Scott Allan
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About Scott Allan

Scott Allan is Rakuten LinkShare’s senior vice president of marketing. He has more than 15 years experience in corporate and product marketing with an expertise in the performance marketing channel.

Scott Allan's latest articles

Customer experience

Managing The Migration To A New Affiliate Network

The topic of affiliate network migration is at the top of the agenda for a lot of advertisers these days. Whether a transition is driven by the urgency around the closing of the Google Affiliate Network, or you’ve bandied about the idea of switching networks for some time, moving to a new network requires thoughtful, […]

Customer experience

Affiliate Marketing & Transparency – A Clear Path To Success

For years, advertisers, publishers and networks in the affiliate industry have been talking about the need to increase transparency to avoid black hat tactics and fraudulent transactions. While talk of transparency can quickly divide a room, let’s be clear about what we mean in the context of the affiliate channel. Essentially, improving transparency in performance […]

Customer experience

Affiliate Marketing Trends For 2013

Earlier this year, Forrester estimated the affiliate marketing industry would grow to $4.5 billion by 2016. The key drivers for this growth are expected to be the affiliate channel’s ability to produce new-to-file customers, generate incremental customer acquisition, and attract consumers who spend more than the average online shopper. While all indicators point to marketers […]

Customer experience

Omni-Channel Retailing Isn’t Omni Without Affiliate Marketing

It would be impossible for marketers to ignore the buzz about omni-channel retailing. Given the opportunities it presents to increase average order value, there’s no surprise that omni-channel is top of mind for CMOs. As it continues to move from concept into everyday practice, let’s not forget about the role performance marketing plays in ensuring […]

Performance marketing

Seven Best Practices For Black Friday & Cyber Monday

As the biggest shopping weekend of the year approaches, advertisers and publishers are gearing up for the Black Friday/Cyber Monday shopping bonanza. While affiliate marketing strategies should be firmly in place by now, there’s still time to tweak your content and promotions to make the most of the upcoming shopping season, which promises to be […]

Customer experience

Mobile Commerce And The Future Of Affiliate Marketing

It’s hard to ignore all the talk about the potential of mobile commerce given the positive forecasts from industry analysts and researchers. Consider these compelling statistics: There will be 115.8 million smartphone users in the US by the end of 2012, and that number is expected to reach 176.3 million by 2015. (via eMarketer) 64 percent […]

Customer experience

Get Your Affiliate Marketing Program In Shape For Summer

It’s only natural to think of the end-of-year holidays as the biggest opportunities for your affiliate marketing efforts, but this doesn’t mean we should give short shrift to summer. Now it probably comes as no surprise that some of the biggest affiliate marketing opportunities for the summer can be found in travel- and airline-related sites. […]

Customer experience

7 Ways To Re-Energize Your Affiliate Marketing Program

Whether your affiliate marketing program has been outperforming each quarter, is stuck on autopilot or you’re just now starting to notice a decline in publisher activity, every advertiser can benefit from stepping back periodically and thinking about how to improve their overall efforts. You might be surprised that even the smallest changes can make a […]

Performance marketing

Affiliate Marketing Opportunities Abound In Luxury Online Retail

We’ve recently seen some bold predictions for the continued growth of ecommerce and the rise in online spending on luxury items. The latest forecasts estimate the overall ecommerce market will reach nearly $300 billion by 2015, according to industry analysts Forrester Research. Meanwhile, Verdict Research claims there will be a 65 percent increase in spending on luxury […]

Performance marketing

Heard Through the Grapevine: Lessons from Wine.com’s Performance Marketing Success

Sustaining a leadership position in a competitive online marketplace can be a challenge, especially with new entrants, fickle customers and diverse sales channels entering into the picture. There are, of course, a wide range of marketing channels to choose from and marketing managers need to use their budgets wisely. One example of a company that’s […]

Customer experience

5 Ways Affiliates Can Use Valentine’s Day Strategies To Boost Mother’s Day Sales

It’s still too early to tell, but all signs point to the fact that Valentine’s Day presented another lucrative holiday season for affiliates. Leading up to February 14, the National Retail Federation (NRF) estimated that the average man would spend close to double his female counterpart on Valentine’s Day. Those numbers break down to $126.03 […]

Customer experience

Let Affiliates Pave The Way Into New Markets

When the book “The World is Flat” first hit the bookstands back in 2005, many who read it came to have a better understanding of what it means to run a business in the global economy. Regardless of your view of the book, it did prompt us marketers to look more carefully and closely at the […]

Performance marketing

How 2012’s Rise Of The Affiliate Channel Will Impact The $300B E-Commerce Industry

For years, affiliate marketing has provided a steady stream of traffic and sales to online merchants while publishers reaped healthy yet steady commissions. As a staple in the online marketing toolkit, the affiliate channel continues to play a critical role in driving brand awareness and online revenue. And that role is about to expand significantly […]

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