for blog's sake - don't you know i add value?

For Blog’s sake, Don’t you know I add value?

Edwyn McFarlane

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Why this topic

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Why this topic

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Why this topic

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Why this topic

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To prove beyond all reasonable doubt that premium bloggers are more influential in a consumer’s choice of product than click path analysis would have you believe

Premium bloggers

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Basic bloggers

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What do we know already?

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Search | Affiliate

Display

Display

Display | Search

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Tagman Data

6%10%

Affiliate Window's Involvement in all Sales

Not InvolvedInvolved - Not Credited Last CampaignInvolved - Credited Last Campaign

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Search | Affiliate

Display | Affiliate

Display | Affiliate

Display | Search | Affiliate

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My customer journey

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My customer journey

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My customer journey

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My customer journey

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My customer journey

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My customer journey

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My customer journey

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Campaign clicks per purchase

136%

231%

316%

48%

54%

62%

71%

81%

90%

Assists Per Transaction

Campaigns considered:

Direct trafficSEO BrandSEO genericAffiliate networkEmailPPC brandPPC generics 1PPC generics 2

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The sales funnel

• If everything is based on clicks

• Are you seeing the whole picture?

“Internet users interact with 10% of all rich-media ads, compared to the 0.4% they actually click on.”

[Source: Eyeblaster, via AOP Digital Landscape Report, June 2010]

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“To monitor how many sales are influenced by a premium blogger”

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Post View

CUSTOMER SEES MEDIA ON AFFILIATE

SITE

CUSTOMER VISITS

MERCHANT SITE

CUSTOMER MAKES A PURCHASE WITHIN

COOKIE PERIODAFFILIATE IS PAID

CPA

MAIN CHARACTERISTICS:• CPA model• NO Click required• PV cookie period – usually shorter then standard one• PV cookie will not overwrite a click cookie

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Transactions involving Aigua

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Clickers vs Visitors

Aigua Cashback site0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

0.2%

94.2%99.8%

5.8%

clicked and purchased site visitor

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Types of Purchases

Purchases tracked0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

purchases involving affil-iate clicks

purchases involving other publishers

purchases from site visi-tors

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Influence by latency

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Influence by latency

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Influence by latencyactually paid for

0.2%

None (more than a day) 56.1%Weak (less than a day)

27.3%

Medium (less than an hour) 10.3%

Strong (less than 30 mins) 6.1%

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Influence by similarities

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Influence by similarities

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Influence by similarities*

no influence81%

weak influence12%

strong influence5%

paid for2%

*Departure page all pages read

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The effect

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Experiment disclaimers

• A little knowledge is a dangerous thing

Site 1

Site 2

Site 3

Site 4

purchase

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Some people understand

“Telecoms purchases tend to be some of the most considered decisions a consumer will make and thus

the importance of comparison and content sites along the purchase journey is undeniable.

Sometimes with a more considered purchase the last click model can result in these affiliates losing

out and by implementing PI for key content affiliates we are able to recognise and better reward an

invaluable part of our programme”– Caroline (Head of affiliates @ BT)

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The future?

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Your next steps

Optimise your campaigns

3: Understand

the value really

delivered

2: Experiment with postview

1: Identify your

premium sites

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