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. 1. Affiliate Marketing’s Role in Media Plans Presented by: ASE 2012
  2. 2. IntroductionsIntroductions Chris Kramer – Co-Founder - NetX Todd Crawford – Co-Founder – Impact Radius Scott Kalbach – CEO – Avantlink Paul Schroader – President – PS Web Solutions
  3. 3. AttributionDefinition:A model used to analyze consumer touch pointsacross all media channels and attribute value tothose sources.
  4. 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. 5. Online Media OptionsPPC Affiliate Natural SearchRetargeting Display CSEs
  6. 6. Conversion Funnel Samples
  7. 7. Conversion Path Scenario1st IMP PaidDisplay Ad Site Visit #1 Site Visit #2 SearchRetargeting Site Visit #3 CSE Site Visit #4Ad Coupon Affiliate Site Visit #5 Conversion!
  8. 8. Don’t be scaredSome people think Attribution is Scary
  9. 9. Don’t be scared (cont.)There are thing much scarier…
  10. 10. Session FormatOpen panel discussionFocus on Affiliate Channel
  11. 11. Common QuestionsWill attribution efforts cause more problems than they solve?
  12. 12. Common QuestionsHow profitable is the channel?
  13. 13. Common Questions (cont.)How does it compare to other channels?
  14. 14. Common Questions (cont.)Who gets ultimate credit?
  15. 15. Common Questions (cont.) Duplication Issues?
  16. 16. Common Questions (cont.)Who are my best affiliates and why?
  17. 17. Common Questions (cont.)What is the value Introducers, Influencers and Closers?
  18. 18. Common Questions (cont.)Once you’re able to illustrate the benefits and value of each channel and/or partner, then what?
  19. 19. Common Questions (cont.)Data is always subject to interpretation i.e. Blaming a coupon site instead of consumer behavior
  20. 20. Common Questions (cont.)How might subjective interpretations affect an affiliate?
  21. 21. Common Questions (cont.)How might subjective interpretations affect a merchant?
  22. 22. Common Questions (cont.)How might subjective interpretations affect an agency?
  23. 23. Additional ResourcesPMA• http://performancemarketingassociation.com/attribution-part-1-the- conceptsEconsultancy• http://econsultancy.com/us/blog/10288-companies-struggling-to- perform-attribution-and-online-offline-measurement

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