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Affiliate Marketing:
Why Data Matters
Kristen Pulver
Director of Affiliate Marketing
Horizon Media, Inc.
Dave Stewart
Chief Technology Officer
CAKE

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Content
 Introduction
 Why data matters
 Implementing data
 Data transparency
 Optimization

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About
Dave Stewart
Chief Technology Officer
CAKE
Kristen Pulver
Director of Affiliate Marketing
Horizon Media, Inc.

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What Data Should Be Collected/Analyzed?
 Demographic/Technographic
Consumer Data
 Purchase acquisition information
 Campaign attribution
 Backend performance data
 Fraud scores

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Understand your audience
- CTA optimization
- Messaging
1 Determine where to
find your audience
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Basic Consumer Demographic Insight

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Purchase Acquisition Data
 Understand consumer interests
 Leverage mechanisms for
retargeting
– Email, Ad Exchanges, etc…
 Gain insights into audience
segmentation from different
sources

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Attribution
 Customer Journeys + touchpoints
 Attributing credit to
“correct” sources
 Shared attribution models
equals greater accuracy

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 Lead generators:
– close rate
– milestones
 Retail:
– customer loyalty
– return purchases
 Subscriptions  lifetime value
 Cohort reporting
Client KPI’s

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Share Data with Partners
 Identify primary client KPIs
to determine quality
 Implement feedback loop

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Fraud
 Display/CPM fraud
 Click/CPC fraud
 Conversion/lead fraud

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Combat Fraud
 Crucial tools
 Greater transparency
 True business value

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Key Takeaways
 Attribution: know your publishers & understand your
traffic patterns.
 Audience Identification & Targeting: let your media results
tell the story.
 Advertisers: identify quality indicators & provide vendor
level feedback. Ensure your buyers use this data.
 Fraud: be vigilant in holding publishers accountable.

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Thank you