March 23, 2010, 12:00 AM

Tying affiliate programs with marketing drives results, says network head

Kerri Pollard, general manager of affiliate marketing company Commission Junction, will talk at the Internet Retailer conference about how e-retailers are using affiliate marketing to boost results of their overall marketing programs.

Affiliate marketing’s pay-for- performance model makes it a cost-effective way of acquiring new customers for retail sites –and it can be even more effective when closely integrated with a retailer’s other marketing programs, according to Kerri Pollard , general manager of affiliate marketing company Commission Junction.

Pollard will discuss how retailers realize the best gains from affiliate marketing programs that aren’t treated as an afterthought but are woven into an overall marketing strategy to complement other channels in the marketing program, in a session entitled Driving more out of your affiliate marketing program. The presentation also will include Nick Sheth, director of business development for Gap Inc. Direct

“Often we see programs or retailers stuck in the 1999 model of what affiliates used to be, rather than taking advantage of all of the options and potential that a 2010 program can generate,” Pollard says. “ I am happy to be speaking with Nick from Gap since their program is a great example of how evolving with the affiliate space can lead to incremental growth year after year.”

Why the editors asked Kerri Pollard to speak:
A veteran of affiliate marketing, Kerri Pollard has been involved in the industry since its early days and has a keen understanding of how it is evolving. She joined affiliate marketing provider BeFree in 1999 before its acquisition by ValueClick and eventual merger with Commission Junction in 2003. At BeFree and Commission Junction, Kerri managed the teams responsible for advertiser and publisher client development. She has been general manager at Commission Junction since 2007.

Full details about the conference and registration information are available at IRCE2010.com.

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