attribution and affiliate marketing: where are we now?

Attribution and Affiliate Marketing:Where are we now?

Presented by:

IntroductionsTodd Crawford: Co-Founder – Impact Radius

IntroductionsChad Waite: Marketing Manager – Avantlink

IntroductionsSarah Hohman: Affiliate Manager – Cabela’s

IntroductionsPaul Schroader: President – PS Web Solutions

Attribution Evolution

Previous DiscussionsPanelists have given dozens of Attribution presentations

Statistics

Advertisers withAttribution Model

• 44% have technology in place• 56% don’t know or don’t have

Source: 2016 Affiliate Benchmarks Report

Statistics (cont.)

Attribution has affectedvaluation of affiliate partners

• 31.7% higher valuation• 15.4% lower valuation

Source: 2016 Affiliate Benchmarks Report

Perspectives

Technology Network Merchant Agency Affiliate

Basics

Source: Impact Radius – Customer Journey Sample

Customer Journey

Budget Allocation

Awareness Interest Consideration Purchase

Social Media28%

Display24%

Remarketing8%

PPC20%

Affiliate20%

Multi-touch

Most customers willlikely interact throughmultiple marketing channels

Model Types

Position Based Linear

Time Decay

Algorithmic

5%

25%15%

45%

10%Last

Interaction

Last Non-Direct Click

First Interaction

Data Samples

Data Samples (cont.)

Questions

Learning what’s happeningleads to many questions

Questions (cont.)

Why should everyone running an affiliate program incorporate Attribution Modeling?

Questions (cont.)

What are some of the most common models you see being used?

Questions (cont.)

What are the most effective for the affiliate channel?

Questions (cont.)

Can you share a case study?

Questions (cont.)

What do affiliates need to be aware of, in terms of how Attribution will affect them?

Questions (cont.)

What are some of the most common mistakes you see made when a merchant incorporates Attribution?

Questions (cont.)

How many touches will it take for a browser to become a customer?

Questions (cont.)

How difficult is it to get Attribution integrated into a program?

Questions (cont.)

What are some of the biggest changes you’ve seen or realizations you’ve come to in the last few years?

Contact InfoTodd Crawford: www.linkedin.com/in/toddcrawford

todd@impactradius.com

Chad Waite: www.linkedin.com/in/chadwaitecwaite@avantlink.com

Sarah Hohman: https://www.linkedin.com/in/sarah-hohman-4a260848sarah.hohman@cabelas.com

Paul Schroader: www.linkedin.com/in/paulschroaderpauls@pswebsolutions.com