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Affiliate Marketing’s Role in Media Plans
Presented by:
ASE 2012
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IntroductionsIntroductions
Chris Kramer – Co-Founder - NetX
Todd Crawford – Co-Founder – Impact Radius
Scott Kalbach – CEO – Avantlink
Paul Schroader – President – PS Web Solutions
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Attribution
Definition:
A model used to analyze consumer touch points across all media channels and attribute value to those sources.
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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?
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Online Media Options
PPC
Retargeting CSEs
Natural SearchAffiliate
Display
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Conversion Funnel Samples
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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
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Don’t be scared
Some people think Attribution is Scary
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Don’t be scared (cont.)There are thing much scarier…
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Session Format
Open panel discussion
Focus on Affiliate Channel
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Common Questions
Will attribution efforts cause more problems than they solve?
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Common Questions
How profitable is the channel?
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Common Questions (cont.)
How does it compare to other channels?
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Common Questions (cont.)
Who gets ultimate credit?
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Common Questions (cont.)
Duplication Issues?
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Common Questions (cont.)
Who are my best affiliates and why?
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Common Questions (cont.)
What is the value Introducers, Influencers and Closers?
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Common Questions (cont.)
Once you’re able to illustrate the benefits and value of each channel and/or partner, then what?
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Common Questions (cont.)
Data is always subject to interpretationi.e. Blaming a coupon site instead of consumer behavior
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Common Questions (cont.)
How might subjective interpretations affect an affiliate?
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Common Questions (cont.)
How might subjective interpretations affect a merchant?
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Common Questions (cont.)
How might subjective interpretations affect an agency?
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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