Performance Infrastructure
best practices guide
contents

     Parties to Performance marketing                 [3]

     challenges in the Performance marketing environm...
PartIes to Performance marKetIng

Performance marketing, particularly digital performance marketing,
involves several part...
challenges In the Performance-marKetIng envIronment

unlike traditional digital media tracking, which focuses on impressio...
Performance medIa envIronment

fundamentally there is no difference in the media opportunities between
performance and tra...
Performance PrIcIng

the art and science of performance marketing hinges on the conversion
payment, often known as the “bo...
objectIves of tracKIng systems

tracking systems in the performance marketing environment are
designed to provide transpar...
technIcal requIrements

to ensure full support for performance marketing, advertisers need
to ensure that their environmen...
Key consIderatIons

Performance marketing is a niche specialty with massive rewards if
properly executed. agencies that sp...
ImPlementatIon Phases

•		 ssess lifetime value of a customer
  a

•	 Identify offers and determine maximum bounties

•		 ...
rePortIng

advertisers (or their performance agencies) are responsible for
managing performance reporting. each party to t...
for more information, please contact:

                                                               lori perman
        ...
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Quillion Performance Marketing Best Practices Guide

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Quillion Performance Marketing Best Practices Guide

  1. 1. Performance Infrastructure best practices guide
  2. 2. contents Parties to Performance marketing [3] challenges in the Performance marketing environment [ 4 ] Performance media environment [ 5 ] Performance Pricing [ 6 ] objectives of tracking systems [7] technical requirements [8] Key considerations [9] Implementation Phases [ 10 ] reporting [ 11 ] contact Information [ 12 ] Performance Infrastructure best PractIces guIde • © 2009
  3. 3. PartIes to Performance marKetIng Performance marketing, particularly digital performance marketing, involves several parties, each of which is responsible for a separate piece of the performance marketing puzzle: • dvertiser processing/receiving the leads a and/or transactions • digital-media vendors or affiliate businesses • Performance-marketing agency • third-party performance-marketing tracking software Performance Infrastructure best PractIces guIde • © 2009 [3 ]
  4. 4. challenges In the Performance-marKetIng envIronment unlike traditional digital media tracking, which focuses on impressions and clicks, since payment in performance marketing is triggered by a conversion (lead, subscription, purchase, etc.), additional care is required. some emerging challenges include: • development of high-converting landing pages/sales funnels • evelopment of media assets that anticipate each likely d media environment • ndentifying the ideal performance payment without paying I too much/little • nsuring that the right traffic source receives credit e for the conversion • toring traffic source-related data with the conversion data s • anaging traffic “quality” m Performance Infrastructure best PractIces guIde • © 2009 [4 ]
  5. 5. Performance medIa envIronment fundamentally there is no difference in the media opportunities between performance and traditional digital environments. however, a focus on conversion efficiencies often means a stronger call to action in the use of each format. opportunities include: • earch engine marketing s • isplay advertising d • -mail marketing e • social media and blog marketing • idget, application and other emerging media opportunities W Performance Infrastructure best PractIces guIde • © 2009 [5 ]
  6. 6. Performance PrIcIng the art and science of performance marketing hinges on the conversion payment, often known as the “bounty” or cPl/cPa (cost per lead/cost per acquisition). We develop performance pricing strategies that take the following points into consideration: • lifetime customer value (Where known) or gross margin • aximum bearable marketing cost per lead/acquisition m • xpected range of landing page conversion rates (by traffic category) e • xpected click-through and “view-through” rate on creative assets e • evenue through upsells, cross-sells and back-end sales r Performance Infrastructure best PractIces guIde • © 2009 [6 ]
  7. 7. objectIves of tracKIng systems tracking systems in the performance marketing environment are designed to provide transparency in conversion volume to all parties. advanced systems also provide metrics on impressions, clicks and other key performance indicators. objectives include: • rovide a mechanism (such as “pixels”) on conversion pages to P track conversions • ffer media vendors a Web-based near-real-time source for o conversion counts • rant a window (e.g., 30 days) for attribution of a conversion after g a Web site visit • upport attribution delivered through organic (nonpaid) search visits s • everage “gateways” ensuring that only qualifying conversions l are rewarded • apture media source information with each conversion c Performance Infrastructure best PractIces guIde • © 2009 [7 ]
  8. 8. technIcal requIrements to ensure full support for performance marketing, advertisers need to ensure that their environments are technically capable of running an efficient performance campaign. We assist our advertiser clients in providing a performance media-friendly environment with standards: • anding and conversion pages must support a variety of tracking l pixel types • anding and conversion pages must be accessible by the l performance agency • erformance media vendors must be able to simulate conversions P with test data • dvertiser’s developers must be able to write conditional logic a on conversions • dvertisers must be able to add tracking fields to their database(s) a • anding pages, any gateway, and pixel conditional logic must l load quickly • -mail suppression list and opt-out functionality required e Performance Infrastructure best PractIces guIde • © 2009 [8 ]
  9. 9. Key consIderatIons Performance marketing is a niche specialty with massive rewards if properly executed. agencies that specialize in performance marketing are typically extremely media-oriented but may lack in other important areas. some best practices for providers: • oal is to deliver lead/sales volume while increasing lifetime g customer value • ncreasing lifetime value involves preserving brand integrity with I quality creative • lexibility in offers and bounty important during early f “assessment phase” • nsure that all tracking elements are in place so it’s right the e first time • edia placements should protect the brand by avoiding overexposure m • erformance partner should work deeper than “managing P affiliate networks” Performance Infrastructure best PractIces guIde • © 2009 [9 ]
  10. 10. ImPlementatIon Phases • ssess lifetime value of a customer a • Identify offers and determine maximum bounties • dd field to database and install code to store media a source information • add cookie control to store media source info on original visits • dd pixel control to fire only the right pixel on conversion a • Install performance tracking software • nstall retargeting and conversion pixels I • et up quillion media server with campaign s • est and launch t Performance Infrastructure best PractIces guIde • © 2009 [ 10 ]
  11. 11. rePortIng advertisers (or their performance agencies) are responsible for managing performance reporting. each party to the transaction requires a different set of information. MEDIA VENDORS • onthly report of conversions and rejected leads (if applicable) m MEDIA SERVER • If paid on performance basis, reconcile invoice against conversions pERfORMANcE tRAckINg SOftwARE • econcile invoice against conversions r pERfORMANcE AgENcy • oordinate all reports, reconciliations and payments c tRADItIONAl AgENcy • dd performance numbers to nonperformance numbers a Performance Infrastructure best PractIces guIde • © 2009 [ 11 ]
  12. 12. for more information, please contact: lori perman director of new business lori@quillion.com 310 280 7941 8500 steller drive suite 5 culver city, ca 90232 t 310 280 7800 f 310 280 7780 w quillion.com Performance Infrastructure best PractIces guIde • © 2009 [ 12 ]

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