understanding the real value of affiliate efforts

Affiliate Marketing’s Role in Media Plans

Presented by:

ASE 2012

IntroductionsIntroductions

Chris Kramer – Co-Founder - NetX

Todd Crawford – Co-Founder – Impact Radius

Scott Kalbach – CEO – Avantlink

Paul Schroader – President – PS Web Solutions

Attribution

Definition:

A model used to analyze consumer touch points across all media channels and attribute value to those sources.

Attribution (cont.)

How many ads did they see?

Over what period of time?

How did those ads influence the conversion?

What were the actual costs of the conversion?

Online Media Options

PPC

Retargeting CSEs

Natural SearchAffiliate

Display

Conversion Funnel Samples

Conversion Path Scenario

1st IMP Display Ad Site Visit #1 Site Visit #2

Site Visit #3 Site Visit #4

Conversion!Coupon Affiliate Site Visit #5

CSERetargeting Ad

Paid Search

Don’t be scared

Some people think Attribution is Scary

Don’t be scared (cont.)There are thing much scarier…

Session Format

Open panel discussion

Focus on Affiliate Channel

Common Questions

Will attribution efforts cause more problems than they solve?

Common Questions

How profitable is the channel?

Common Questions (cont.)

How does it compare to other channels?

Common Questions (cont.)

Who gets ultimate credit?

Common Questions (cont.)

Duplication Issues?

Common Questions (cont.)

Who are my best affiliates and why?

Common Questions (cont.)

What is the value Introducers, Influencers and Closers?

Common Questions (cont.)

Once you’re able to illustrate the benefits and value of each channel and/or partner, then what?

Common Questions (cont.)

Data is always subject to interpretationi.e. Blaming a coupon site instead of consumer behavior

Common Questions (cont.)

How might subjective interpretations affect an affiliate?

Common Questions (cont.)

How might subjective interpretations affect a merchant?

Common Questions (cont.)

How might subjective interpretations affect an agency?

Additional ResourcesPMA

• http://performancemarketingassociation.com/attribution-part-1-the-concepts

Econsultancy

• http://econsultancy.com/us/blog/10288-companies-struggling-to-perform-attribution-and-online-offline-measurement