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Bertie Stevenson<br />+44 (0) 7779 654 967<br />bertie.stevenson@tagman.com <br />Driving greater effectiveness from your ...
The Theory<br />Understand what the cross over is between channels<br />Set fair rules for deduplication<br />Communicate ...
Go beyond last click<br />Event<br />Campaign<br />Detail<br />Date<br />Onsite activity<br />Click<br />Email<br />New Ye...
Go beyond last click<br />Last Click<br />Best Click<br />Any Click<br />£125<br />email<br />14/01<br />?<br />direct<br ...
Go beyond last click<br />Priority<br />Priority<br />Priority<br />email<br />14/01<br />5<br />5<br />5<br />direct<br /...
Case Study<br />“It wasn’t about saving money, it was about optimising spend and performance along common-sense and well-r...
The next step – multi click awarding<br />Custom<br />flat<br />Linear<br />£25<br />£10<br />£40<br />email<br />14/01<br...
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The Implications of Universal tagging and de duplication for the affiliate industry - Bertie Stevenson and Fiona Robertson

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The Implications of Universal tagging and de duplication for the affiliate industry - Bertie Stevenson and Fiona Robertson

  1. 1. Bertie Stevenson<br />+44 (0) 7779 654 967<br />bertie.stevenson@tagman.com <br />Driving greater effectiveness from your online spend<br />
  2. 2. The Theory<br />Understand what the cross over is between channels<br />Set fair rules for deduplication<br />Communicate with all the stakeholders<br />Use an independent tag management system rather than internally crunching numbers yourself<br />
  3. 3. Go beyond last click<br />Event<br />Campaign<br />Detail<br />Date<br />Onsite activity<br />Click<br />Email<br />New Year sale<br />14/01<br />direct<br />www.pinkpyjamas.co.uk<br />14/01<br />Click<br />Affiliate Network<br />Partner X<br />23/01<br />Click<br />PPC<br />“comfy bedtime clothes”<br />24/01<br />£125<br />Click<br />SEO<br />“Pink Pyjamas”<br />24/01<br />Who gets the credit for this sale?<br />
  4. 4. Go beyond last click<br />Last Click<br />Best Click<br />Any Click<br />£125<br />email<br />14/01<br />?<br />direct<br />14/01<br />£125<br />Affiliate<br />23/01<br />£125<br />PPC – non brand<br />24/01<br />The last click or view<br />£125<br />£125<br />SEO - brand<br />24/01<br />Without deduplication, each ‘tracked’ campaign will report a whole sale and claim full commission<br />The last or first click or view which has the highest campaign priority within the defined click or view window<br />
  5. 5. Go beyond last click<br />Priority<br />Priority<br />Priority<br />email<br />14/01<br />5<br />5<br />5<br />direct<br />14/01<br />5<br />2<br />1<br />£125<br />Affiliate<br />23/01<br />5<br />5<br />5<br />Plus infinite permutations to optimise your deduplication rules<br />£125<br />PPC – non brand<br />24/01<br />5<br />5<br />2<br />£125<br />SEO - brand<br />24/01<br />5<br />2<br />2<br />Dedupe all channels to last click<br />Dedupe all CPA channels against clicks except direct to site, social and branded PPC and SEO<br />Dedupe all CPA campaigns against email only<br />
  6. 6. Case Study<br />“It wasn’t about saving money, it was about optimising spend and performance along common-sense and well-researched paths to conversion”<br />
  7. 7. The next step – multi click awarding<br />Custom<br />flat<br />Linear<br />£25<br />£10<br />£40<br />email<br />14/01<br />£25<br />£17.5<br />£15<br />direct<br />14/01<br />£25<br />£25<br />£15<br />Tradedoubler<br />23/01<br />£25<br />£32.5<br />£15<br />PPC – non brand<br />24/01<br />£25<br />£40<br />£40<br />SEO - brand<br />24/01<br />Credit shared equally between all campaigns in the path to conversion<br />Credit shared lineally between channels sloping to either first or last click<br />Credit shared against a custom attribution model defined by the client/agency<br />

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