(Outline slide.Go into each in more detail in the following slides.)
According to Forrester, only 13% of advertisers and only 15% of agencies are using attribution. These are still emerging technologies and as they become simpler to use and offer more flexibility, these percentages will only rise.
This is not an apocalyptic prediction. It’s easy to panic due to the nature of our model, however we can a) make sure we have a say in the outcome and b) adapt and find innovative ways to move the market forward, like we always do. Chances are you are already doing some introducing and influencing, not just converting. As the advertisers gain visibility, we need to work to also learn from the greater tools available to us. The key is to stay informed, use the insight that got you to where you are today and reserve your seat at the table to share that insight with others.
PMA holding meeting Tuesday, suggest people attend.
Thank contributors to my research. Tagman, Visual IQ, Performance Marketing Association, IAB and countless others…
De-Duping: the Great Unknown in Affiliate Marketing
Affiliate Summit West 2010<br />Deduping, the Great Unknown <br />in Affiliate Marketing<br />Mary Young<br />Head of Account Management, <br />AffiliateFuture Inc.<br />
Transaction Deduplication<br />Deduplication of transactions across affiliate networks is widely known and commonly accepted.<br />Merchants engaging in multi-channel marketing are increasingly deduplicating their affiliate transactions against other channels to avoid paying multiple times for the same transaction. <br />
Cross-Channel Deduping<br />Merchants/agencies may dedupe affiliate transactions against other channels including: <br /> Search<br /> Paid<br /> Natural<br /> Display<br /> Email<br /> Third party<br /> Internal<br /> Other<br />
The Problem<br /> Lack of transparency<br /> Which channels are being deduped<br /> How affiliate traffic is being prioritized<br /> Misallocated resources<br />Under/over performance of channels<br /> Data will largely drive what becomes best practice, but it can’t stand alone. Stakeholders in the performance marketing industry must secure a seat at the table<br />
Cross-Channel Deduping<br />Why is this important to you?<br /> Now more prevalent and a higher priority<br /> Performance based marketing requires optimization and this is an essential piece of the puzzle<br /> Technology is evolving and attribution is becoming more sophisticated<br />
Rise in Deduping Prevalence<br /> Greater overall online marketing spend<br /> Multi-channel marketing diversification<br /> Growth of affiliate marketing as a key channel, also sharing space with more traditional e-marketing channels<br /> Economy has forced merchants to cut spending, boost ROMI<br />
Performance Marketing<br /> CPS/CPL model means deduping directly impacts an affiliate program’s bottom line, affecting all types of affiliates if bundled together<br /> Optimization is critical for affiliate programs. Relevant information needs to be communicated to make strategic decisions<br /> Sustainability and growth of affiliate programs depends on performance<br />
Evolving Technology<br />Manual deduplication – where companies match up reports post- transaction and reactively dedupe transactions.<br />Technical deduplication - agencies and major brands are most likely to depend on technology to proactively dedupe, whereby the relevant advertising tag is displayed.<br /> Last click – a standard that advertisers/agencies are keen to shift away from <br /> Attribution – weighted credit/commissions<br />
Evolving Technology<br /> Third party proactive tagging providers:<br /> Atlas<br /> Doubleclick<br /> Mediaplex<br /> Tagman<br /> Other<br /> Advertisers desire greater integration and transparency <br /> Shifting towards increased flexibility for credit/commission prioritization and attribution<br />
Interactive Attribution<br /> Forrester defines this as:<br />The practice of measuring the correct partial value of each interactive ad that drove a desired outcome.<br /> In performance marketing this translates to weighted commissions<br />
Attribution Vendors<br />“ClearSaleing, Atlas, and Visual IQ lead the pack.”<br /><ul><li>The Forrester Wave™: Interactive Attribution, Q4 2009 by Emily Riley</li></ul>“… We can classify them [attribution touchpoints] into three roles: introducers, influencers and converters. Introducers are very good at bringing the brand to the user; influencers are good at keeping the user engaged and persuading further; and converters cause the user to do the desired action, like making a purchase.”<br />- Anto Chittilappilly is the President, Founder and CTO of Visual IQ<br />
A Shared Responsibility<br /> Your voice is needed<br /> No one network, merchant, affiliate, OPM, agency, or technology partner should control the outcome of this conversation<br /> Shape the future of the affiliate marketing industry with your valuable insight <br />
Best Practice<br />An industry wide best practice = a more meaningful conversation all stakeholders can participate in. Involve key organizations and groups in discussions: <br /> IAB – Interactive Advertising Bureau<br /> DMA – Direct Marketing Association<br /> PMA - Performance Marketing Association <br /> Affiliates<br /> Merchants <br /> Affiliate Networks<br /> OPMs<br /> Media Agencies<br />
Best Practice: What Would We Suggest?<br /> Do not dedupe against or give priority over affiliate traffic for:<br /> Brand search<br /> Post impression<br /> Do not paint (or track!) all affiliates with one brush<br />Plan ways to meet objectives with stakeholders<br /> They can give you insight before you make decisions about your deduplication policy and attribution models<br /> Inform stakeholders of changes to your deduplication policy and attribution models that will affect them prior to them occurring so affiliates can support your efforts<br />
Moving Forward: The Solution<br />Dedupe Right!<br />Collaboration to establish best practice, covering:<br /> Communication of major changes to stakeholders<br /> Common pitfalls to avoid<br /> Capabilities of technical providers<br /> Education, including white papers and case studies<br />
The Future<br />Other variables may be added to the mix.<br /> Offline channels<br /> Environmental factors<br />Use to our advantage to propel performance marketing forward. <br />
Take Action Now!<br />Claim your seat at the table. Please take action now to join the debate:<br /> Twitter – Start your own discussion, #DedupeRight<br /> LinkedIn Group – DedupeRight<br /> Performance Marketing Association – join the PMA and get involved! firstname.lastname@example.org<br />
Thank you for listening!<br />Now what do you think?<br />