Download Mastering the Management of Affiliate Programs

Mastering the
Management of
Affiliate Programs
CONFERENCE PREVIEW
MARCH 8-9, 2012
SAN FRANCISCO
Geno Prussakov
Conference Chair
Tim Ash
CEO, SiteTuners
Ben Edelman
Assistant Professor
Harvard Business School
John Greathouse
Partner
Rincon Venture Partners
Jason Spievak
Co-founder and CEO
RingRevenue
produced by
An Invitation
Dear Fellow Digital Marketing Professional
I am thrilled to invite you to San Francisco -- to the world’s first and only professional forum on affiliate
management, Affiliate Management Days. At this unique conference you will be able to:
• Hear experts speak on affiliate marketing analytics, affiliate recruitment, conversion rate optimization,
combating fraud, leveraging emerging trends, and much more.
• Discuss and find solutions to your most pressing professional challenges.
• Discover new technologies and developments to help you in the management of the affiliate channel.
• Network with colleagues.
• Attend receptions, and enjoy the Bay area
You’ll hear from such affiliate marketing legends Todd Crawford, Ben Edelman, Kim Rowley, Sam Harrelson,
Karen Garcia, Rebecca Madigan, as well such digital marketing celebrities as Tim Ash, Joanna Lord, and Linda
Bustos. Experts from such organizations as Harvard, Google, eBay, Best Buy, J.C. Penney, and many others will
share their knowledge and experience with you.
Whether you’re a digital marketing manager, consultant, affiliate program manager, researcher, affiliate network,
or software vendor who caters to the affiliate management market, you’ll have a blast.
By coming to this conference you’re getting several steps ahead of your competition.
I look forward to shaking your hand.
Geno Prussakov, Founder
Affiliate Management Days
© 2012 Rising Media, Inc. 1
www.affiliatemanagementdays.com/sanfrancisco/2012
Agenda Overview
Day 1: Thursday, March 8th
Registration & Breakfast
7:30-8:30am
Welcome Remarks
8:30-8:45am
Geno Prussakov, Chair, Affiliate Management Days
Morning Keynote
How to Repel Affiliates With Horrible Landing Pages
8:45-9:30am
Tim Ash, SiteTuners
9:30-9:40am
Gold Sponsor Presentation
9:40-10:15am
Break/Exhibit Hall
10:15-11:00am
11:10am-11:55am
Track 1
Track 2
The Importance of Attribution Data
for Performance Marketing
Top 10 Tips for Combating Affiliate Fraud
Todd Crawford, Co-Founder, Impact Radius
Joanna Lord, Director of Customer
Acquisition & Retention, SEOmoz
How to Optimize Affiliate Landing Pages
for More Conversions & Revenue
How to Find & Recruit Super
Affiliates Into Your Program
Chris Goward, CEO, WiderFunnel
Sarah Bundy, CEO, All Inclusive Marketing
Lunch
11:55am-12:55pm
Using Web Analytics to Grow
Your Affiliate Program
12:55-1:40pm
Kevin Webster, Internet Marketing Manager,
Forbes Custom Products
No Affiliate Left Behind:
Creating Mutually Beneficial
Partner Relationships
1:50-2:35pm
Karen Garcia, CEO, GTO Management
Educating Internal Business Teams
About Affiliate Marketing
Julia Barrett, Head for North America & Australia,
eBay Partner Network
Ryan Diehl, Affiliate Manager, Best Buy
Break/Exhibits
2:35-3:05pm
Trends & Innovations in Affiliate Marketplace
3:05-3:50pm
4:00-4:45pm
Exploring the Pros & Cons of In-house &
Outsourced Affiliate Program Management
Ali Pasha, Product Manager,
Google Affiliate Network
The Latest Tricks, Traps & Techniques
Black Hat Affiliates are Using to
Cheat Your Affiliate Program
David Naffziger, CEO, BrandVerity
Leveraging Online Video
for Affiliate Programs
Sellers Changing the Way They Do Business
Simon Jones, VP of Strategic Solutions, Plimus
John Greathouse, Partner, Rincon Venture Partners
4:45-5:15pm
Gold Sponsor Presentation
5:15-6:00pm
Leveraging the “Offline” Channels
Afternoon Keynote
Jason Spievak, RingRevenue
© 2012 Rising Media, Inc. 2
www.affiliatemanagementdays.com/sanfrancisco/2012
Agenda Overview
Day 2: Friday, March 9th
Registration & Breakfast
7:30-8:30am
8:30-8:35am
Morning Remarks
Geno Prussakov, Chair, Affiliate Management Days
Morning Keynote
8:35-9:20am
Newest Adware & Affiliate Marketing Abuses
Ben Edelman, Harvard Business School
9:20-9:30am
Gold Sponsor Presentation
9:30-9:40am
Lightning Round of 2-Minute Silver Sponsor Presentations
9:50-10:35am
Track 1
Track 2
Branding and Performance Advertising
Publisher Segmentation &
Key Optimization Levers
Rebecca Madigan, Executive Director,
Performance Marketing Association
Break/Exhibits
10:35-10:55am
10:55-11:40am
11:50am-12:35pm
Kristin Hall, Head of Publisher Development,
Google Affiliate Network
How to Monitor and Interpret
Trends & Metrics
How to Effectively Reach & Engage Bloggers
Maximize Your Affiliate ROI with
Checkout Optimization
2:40-3:35pm
Chris Bishop, Founder & Managing Director,
7thingmedia
Optimizing Website Real Estate &
Customer Experience
Lena Siara Huang, Senior .com Manager, JC Penney
Break/Exhibit Hall
Affiliate Marketing for Mobile Apps
Peter Hamilton, Partner & CMO, HasOffers
Panel:
Inside the Mind of a Super Affiliate
3:35-4:20pm
Tony Pantano, CEO, Imwave
Lunch
The Global Push
2:20-2:40pm
Is Your Affiliate Program an Afterthought?
Linda Bustos, Director of Ecommerce Research,
Elastic Path Software
12:35-1:35pm
1:35-2:20pm
Jenny Williams, Merchant Manager, Skimlinks
Jared Saunders, Affiliate Program Manager,
JensonUSA
Siva Kumar, TheFind.com, Kim Rowley,
KIMarketing.com, Tony Pantano, Imwave
Moderated by Geno Prussakov
Types and Value of Affiliates – Keys to Running
a Healthy, Profitable Affiliate Program
Kush Abdulloev, Affiliate Program Manager,
VMInnovations
Around the Corner: Best Practices for Mobile &
Social Media Campaign Integration
Sam Harrelson, Publisher/Editor, PayPerTrends
Afternoon Keynote
4:25-5:10pm
The Science of Influence & Persuasion: Getting What You Want, When You Want It
John Greathouse, Rincon Venture Partners
5:10-5:20pm
© 2012 Rising Media, Inc. Closing Wrap-Up
Geno Prussakov, Chair, Affiliate Management Days
3
www.affiliatemanagementdays.com/sanfrancisco/2012
Full Agenda
10:15-11:00am
Thursday, March 8, 2012
Track 1:
7:30am-2:30pm
The Importance of Attribution Data for Performance Marketing
Exhibit Hall Open
Todd Crawford will present the importance of
understanding attribution across multiple affiliates and
other media channels like paid search, email and display.
The key to understanding the true value of each partner
and media channel lies in knowing their influence over
your customers and their role in driving sales or leads.
7:30-8:30am
Registration & Breakfast
8:30-8:45am
Welcome Remarks
Speaker: Todd Crawford, Co-Founder, Impact Radius
Speaker: Geno Prussakov, Chair, Affiliate Management Day
10:15-11:00am
8:45-9:30am
Track 2:
Keynote
Top 10 Tips for Combating Affiliate Fraud
How to Repel Affiliates With Horrible Landing Pages
In this session SEOmoz’s Joanna Lord will run through
her top 10 tips for combatting affiliate fraud. She will
cover tactics to employ during your program set-up, as
well as during the affiliate sign-up/approval process and
in ongoing program management. If you are looking for
ways to guarantee only the best affiliates are pushing
your product, this session is for you.
The math is simple: when more of your affilates’ traffic
converts, your affiliates make more money. So it’s
surprising how many affiliates are forced to send traffic
to horrible low-converting landing pages. Join landing
page optimization expert Tim Ash (a former superaffiliate himself) as he takes you on a hard-hitting tour
of your landing pages and shows you why you’re not
converting more of your traffic into buyers . Fix these
common landing page offenses and you’ll have a waiting
list of affiliates eager to send traffic your way.
Speaker: Joanna Lord, Director of Customer Acquisition & Retention, SEOmoz
Speaker: Tim Ash, CEO, SiteTuners
11:00-11:55am
Track 1:
9:30-9:40am
How to Optimize Affiliate Landing Pages
for More Conversions & Revenue
Gold Sponsor Presentation
Are your affiliate program landing pages working hard
or hardly working? Landing pages can be the hardest
working part of your affiliate program or they can kill
your conversion rates. Find out how to win the landing
page testing game.
9:40-10:15am
Breaks/Exhibit Hall
© 2012 Rising Media, Inc. 4
www.affiliatemanagementdays.com/sanfrancisco/2012
Full Agenda
12:55-1:40pm
In this session you will learn how to get real lift in your
conversion rates. It doesn’t happen by testing insignificant
details like button color and headline size. Find out what
to test, how to analyze your landing pages and how to
get significant revenue lift quickly.
Track 2:
Exploring the Pros & Cons of In-House
& Outsourced Affiliate Program
Management
This session includes real case studies from companies
like Electronic Arts, WineExpress, Merchant Warehouse,
BabyAge.com, and more.
In this session Karen Garcia will explore the advantages
and disadvantages of managing affiliate programs inhouse versus hiring and outside OPM agency.
Speaker: Chris Goward, CEO, WiderFunnel
Speaker: Karen Garcia, CEO, GTO Management
11:00-11:55am
Track 2:
1:50-2:35pm
How to Find & Recruit Super Affiliates
Into Your Program
Track 1:
No Affiliate Left Behind: Creating
Mutually Beneficial Partner
Relationships
This session will cover the fourteen best ways to recruit
your top performing affiliates (seven free and seven paid
methods). It will also outline some sample email outreach
ideas and placement negotiation tactics to get better
placements on affiliate websites.
Are you making the most out of your affiliate partner
relationships? Lasting connections aren’t created
overnight, but can pay off exponentially if you follow a
few account management strategies designed to foster
mutually beneficial relationships.
Speaker: Sarah Bundy, CEO, All Inclusive Marketing
11.55am-12:55pm
In this session, hear directly from the head of one of the
largest affiliate networks in the world, who will share
specific creative and strategic account management
strategies and tips. Learn about communication channels,
maximizing partner resources and tools, working with
seemingly dissimilar business models and more.
Lunch
12:55-1:40pm
Track 1:
Using Web Analytics to Grow Your
Affiliate Program
By incorporating these actionable tips, you’ll be able to
nurture long-term relationships while optimizing your
affiliate activities for you, your partners and your clients.
Dive into web analytics for both off site and on site factors
that are helping or hurting your affiliate program. Learn
how to use web analytics to strengthen your affiliate
relationships, grow their conversion rates, and make your
affiliate program the most affiliate friendly, conversioncentric program in your vertical.
Speaker: Julia Barrett, Head for North America & Australia,
eBay Partner Network
The following topics will be covered:
• Using analytics to separate out affiliate traffic.
• Using online analytics tools to find new affiliates.
• How to use data to attract key affiliate partners.
Speaker: Kevin Webster, Internet Marketing Manager,
Forbes Custom Products
© 2012 Rising Media, Inc. 5
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Full Agenda
1:50-2:35pm
David Naffziger will review some of the latest techniques
that affiliates are using to cheat affiliate programs while
evading detection. He will also discuss approaches for
identifying abusive affiliates including an assortment of
free tools and demonstrate examples of this abuse on
well-known brands.
Track 2:
Educating Internal Business Teams
About Affiliate Marketing
You’d be surprised of how many people in your
organization still don’t know what Affiliate Marketing
is (even if you’ve told them before)! It’s up to us
Affiliate Managers to evangelize the purpose, value,
and strengths of Affiliate Marketing to internal business
teams and leadership. Once your colleagues better
understand what Affiliate Marketing is and what it’s
capable of, optimizing and testing becomes easier and
more effective. This session will provide examples of how
Best Buy has succeeded in educating the company about
its Affiliate Program.
Speaker: David Naffziger, CEO, BrandVerity
4:00-4:45pm
Track 1:
Sellers Changing the Way They Do
Business
While the “e” in e-Commerce has been replaced with
today’s ‘buzz’ terms “f-commerce” and “m-commerce,”
they won’t last forever. The ever-evolving nature of the
e-Commerce industry has vendors constantly playing
catch up as they attempt to monetize each new trend.
Merchants must move beyond a strategy focused on one
selling platform such as a Facebook fan page or mobile
application. Instead, it would be better to implement
a strategy which allows businesses to adapt to any and
all changes the industry undergoes – with quick speed
and agility. Establishing a flexible payment architecture
will enable companies to quickly and easily modify their
strategy and capitalize on any new trend that emerges.
While it is impossible to predict what the next “big thing”
in online commerce will be, unconstrained payment
solutions will serve as the lynch pin.
Speaker: Ryan Diehl, Affiliate Manager, Best Buy
2:35-3:05pm
Breaks/Exhibit Hall
3:05-3:50pm
Track 1:
Trends & Innovations in Affiliate
Marketplace
In his session, Google’s Ali Pasha will discuss new trends
and innovations in the affiliate marketplace. He’ll share
a few case studies highlighting:
This session will discuss the importance of building a
flexible payment ecosystem. Specifically, this session will:
• Integration of mobile and social with affiliate
• Provide real-world examples of companies using
an open architecture payment platform to increase
revenue streams
• Alternative pricing models
• Dynamic ad serving and optimization
• Discuss challenges and successes of deploying an open,
multi-selling online platform
Speaker: Ali Pasha, Product Manager, Google Affiliate
Network
• Explain how to leverage social media, mobile
connectivity and online payment platforms to both
attract new and retain current buyers
3:05-3:50pm
Track 2:
Speaker: Simon Jones, VP of Strategic Solutions, Plimus
The Latest Tricks, Traps & Techniques
Black Hat Affiliates are Using to Cheat
Your Affiliate Program
Black hat affiliates have grown increasingly sophisticated
at masking their fraudulent activity from prying eyes.
© 2012 Rising Media, Inc. 6
www.affiliatemanagementdays.com/sanfrancisco/2012
Full Agenda
4:00-4:45pm
Friday, March 9, 2012
Track 2:
7:30am-2:30pm
Leveraging Online Video for Affiliate
Programs
Exhibit Hall Open
The nature of online video is changing dramatically.
YouTube has recently announced a $200M development
fund, which they are distributing to seed the creation of
online video networks. I will discuss this trend, as well as
the emergence of the four leading networks, Machinima,
Maker Studios, Big Fra.me and Full Screen.
7:30-8:30am
Registration & Breakfast
8:30-8:35am
Morning Remarks
In addition to discussing the macro trends in IP video,
John Greathouse will describe some of the tools and
strategies affiliate managers can use to leverage the
massive amount of available advertising inventory. One
such tool, Coull, allows for the quick and easy insertion
of clickable links into third-party videos.
Speaker: Geno Prussakov, Chair, Affiliate Management Day
8:35-9:20am
Keynote
Newest Adware & Affiliate Marketing
Abuses
Speaker: John Greathouse, Partner, Rincon Venture
Partners
Noted expert on adware, spyware, and affiliate
commission fraud, Ben Edelman, Assistant Professor,
Harvard Business School will share his research on the
newest affiliate marketing abuses. The worst abuses
charge merchants for traffic they would have gotten
anyway, or drain commissions that should have flowed
to legitimate affiliates. In this session, merchants and
networks will learn how to keep these violations out of
their programs, improving ROI and assuring that honest
affiliates get what they deserve.
4:45-5:15pm
Gold Sponsor Presentation
5:15-6:00pm
Keynote:
Leveraging the “Offline” Channels
Did you know more than $300 billion is spent each year
on advertising in the U.S., and only about 15% of that is
online. The other quarter trillion is spent to drive not a
click, but a brand impression, a store visit, or a phone call.
Learn about the latest performance marketing trends
affecting you and how today’s performance marketers
are effectively leveraging the rapidly growing “offline”
channels such as mobile to drive publisher adoption and
increase revenue for their clients. This interactive session
guarantees to get you thinking differently about customer acquisition and come away with simple next steps you
can take to grow your programs and drive more revenue.
Speaker: Ben Edelman, Assistant Professor, Harvard
Business School
9:20-9:30am
Gold Sponsor Presentation
9:30-9:40am
Lightning Round of 2-Minute Silver
Sponsor Presentations
Speaker: Jason Spievak, CEO, RingRevenue
© 2012 Rising Media, Inc. 7
www.affiliatemanagementdays.com/sanfrancisco/2012
Full Agenda
9:50-10:35am
10:55-11:40am
Track 1:
Track 2:
Branding and Performance Advertising
How to Effectively Reach & Engage
Bloggers
Branding and performance advertising? Yes! The
combination of innovative publishers and their expertise
in reaching niche markets, plus precise measurement, is
ideal for testing branding campaigns. Join Performance
Marketing Association’s Rebecca Madigan to discuss
performance-based branding campaigns.
Bloggers love hearing that they can earn money for
writing about merchant brands and products. However,
once they receive the instruction manual for affiliate
marketing, that includes the arduous tasks of joining
affiliate networks, applying for individual merchant
programs, and hard coding complex deep links into
their site, they turn away. Its too technical and timeconsuming for many bloggers, and therefore too hard
to get them to engage. This session will teach you how
to get in touch with these bloggers and make affiliate
marketing a simple, approachable offer they can’t
refuse. Jenny Williams will take you through a few case
studies of merchants like Shopbop and Barney’s who
we have worked with to make blogger recruitment and
engagement simple and effective, so bloggers can focus
on creating the content they love, and merchants like
you can reward them for sending you high quality traffic.
Speaker: Rebecca Madigan, Executive Director,
Performance Marketing Association
9:50-10:35am
Track 2:
Publisher Segmentation & Key
Optimization Levers
Google’s Kristin Hall will discuss how publisher business
models can be leveraged to build effective optimization
programs tailored to publisher motivations. The session
will inform affiliate managers about the importance of
providing the right data, insight, offers and ads to build
true partnerships with your affiliate publisher base.
Speaker: Jenny Williams, Merchant Manager, Skimlinks
11:50am-12:35pm
Speaker: Kristin Hall, Head of Publisher Development,
Google Affiliate Network
Track 1:
Maximize Your Affiliate ROI with
Checkout Optimization
10:35-10:55am
Break/Exhibit Hall
Are you wasting your affiliate traffic? Checkout
optimization is critical to identify and correct leaks,
speedbumps and roadblocks that impact your conversion
rate, revenue and profit. Join Linda Bustos of the Get
Elastic Ecommerce Blog and explore why checkout
optimization works, what to optimize from cart to postpurchase email, what to measure and how to get started
with checkout testing, including how to optimize for
your referred-by-affiliate segment.
10:55-11:40am
Track 1:
How to Monitor and Interpret Trends &
Metrics
Every business is different. However, metrics, trends
and knowing how they effect your business can be the
difference between success and failure. This Will be an
overview on what trends to monitor, How to monitor
them and what these trends can mean in your niche.
Speaker: Linda Bustos, Director of Ecommerce Research,
Elastic Path Software
Advanced Excel and analytic techniques will be discussed
as well as how these can help you create an effective
Marketing Calendar.
Speaker: Jared Saunders, Affiliate Program Manager,
JensonUSA
© 2012 Rising Media, Inc. 8
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Full Agenda
11:50am-12:35pm
1:35-2:20pm
Track 2:
Track 2:
Is Your Affiliate Program an
Afterthought?
Optimizing Website Real Estate &
Customer Experience
In many companies the affiliate channel is seen as merely
afterthought. A necessary task and not an integral part
of the overall marketing mix. Competition between SEM
teams, SEM agencies and Affiliate Managers can create
channel conflict. Channel conflict is something many
businesses face and is as old as business itself and can put
departments at odds with one another.
This session, Lena Huang from JC Penney will cover ways
to improve your website real estate and online customer
experience along the way – before they even get to the
shopping cart, and aside from specific affiliate landing
pages. The goal is simple: improve the overall user
experience for better conversion rates, and thus increase
your affiliate program sales.
Promoting your program internally is just as important as
promoting it externally. Understanding how to position
your program with Executives and Colleagues is critical to
running and growing a successful program.
Specifically, this session will cover best practices and
examples on:
• Basic website usability: guided navigation and page
real-estate
In this session, Tony Pantano will present the major issues that affiliate managers may face in prompting their
program internally and fighting for it up the corporate
chain. We will also present ways to setup a program for
success and ways to overcome any potential channel conflict to guarantee that your program is effective.
• Value-adds: make it easy for them to decide
Speaker: Tony Pantano, CEO, Imwave
• Things to avoid, unless you really want to drive
them away.
• Product attributes, dimensions, and dynamic
recommendations
• Internal Search: where are you losing traffic, where
can you capture more
12:35-1:35pm
Lunch
Speaker: Lena Siara Huang, Senior .com Manager, JC Penney
1:35-2:20pm
2:20-2:40pm
Breaks/Exhibit Hall
Track 1:
The Global Push
2:40-3:25pm
Rather than online businesses thinking about moving
internationally they should see themselves as a global
business from day one. Ecommerce allows you to reach a
global audience and by tailoring service and messaging
to international customers retailers can appeal to these
markets.
Track 1:
Affiliate Marketing for Mobile Apps
The worlds biggest brands all have mobile apps. Many
are already driving user acquisition through those apps,
buying traffic through one or two ad networks, but
advertisers are looking for new publishers and networks
with mobile traffic, and they want to pay CPA. Learn the
basics of mobile app advertising, the players involved
and the tracking required with Peter Hamilton of
MobileAppTracking.com
As businesses begin to ramp up their online presence
overseas, Chris Bishop will examine the benefits – and
challenges – of international Ecommerce. The session will
be packed with statistics such as the US, UK and European markets which are worth about $221bn (£137.5bn),
£57bn and €172bn (£145.9bn) respectively. And how
brands are breaking into these conventional markets and
emerging Indian, South American and Asian markets.
Speaker: Peter Hamilton, Partner & CMO, HasOffers
Speaker: Chris Bishop, Founder & Managing Director,
7thingmedia
© 2012 Rising Media, Inc. 9
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Full Agenda
2:40-3:25pm
3:35-4:20pm
Track 2:
Track 2:
Types and Value of Affiliates – Keys to
Running a Healthy, Profitable Affiliate
Program
Around the Corner: Best Practices
for Mobile & Social Media Campaign
Integration
According to 2011 AffiliateBenchmarks Research Report,
over 31% of merchants reported that their affiliate
marketing efforts did not meet their expectations. This
presentation will educate merchants on various types
of affiliates and their values. More than the basics this
presentation will help merchants avoid pitfalls and exceed
their affiliate marketing objectives through appropriate
affiliate partnerships.
This is a case studies-based presentation on how to
successfully integrate mobile and social media campaigns
into existing traditional affiliate programs. As merchants
and vendors continue to realize the growing impact of
traffic sources outside previously available channels such
as display and brand advertising, these studies point
to successful practices, tips and programs that have
leveraged more democratized media (mostly mobile and
social media) to provide healthy conversion boosts and
community growth.
Specific types of affiliates and relevant engaging case
studies covered will include: content sites and personal
blogs, comparison shopping sites (free, CPS, and hybrids),
deal and coupon sites, PPC affiliates, directory sites,
online shopping malls (datafeed affiliates), forums,
reward & cashback affiliates, 3rd party services or subaffiliate networks, cause marketing affiliates that rely on
adware and toolbars, as well as many others.
Speaker: Kush Abdulloev, Affiliate Program Manager,
VMInnovations
3:35-4:20pm
Track 1: PANEL
Inside the Mind of a Super Affiliate
Every merchant and affiliate manager wants to know
what’s inside the mind of a super affiliate. This is your
chance! The panel discussion – brought to you by Geno
Prussakov, the Founder and Chair of Affiliate Management
Days – will have three accomplished affiliates (a datafeed
one, a coupon & deals one, and a paid search one) share
their thoughts on multiple burning issues, as well as
answer audience’s questions.
Speakers: Siva Kumar (TheFind.com), Kim Rowley
(KIMarketing.com), Tony Pantano (Imwave)
Speaker: Sam Harrelson, Publisher/Editor, PayPerTrends
4:25-5:10pm
Keynote
The Science of Influence & Persuasion:
Getting What You Want, When You
Want It
This keynote will focus on how affiliate managers can
harness the power of the six basic persuasion principles
outlined by Robert Cialdini and Guy Kawasaki.
John Greathouse will discuss specific examples regarding
how each principle can be applied to a typical affiliate
manager’s day-to-day operations, from persuading a
publisher to expand the scope of a particular advertiser’s
links to influencing a new advertising client to sign up an
OPM agency.
The science of persuasion can also be applied to the
hiring process, negotiating large purchases, as well as
everyone’s personal relationships.
Speaker: John Greathouse, Partner, Rincon Venture
Partners
Moderated by Geno Prussakov
5:10-5:20pm
Closing Wrap-Up
Speaker: Geno Prussakov, Chair, Affiliate Management Day
© 2012 Rising Media, Inc. 10
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Keynote Bios
Tim Ash
CEO, SiteTuners Chair,
Conversion Conference
Tim Ash is the CEO of SiteTuners.com, a landing page
optimization firm. During his 15 year involvement with the
Internet, Tim has worked with Google, Facebook, Nestle,
Symantec, Verizon Wireless, eHarmony, Canon, Sanyo,
Rhapsody, American Express, Sony Music, CBS Interactive, Real
Networks, American Honda, COMP USA, Symantec, Harcourt
Brace, Universal Studios, HomeGain, Fair Isaac, TransUnion,
Rand McNally, Red Envelope, Black & Decker, Ed Hardy, and
Coach to develop successful Internet initiatives.
Tim is a highly-regarded presenter and keynote speaker at
SES, eMetrics, PPC Summit, Affiliate Summit, PubCon, SMX,
OMS, AffCon, LeadsCon, Internet Retailer, and eComXpo. He
is the founder and chairperson of Conversion Conference,
and a contributing columnist to numerous. He is the host of
the weekly Landing Page Optimization show and podcast on
WebmasterRadio.fm.
Tim received his B.S. from UC San Diego “with highest
distinction” while attending on a full U.C. Regents academic
scholarship. He also completed his M.S. during his PhD. studies
in computer science at UC San Diego, specializing in Neural
Networks and Artificial Intelligence. He is the author of the
bestselling book Landing Page Optimization which has been
reprinted several times and translated into six languages. Tim
is currently working on the expanded 2nd edition of the book
with co-authors Rich Page and Maura Ginty.
Ben holds a Ph.D. in Economics, a J.D., a M.A. in Statistics,
and a B.A. in Economics (summa cum laude), all from Harvard
University.
Keynote: Newest Adware & Affiliate Marketing Abuses
John Greathouse
Partner, Rincon Venture Partners
John Greathouse is a partner at Rincon Venture Partners,
a venture capital firm investing in early stage web-based
businesses. John has held a number of senior executive
positions with successful startups during the past fifteen years,
spearheading transactions, which generated more than $350
million of shareholder value, including an IPO and a multihundred-million-dollar acquisition. He is also a Co-Founder of
RevUpNet, a performance-based online marketing agency.
John is a CPA and holds an M.B.A. from the Wharton School. He
is a member of the University of California at Santa Barbara’s
Faculty where he teaches several entrepreneurial courses.
Keynote: The Science of Influence & Persuasion: Getting What You Want, When You Want It
Jason Spievak
Co-Founder & CEO,
RingRevenue
Keynote: How to Repel Affiliates With Horrible Landing Pages
Benjamin G. Edelman
Assistant Professor of Business Adminstration, Harvard Business School
Ben is a faculty member at the Harvard Business School, where
his teaching and research explore the online economy. Ben is
particularly interested in what can go wrong online — from
scams that trick consumers to schemes that defraud advertisers,
not to mention governments blocking web sites and all manner
of other disputes. Ben also assists selected advertisers and ad
networks in auditing the quality of the traffic they buy, helping
them to focus their spending on high-quality publishers where
placements will be most effective. Ben’s writings are available
at www.benedelman.org.
Representative clients include the ACLU, AOL, the City of Los
Angeles, the National Association of Broadcasters, Microsoft,
the National Football League, the New York Times, Universal
Music Group, the Washington Post, and Wells Fargo.
Jason Spievak is the co-founder and CEO of RingRevenue, the
leading call performance marketing solution. Nearly all leading
U.S. performance advertising networks license RingRevenue’s
platform, including Commission Junction, LinkShare,
ShareASale, the Google Affiliate Network, PepperJam, Epic
Media and dozens of others. Prior to founding RingRevenue,
Jason was a Director and CFO at CallWave, where he led its
successful IPO in 2004. Prior to CallWave, Jason was Vice
President of technology M&A in Broadview’s Silicon Valley
office, where he was the execution lead on more than $1.25
billion in successful technology mergers. Jason has also held
product management roles with Nextel Communications and
with Netopia, where he helped the company complete its
successful IPO in 1996. Jason earned his MBA from the Kellogg
School at Northwestern University and his BA from UC Santa
Barbara.
Keynote: Leveraging the “Offline” Channels
For more speaker bio’s please visit www.affiliatemanagementdays.com/sanfrancisco/2012/speakers
© 2012 Rising Media, Inc. 11
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Registration & Venue
Regular Price
Passes
ENDS MAR 2
2 Day Conference Pass - Thursday, March 8 and Friday March 9, 2012
$1,495
Onsite Price
$1,695
To register online, go to: www.affiliatemanagementdays.com/sanfrancisco/2012/registration
Bring the Team Offer
Each additional attendee from the same company registered at the same time receives an extra $150 off the Two Day Pass.
Hotel & Location
The Westin San Francisco Market Street
Hotel Highlights
50 Third Street
San Francisco, CA 94103
An artful blend of design and service, The Westin San
Francisco Market Street is a sophisticated oasis in the
heart of San Francisco’s South of Market district. Enjoy
breathtaking city views with floor to ceiling window
in refreshingly beautiful guest rooms. Our vibrant
downtown setting offers the height of convenience
for business and leisure travelers as well, and provides
easy access to many of the city’s notable attractions.
Reservations:
Phone: 1-415-974-6400
Fax: 1-415-543-8268
There are a limited number of rooms at the Westin
Market Street which can be booked at the Affiliate
Management Days rate of $259 plus taxes for a single
or double room. To guarantee the group rate, reservations must be completed by February 6. Reservations
can be made by calling 888-627-8561 and referencing
Affiliate Management Days.
Reservations must be received on or before
February 6th to guarantee the group rate.
© 2012 Rising Media, Inc. 12
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Thank You To Our Sponsors
GOLD SPONSOR
ASSOCIATION PARTNER
MEDIA PARTNERS
© 2012 Rising Media, Inc. 13
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Sponsor Profiles
GOLD SPONSOR
MEDIA PARTNERS
HasOffers
IAB SmartBrief
www.hasoffers.com
HasOffers – We Know Tracking
HasOffers is the industry standard software for tracking
and managing affiliate relationships. Whether you’re
just getting started or have a decade of experience
under your belt, HasOffers has the features, flexibility,
and support you need to run your own affiliate
program. HasOffers lets you do affiliate marketing
your way, providing the scalability of tracking on the
cloud, the complexity of a complete 2-Way API, and the
simplicity of a software as a service. No Contracts. No
Setup Fees. 30 Days Free on Any Edition.
www.smartbrief.com/iab
IAB SmartBrief is a FREE daily e-mail newsletter
designed specifically for advertising, marketing and
media executives. It aggregates and summarizes the
latest need-to-know news and industry information,
meticulously selected from a variety of media outlets
to provide a snapshot of what’s happening today in the
world of advertising. More than 57,000 readers make
it a part of their daily routine for a quick, easy-to-read
industry update.
ReveNews
www.revenews.com
ASSOCIATION PARTNER
PMA
www.performancemarketingassociation.com
The Performance Marketing Association is a not-forprofit trade association founded in 2008 by the leaders
of the performance marketing industry, to connect,
inform and advocate on behalf of this rapidly growing
field.
The Performance Marketing Association (PMA) strives
to raise the profile of performance marketing by
demonstrating the value of this multi-billion marketing
channel, which comprises more than 200,000 businesses
and individuals. Continued growth of the performance
marketing space is expected as advertisers, facing
small budgets and big expectations, increasingly look
to performance-based marketing initiatives to expand
their business.
© 2012 Rising Media, Inc. Bio is forthcoming.
topseos
www.topseos.com
The independent authority on search vendors, topseos.
com, evaluates and ranks the top internet marketing
companies. Categories ranked by topseos include: search
engine optimization, pay per click management, affiliate
marketing, social media optimization, and many more.
Since 2002, topseos has been a trusted resource for businesses looking to launch or improve internet marketing
campaigns. The pathfinder service allows topseos to work
directly with you to help find companies that best fit
your business needs. Why waste time searching through
thousands of sites with false promises? Go straight to the
authority, gain insight into the industry, and work with
the best.
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Sponsor Profiles
Visibility Magazine
Website Magazine
Visibility Magazine, founded in 2007, has become the
guide to latest trends in internet marketing. Visibility
conducts interviews with CEOs, shares opinions, reviews
products, and provides a wealth of information about
the movements in the industry. Additionally, Visibility
will reach many fringe businesses that may have been
contemplating entering or expanding their Internet marketing campaigns. Visibility is published quarterly and
covers a wide range of topics including, but not limited
to, organic optimization, pay-per-click marketing, website analytics, affiliate marketing, and press release distribution. Visibility embodies high-quality content, good
sense, superior taste, and the character of conscientious
journalism.
Website Magazine, the Magazine for Web Success, presents expert information on how to succeed on the Internet in 12 print issues per year, in print, digital, iPhone,
Android, and iPad editions. WebsiteMagazine.com offers
news and blogs daily, as well as five e-newsletters covering, search marketing, e-commerce, website design and
development, affiliate marketing, and website success.
Website Magazine also developed a foundation to lessen
the impact of the printed magazine on the environment
– learn more at ReplaceATree.org.
www.visibilitymagazine.com
© 2012 Rising Media, Inc. ReplaceATree.org
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