{"id":463,"date":"2015-05-13T22:29:38","date_gmt":"2015-05-13T20:29:38","guid":{"rendered":"http:\/\/vivnetworks.nahouby.cz\/blog_post\/studium-przypadku-program-affiliate-bata-cz\/"},"modified":"2015-05-13T22:29:38","modified_gmt":"2015-05-13T20:29:38","slug":"studium-przypadku-program-affiliate-bata-cz","status":"publish","type":"post","link":"https:\/\/www.vivnetworks.com\/pl\/studium-przypadku-program-affiliate-bata-cz\/","title":{"rendered":"Studium przypadku: Program affiliate Bata.cz"},"content":{"rendered":"

Firma Bat\u2019a zdecydowa\u0142a si\u0119 wykorzysta\u0107 mo\u017cliwo\u015b\u0107 pe\u0142nego zarz\u0105dzania programem sp\u00f3\u0142ki VIVnetworks.com w celu polepszenia efektywno\u015bci programu affiliate Bata.cz. Sp\u00f3jrz na pe\u0142n\u0105 ocen\u0119 pierwszych 8 miesi\u0119cy!
\n<\/p>\n

O firmie Bat’a<\/span><\/p>\n

Marki Bat’a z pewno\u015bci\u0105 nie trzeba d\u0142ugo przedstawia\u0107. Mowa jest o oryginalnej czeskiej firmie z bogat\u0105 histori\u0105. Bat’a jest producentem i sprzedawc\u0105 obuwia, kt\u00f3ry dzi\u015b odnosi znaczne sukcesy na ca\u0142ym \u015bwiecie. W Czechach Bat’a jest jednym z najwi\u0119kszych sprzedawc\u00f3w obuwia, a w skali \u015bwiatowej obs\u0142uguje 1 milion klient\u00f3w dziennie.<\/p>\n

Program affiliate Bata.cz<\/h2>\n

Program affiliate<\/strong> Bata.cz by\u0142 w sieci affiliate CJ urchomiony ju\u017c w kwietniu 2013. Pierwszy rok program przebiega\u0142 bez intensywnego zarz\u0105dzania programem ze strony reklamodawcy. Dzi\u0119ki zainteresowaniu i wysi\u0142kom wydawc\u00f3w, kt\u00f3rzy przy\u0142\u0105czyli si\u0119 do programu affiliate jeszcze na pocz\u0105tku, osi\u0105gni\u0119to interesuj\u0105ce rezultaty. I mimo tego by\u0142o przecie\u017c jasne, \u017ce program affiliate ma o wiele wi\u0119kszy potencja\u0142. Z tego powodu Bat’a zdecydowa\u0142 si\u0119 wykorzysta\u0107 mo\u017cliwo\u015b\u0107 pe\u0142nego zarz\u0105dzania programem sp\u00f3\u0142ki VIVnetworks.com, zaczynaj\u0105c od lipca 2014.<\/p>\n

\"\"<\/a><\/p>\n

Cele<\/h2>\n

Do oczywistych cel\u00f3w w ramach naszego zarz\u0105dzania nale\u017ca\u0142o odpowiednie ustawienie<\/strong> i dzia\u0142anie programu affiliate<\/strong>, prowadz\u0105ce do zlepszenia efektywno\u015bci programu affiliate jako ca\u0142o\u015bci w odr\u00f3\u017cnieniu od poprzedniego roku. Nast\u0119pnie cz\u0119\u015bciowe cele dotyczy\u0142y przyrostu sprzeda\u017cy poprzez program affiliate, wzro\u015bcie liczby aktywnych wydawc\u00f3w, zapewnianiu informowania reklamodawcy o dzia\u0142aniu programu i ustaleniu wsp\u00f3lnych dzia\u0142a\u0144 VIVnetworks.com i Bata.cz w celu osi\u0105gni\u0119cia jak najlepszych wynik\u00f3w.<\/p>\n

Proces zarz\u0105dzania programem<\/h2>\n

Na samym pocz\u0105tku ustalono jasne warunki programu affiliate. Nast\u0119pnym krokiem by\u0142a formu\u0142acja wymaga\u0144 techniznych i propozycji podwy\u017cszenia efetywno\u015bci i dobrego dzia\u0142ania programu affiliate. W ostatniej kolejno\u015bci zaj\u0119to si\u0119 analiz\u0105 wykorzystywania materia\u0142\u00f3w reklamowych  przez wydawc\u00f3w przy\u0142\u0105czonych do programu affiliate Bat’a.cz. Na tej podstawie okre\u015blano priorytety \u015bwiadczonych dla nich us\u0142ug.  <\/p>\n

Przeci\u0119tna akwizycja wydawc\u00f3w affiliate, ustalanie niestandardowej wsp\u00f3\u0142pracy z silnymi wydawcami affiliate i informowanie o mozliwo\u015bciach promocji tworzy\u0142y oczywisty czynnik zarz\u0105dzania ca\u0142ym programem affiliate. W pa\u017adzierniku 2014 po raz pierwszy rozes\u0142ano wydawcom uczestnicz\u0105cym w programie maile z aktualnymi informacjami o mo\u017cliwo\u015bciach promocji i nowo\u015bciach. Od tego czasu newsletter z aktualno\u015bciami jest rozsy\u0142any co miesi\u0105c ze \u015brednim open rate 30%.<\/p>\n

R\u00f3wnolegle prowadzono szczeg\u00f3\u0142owy reporting w celu bie\u017c\u0105cego informowania reklamodawcy o aktualnych wydarzeniach i wydajno\u015bci programu affiliate. Jednocze\u015bnie dochodzi\u0142o do \u015bcis\u0142ej wsp\u00f3\u0142pracy VIVnetworks.com z reklamodawc\u0105 na polu tworzenia planu medialnego dla niestandardowej wsp\u00f3\u0142pracy z wydawcami przy\u0142\u0105czonymi do programu i stale pracowano nad propozycjami jej zlepszenia.
Wa\u017cn\u0105 cz\u0119\u015bci\u0105 by\u0142a osobista koumunikacja mi\u0119dzy VIVnetworks.com a wydawcami affliate, kt\u00f3ra nale\u017cy do najbardziej czasoch\u0142onych element\u00f3w jako\u015bciowego zarz\u0105dzania programem affiliate.<\/p>\n

Wyniki<\/h2>\n

Podczas ca\u0142ego okresu aktywnego zarz\u0105dzania programem dochodzi\u0142o do wzrostu liczby aktywnych wydawc\u00f3w<\/strong> przy\u0142\u0105czonych do programu, kt\u00f3rzy przynosili realne zyski<\/strong>.<\/span> <\/p>\n

Za ca\u0142y okres zarz\u0105dzania programem, w odr\u00f3\u017cnieniu od poprzedniego roku, dosz\u0142o do zwi\u0119kszenia wyp\u0142acanych prowizji o 83%<\/strong> w ci\u0105gu 9 miesi\u0119cy.<\/p>\n

Opr\u00f3cz listopada 2014 osi\u0105gni\u0119to wzorst obrot\u00f3w w ramach programu affiliate Bata.cz, w odr\u00f3znieniu od poprzedniego roku. W rezultacie zwi\u0119kszy\u0142 i ustabilizowa\u0142 si\u0119 udzia\u0142 programu affiliate w ca\u0142o\u015bciowych obrotach Bata.cz na docelowym szczeblu reklamodawcy.<\/p>\n

Graf 1: Zmiana obrot\u00f3w dzi\u0119ki programowi affiliate w odr\u00f3\u017cnieniu od tych samych miesi\u0119cy w poprzednim roku<\/em><\/span>\"\"<\/a> Graf 2: Zwy\u017cszenie liczby wydawc\u00f3w Bata.cz przynosz\u0105cych sprzeda\u017c za pojedyczne miesi\u0105ce w odr\u00f3\u017cnieniu od poprzedniego roku<\/em>\"\"<\/a>zi\u0119ki aktywnemu zarz\u0105dzaniu programem affiliate e-shop zyskuje przewidywalny kana\u0142 efektywno\u015bciowy, kt\u00f3ry w ka\u017cdym miesi\u0105cu przynosi oczekiwan\u0105 liczb\u0119 zam\u00f3wie\u0144. Wzorst liczby jako\u015bciowych wydawc\u00f3w affiliate jest wprost proporcjonalny do wzrostu przychod\u00f3w poprzez program affiliate.<\/strong> Wp\u0142yw na rezultaty ma oczywi\u015bcie r\u00f3wnie\u017c efektywno\u015b\u0107 samego e-shopu. Je\u015bli wsp\u00f3\u0142czynnik konwersji e-shopu ro\u015bnie, ma to pozytywny wp\u0142yw na program affiliate.[:]<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Firma Bat\u2019a zdecydowa\u0142a si\u0119 wykorzysta\u0107 mo\u017cliwo\u015b\u0107 pe\u0142nego zarz\u0105dzania programem sp\u00f3\u0142ki VIVnetworks.com w celu polepszenia efektywno\u015bci programu affiliate Bata.cz. Sp\u00f3jrz na […]<\/p>\n","protected":false},"author":9,"featured_media":447,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[276,992],"tags":[],"yoast_head":"\nStudium przypadku: Program affiliate Bata.cz | VIVnetworks.com Sp. z o.o.<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vivnetworks.com\/pl\/studium-przypadku-program-affiliate-bata-cz\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Studium przypadku: Program affiliate Bata.cz\" \/>\n<meta property=\"og:description\" content=\"Firma Bat\u2019a zdecydowa\u0142a si\u0119 wykorzysta\u0107 mo\u017cliwo\u015b\u0107 pe\u0142nego zarz\u0105dzania programem sp\u00f3\u0142ki 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