eBay Partner Network : Group 1
Introduction:
Steve Hartman was an Ex-Director of On site advertising
Steve Hartman after being promoted as The Senior Director-Global affiliate program;
needs to find a way forward:
• How to improve management of affiliate marketing program
• How to convince Bosses & affiliate community about value addition of new
changes
• Small team approaching the operation of one of largest and most complex affiliate
programs in the industry
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Introduction
eBay’s affiliate program was one of the largest in the industry.
eBay pays millions of dollars to online affiliate.
Thriving affiliate marketing program was important to eBay’s success as it draws
traffic to eBay from vibrant ecosystem of sites.
The affiliate program eBay’s affiliate program has recently faced problem of
fraud
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The affiliate program draw traffic to eBay from vibrant ecosystem of sites
• Portals
• Product review sites
• Online discussion forums
eBay’s affiliate program has recently faced problem of fraud
• Company had filed suit against top website accused of using deceptive tactics to
claim affiliate commissions ( that it hadn’t actually earned)
eBay was close to culminating a project : own affiliate marketing platform
• Bring its affiliate marketing program online
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Case Brief
September 1995 AuctionWeb was formed an online platform for peer to peer
transactions. At later stage it started charging fees.
It got renamed as eBay and boasted 500000 registered users and by 2000 its net
income reached to $49.3 million.
Further it acquired other providers like half.com and PayPal.
Due to Amazon, eBay traffic fell by 2.8% in 2008 with increase of 9.8% of
Amazon’s.
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Case Brief
Websites pay numerous partners to promote their services.
CD now was the first in the program, later on Amazon too started the same.
Affiliate marketing programs compensate on Cost per lead and Cost per sale
arrangement.
3 Largest US
Affiliate networks
Commission Google Affiliate
Junction
LinkShare
Network
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Case Brief
eBay large part of affiliate program was on the Commission junction.
Tracking data was primarily on CJ servers but eBay staff could navigate standard
reports and affiliates targets.
Active conformed registered users (ACRU) and commission on transactions.
In 2008 eBay decided to operate its own technology and close programs with
Commission Conjunctions.
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Some of the eBay’s Affiliates
The
Kneeslider
Freeipods.co
m
eBay
Tennis
Rackets.us
e-Bates
Digital Point
Solutions
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Different Types Of Affiliates
Deal & Coupon Online Comparison
Content (Blogging) Shopping (OCS)
These publishers create These publishers
These publishers
valuable, unique content aggregate and
aggregate product
that is of interest to its provide their visitors information from multiple
visitors. Content sites with coupons or retailers to enable
include news and op-ed deals on a customers to compare
outlets, blogs, merchant’s site. multiple products based
influencers, and review on price, reviews, and
sites. features.
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Different Types Of Affiliates
Product Listing Ads Social Sharing Loyalty & Rewards
These ads display more These publishers These publishers
detailed information than are typically one provide either purchase
standard text-based ads individual, or a rewards or incentives in
to encourage users to group of the form of points,
visit your website. They individuals, that miles, cash back, or
are also referred to as monetize their charitable contributions.
shopping ads and appear sphere of
on various Google influence.
properties.
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Different Types Of Affiliates
Tools & Mobile App Email Marketing
These publishers enhance or These publishers
simplify the online shopping send emails
experience through browser including deals,
extensions, downloadable promotions, and
software, and mobile products in which
applications. Many could also they think their
be considered loyalty & reward customers might
publishers.
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Graphs
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Issues
How to improve management of affiliate marketing program
How prevent fraud like Digital Point Solutions?
What to change? and what will remain same in EPN?
Challenges for affiliates
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Recommendations
eBay should go for in-house affiliate marketing
Benefits:
Better control of affiliate partners
Lesser out go (expenses)
We can develop technical tools which will avoid possibility of frauds/Problems.
Cookies carrying Campaign Id & Customer Id to track activity.
Better transparency can be maintained on both sides.
Demerits:
Larger team needed
Tedious process of reapplying by every affiliate
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Recommendations
eBay can strictly require their merchants and affiliates to identify themselves as eBay
Associates through compulsating the following passage must to be displayed on websites.
“[Insert your name] is a participant in the eBay Partner Program, an affiliate advertising
program designed to provide a means for sites to earn advertising fees by advertising and
linking to ebay.com.”
This will help to create trust the users as they can trust the reviews and recommendations.
Also it is more ethical and legal troubles can be avoided.
Such an Algorithm should be created which detect fraud and help to know the effective
affiliates.
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Recommendations
Implementing ‘Qualifying Purchases” program which will provide advertising fee
only on qualified purchase excluding any returns, taxes, credit card processing
fee, bad debt etc.
A standard Commission Schedule should be introduced. The standard fees for
selected category of products is included in schedule which vary products
according to product purchase, streamed, shipped or downloaded.
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eBay Partner Network (EPN)
A qualifying transaction occurs when an end user:
Makes a purchase within 24 hours after clicking your affiliate link for a “Buy It Now” item
Places a bid on an auction within 24 hours after clicking your affiliate link and then wins that auction
within 10 days.
Enhancements brought in 2019
Cross-device tracking, an expanded attribution capability that credits affiliates when an eBay
customer clicks on an affiliate link on one device and finishes that purchase on another.
More payment options, including direct deposit to most countries and the option to be paid in more
currencies.
Access to reports and resources to help partners grow their business, including:
• Updated reporting, starting with a year-over-year performance view
• Easy access to more help content
• Modern interface with a direct message center
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Thank You
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