about my initial impressions at least while they’re still fresh in my memory. I will be dropping names!
First, the event was hosted by Anik Singal from Affiliate Classroom. Super gracious guy and a pleasure to talk with. Good job Anik for a great event!
The first speaker of the day was the keynote by Ned Farra. Ned talked a bit about Zappos.com and their history. Being previously unfamiliar with Zappos, it was interesting for me from a case study type point of view.
Next we heard from Bryan Rhodes & Stephanie Harris from Shaaf Consulting on a typical affiliate manager day. A lot of GREAT tips & tricks on how to allocate your resources (i.e. time & money) where they’re best served, making your job more efficient, and coping with being an affiliate manager. I think this was one of my favorite sessions of the day because they were engaging and even as fairly new to this game as I am, I could totally relate! I think this is the most actionable session for me.
Afterward we heard from Clarke D. Walton, a lawyer specializing in internet law. Some people seemed bored by this, but I was fascinated by the legal side of things. He shared some great case studies that really helped me to understand the legal perspective of affiliate marketing.
Amit Mehta, a 7 figure super affiliate, then talked about how to recruit and keep super affiliates. Good stuff, a lot of which I’d heard before, but definitely worth while. I learned some new tricks that I’m DEFINITELY going to keep in my back pocket 😉
I admit… the next couple of sessions were after lunch, which I was rushed through and had to take with me back into the meeting room, and I was less than enthused about the content. Todd Farmer & John Vehlewald from kowabunga gave a good talk about the difference between CPA and Traditional affiliate programs. It was interesting from a publisher point of view, but not very useful to me as a manager considering our printing products and the types of campaigns we run.
Lisa Riolo talked about metrics… I wish she could have gone a bit more in depth but the overview was good. Actually, more in depth in this setting so late in the day might not have been the best idea, so I’ll accept it! She did help me really understand how to make metrics more actionable.
Next up was Michael C. Jones from Pepperjam talking about affiliate marketing technology. Okay, I’ll admit it – I was bored. Partly because he was using a slide presentation that wasn’t included in the packet of materials we were given, contained a ton of information, and talked too fast. I’m really hoping that I can approach him via email later this week so I can get the PPT and really read it and soak it in. It was some stuff I already knew regarding coding and whatnot so nothing too ground breaking for me, personally.
Worst/Best Session of the day came from Heather Paulson. I was really interested in the topic of engaging affiliates and she started out great…then she seem to lose the audience. Keep in mind that this was an affiliate manager training day, so when you ask how many people have ever heard of xx tool and no one raises their hand, saying “uh, you should” may not go over well. The rest of her talk kind of went sour in my mind from there. Her information was overwhelming and almost pointed to “you can’t do this, hire me to do it!” without actually saying that. Maybe I took it the wrong way, I’m open to that, but it just rubbed me the wrong. I admit though, I did pick up some useful tips that will really improve my actions as an affiliate program manager, so it wasn’t all bad.
Lastly Rachel Honoway talked more about the new AC Certification courses to become a bona fide “certified affiliate manager”. I really want to take the courses! They’re fairly reasonably priced ($1500 for a 10 module course).
Oy tomorrow is a lighter day with just booth set up, registration, and the meet market, but work is work!
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