The CMO's Guide to Performance Marketing by SVP Marketing Peter Klein of MediaWhiz, which took place at Performance Marketing Insights NYC on March 12 2013.

1. The CMO’s Guide to
Performance Marketing
Peter Klein
Senior Vice President, MediaWhiz
www.MediaWhiz.com

2. Agenda
………1 Performance Marketing Basics
…… 2 Benefits of Performance Marketing
…………
3 Potential Pitfalls
………
4 Five Steps for ROI Success

3. About Me
• Oversee media-buying practice
• 15 years’ experience in performance
marketing
About My Company — MediaWhiz
• Integrated digital media and performance
marketing agency
• Part of Matomy Media Group
• Services: Affiliate, Display, Search, Social,
Email
• Top-5 Affiliate Network, mThink, 2013
• Top-25 Digital Agency, Ad Age, 2012

4. 1
................
PERFORMANCE
BASICS
MARKETING

5. Performance marketing is the smartest
online advertising investment.
It’s no longer a “nice-to-have.”
It’s a “must-have” for CMOs.

6. You win by delivering ROI.

7. What Is Performance Marketing?
Performance Marketing
Marketing techniques and
campaigns by which the
advertiser pays only for results
• Method of interactive advertising
• Includes Affiliate Marketing paid on “performance”
• Performance actions are a sale (Cost Per Sale) or a
lead (Cost Per Lead)
www.MediaWhiz.com @MediaWhizInc

8. What Is Affiliate Marketing?
• Advertisers
• Affiliates (Publishers)
• Affiliate Networks
• Act as intermediary
between advertisers &
publishers
Affiliate Marketing
Method of marketing whereby publishers
(affiliates) conduct marketing campaigns on
behalf of an advertiser.
www.MediaWhiz.com @MediaWhizInc

9. What Is Affiliate Marketing?
Points of Interest
•Affiliate Networks typically act as a bank, tracking
system, client support, media planner, creative, and
compliance team.
•Affiliates are entrepreneurs and assume the
advertising/testing risk though paid only on a
specified action.
•Advertisers pay on performance, while affiliates
typically must arbitrage their media spend (CPM,
CPC, CPO, etc.).
www.MediaWhiz.com @MediaWhizInc

10. 2
..................
BENEFITS OF
MARKETING
PERFORMANCE

11. $25 billion industry

12. Small Investments = Big Gains
$10,000 – $20,000 initial investment

13. Multiple Channel Reach

14. Speed to Market

15. Measureable Results

16. 3
................
POTENTIAL
PITFALLS

17. What to Watch For

18. What to Watch For
… and why you need an experienced partner
•Placement transparency
•Brand integrity
•Compliance with media and government regulations
•Affiliate fraud potential
•Consumer experience
www.MediaWhiz.com @MediaWhizInc

19. ..................
4 FIVE STEPS
PERFORMANCE
MARKETING
SUCCESS

20. Step 1: Define the Goal

21. Define the Goal
• Desired outcome is lead or sale
• 2 types of affiliate network:
• Cost-per-Sale (CPS)
• Cost-per-Lead (CPL/CPA)
• CPS networks charge percent of sale
• CPL/CPA networks generate leads at fixed
price
www.MediaWhiz.com @MediaWhizInc

22. Step 2: Choose the Right
Affiliate Network

23. Choosing Your Affiliate Network
• Select one affiliate network to start
• Perform extensive due diligence
www.MediaWhiz.com @MediaWhizInc

24. Step 3: Plan the Media Mix

25. Media Planning
Share the following with affiliate network:
• Desired media channels:
• Affiliate
• Display
• Social
• Mobile
• Email
• SEO / SEM
• Budget
• KPIs
• Demographic
• Geo-location info
www.MediaWhiz.com @MediaWhizInc

26. Step 4: Monitor the
Campaign

27. Monitoring & Compliance
Work doesn’t stop
once the campaign
launches
•Ensure budget is spent
properly
•Adherence to brand
guidelines
•Performance tracked
against plan/KPIs
•Use services like CPA
Detective and Lashback
www.MediaWhiz.com @MediaWhizInc

28. Step 5: Optimize

29. Optimizing Your Campaign
You get what you pay for
•ROI goals achieved by optimizing campaign sources
•Pay more for quality, profitable traffic to scale volume
•OR cut off unprofitable traffic sources
www.MediaWhiz.com @MediaWhizInc

30. 5
...............
INDUSTRY
RESOURCES

31. MediaWhiz Report
Download at: www.MediaWhiz.com/Insights

32. Additional Resources
www.MediaWhiz.com @MediaWhizInc

33. QUESTIONS?

34. Stay Connected
Peter Klein
Senior Vice President
MediaWhiz
P: 646-442-5512
E: pklein@mediawhiz.com Tw: @MediaWhizInc
Find out more at www.MediaWhiz.com
Call us toll-free at 888.866.9449
Follow us on Twitter: @MediaWhizInc
Become a fan at
facebook.com/MediaWhizHoldingsLLC
www.MediaWhiz.com @MediaWhizInc

35. ………........……. THANK
YOU.