1.
Commission Splitting: to split or not to split, that is the question

2.
● Co-founder & VP Strategic Initiatives, Impact Radius:
2008 - present
● VP Sales & Business Development, Digital River,
oneNetworkDirect : 2006 - 2008
● Founding Team, Commission Junction: 1998 - 2006
Todd Crawford
W E L C O M E

3.
Why do we want to split commissions
Challenges
Goals
Common Outcomes
AGENDA
Rewarding Contributions

4.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHY DO WE WANT TO SPLIT COMMISSIONS?

5.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHY DO WE WANT TO SPLIT COMMISSIONS?
● All other media is paid on contributions (not just
last click)
○ Display, social, search, etc.

6.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHY DO WE WANT TO SPLIT COMMISSIONS?
● All other media is paid on contributions (not just
last click)
○ Display, social, search, etc.
● Do we really know which affiliate or marketing
touch point caused the conversion?

7.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHY DO WE WANT TO SPLIT COMMISSIONS?
● All other media is paid on contributions (not just
last click)
○ Display, social, search, etc.
● Do we really know which affiliate or marketing
touch point caused the conversion?
● Some media partners are stronger last click
referrers (coupon, loyalty, retargeting) than others
like influencers and content review sites.

8.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHY DO WE WANT TO SPLIT COMMISSIONS?
● All other media is paid on contributions (not just
last click)
○ Display, social, search, etc.
● Do we really know which affiliate or marketing
touch point caused the conversion?
● Some media partners are stronger last click
referrers (coupon, loyalty, retargeting) than others
like influencers and content review sites.
● It seems like the fair thing to do.

9.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
CHALLENGES WITH SPLIT COMMISSIONS

10.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
CHALLENGES WITH SPLIT COMMISSIONS
● One size doesn’t fit all

11.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
CHALLENGES WITH SPLIT COMMISSIONS
● One size doesn’t fit all
● What about other paid channels?

12.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
CHALLENGES WITH SPLIT COMMISSIONS
● One size doesn’t fit all
● What about other paid channels?
● Fraud risk increases

13.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
CHALLENGES WITH SPLIT COMMISSIONS
● One size doesn’t fit all
● What about other paid channels?
● Fraud risk increases
● Will it drive more value?

14.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS

15.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS
● Grow revenues

16.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS
● Grow revenues
● Increase ROAS

17.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS
● Grow revenues
● Increase ROAS
● Improve margin

18.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS
● Grow revenues
● Increase ROAS
● Improve margin
● Increase AOV

19.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS
● Grow revenues
● Increase ROAS
● Improve margin
● Increase AOV
● Acquire new customers

20.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS
● Grow revenues
● Increase ROAS
● Improve margin
● Increase AOV
● Acquire new customers
● Maximize ROI

21.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
COMMON OUTCOMES OF COMMISSION SPLITTING

22.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
COMMON OUTCOMES OF COMMISSION SPLITTING
● Spend is redistributed

23.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
COMMON OUTCOMES OF COMMISSION SPLITTING
● Spend is redistributed
● Revenues remain the same

24.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
COMMON OUTCOMES OF COMMISSION SPLITTING
● Spend is redistributed
● Revenues remain the same
● ROAS decreases

25.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
COMMON OUTCOMES OF COMMISSION SPLITTING
● Spend is redistributed
● Revenues remain the same
● ROAS decreases
● Poor ROI of resources

26.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHERE SHOULD WE INVEST TO MAXIMIZE OUR ROI?

27.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
HOW DO WE MAXIMIZE OUR ROI?
● Data driven decisions

28.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
HOW DO WE MAXIMIZE OUR ROI?
● Data driven decisions
● Drive more value - not just split commissions

29.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
HOW DO WE MAXIMIZE OUR ROI?
● Data driven decisions
● Drive more value - not just split commissions
● Less is more (80/20 rule)

30.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
HOW DO WE MAXIMIZE OUR ROI?
● Data driven decisions
● Drive more value - not just split commissions
● Less is more (80/20 rule)
● Communication

31.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS

32.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters

33.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters
● Some (not all) partners should be rewarded when
not the winner

34.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters
● Some (not all) partners should be rewarded when
not the winner
○ Contribution bonuses

35.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters
● Some (not all) partners should be rewarded when
not the winner
○ Contribution bonuses
○ CPC/Hybrid
$0.25/CPC
or
8% of sale

36.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters
● Some (not all) partners should be rewarded when
not the winner
○ Contribution bonuses
○ CPC/Hybrid
○ CPC
$0.25 CPC

37.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters
● Some (not all) partners should be rewarded when
not the winner
○ Contribution bonuses
○ CPC/Hybrid
○ CPC
● Measure and optimize partnerships, not the
channel

38.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
LET’S DISCUSS!

39.
THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
THANK YOU
todd@impactradius.com