case studies in dynamic commission payouts (attribution)
TRANSCRIPT
Case Studies In AttributionHow Top Brands Are Using Attribution To Create
Actionable & Dynamic Referral Programs
Affiliate Summit East, 2015Case Studies In Attributionby @ChadW8
Chad WaiteMarketing Manager, [email protected]
So, What Are You Going To Learn?
1. what is attribution2. how are top merchant using it
to build better programs
Case Studies In Attributionby @ChadW8
Affiliate Summit East, 2015
What Is Attribution?
it isn’t just marketing channel clickstreamdata and arbitrary “value” or “credit” numbers
Case Studies In Attributionby @ChadW8
Affiliate Summit East, 2015
What Is Attribution?
clickstream activity +automated, actionable business rules
Case Studies In Attributionby @ChadW8
Affiliate Summit East, 2015
What Problem Does It Solve?
Case Studies In Attributionby @ChadW8
1 in 6 affiliate saleshave multipleaffiliate referrals
Affiliate Summit East, 2015
AvantMetrics
Case Studies In Attributionby @ChadW8
attribution based on:- when
- how many- impact of
affiliate referrals made.
Affiliate Summit East, 2015
AvantMetrics Referral Groups
Case Studies In Attributionby @ChadW8
introducers influencers checkout influencers
first time a customer visits brand’s site, referralmade through an affiliate
Affiliate Summit East, 2015
AvantMetrics Referral Groups
Case Studies In Attributionby @ChadW8
introducers influencers checkout influencers
referrals made after first visit butbefore checkout process is started
Affiliate Summit East, 2015
AvantMetrics Referral Groups
Case Studies In Attributionby @ChadW8
introducers influencers checkout influencers
referrals made after checkoutprocess has been started
Affiliate Summit East, 2015
AvantMetrics Business Rules
Case Studies In Attributionby @ChadW8
assign portion of overall commissionfor each group, split payout dynamically
Affiliate Summit East, 2015
AvantMetrics Case Study #1
Case Studies In Attributionby @ChadW8
(using attribution for 8 months)
Affiliate Summit East, 2015
AvantMetrics Case Study #1Rock/Creek
Case Studies In Attributionby @ChadW8
problem:wanted a more dynamic payout structure that
accounted for all activity from affiliates
Affiliate Summit East, 2015
Case Studies In Attributionby @ChadW8
purpose of AvantMetrics:attribution was used to process data from
individual sales to award affiliate activity appropriately
AvantMetrics Case Study #1Rock/Creek
Affiliate Summit East, 2015
Case Studies In Attributionby @ChadW8
data showed 10% of affiliate sales had multiple affiliates involved. lcw
model wasn’t optimal
AvantMetrics Case Study #1Rock/Creek
Affiliate Summit East, 2015
Case Studies In Attributionby @ChadW8
introducer: X%influencer: 30%checkout influencer: 20%
AvantMetrics Case Study #1Rock/Creek
Affiliate Summit East, 2015
Case Studies In Attributionby @ChadW8
result:sales with multiple referrals resulted
in dynamic payouts. huge win for affiliatesearly and mid click stream
AvantMetrics Case Study #1Rock/Creek
Affiliate Summit East, 2015
AvantMetrics Case Study #2
Case Studies In Attributionby @ChadW8
very large clothing retailer(using attribution for 10 months)
Affiliate Summit East, 2015
AvantMetrics Case Study #2
Case Studies In Attributionby @ChadW8
problem:considering cutting all coupon sites based on
assumptions of program impact but no data to back up those assumptions
Affiliate Summit East, 2015
AvantMetrics Case Study #2
Case Studies In Attributionby @ChadW8
purpose of AvantMetrics:attribution used to determine referral value
based on real data, award commissions accordingly
Affiliate Summit East, 2015
AvantMetrics Case Study #2
Case Studies In Attributionby @ChadW8
data showed that many coupon sites made referralsat all different points of the clickstream- not just
during checkout phase
Affiliate Summit East, 2015
AvantMetrics Case Study #2
Case Studies In Attributionby @ChadW8
introducer: X%influencer: 40%checkout influencer: 10%
Affiliate Summit East, 2015
AvantMetrics Case Study #2
Case Studies In Attributionby @ChadW8
result:built program that included payouts to everyone involved and based on value of referral, saved
relationship with many, many coupon sites
Affiliate Summit East, 2015
AvantMetrics Case Study #3
Case Studies In Attributionby @ChadW8
large home & personal goods retailer(using attribution for two months)
Affiliate Summit East, 2015
AvantMetrics Case Study #3
Case Studies In Attributionby @ChadW8
problem:needed data to show value of program versus other
online marketing channels + make payouts more dynamic for each sale
Affiliate Summit East, 2015
AvantMetrics Case Study #3
Case Studies In Attributionby @ChadW8
purpose of AvantMetrics:attribution used to track impact of all marketing channels on individual customer sales + create
dynamic payout system
Affiliate Summit East, 2015
AvantMetrics Case Study #3
Case Studies In Attributionby @ChadW8
data showed high cost of other paid channels used multiple times per sale versus one commission payout
to multiple affiliate referrals in a single sales cycle
Affiliate Summit East, 2015
AvantMetrics Case Study #3
Case Studies In Attributionby @ChadW8
introducer: X%influencer: 25%checkout influencer: 25%
Affiliate Summit East, 2015
AvantMetrics Case Study #3
Case Studies In Attributionby @ChadW8
result:showed program had high value, other paid channels were heavily repeated for same sale. made a more
dynamic payout system.
Affiliate Summit East, 2015
Case Studies In Attributionby @ChadW8
AvantMetrics Case Study #4
(using attribution for 13 months)
Affiliate Summit East, 2015
Case Studies In Attributionby @ChadW8
problem:nearly all sales coming in from coupon sitesdespite focus on developing a core affiliate
base of content based review sites
AvantMetrics Case Study #4Horizon Fitness
Affiliate Summit East, 2015
Case Studies In Attributionby @ChadW8
purpose of AvantMetrics:focus on inclusion of all referrals + data totrack referral behavior based on products
offered and availability
AvantMetrics Case Study #4Horizon Fitness
Affiliate Summit East, 2015
AvantMetrics Case Study #4Horizon Fitness
Case Studies In Attributionby @ChadW8
sales with multiple referrals:15-20%
Affiliate Summit East, 2015
AvantMetrics Case Study #4
Case Studies In Attributionby @ChadW8
introducer: X%influencer: 33%checkout influencer: 33%
Affiliate Summit East, 2015
Case Studies In Attributionby @ChadW8
AvantMetrics Case Study #4
pre-attribution
Affiliate Summit East, 2015
Case Studies In Attributionby @ChadW8
AvantMetrics Case Study #4
post-attribution
Affiliate Summit East, 2015
Case Studies In Attributionby @ChadW8
result:dynamically shifted commission payouts to keep content affiliates rewarded for valid referrals. built hyper-loyalty with these partners. identified trends
in referral behaviors with new product line
AvantMetrics Case Study #4Horizon Fitness
Affiliate Summit East, 2015
Case Studies In Attributionby @ChadW8
future will bring demand for this from affiliateand merchants looking to be more dynamic
Final Thoughts
Affiliate Summit East, 2015
Case Studies In AttributionHow Top Brands Are Using Attribution To Create
Actionable & Dynamic Referral Programs
Case Studies In Attributionby @ChadW8
Chad WaiteMarketing Manager, [email protected]
Affiliate Summit East, 2015