We had a great time at Affiliate Summit West—one of the industry’s largest conferences—in Las Vegas this week. Throughout the conference, we recognized a familiar theme across many of our discussions with brands: the increasing appeal of scaling performance-based partnerships globally.
In our experience, brands encounter a number of challenges when attempting to capitalize on this massive opportunity. These can range anywhere from difficulties managing multiple systems for global coverage to a lack of data and actionable insights.
The challenges of global expansion were also the focus of a panel discussion we particularly enjoyed at ASW– “How Affiliate Industry Giants are Building for the Future,” which was moderated by Robert Glazer of Acceleration Partners and featured a number of key industry players, including:
Keith Posehn, Head of Affiliate Marketing & New Channel Development at Uber John Toskey, Director, Global eBay Partner Network at eBay Jelle Oskam, Global & US Affiliate Manager at adidas
Each panelist discussed how they deal with the challenges of rapid global growth while anticipating the major changes sweeping the industry.
Fragmentation is the enemy of a global program – Keith Posehn, Uber
Keith kicked off the discussion with some of the challenges accompanying Uber’s rapid growth and outlined how marketing teams can address them with the help of technology. This includes consolidating multiple partners and systems into a single program that is consistent across all markets.
For example, he recommended defining the term partnerships and establishing a clear line of what does and does not qualify.