should last clicks still rule
DESCRIPTION
Affiliate programs are getting a new look as brands get smarter about attribution. Find out today’s rules for attribution, determining affiliate value, and new ways to optimize an affiliate base.TRANSCRIPT
Performance Marketing SummitMarch 12, 2013
Should Last Click Still Rule?Robert Glazer
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Last-in Does Not Have The Same Purpose
Then: Now:
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Email Organic Search Display Affiliate Paid
Advertising Transaction
Follow the Clickpath
Understanding multi-touch attribution impacts how much that conversion is really costing you.
• There are often up to 5 touch points in a conversion
• Some channels are always showing up at the end of the transaction and consistently overlapping with other channels.
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You have a lot of players on your marketing team who are working with consultants or employees in each of these areas
The Double Counting Problem
SEO Affiliates PPC
Email /CRM Display & Re-Targeting Social Media
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Total Company Revenue:
$2MSEO: $1M
Affiliates: $1M
PPC:
$1MEmail / CRM:
$1M
Display & Re-
Targeting : $1M
Social Media: $1M
When 1+1+1+1+1+1 = 2
Everyone is taking credit for the same sale, each channel acts like the others do not exist
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Email PPC
Affiliates
Organic Search
Display & Retargeting
Social
* Incremental Affiliate Sales
See What Analytics Can Show You
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Demand Generation vs. Interception
Scenario 1: Customer Buying
Commodity Product
Customer wants a toaster, they research and look for the best deal for the chosen model.
Loyalty/coupon sites can add value by affecting merchant selection.
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Demand Generation vs. Interception
Scenario 2: Customer Buying
Differentiated Product
Customer goes directly to the chosen merchant with purchase intent. They are either intercepted along the way or hop out of the cart before purchasing to look for an offer that may or may not exist.
For many branded, custom & differentiated products, coupon/loyalty sites likely do not play a role in the purchase decision.
• Forced Clicks• Cookie Stuffing
• Incorrect Offers• SEO or PPO Trademark
• Toolbars • Spyware
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Multi channel attribution allows for performance pay outs based on the value of each channel in the customer funnel.
Valuing The Entire Funnel
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Sale! ($100)
Closing $25
Engaging
$25
Introducing
$50
Introducers: Content SitesBloggersShopping
Sites
Engagers: Social Media
Closers: ToolbarsCoupon sitesCRM
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How would it work for a baseball team that only valued a closer?
Overvaluing Last In Is Expensive & Misleading
Starting Pitchers• Content Sites• Bloggers• Shopping Sites
Bullpen• Social Media
Closers• Toolbars• Coupon Sites• CRM
$6,000,000Last Place NL East
No Playoffs
Heath Bell
$11,000,0003rd place NL East
No Playoffs
Jonathan Papelbon
$1,650,000Most Wins
Regular Season
Tyler Clippard
$1,570,000World Series Champions
Sergio Romo
Vs.
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Tiny Prints Example
• Individual order based attribution
• Lowered commission for partners with high channel overlap and cart based clicks
• Overwrite protection for content affiliates from coupon affiliates
• Increased commission for affiliates who drive top of funnel and brand awareness
• No toolbars
= High performance and loyalty from quality affiliates
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Robert GlazerFounder & Managing Director
Acceleration Partners
www.acceleration-partners.com
@accelerationpar
Questions & Contact Info
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