Samenvatting

ZX orangelabel
Affiliate markting company zanox Benelux is growing in Belgium. The company first hit their 1 million euro profit in 2016. Because of this market growth and an increasing number of publishers asking for technical assistance zanox BNL invented ZX orangelabel. ZX orangelabel is an addition to the current service that zanox BNL is offering. Zanox BNL offers a marketplace where publishers and advertisers can find each other to promote and create sales/leads for the advertisers. The advertisers will in return pay a commission to the publisher that realised the sale or lead.

Current situation
The current situation regarding ZX orangelabel is as follows. ZX orangelabel is active in the Netherlands but in the Belgium market it has not been communicated yet. Zanox Benelux wants to know if the different market segments and publisher groups within Belgium have different levels of financial attractiveness. Zanox BNL wants to focus on those markets and publisher groups that could create the most revenue for them. They are not sure what are the most attractive market segments and they are not sure which publishers within the market would be most interested in the service from ZX orangelabel.

Segmentation
To find out what market segments are the most interesting for ZX orangelabel the market was devided in different segments. The market segmentation used is based on the same one used by zanox BNL. Because of this it is easy to implement and target certain markets to implement ZX orangelabel. The databases of zanox BNL also use this segmentation so sales channels could focus different segments because they might have different needs.

Publisher verticals
To find out what the most interesting publisher verticals are for ZX orangelabel a survey has been conducted. Publishers are segmented into different publisher verticals that also match with the segmentation within the company. Because of this the results are very easy to put into practise.