This document summarizes a panel discussion on attribution and affiliate marketing. The panelists discussed the evolution of attribution models and how attribution has affected how affiliates are valued. Various attribution model types were presented including position-based, linear, time decay, and algorithmic models. Panelists also answered questions about why attribution should be incorporated, the most effective models for affiliates, case studies, how attribution may affect affiliates, common mistakes, and changes they have observed in recent years regarding attribution and affiliate marketing.

1. Attribution and Affiliate Marketing:
Where are we now?
Presented by:

2. Introductions
Todd Crawford: Co-Founder – Impact Radius

3. Introductions
Chad Waite: Marketing Manager – Avantlink

4. Introductions
Sarah Hohman: Affiliate Manager – Cabela’s

5. Introductions
Paul Schroader: President – PS Web Solutions

6. Attribution Evolution

7. Previous Discussions
Panelists have given dozens of Attribution presentations

8. Statistics
Advertisers with
Attribution Model
• 44% have technology in place
• 56% don’t know or don’t have
Source: 2016 Affiliate Benchmarks Report

9. Statistics (cont.)
Attribution has affected
valuation of affiliate partners
• 31.7% higher valuation
• 15.4% lower valuation
Source: 2016 Affiliate Benchmarks Report

10. Perspectives
Technology
Network
Merchant
Agency
Affiliate

11. Basics
Source: Impact Radius – Customer Journey Sample

12. Customer Journey

13. Budget Allocation
Awareness Interest Consideration Purchase
Social Media
28%
Display
24%
Remarketing
8%
PPC
20%
Affiliate
20%

14. Multi-touch
Most customers will
likely interact through
multiple marketing channels

15. Model Types
Position BasedLinear
Time Decay
Algorithmic
5%
25%
15%
45%
10%
Last Interaction
Last Non-Direct Click
First Interaction

16. Data Samples

17. Data Samples (cont.)

18. Questions
Learning what’s happening
leads to many questions

19. Questions (cont.)
Why should everyone running an affiliate
program incorporate Attribution Modeling?

20. Questions (cont.)
What are some of the most common models
you see being used?

21. Questions (cont.)
What are the most effective for the affiliate
channel?

22. Questions (cont.)
Can you share a case study?

23. Questions (cont.)
What do affiliates need to be aware of, in
terms of how Attribution will affect them?

24. Questions (cont.)
What are some of the most common
mistakes you see made when a merchant
incorporates Attribution?

25. Questions (cont.)
How many touches will it take for a browser
to become a customer?

26. Questions (cont.)
How difficult is it to get Attribution integrated
into a program?

27. Questions (cont.)
What are some of the biggest changes you’ve
seen or realizations you’ve come to in the last
few years?

29. Contact Info
Todd Crawford: www.linkedin.com/in/toddcrawford
todd@impactradius.com
Chad Waite: www.linkedin.com/in/chadwaite
cwaite@avantlink.com
Sarah Hohman: https://www.linkedin.com/in/sarah-hohman-4a260848
sarah.hohman@cabelas.com
Paul Schroader: www.linkedin.com/in/paulschroader
pauls@pswebsolutions.com