The fourth India Affiliate Summit took place over 11-12 October at the Leela Ambience, Gurugram, New Delhi.
The India Affiliate Summit is the premiere meeting point for affiliate marketing thought leaders and influencers and a place where the ‘gods of affiliate marketing’ assemble!
Optimise supported the India Affiliate Summit again as the official badge and lanyard sponsor.
Leveraging the true power of affiliate marketing
Optimise Deputy MD for India, Shaan Raza, moderated a panel discussion on ‘How to leverage true power of Affiliate Marketing’ with other thought leaders from Medlife, Grofers, Adsplay International, Valueleaf, Tradetracker and MGID. The challenges of Indian affiliate marketing were discussed at length in order to understand and leverage the true power of affiliate marketing.
Around 60 % of advertisers using Google Analytics as their tracking technology which leads to missing sales and attribution related issues bothering all key stakeholders. Transparency in the entire ecosystem is paramount and Optimise has pioneered an inherent open network giving transparency on traffic and media placements. We need to do more as an industry to develop controlled data exchanges for transparency and ensure that the right data is shared between Advertisers, Publishers and Networks to optimise campaigns.
The major problem at supply side was also quoted as payment delays, which cripples the demand-supply cycle. Prevalent frauds like click injections, bot installations and false sales and measures to stop that were also discussed.
Key takeout’s from the panel included:
- Robust tracking technology even before launching a campaign. Tracking technology should be efficient enough to track across web and app
- An open and transparent ecosystem so that network and publisher can prevent frauds and scale the campaign up
- Timely payments are key for a sustainable business
Innovating with data to scale your business
Optimise CEO, Stephen Rumbelow, also presented on ‘how to innovate with data to scale your business’ showcasing examples of how Optimise have used a data-driven performance marketing approach to help their global clients increase sales from incremental channels, as well as increase sales from higher value customers. Combined with some thought leadership around how AI and Blockchain could be applied to the performance marketing channel.