Editor\u2019s Note: Once again we bring you coverage from the Affiliate Management Days conference. This series of articles is on topics of interest to businesses that offer affiliate programs.\u00a0 * * * * * Brian Marcus (pictured), Director of\u00a0Global eBay Partner Network\u00a0\u00a0is passionate about end customers as well as eBay's affiliate channel. \u00a0In his Affiliate Management Days session, entitled "Customer-Centricity in a Publisher-Centric Channel," he shared eBay's changing program that is committed to a stronger relationship with affiliate publishers. Here are the key initiatives and goals with regard to the affiliates. Customer segmentation.\u00a0\u00a0Recognize different customers and their unique needs and help publishers to meet these needs.\u00a0 Define the customer goals to the publisher so they understand what customers you are looking for. Make it Easy. Create seamless integration between off site and on site experiences. Motivate. Have a motivating incentive system for publishers.\u00a0 Need to motivate \u00a0them enough so that publishers are willing to change their practices to bring in the desired customers. Focus on End Customer Needs The eBay Partner Network is addressing needs in four areas that can serve as a model approach for other affiliate managers: "Anything I ever wanted" \u2013 make sure you have a good data feed "Shopping the way I want to" \u2013 make sure we have a breadth of publishers, he said.\u00a0 eBay had to open up their policies to allow publishers in. eBay works with publishers to retain existing buyers as well as new buyers with vertical promotion.\u00a0 His premise is that no one owns the customer except the customer himself or herself. Anytime, anywhere any device \u2013 make sure the affiliate tracking is included. Make sure policies are defined in all arenas Seamless, borderless \u2013 make sure the tracking takes place outside of the borders Focus on Publisher Needs eBay's Partner Network focuses on: Value: time=reward, more information Open: Plug and play integration and development Transparent: \u00a0Stronger signals about how to optimize, clarity on constraints and guideposts Easy: \u00a0Intuitive platform, simple tools to drive monetization, self guided help/accessible support\u00a0 Recognize that some affiliates are not technical especially some of the content providers Scalable: \u00a0Support publishers' growth domestically and global.\u00a0 Talk to them in their language. In a brief summary, as an affiliate manager you should review your business goals, look at your analytics and provide tools and information to help publishers reach your goals plus their own. eBay is moving towards a tighter and more transparent relationship with their affiliates. This idea of trust and two-way communication has been consistent throughout the Affiliate Management Days conference.\u00a0 The tide seems to be changing.\u00a0 Are you in the process of becoming more transparent with your affiliates?\u00a0 Who should take the first step: affiliates or merchants? Read related interview of Brian Marcus of Global eBay Partner Network. \u00a0And check out \u00a0all coverage of #AMDays.