This session will explain the challenges and potential solutions of affiliate programs and other multi-touch internet marketing channels. Experience level: Advanced Target audience: Merchants/Advertisers Niche/vertical: Attribution Mike Nunez, Co-Founder, AffiliateManager.com (Twitter @MikeNunez)

1. Affiliate Program Presented by: Mike Nunez
Interactivity and Attribution

2. Agenda & Purpose
Agenda
•Defining Attribution
•Identifying Profitable Channels & Affiliates
•Taking Action
Purpose
Identify which channels / affiliates are driving the
most incremental value, rewarding them for it, and
removing those that provide no value.
Twitter: #ASE12 @MikeNunez

3. Attribution Explained
30 Days 14 Days
What is the Attribution Window?
A funny thing happened on the Closer
Outside Introducer Influencer
way to a sale.
33 days ago 15 days ago 3 days ago Today
You paid for all 4 of these clicks, but only
one receives credit for the sale.
Twitter: #ASE12 @MikeNunez

4. Exploring Attribution
Outside Introducer Influencer Closer
Twitter: #ASE12 @MikeNunez

5. Exploring Attribution
Outside Introducer Influencer Closer
Twitter: #ASE12 @MikeNunez

6. Exploring Attribution
Outside Introducer Influencer Closer
Twitter: #ASE12 @MikeNunez

7. Exploring Attribution
Outside Introducer Influencer Closer
Twitter: #ASE12 @MikeNunez

8. Exploring Attribution
Outside Introducer Influencer Closer
Twitter: #ASE12 @MikeNunez

9. Exploring Attribution
Twitter: #ASE12 @MikeNunez

10. Assisted vs. Last Click
Assisted = Influencer
Most Merchants Credit Only the Last In.
Last Interation = Closer
Outside Introducer Influencer Closer
Twitter: #ASE12 @MikeNunez

11. Assisted vs. Last Click
Bonus – New Customers
Outside Introducer Influencer Closer
Twitter: #ASE12 @MikeNunez

12. Affiliate Only Statistics
Based on a random 12,000 orders in a 3 month
period for one Advertiser.
•44% of all transactions have a single referrer
•88% of all transactions consist of five interactions or less
•An average of 2.2 affiliate referrals drive a sale
•54% of all affiliate interactions that ultimately lead to a sale
are not the last click
Twitter: #ASE12 @MikeNunez

13. Taking Action
Next Steps:
•Tag affiliate links / channels with their ID as “campaign” in
Google Analytics.
•Identify if your network has an attribution solution.
•Identify and Reward your high value affiliates / Channels.
Twitter: #ASE12 @MikeNunez

14. Taking Action
Questions?
Mike Nunez
Mike@AffiliateManager.com
LinkedIn.com/in/affman
Twitter.com/MikeNunez
Twitter: #ASE12 @MikeNunez