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Attribution and Affiliate Marketing: Where are We Now?

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This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Nearly 5 years after our initial discussions about attribution and affiliate marketing, we’ll look at what we’ve learned. What mistakes have been made and what would now be considered best practices.

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Attribution and Affiliate Marketing: Where are We Now?

  1. 1. Attribution and Affiliate Marketing: Where are we now? Presented by:
  2. 2. Introductions Todd Crawford: Co-Founder – Impact Radius
  3. 3. Introductions Chad Waite: Marketing Manager – Avantlink
  4. 4. Introductions Sarah Hohman: Affiliate Manager – Cabela’s
  5. 5. Introductions Paul Schroader: President – PS Web Solutions
  6. 6. Attribution Evolution
  7. 7. Previous Discussions Panelists have given dozens of Attribution presentations
  8. 8. Statistics Advertisers with Attribution Model • 44% have technology in place • 56% don’t know or don’t have Source: 2016 Affiliate Benchmarks Report
  9. 9. Statistics (cont.) Attribution has affected valuation of affiliate partners • 31.7% higher valuation • 15.4% lower valuation Source: 2016 Affiliate Benchmarks Report
  10. 10. Perspectives Technology Network Merchant Agency Affiliate
  11. 11. Basics Source: Impact Radius – Customer Journey Sample
  12. 12. Customer Journey
  13. 13. Budget Allocation Awareness Interest Consideration Purchase Social Media 28% Display 24% Remarketing 8% PPC 20% Affiliate 20%
  14. 14. Multi-touch Most customers will likely interact through multiple marketing channels
  15. 15. Model Types Position BasedLinear Time Decay Algorithmic 5% 25% 15% 45% 10% Last Interaction Last Non-Direct Click First Interaction
  16. 16. Data Samples
  17. 17. Data Samples (cont.)
  18. 18. Questions Learning what’s happening leads to many questions
  19. 19. Questions (cont.) Why should everyone running an affiliate program incorporate Attribution Modeling?
  20. 20. Questions (cont.) What are some of the most common models you see being used?
  21. 21. Questions (cont.) What are the most effective for the affiliate channel?
  22. 22. Questions (cont.) Can you share a case study?
  23. 23. Questions (cont.) What do affiliates need to be aware of, in terms of how Attribution will affect them?
  24. 24. Questions (cont.) What are some of the most common mistakes you see made when a merchant incorporates Attribution?
  25. 25. Questions (cont.) How many touches will it take for a browser to become a customer?
  26. 26. Questions (cont.) How difficult is it to get Attribution integrated into a program?
  27. 27. Questions (cont.) What are some of the biggest changes you’ve seen or realizations you’ve come to in the last few years?
  28. 28. Contact Info Todd Crawford: www.linkedin.com/in/toddcrawford todd@impactradius.com Chad Waite: www.linkedin.com/in/chadwaite cwaite@avantlink.com Sarah Hohman: https://www.linkedin.com/in/sarah-hohman-4a260848 sarah.hohman@cabelas.com Paul Schroader: www.linkedin.com/in/paulschroader pauls@pswebsolutions.com