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Attribution and Affiliate Marketing Learn to Make it Work

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This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Learn how attribution modeling and other cross channel insights can help you more intelligently manage your affiliate program and determine which affiliates are driving the highest value.

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Attribution and Affiliate Marketing Learn to Make it Work

  1. 1. Affiliate Summit East 2016 Attribution and Affiliate Marketing THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
  2. 2. W E L C O M E ● Founding Team, Commission Junction: 1998 - 2006 ● VP Sales & Business Development, Digital River, oneNetworkDirect : 2006 - 2008 ● VP Strategic Initiatives, Impact Radius : 2008 - present Todd Crawford
  3. 3. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE During this session I will provide a simple explanation of how just a few attribution data points can be leveraged to optimize your affiliate program. PRESENTATION OBJECTIVE Provide information in the most simple and actionable way possible so you can get the most from this presentation - avoiding industry jargon and long winded explanations.
  4. 4. HOW CAN AFFILIATE MANAGERS EASILY LEVERAGE ATTRIBUTION DATA TO OPTIMIZE THEIR AFFILIATE PROGRAM? ● Better understand the consumer journey (cross channel/device) Through the adidas affiliate program, you will earn generous commissions by promoting a well-known, global brand and adidas’s wide variety of product offerings including shoes, apparel, accessories, and more.www.adidas.com/product 1 THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
  5. 5. HOW CAN AFFILIATE MANAGERS EASILY LEVERAGE ATTRIBUTION DATA TO OPTIMIZE THEIR AFFILIATE PROGRAM? ● Better understand the consumer journey (cross channel/device) ● Understand how affiliates interact with other channels Through the adidas affiliate program, you will earn generous commissions by promoting a well-known, global brand and adidas’s wide variety of product offerings including shoes, apparel, accessories, and more.www.adidas.com/product 1 THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
  6. 6. HOW CAN AFFILIATE MANAGERS EASILY LEVERAGE ATTRIBUTION DATA TO OPTIMIZE THEIR AFFILIATE PROGRAM? ● Better understand the consumer journey (cross channel/device) ● Understand how affiliates interact with other channels ● Properly rewarded affiliates for their contributions beyond last click Through the adidas affiliate program, you will earn generous commissions by promoting a well-known, global brand and adidas’s wide variety of product offerings including shoes, apparel, accessories, and more.www.adidas.com/product 1 THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
  7. 7. AFFILIATE CREDITING LOGIC
  8. 8. AFFILIATE TRACKING: CREDITING LOGIC ● Typically last click THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
  9. 9. AFFILIATE TRACKING: CREDITING LOGIC ● Typically last click ● Usually has no cross channel data THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
  10. 10. AFFILIATE TRACKING: CREDITING LOGIC ● Typically last click ● Usually has no cross channel data ● Should dedupe against other channels THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE SEO SEM Affiliate SEM ?d ?d ?d ?d
  11. 11. AFFILIATE TRACKING: CREDITING LOGIC ● Typically last click ● Usually has no cross channel data ● Should dedupe against other channels ● Only one channel should ever get credit THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
  12. 12. AFFILIATE TRACKING: CREDITING LOGIC ● Typically last click ● Usually has no cross channel data ● Should dedupe against other channels ● Only one channel should ever get credit ● Affiliate reporting = credited revenues THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
  13. 13. WHAT IS ATTRIBUTION
  14. 14. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE It is a way of determining the contribution or value of a channel across multiple conversions and journeys.
  15. 15. MODEL TYPES THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE First Click Last Click Position-based Linear Time Decay Algorithmic 5% 25% 15% 45% 10%
  16. 16. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE ✓ Introducers ✓ Influencers ✓ Closers
  17. 17. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE Attributed revenues = Modeled by attribution solution
  18. 18. NOW LET’S MAKE IT WORK!
  19. 19. EXAMPLE DATA SHOWING: ATTRIBUTED AND CREDITED REVENUES COMPARISONS THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE Affiliate Credited Revenues Coupon $500,000 Loyalty $250,000 Content 1 $80,000 Content 2 $50,000 Content 3 $10,000
  20. 20. EXAMPLE DATA SHOWING: ATTRIBUTED AND CREDITED REVENUES COMPARISONS THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE Affiliate Credited Revenues Attributed Revenues Coupon $500,000 $250,000 Loyalty $250,000 $175,000 Content 1 $80,000 $92,000 Content 2 $50,000 $75,000 Content 3 $10,000 $20,000
  21. 21. EXAMPLE DATA SHOWING: ATTRIBUTED AND CREDITED REVENUES COMPARISONS THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE Affiliate Credited Revenues Attributed Revenues Δ Coupon $500,000 $250,000 -50% Loyalty $250,000 $175,000 -30% Content 1 $80,000 $92,000 15% Content 2 $50,000 $75,000 50% Content 3 $10,000 $20,000 100%
  22. 22. EXAMPLE DATA SHOWING: ATTRIBUTED AND CREDITED REVENUES COMPARISONS THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE Affiliate Credited Revenues Attributed Revenues Δ Introducer Influencer Closer Coupon $500,000 $250,000 -50% 1.4% 2.6% 96% Loyalty $250,000 $175,000 -30% 10% 4% 86% Content 1 $80,000 $92,000 15% 15% 17% 68% Content 2 $50,000 $75,000 50% 19% 24% 57% Content 3 $10,000 $20,000 100% 35% 50% 15%
  23. 23. EXAMPLE DATA SHOWING: ATTRIBUTED AND CREDITED REVENUES COMPARISONS THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE Affiliate Credited Revenues Attributed Revenues Δ Target Commission Rate Revised Commission Rate Coupon $500,000 $250,000 -50% 8% 4% Loyalty $250,000 $175,000 -30% 8% 5% Content 1 $80,000 $92,000 15% 8% 9% Content 2 $50,000 $75,000 50% 8% 12% Content 3 $10,000 $20,000 100% 8% 16%
  24. 24. EXAMPLE DATA SHOWING: ATTRIBUTED AND CREDITED REVENUES COMPARISONS THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE Affiliate Credited Revenues Old Commissions New Commissions Δ Coupon $500,000 $40,000 $20,000 -50.0% Loyalty $250,000 $20,000 $12,500 -37.5% Content 1 $80,000 $6,400 $7,200 12.5% Content 2 $50,000 $4,000 $6,000 50.0% Content 3 $10,000 $800 $1,600 100.0% Totals $890,000 $71,200 $47,300 -33.6%
  25. 25. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE ● Compared credited (affiliate tracked) to attributed (modeled) revenues. ● Determine which partners are over and under-valued. ● Adjust commission rates to align more closely with attributed values. ● Periodically re-run data and adjust when necessary (quarterly?). SUMMARY
  26. 26. QUESTIONS?
  27. 27. THANK YOU

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