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Affiliate Marketing: Why Data Matters

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This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Affiliate marketing can generate new revenue opportunities. Explore how data provides insight into a campaigns performance and how to leverage data to make smarter digital investments.

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Affiliate Marketing: Why Data Matters

  1. 1. 1 Affiliate Marketing: Why Data Matters Kristen Pulver Director of Affiliate Marketing Horizon Media, Inc. Dave Stewart Chief Technology Officer CAKE
  2. 2. 2 Content  Introduction  Why data matters  Implementing data  Data transparency  Optimization
  3. 3. 3 About Dave Stewart Chief Technology Officer CAKE Kristen Pulver Director of Affiliate Marketing Horizon Media, Inc.
  4. 4. 4 What Data Should Be Collected/Analyzed?  Demographic/Technographic Consumer Data  Purchase acquisition information  Campaign attribution  Backend performance data  Fraud scores
  5. 5. 5 Understand your audience - CTA optimization - Messaging 1 Determine where to find your audience 2 Basic Consumer Demographic Insight
  6. 6. 6 Purchase Acquisition Data  Understand consumer interests  Leverage mechanisms for retargeting – Email, Ad Exchanges, etc…  Gain insights into audience segmentation from different sources
  7. 7. 7 Attribution  Customer Journeys + touchpoints  Attributing credit to “correct” sources  Shared attribution models equals greater accuracy
  8. 8. 8  Lead generators: – close rate – milestones  Retail: – customer loyalty – return purchases  Subscriptions  lifetime value  Cohort reporting Client KPI’s
  9. 9. 9 Share Data with Partners  Identify primary client KPIs to determine quality  Implement feedback loop
  10. 10. 10 Fraud  Display/CPM fraud  Click/CPC fraud  Conversion/lead fraud
  11. 11. 11 Combat Fraud  Crucial tools  Greater transparency  True business value
  12. 12. 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.
  13. 13. 13 Thank you

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