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A How to Guide to Avoid Becoming an Attribution Bully

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This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Are you using attribution for good vs. power? In this presentation, learn how to solidify your business partnerships and increase ROI. With the right attribution strategy, everyone comes out a winner!

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A How to Guide to Avoid Becoming an Attribution Bully

  1. 1. HOW TO AVOID BEING A BULLY Sarah Beeskow Blay
  2. 2. A HOW TO GUIDE: Avoid Being an Attribution Bully
  3. 3. Yea Affiliate Marketing! Why it matters.
  4. 4. AFFILIATE MARKETING • Uniquely paid on conversion • Other marketing channels have upfront costs • Brand messages can be reinforced through Affiliate relationships
  5. 5. Digital Native 1. An individual who was born after the widespread adoption of digital technology 2. Consumers between 16 and 35 years old na·tive ˈnādiv/ dig·it·al /ˈdijidl adjectivenoun 74% DON’T want brands targeting them in Facebook feeds and other social networks 65% TRUST online communities including blogs Sources: InternetRetailer.com | Harris Poll Study | NewsCred
  6. 6. WORD OF MOUTH MARKETING Affiliate Marketing is the online version of…
  7. 7. TIME MACHINE A quick trip down memory lane
  8. 8. FIRST CLICK WINS 90’s
  9. 9. FIRST CLICK ATTRIBUTION • Encouraged spam & cookie stuffing • No real incentive to close sale • Industry moved away from this model 100% 0% 0% 0%
  10. 10. LAST CLICK WINS 00’s
  11. 11. LAST CLICK ATTRIBUTION • Became industry standard • Affiliate last in the funnel WINS! • Does not account for mid-funnel influencers 100% 0% 0%0%
  12. 12. “Year of Affiliate Attribution” 2013
  13. 13. HOW DID WE GET HERE? Coupon Blog Review
  14. 14. HOW DID WE GET HERE? 9% 16% 31% Purchase Desire 1 Hour 1 Day 3 Days Source: Content Creators are Underpaid, Representing Tremendous Opportunity for Advertisers
  15. 15. HOW DID WE GET HERE? 94% Source: Content Creators are Underpaid, Representing Tremendous Opportunity for Advertisers
  16. 16. ATTRIBUTION • Gives Merchant ability to award flexibly for valuable contributors • Grew out of a desire to recognize and reward all who influence a sale
  17. 17. See Biff. Don’t be Biff.
  18. 18. HOW DO BULLIES FORM?
  19. 19. ATTRIBUTION A Strategy to pay Affiliates less is NOT
  20. 20. A way to reward Affiliates who are providing incremental value ATTRIBUTION IS
  21. 21. If you’re horrible to me, I’m going to write a song about it, and you won’t like it. That’s how I operate. TAYLOR SWIFT
  22. 22. 7 STEPS: Avoid Being an Attribution Bully
  23. 23. Give Credit Where Credit is Due Reward for the efforts that are extended for your program. 1
  24. 24. REWARD Changes are made to not reward Affiliates, but the relationship remains in tact. 1 You might be a bully if...
  25. 25. REWARD Continuing to partner with Affiliates that you will reward. For any others, decline. 1 Combat being an attribution bully by...
  26. 26. In action example… REWARD1 Coupon Tags = 0% Coupon Affiliates Approved Affiliate Sees Partnership Affiliate Sends Sales
  27. 27. In action example… REWARD1
  28. 28. Rally the Troops Make a consensus as an organization 2
  29. 29. RALLY THE TROOPS The Affiliates are not valued as highly as other marketing channels. 2 You might be a bully if...
  30. 30. Involving all parties to come to an agreed upon common goal. Combat being an attribution bully by... Marketing Tech / DevExecutives RALLY THE TROOPS2
  31. 31. In action example… 2
  32. 32. Know Your Data Be sure to have the analytics and insight on your end to ensure fair payouts. 3
  33. 33. KNOW YOUR DATA You ignore internal data that helps show you where the customer comes from. 3 You might be a bully if...
  34. 34. KNOW YOUR DATA Use data to give a full picture of how your customers find you and reward accordingly. 3 Combat being an attribution bully by...
  35. 35. In action example… KNOW YOUR DATA3 loss rate 50%
  36. 36. Explore Options One size does not fit all 4
  37. 37. EXPLORE OPTIONS A strategy is implemented because it's what everyone else is doing. 4 You might be a bully if...
  38. 38. EXPLORE OPTIONS Asking questions, education yourself on what’s available, & implement the best fit for your program. 4 Combat being an attribution bully by...
  39. 39. In action example… EXPLORE OPTIONS4
  40. 40. In action example… EXPLORE OPTIONS4 0%
  41. 41. Simplify Avoid over complicating your attribution solution. 5
  42. 42. SIMPLIFY You create an attribution solution that is difficult to achieve and works against the Affiliate. 5 You might be a bully if...
  43. 43. SIMPLIFY Creating clear, concise, and workable solutions. 5 Combat being an attribution bully by...
  44. 44. 7 Day Cookie $25 Services $12.50 Products 1 Day Cookie 30% Services 10% Products New Customers Returning SIMPLIFY5 30 Day Cookie | 30% Services | 10% Products
  45. 45. SIMPLIFY5 2 MINUTES1 2 MINUTES 30 DAYS2 2 MINUTES 2 MINUTES3 10% 10% 50% Split BLOGGERS ALL AFFILIATES COUPON 2 Minutes 50% Split ALL AFFILIATES 10% ALL
  46. 46. SIMPLIFY5 30 DAYS1 2 MINUTES 10% ALL AFFILIATES 2 Minutes 50% Split
  47. 47. Play Fair Create commissions that motivate your Affiliates. 6
  48. 48. PLAY FAIR You're squeezing out credit and still expect Affiliates to be motivated. 6 You might be a bully if...
  49. 49. PLAY FAIR Giving credit where credit is due. 6 Combat being an attribution bully by...
  50. 50. Affiliate Segmentation PLAY FAIR6 30 DAYS 30 DAYS 1 2 VIP ALL OTHER AFFILIATES SALES SALES
  51. 51. PLAY FAIR 30 DAYS 1 ALL AFFILIATESSALES BLOGGERSALES 30 DAYS 2 Commission Bump
  52. 52. Chit Chat Provide Affiliates with the data they need to make informed decisions. 7
  53. 53. CHIT CHAT Communication with Affiliates is unclear and / or non-existent. 7 You might be a bully if...
  54. 54. CHIT CHAT Helping Affiliates understand your strategy and clearly communicate potential hindrances. 7 Combat being an attribution bully by...
  55. 55. In action example… CHIT CHAT7 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% X% 0% 0%
  56. 56. CHIT CHAT7 Be a voice & advocate your success!
  57. 57. More than non-affiliate consumer $7
  58. 58. Predicted Affiliate Marketing Spend In 2016 $4.5 BILLION E-commerce purchases affected by Affiliate Marketing in 2016 Merchants running an Affiliate Program 14% 80% Sources: Forrester & Custora
  59. 59. THANK YOU! Sarah Beeskow Blay Sarah@ShareASale.com Booth#6001

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