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