attribution and affiliate marketing: where are we now?
TRANSCRIPT
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Attribution and Affiliate Marketing:Where are we now?
Presented by:
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IntroductionsTodd Crawford: Co-Founder – Impact Radius
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IntroductionsChad Waite: Marketing Manager – Avantlink
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IntroductionsSarah Hohman: Affiliate Manager – Cabela’s
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IntroductionsPaul Schroader: President – PS Web Solutions
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Attribution Evolution
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Previous DiscussionsPanelists have given dozens of Attribution presentations
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Statistics
Advertisers withAttribution Model
• 44% have technology in place• 56% don’t know or don’t have
Source: 2016 Affiliate Benchmarks Report
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Statistics (cont.)
Attribution has affectedvaluation of affiliate partners
• 31.7% higher valuation• 15.4% lower valuation
Source: 2016 Affiliate Benchmarks Report
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Perspectives
Technology Network Merchant Agency Affiliate
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Basics
Source: Impact Radius – Customer Journey Sample
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Customer Journey
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Budget Allocation
Awareness Interest Consideration Purchase
Social Media28%
Display24%
Remarketing8%
PPC20%
Affiliate20%
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Multi-touch
Most customers willlikely interact throughmultiple marketing channels
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Model Types
Position Based Linear
Time Decay
Algorithmic
5%
25%15%
45%
10%Last
Interaction
Last Non-Direct Click
First Interaction
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Data Samples
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Data Samples (cont.)
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Questions
Learning what’s happeningleads to many questions
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Questions (cont.)
Why should everyone running an affiliate program incorporate Attribution Modeling?
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Questions (cont.)
What are some of the most common models you see being used?
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Questions (cont.)
What are the most effective for the affiliate channel?
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Questions (cont.)
Can you share a case study?
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Questions (cont.)
What do affiliates need to be aware of, in terms of how Attribution will affect them?
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Questions (cont.)
What are some of the most common mistakes you see made when a merchant incorporates Attribution?
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Questions (cont.)
How many touches will it take for a browser to become a customer?
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Questions (cont.)
How difficult is it to get Attribution integrated into a program?
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Questions (cont.)
What are some of the biggest changes you’ve seen or realizations you’ve come to in the last few years?
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Contact InfoTodd Crawford: www.linkedin.com/in/toddcrawford
Chad Waite: www.linkedin.com/in/[email protected]
Sarah Hohman: https://www.linkedin.com/in/[email protected]
Paul Schroader: www.linkedin.com/in/[email protected]