Guest Post - Joe Sousa

“From time to time, we have the good fortune of having a well respected, successful and knowledgeable individual provide a guest post for this blog.  Today is one of those special days. Joe is a close friend of ours and his opinion as an affiliate is one we rely on significantly to ensure that we are doing our job and being great affiliate managers.  I was watching Joe’s Twitter stream last week, http://twitter.com/drcool73, and read his struggle with a certain advertisers datafeed.  We do quite a bit with datafeeds, so I reached out to Joe to ask him if he would be interested in sharing this story and his view on datafeeds for our readers, especially our My Affiliate Coach members.  So here it is, a first hand account of working with a difficult datafeed.  Thanks Joe!”

Why are you making it hard for your affiliates???

As an affiliate I build many different types of sites. Sometimes I will take one product and build a site around it, sometimes I will pick a handful of related products and create a site, and sometimes I want to put up thousands of similar products on a website. When I do a site for just a few products I will usually just do everything by hand but when I want thousands of products it would take forever by hand so I use a datafeed.
A datafeed is basically a database of products supplied by the merchant for the affiliates to use. Generally speaking the feed will contain the name of the product, a URL to use for your affiliate link that goes directly to the product, a link to an image, price, categories, and product numbers. Some feeds contain much more information like product descriptions, colors, keywords, and so on but for the most part I just like my feeds simple and will usually delete all the extra fields I don’t need.

I wanted to update a site I have had for years with a new datafeed since it contains a bunch of new products since I last updated the site a couple months ago. Before we go any further let me give you a bit of background on this merchant. I won’t say who they are but this seems to be a fairly common problem among merchants:

This particular merchant has an in-house affiliate program as well as being on three different affiliate networks. I generally prefer to use their in-house program because when you use their program on the networks the links take you to a page before you get to the actual page where you can buy and the conversion is quite a bit lower than the in-house program. So I usually use the feed from their in-house program.

But first let me tell you about the feed I can get from one of the networks. For the most part it is a good feed. There aren’t really any incomplete records and all the information is there. The problem is the categorization on that particular feed is terrible. The products I want are all of a certain category and in this feed they are spread out through 3 or 4 different categories and mixed in with a bunch of products I don’t want. Combine that with the lower conversion rate and it really makes me like the in-house feed.

I downloaded the feed from the in-house program and instantly saw many, many problems:

• 1) The feed should have around 130,000 items and this feed for some reason has over 290,000. Not a huge problem. I delete duplicates and I am down to right around 130,000. No idea why there is so many duplicates.
• 2) Out of those 130,000 items 84,265 of them are in great shape. All the info is there, they are categorized properly, and good to go. But that leaves 45,000 that are missing categories, missing prices, missing links, missing images, etc. They do all have an item number and a product name so that is a start.
• 3) There was really only one category of products I needed so just to see what happened I deleted all the records with missing info and everything that wasn’t the category I needed and was left with about 900 items. I checked the merchant site and saw there was 1270 products on their site in the category I needed so that meant that in the stuff I deleted there was probably around 370 items I needed to create information for. I could have just gone with those 900 items and called it good but that is over 25% of the products that would be missing and potentially 25% fewer commissions for me. GRRRRRRR!
• 4) I was able to do some cutting and pasting and cell merging and was able to create the image links and buy URLs for the products fairly easily. That maybe took 10-15 minutes or so once I figured out what was going on.
• 5) Then I needed sub-categories for all these products. They are all in one main category but there are over 30 sub-categories I needed for these products so it was pretty much a manual process. Luckily I am very familiar with these products so I was able to just look at the product name and know what sub-cat they went in. Just a lot of manual typing and stuff.
• 6) Now I just needed the price. For these products there are about 4 or 5 “standard” prices so once again I was able to do some filtering, cutting and pasting, and was able to get quite a few of the prices in fairly easily. But there were still about 150 or so products that had odd prices. So I needed to manually look up these products and get the prices so I could enter them into the database.
• 7) OK, it seems like the feed is ready to go. Many hours spent tweaking the feed but it seems good to go. So I plug the feed into the program I use for my datafeed sites and it spits everything out. But there is a problem. One sub-group of products isn’t showing any images. GRRRRR! Turns out those products have images in a different format than the rest of the products. And with the way they are formatted there is no easy way to do it. So it is manually cutting and pasting image URLs for about 80 products.

But now it is finally done! The site is up and running. There are a few images that aren’t working properly but not too many. I can just clean that up slowly over the next few days. I did, however, spend a bunch of time cleaning up the feed when I would have liked to use that time to improve my site in other ways, create some videos, do some redesigning of the pages, etc. to make more sales.
For the most part I have no problem tweaking a feed if that tweaking is done to distinguish it from other feeds. If I need to write custom descriptions, add in keyword fields, or something like that I am happy to do it because I know that will reap benefits. What I don’t like is to spend 8 hours getting a feed to the point where I can use it. The feeds should come ready to use. This should be the job of the affiliate manager. Most AMs are pretty good about getting decent banners and text links that work to their affiliates so why do so many skimp when it comes to datafeeds?
Affiliate managers should be able to help their affiliates and assist them in making sales. That is pretty much why they are there. That will take a different form for different merchants but the affiliate manager should be able to provide their affiliates the tools they need to succeed whether that is text links, banners, custom banners, videos, or datafeeds.

I have worked with dozens and dozens of affiliate managers over the years and there are only a handful I would really say do a good or great job. I don’t think most of them have had enough training or have enough knowledge of the industry to be of service to their affiliates. Affiliate manager isn’t just a job you can throw anyone into. They need to be taught how to do their job and know what they need to do to help their affiliate. Something “simple” like providing the affiliates the proper tools (like complete datafeeds that contain all the information) is one of the main ways they can help.

You can find more of Joe’s thoughts and opinion at http://www.whatdoesjoethink.com.

If you are looking for help with your datafeed, overall coaching and mentoring or complete outsourced affiliate management, please contact jamie@jebcommerce.com.

Just a few moments ago, I wrapped up a meeting with our Director of Affiliate Management and all our affiliate managers.  We went over our affiliate scorecard during this meeting.  We use scorecards pretty extensively in managing our clients’ programs to ensure that we continue a methodical march forward to make sure we hit our clients’ goals.

The video below talks about our scorecard process and outlines why these are so valuable and some basic ideas on how you can create yours.  With the launch of our new service, MyAffiliateCoach - Affiliate Manager Coaching and Mentoring, going over our scorecards was pretty timely.  We go over two to three different types of scorecards we use to manage our programs every day.

If you find yourself interested in our Coaching/Mentoring just click on the image below.

(side note - not real sure why my hair always looks on camera like Lyle Lovitt stuck his finger in an electrical socket, but oh well.  We all have burdens to bare.)

What do you think?  Do you use a scorecard?  Am I off the grid on this one?  Would love your responses.

Are you an ideal affiliate manager?  We have been working with affiliate programs since 1999 and at times, we made some mistakes.  I know, for those of you who know me personally, that is probably hard to believe (said with my most sarcastic voice), but it’s true.

Many of these mistakes come from simply not knowing what an ideal affiliate manager is, what characteristics she/he has and what she/he does for affiliates.  This past year as we developed the MyAffiliateCoach Program, we asked many affiliates and veteran affiliate managers what characteristics the ideal affiliate manager exhibits.  It helped us create our very first training module - the Ideal Affiliate Manager.  Here are a few of the characteristics that many brought up:

1. Communicative:  I remember when my boss at Coldwater Creek received my personalysis test back the second week I started there.  She had it in her hands laughing at the top of her lungs.  I had thought I’d done something so bad that it was funny to fire me.  I wasn’t expecting her to show the entire team my results.  I was heavy in communication and heavy in strategy.  These were the two things she felt most important in an affiliate manager and they were my highest scores.  Being communicative is vital to a good affiliate manager.  You have to be able to reach them, converse with them and communicate, not only your companies goals, objectives and value proposition, but also with them on a personal level.
2. Strategic:  As I said above, my boss at Coldwater Creek felt this was the second most important characteristic and those we interviewed this year echoed that sentiment.  A good affiliate manager needs to have a handle on the landscape and be able to create and execute projects at a strategic level, planning how things are going to work, working with affiliates to identify new ways they can be successful and helping them do more today.
3. Impeccable Follow Through:  I’ve heard this time and time again and it is probably the most often recited issue with affiliates “that affiliate manager has no follow through”.  “Do what you say you are going to do” - I’ve heard that one many times too.  When you don’t follow through on what you promise and what you say you are going to do, each time that whittles away any trust you have built with affiliates.  Following through as promised, or more than promised, strengthens your reputation and your relationships every single time.

In our first module we cover more than 11 characteristics of an ideal manager, those above are only a start.  What do you think?  What are the most important characteristics of an affiliate manager for you?

If you are interested in learning more about our affiliate manager coaching and mentoring program, please visit MyAffiliateCoach.net.

We’ve been asked, here at JEBCommerce, for some time to offer a training, coaching and mentoring program for new and veteran affiliate managers alike. Many of our clients, especially those that have used our Affiliate Assessment and Success Roadmap services, have been looking for an on-going program to help their affiliate managers become better, more efficient and run high performing programs and continually improve their program’s success.

Our clients also requested a program designed to make sure their affiliate managers, whether new or experienced, were using all the best practices in affiliate management and simply not missing any vital training and information.

It’s always been something dear to me personally as well. I love to teach, mentor others and see them grow, improve and advance in their careers. There is just nothing else like it. So today is pretty exciting for me and the rest of the team here at JEBCommerce.

Today, we are announcing the launch of our MyAffiliateCoach Affiliate Manager Coaching and Mentoring program!

Here is how it all got started:

You can also read how it all got started here.

What is it exactly?
The MyAffiliateCoach Program is a 12 week mentoring and coaching program designed to raise up solid, high performing and innovative affiliate managers, delivered one of two ways:

• Live and On-Demand - Each lesson is delivered by myself, Jamie Birch and available online. Each week we walk members through a specific lesson, allowing ample time for their questions and our assistance with their unique and specific problems and situations. Members get a fully interactive experience with access to myself and our coaching team 24/7. It’s truly not only a comprehensive program, but customized to your needs each week as you access our years of experience in affiliate marketing to grow your program and career.
• Or simply On-Demand - Available online and at your own pace. You receive all 12 modules up front, with weekly reminders and bonus modules delivered over 12 weeks. It’s perfect for someone who wants to go through at the speed they choose.

You choose the method of delivery that works best for you. It is comprised of 12 distinct modules, outlined below, plus several bonus modules.

* The Ideal Affiliate Manager – A Profile in Greatness
* Forecasting, S.M.A.R.T Goals and KPI’s
* Performing a Comprehensive Affiliate Assessment
* Quick Start Guide to Administration, Terms and Conditions and Regulations
* Building Strong Relationships That Last and Are Profitable
* Affiliate Recruiting and Activating
* Effective Affiliate Promotions and Incentives
* Creative and Advanced Affiliate Tools
* Developing a 6 Month Plan for Success
* Paid Search - What is best for me?
* Trouble Shooting – What to do when problems arise, and avoiding them in the first place
* Creating and Using an Affiliate Management Scorecard to be a better manager every single day

And we’ve already begun! Our first crop of members have completed the live and on-demand course. Here is what one of our members, Shane from Dean & Deluca, had to say about the program:

We are truly excited to offer this service along with our complete outsourced affiliate management and our affiliate assessment and success roadmap services .

Learn more about our Affiliate Manager Coaching and Mentoring Program.

If you’d like to speak with us directly about this, feel free to email us today to learn more.

A few weeks ago, I had the pleasure of jumping on the phone with the founder of AFFMETER, Firuze Gokce. I had heard about this tool for affiliates from an affiliate friend of mine and thought it would be great to get the lowdown.

From their site: “Affmeter is a focused, structured and manageable environment where the affiliate marketers can gain complete control over their both revenue and costs, apply customized solutions and measure their earnings in an effective, secure, and private manner.”

Basically, it’s a system that allows affiliates to bring in performance data from multiple networks, combine them together, slice and dice the data and manage their campaigns and costs better and more efficiently. I was very impressed with what Firuze told me, but enough of what I think, why not listen for yourself:

Check out some of the screenshots from this software package:

Network Comparison

Merchant Monitor

Check out more at www.affmeter.com.

GetElastic, an enterprise ecommerce solution provider, recently posted about preparing for the ever-important Christmas and holiday season.  I honestly can’t believe that we are actually starting to think about that already, I am just starting to enjoy the summer that came a little late and looks like it will be leaving all to soon.

But, we do have to plan and they make some great points here.

This post focuses on your overall e-commerce site and areas such as performance (do you know that 47% of web shoppers expect a page to load in under 2 seconds, unbelievable), site testing, SEM and SEO, email, Merchandising and of course affiliate management.

Check out the post, it is well written and includes things the affiliate manager and the e-commerce directory/VP, should be thinking about now.  Read it here.

It also got me thinking of what affiliate managers should be planning on now.  Here is a short list:

• Merchandising schedule - what should affiliates be promoting when
• Consumer offer schedule - do you know what coupons, discounts and promos are to be offered
• Creative and Text links
• Affiliate Communication Strategy
• Producing affiliate outreach - do you know what your affiliates are planning this season?  You should.
• Recruiting target identification and outreach - don’t spam them please.
• Affiliate promotions
• and more

What else do you feel you should be planning on now for Q4?

Now is also a great time to audit your affiliate program, find a great outsourced affiliate management agency to help you grow the program and get any training or mentoring you might need to make sure you meet every opportunity this year.  If you need help with any of that, we have a solution for you.  Contact us at 1800-208-6215 x 101.

Thursday, July 8th, 2010 JEBCommerce, a leading affiliate and performance marketing agency, today announces that Roots Canada, Ltd., a leading lifestyle brand, has selected JEBCommerce to grow and manage both their Canadian and US affiliate programs on the Linkshare Network.

Roots Canada Ltd. is known around the world for its quality leather goods, active athletic wear, yoga wear, accessories and home furnishings.  Roots now has more than 120 retail locations in Canada and the US and more than 40 locations in Asia.  Both the Canadian and US programs are poised for growth in 2010 and now affiliates can count on even more resources and time devoted to their success with both the Roots affiliate programs with the addition of the team at JEBCommerce.

“We feel that JEBCommerce has the right combination of tools and skills to take the Roots affiliate program to the next level”, says James Connell, Sr. Director, eCommerce, Digital Marketing and New Media at Roots Canada Ltd.

Jamie Birch, founder and CEO of JEBCommerce (an outsourced affiliate management agency), looks to leverage JEBCommerce’s extensive experience in the clothing and retail affiliate marketing space with Roots strong product lineup and brand reputation: 

“We couldn’t be more excited to be working with such a great and well known brand and add another Canadian program to our stable of affiliate managed programs.  We are looking forward to using our past experience and our unique and proactive affiliate management methodology to, not only increase sales through both Roots programs, but also increase overall profitability and new customer acquisition.  We want to encourage affiliates to join the programs in the Linkshare Network today, contact us at DigitalMarketing@roots.com or 1-800-208-6215.”

JEBCommerce is excited to add Roots to its current list of clients that includes philosophy, Elance, LiveChime, iFloor, 1800Pharmacy.com, Dean & Deluca, OverstockDrugstore, AmyAdele, drop.io and more.

If you are an affiliate or website owner who is interested in working with the Roots.com affiliate program, please contact JEBCommerce at affiliates@Roots.com.

I love to see the companies I have worked with in the past announce new things, today is no different with the announcement by Coldwater Creek that they have a new mobile site.  I spent many years at “the Creek” and still keep in contact with many of the people there.   It was a great place to work and the web team always pushed the envelope and did an outstanding job.

Seeing that I have an android phone, I thought I would check it out.  It actually works pretty well.  Now, I didn’t go through the process of buying something, their skirts and jackets just aren’t my style (although my wife says I do have the legs to pull it off).

The overall functionality is great and the speed refreshingly quick.  The overall way they stylized the site, product description pages and buy options is clear and concise and lends itself well to my small screens size.  I really like what they have done.  Most of all it’s pretty quick, which is important on mobile.  The shopping cart is also pretty easy to use and looks good.

I would be interested to hear how many users are using this online, never really thought of their target market as very prone to purchase on their phone, but with more people getting their emails on their smart phones, I guess I can see this being an important part of the process.

I wonder what this type of thing (mobile sites) opens up for affiliates?  Hey affiliates - what do you think?

Here is another shot:

(sorry for the quality of photos, taken with an iphone…)

JEBCommerce, a leading affiliate and performance marketing agency, today announces that Ligonier Ministries, a leading Christian resource organization, has chosen JEBCommerce to launch and manage their upcoming affiliate program.

Ligonier Ministries at Ligonier.org, makes complex biblical truths easy to understand. Their founder, Dr. R.C. Sproul is known by Christians from all walks of life for his ability to clearly communicate, deep, practical truths from God’s Word. This has led to hundreds of education series and resources on a broad range of topics, including the popular and respected Reformation Study Bible and the monthly, award-winning magazine, Tabletalk. Along with this, hundreds of other hand selected books and resources will soon be available for affiliates to promote through the Ligonier Ministries affiliate program.

“We’ve wanted to launch an affiliate program for a number of years and are thankful to have found the right fit with JEBCommerce. We can’t wait to see what new markets and ministry opportunities this will open up.”
~ John Cobb, Director of Ministry Outreach

Jamie Birch, founder and CEO of JEBCommerce (an outsourced affiliate management agency), is looking forward to the team assisting Ligonier Ministries in furthering their mission through affiliate marketing: “We are excited to be working with such a unique organization and individual such as Dr. R.C. Sproul. It is not often when you can merge two passions, affiliate marketing, and faith, into one endeavor. We want to encourage affiliates to contact us at Ligonier@jebcommerce.com to receive updates on the progress of this program’s launch. ”

JEBCommerce is excited to add Ligonier Ministries to its current list of clients that includes Roots, philosophy, LuggagePoint.com, Elance, LiveChime, iFloor, 1800Pharmacy.com, Dean & Deluca, OverstockDrugstore, AmyAdele, drop.io and more.

If you are an affiliate or website owner who is interested in working with the Ligonier Ministries affiliate program, please contact JEBCommerce at ligonier@jebcommerce.com.

Jamie and David Naffziger, of BrandVerity, discuss referral laundering, geotargeting and other things affiliate managers should be looking out for to protect their program, their affiliates and their bottom lines.

Dave Naffziger runs and operates BrandVerity, a company that provides a service called Poachmark.  “Poachmark is a service that monitors paid search for affiliate abuse of merchant policies.” - Dave

Jamie and Dave discuss geotargeting and referral laundering by less than good affiliates and how affiliate managers can monitor and look out for these procedures and how it effects, not only the advertiser, but the other affiliates.

Entire transcript available upon request.

What do you think?