This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas). Session description: Learn what tools and insights can help drive deeper strategy conversations and lead to incremental revenue growth for both the affiliate and retailer.

1. Empowering Affili
Empowering Affiliates to Drive Incremental Revenue Growth
Kana Roberts, Affiliate Summit West 1/9/18

2. Agenda
• 101’s of Incremental Revenue
• Tools to Develop Incremental Revenue Campaigns
• Incremental Test #1
• Incremental Test #2
Demand Generation

3. • Determined by the merchant
• Acquiring revenue we wouldn’t acquire
normally
• Classified as new opportunities
• Beyond general program growth
101’s of Incremental Revenue
WHAT is incremental revenue? WHY is this important? HOW do I create incremental campaigns?
• Avoid program fatigue or plateau
• Show leadership an affiliate program can be
versatile, limitless & provides the highest ROI
• Allows you to be creative
• Identify the business KPIs
• Build out a gap analysis
• Confirm alignment on goals
• Test often, fail fast, & repeat successes
Example Microsoft.com Minimum Requirements:
• 1,500% ROAS minimum
• YoY double digit % revenue, traffic, & CR growth
Example Microsoft.com Incremental Requirements:
• 3,000% ROAS or more
• YoY triple digit % revenue, traffic & CR growth
• Additional revenue, LTV, AOV growth on 1st party
categories

4. Tools to Develop Incremental Revenue Campaigns
Data Measurement Tool Step By Step Guide
Tool: Affiliate Incremental Calculator
Creators: B Fink & K Roberts
Business Objectives:
• Ability to forecast and measure incremental placements (includes premium
commissions and flat fees)
• Unify globally how we measure incremental performance
• Enable deeper strategy conversations with affiliate partners
**Sample data **
• 80/20 Rule does not apply. Include mid-tier or new affiliates
• Collaborate and share goals with your selected affiliates
• Confirm your affiliate portfolio is low cost risk
• Enable affiliates to do what they do best under the agreed upon goals
• Actively monitor performance daily and make changes in real time
• Review performance immediately after and determine next steps
Microsoft.com Affiliate Program
Traffic
Affiliates
CR
Affiliates
LTV
Affiliates
Revenue
Affiliates
Incremental Initiatives

6. FY18 Q2 US Affiliate Incremental Test #1: Slickdeals Influencer Strategy
Affiliate Partners: Slickdeals
Dates: 10/6-11/10 (7 additional days for tail KPIs)
Campaign: X Marks the Spot! $1K Giveaway Xbox One X
Business Objectives: We wanted to amp up exposure and excitement around
the highly-anticipated Xbox One X by working with Slickdeals, who has an
influential and loyal community of gamers. The goal was to grow fan-centric
synergies between Slickdeals users and Microsoft/Xbox by conducting a social
media-based contest with Xbox artwork and promotional hashtags.
Campaign Results: SUCCESS
• +150% revenue YoY, +456% conversion YoY & 2,400% ROAS overall
campaign period performance
• Solid incremental contributions to other 1st party categories (Surface saw a
+223% revenue YoY lift and Office saw a +300% revenue YoY lift)
• During the week of the winner announcement, Slickdeals drove +3,275%
revenue YoY and +2,048% traffic gains YoY
• During the week after the announcement, Slickdeals drove +2,102% revenue
YoY and +6,277% traffic gains YoY
Comments from Slickdeals: “We announced the Xbox One X contest winners to
our biggest audience in the show's history! Most concurrent live viewers and
comments. It was the best performing giveaway to date.”
Our Favorite Customer X Marks the Spot Maps

7. Affiliate Partners: Ebates
Dates: 11/1-12/11
Campaign: Singles Day Featured Merchant & New to File $50 Cash Back on a
$250+ Purchase
Business Objectives:
• 11% Treat Yourself: We were the featured merchant for the net new 11/11 one
day campaign out of 490 participating merchants.
• NTF Bonus: Cut through all the noise from multiple merchants trying to
obtain the same customers. Leverage an obtainable purchasing threshold
and minimize purchasing limitations. Organic pilot test.
Campaign Results: SUCCESS
• 11/11: +213% traffic YoY and +376% revenue YoY
• NTF: +$1M in revenue campaign to date organic driven results. +100% traffic
YoY & 3,900% ROAS overall campaign period performance.
• Solid incremental contributions to other 1st party category
(Surface +15% revenue YoY lift, Xbox +30% revenue YoY and
Office +35% revenue YoY lift).
Comments from Ebates: “Taking into consideration the fact your program has
had many changes I would say the 11/11 campaign with the premium package
exposure absolutely killed it. NTF performance is impressive!”
FY18 Q2 US Affiliate Incremental Test #2: Ebates New To File
0% 20% 40% 60% 80% 100%
Nov 01, 2017
Nov 06, 2017
Nov 11, 2017
Nov 16, 2017
Nov 21, 2017
Nov 26, 2017
Dec 01, 2017
Dec 06, 2017
Dec 11, 2017
EBATES BONUS IMPACT
Bonus Rev
Other Rev
3% 4% 2%
10%
30%
19%
32%
EBATES CATEGORY DISTRIBUTION
Mobile
MR/VR
Office
Other
PC
Surface
Xbox

8. Thank you!
Q&A