Cruva: Full Affiliate CRM Tour & Walkthrough

Hey y' all Wyatt Shaman with Kruva here.

For today's topic, we're going to dive into Kruva's affiliate CRM tool.

Today we're going to cover what the tool is, what it can do for you and how to best utilize it.

So let's jump in to get there.

We're going to navigate over to the left hand menu and hit Affiliate CRM.

This will drop down four separate tools inside of your Kruva CRM reports, my affiliates groups and your sample request pipeline, starting from the top at reports.

This is going to open up a page that is going to be very powerful for you as you move forward as a TikTok shop and grow your TikTok shop.

The reason why this is so powerful is it gives us the ability to understand exactly what's working and why so we can double down on it as well as understand what isn't working and why so we can stay away from it.

Going through here we have affiliate demographics in relation to your bottom line.

So this gives me the ability to look at how certain affiliate demographics relate to my bottom line over any given date range.

If I'm in here and I opened up video GMV and I saw that women affiliates who have a casual tone, who frequently show their face, just drove 75% of the GMV over this date range.

I want to use that information upstream to go find other women affiliates who have those demographic or characteristics as affiliates to send my next, next batch of target collabs out to.

Furthermore, as I scroll down, I can see GMV mix over time.

This gives me an understanding of the age groups, that are most currently, purchasing my products inside of TikTok shop.

In addition to that, I can see underneath that sample funnel over time.

This helps me understand how efficiently my sampling is going for my affiliate program retention analysis.

This is one of the most powerful data dashboards that we're going to have inside of reports.

Well, why?

The name of the game in TikTok is retention.

Every time we want to find or every time we do find affiliates who are good, we want to retain them.

So we can use this cohort analysis to see where retention falls off.

If we see, let's say anecdotally in any given cohort at month three, we have a retention of 10%.

That means we have to ask ourselves what are we doing at month two, month one, the initial month that's leading to this steep decrease in retention here at month three.

In addition to that, I can click into each cohort and see the individual creators tied to that cohort and their performance.

I can cut and splice retention by a myriad of different data points to be able to see what I want to see.

We can also see retention at creator levels because what retains an L, uh1 through L4 creator is drastically different than what retains in L5 through L7.

Furthermore, insights here are explaining what you're looking at up here in your retention analysis.

Creator overview gives you a sense of exactly how much revenue or GMV you're extracting out of what creator levels for your affiliate program.

Again, we can use this for targeting upstream.

If we see that there's a sweet spot for L3 to L4 creators with your brand, we might want to target those for our next batch of target collabs.

In addition to that, we can see creator efficiency.

So not just who your best creators are, but who your most efficient and most consistent creators are so we can get those people onto retainers and truly understand who's driving the most consistent and efficient GMV for our brand.

And the last couple reports here we have posts per creator as well as a more in depth table view of your sample report to be able to understand how effectively your sampling is going at this current moment.

Jumping out of reports, we're going down to your affiliates.

Here you have the ability to filter and tag your existing affiliates.

So I might want to tag certain affiliates with certain products.

I could filter for a product, apply that, see only the affiliates who are selling this product.

And I could apply a tag to all of those folks saying something like, hey, they are selling this product, so let's send them other target clouds so other people who are operating inside of Kruva.

No, not to sell these people or send these people Vanilla protein powder, target club collabs.

In addition to that, we are one of the only platforms, if not the only platform that can put a performance time range over your affiliates and their how they've been doing for your shop.

So now you have the ability to create a time range to see exactly how much GMV affiliates are driving at what time period to understand trends out there that could be happening it to make those purchases happen.

Furthermore, in addition to this, we can go past my affiliates and go down to groups.

Setting up groups inside of Kruva gives you the ability to have different cohorts of existing affiliates that update automatically.

So I might create a group of my top 50% of affiliates so I can always invite those top 50% of affiliates to more exclusive campaigns to earn extra with creator community inside of Kruva or other special offerings.

So we have the ability to hit create group.

I could name this top 50% of my affiliates.

Then I could hit Add condition and do shop GMB to see how much GMV they've driven for me.

Let's just say for conversation sake, the UH50 line in the sand is you've earned at least a thousand shop GMV for our company.

Once I create this group, this group will auto update.

So as affiliates hit a thousand GMV for your shop, they'll be pushed into this group that you've created that you can use for special targeting for outreach as well as just better segmentation and understanding of your different affiliate cohorts.

And lastly is our Sample Request Center.

Once you start sending out target collabs with Kruva, you're going to navigate to your Sample Request Center.

Here you have the ability to manually approve or deny affiliates individually.

You can also set up auto approval and auto rejection rules to clear out sample requests at scale so so you don't have to.

Additionally, from here I can click into affiliates, see their performance, see their demographic breakdown, their geographical breakdown of their top followers, as well as their categorical split before I say yes or no to sending them a sample.

That's everything here in the affiliate CRM.

as you get going with Kruva, if you have any questions, as always, let us know.

We're excited to help you win.

Your success is our success.

Thanks again.