understanding the real value of affiliate efforts
Post on 18-Oct-2014
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DESCRIPTION
An affiliate impact discussion with a focus on attribution, advanced tracking options and budget allocation. Topics: introducers, influencers and closers, assisted conversions, de-duplication, etc. Experience level: Advanced Target audience: Merchants/Advertisers Niche/vertical: Analytics Paul Schroader, President, PS Web Solutions, Inc. (Twitter @pswebs) (Moderator) Todd Crawford, Co-Founder, Impact Radius (Twitter @toddcrawford) Scott Kalbach, CEO, AvantLink.com (Twitter @scottkalbach) Chris Kramer, Founding Partner, NetX (Twitter @chrismkramer)TRANSCRIPT
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