Highlights From The Performance Marketing Insights Conference

New York City Image

Where in the world is Jesse Lakes, you say? Staying true to our Super Man theme of the week, our CEO / Co-Founder took a 36-hour break from the SXSW festivities to fly 1,700 miles east for the first ever Performance Marketing Insights conference and expo in New York City.  The conference schedule was packed with experts hailing from every corner of the performance marketing space.

It was great to see all of you in the Big Apple, we especially loved chatting it up with the HasOffers and Performance Horizon Group folks! For those of you who weren’t able to attend, we’ve put together highlights from a couple of the panels that caught our eye. Thanks again to the folks at PMI for putting on the conference.

Driving The Mobile Channel Through Online Media (Matthew Wood – Founder/ Investor, A4u / vouchercloud; Jason Spievak – CEO, Ring Revenue; Jeff McCollum – Founder, Cake Marketing; John Rankin – Vice President Americas, EMEA Adsmobi; Usher Lieberman – Director of Corporate Communications, TheFind; Moderator – Matthew Wood)

The panelists discussed mobile commerce as driving force for change within the industry. Publishers in 2013 are increasingly relying more and more on tracking and click metrics to drive marketing strategy to agile, mobile-savvy consumers. We learned that dating and gaming are among the top m-commerce verticals, while fashion and finance lag in innovation.

Actionable Insights From Big Data In Affiliate Marketing (Charles Calabrese – Vice President of Operations, Performance Horizon Group; Dave Naffziger – CEO, Brand Verity)

Here the discussion centered on the evolving definition and importance of “Big Data”. Charles Calabrese explained that data is only valuable to a certain point, when it becomes large and complex it becomes hard to process and therefore inefficient. The future of big data is smart data. This type of intelligent data, which is mined through more precise targeting, will allow e-marketers to answer questions and in turn, run highly optimized marketing campaigns.

3 Ways to Hack The Purchase Funnel To Boost Sales (Jenny Williams – Senior Merchant Manager, Skimlinks; Fiona Gandy – Account Director, 7 Things Media)

Jenny Williams and Fiona Gandy did a thorough job of dissecting the sales funnel and discussing which factors stand to make the biggest influence on a potential purchaser. Throughout the conference we heard a lot of talk about mobile and here was no exception. We learned that m-commerce has a shorter funnel. This is due in part to impulse purchasing, but also because the ease of use m-commerce apps are designed with reduces the number of touch points that stand to derail a customer from converting. The most interesting take away from this session was the correlation between affiliate coupons/advertisements and conversions: 42% of consumers are more likely to try and purchase a new brand after seeing an offer on an affiliate site.