Understanding the Real Value of Affiliate Efforts
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An affiliate impact discussion with a focus on attribution, advanced tracking options and budget allocation. Topics: introducers, influencers and closers, assisted conversions, de-duplication, etc. Experience level: Advanced Target audience: Merchants/Advertisers Niche/vertical: Analytics Paul Schroader, President, PS Web Solutions, Inc. (Twitter @pswebs) (Moderator) Todd Crawford, Co-Founder, Impact Radius (Twitter @toddcrawford) Scott Kalbach, CEO, AvantLink.com (Twitter @scottkalbach) Chris Kramer, Founding Partner, NetX (Twitter @chrismkramer)
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Understanding the Real Value of Affiliate Efforts
- 1. Affiliate Marketing’s Role in Media Plans Presented by: ASE 2012
- 2. Introductions Introductions Chris Kramer – Co-Founder - NetX Todd Crawford – Co-Founder – Impact Radius Scott Kalbach – CEO – Avantlink Paul Schroader – President – PS Web Solutions
- 3. Attribution Definition: A model used to analyze consumer touch points across all media channels and attribute value to those sources.
- 4. 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?
- 5. Online Media Options PPC Affiliate Natural Search Retargeting Display CSEs
- 7. Conversion Path Scenario 1st IMP Paid Display Ad Site Visit #1 Site Visit #2 Search Retargeting Site Visit #3 CSE Site Visit #4 Ad Coupon Affiliate Site Visit #5 Conversion!
- 8. Don’t be scared Some people think Attribution is Scary
- 9. Don’t be scared (cont.) There are thing much scarier…
- 10. Session Format Open panel discussion Focus on Affiliate Channel
- 11. Common Questions Will attribution efforts cause more problems than they solve?
- 12. Common Questions How profitable is the channel?
- 13. Common Questions (cont.) How does it compare to other channels?
- 14. Common Questions (cont.) Who gets ultimate credit?
- 15. Common Questions (cont.) Duplication Issues?
- 16. Common Questions (cont.) Who are my best affiliates and why?
- 17. Common Questions (cont.) What is the value Introducers, Influencers and Closers?
- 18. Common Questions (cont.) Once you’re able to illustrate the benefits and value of each channel and/or partner, then what?
- 19. Common Questions (cont.) Data is always subject to interpretation i.e. Blaming a coupon site instead of consumer behavior
- 20. Common Questions (cont.) How might subjective interpretations affect an affiliate?
- 21. Common Questions (cont.) How might subjective interpretations affect a merchant?
- 22. Common Questions (cont.) How might subjective interpretations affect an agency?
- 23. Additional Resources PMA • http://performancemarketingassociation.com/attribution-part-1-the- concepts Econsultancy • http://econsultancy.com/us/blog/10288-companies-struggling-to- perform-attribution-and-online-offline-measurement