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