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Unleashing the potential in ambassador programs : identifying concrete measures to improve the efficiency of ambassador programs

Gulli, Thomas Garås; Rasch, Frida
Master thesis
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URI
https://hdl.handle.net/11250/2772608
Date
2021
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  • Master Thesis [4207]
Abstract
This thesis aims to analyze how SafetyWing can improve the efficiency of its ambassadors

and what the implications are for ambassador programs in general. Ambassador programs

are an expanding part of digital marketing for businesses. Briefly, ambassador programs

are when a business awards another business a commission for sending traffic their way.

SafetyWing, a Norwegian startup operating on a global basis within the insurance industry,

is a company that relies on ambassadors for digital marketing.

We collected user data from SafetyWing, as well as traffic data describing traffic entering

the SafetyWing webpage. In addition, we collected both traffic data and textual data

from the web pages of SafetyWing’s ambassadors. We have used various methods such as

textual analysis, topic modeling, correspondence analysis, regression, and visualizations to

analyze the data. In addition, we created two new variables, namely category (1-4) and

topic (1-6). To analyze profitability, we divided total sales per blog post by total traffic to

the blog.

The results showed that blogposts that focus extensively on SafetyWing, category 4, are

much more efficient than those focused elsewhere, because of the focus. Moreover, blog

posts about digital nomads, the target group of SafetyWing, are relatively unprofitable

in category 4. Lastly, we found that blog posts that focus somewhat or extensively on

SafetyWing, benefit from also including one or a few competitors.

Our conclusion is shaped as a recommendation to SafetyWing. Namely, we recommend

SafetyWing advise ambassadors to write a category 4 blogpost and use this actively as a

referral source from other blog posts. Additionally, the post should include one or a few

of the competitors of SafetyWing.

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