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Affiliate Summit West 2010<br />Deduping, the Great Unknown <br />in Affiliate Marketing<br />Mary Young<br />Head of Acco...
Transaction Deduplication<br />Deduplication of transactions across affiliate networks is widely known and commonly accept...
Cross-Channel Deduping<br />Merchants/agencies may dedupe affiliate transactions against other channels including: <br /> ...
The Problem<br /> Lack of transparency<br /> Which channels are being deduped<br /> How affiliate traffic is being priorit...
Cross-Channel Deduping<br />Why is this important to you?<br /> Now more prevalent and a higher priority<br /> Performance...
Rise in Deduping Prevalence<br />  Greater overall online marketing spend<br /> Multi-channel marketing diversification<br...
Performance Marketing<br /> CPS/CPL model means deduping directly impacts an affiliate program’s bottom line, affecting al...
Evolving Technology<br />Manual deduplication – where companies match up reports post- transaction and reactively dedupe t...
Evolving Technology<br /> Third party proactive tagging providers:<br /> Atlas<br /> Doubleclick<br /> Mediaplex<br /> Tag...
Interactive Attribution<br /> Forrester defines this as:<br />The practice of measuring the correct partial value of each ...
Attribution Vendors<br />“ClearSaleing, Atlas, and Visual IQ lead the pack.”<br /><ul><li>The Forrester Wave™: Interactive...
Attribution: Sample Report Weighted Commissions<br />
A Shared Responsibility<br /> Your voice is needed<br /> No one network, merchant, affiliate, OPM, agency, or technology p...
Best Practice<br />An industry wide best practice = a more meaningful conversation all stakeholders can participate in.  I...
Best Practice: What Would We Suggest?<br /> Do not dedupe against or give priority over affiliate traffic for:<br /> Brand...
Moving Forward: The Solution<br />Dedupe Right!<br />Collaboration to establish best practice, covering:<br /> Communicati...
The Future<br />Other variables may be added to the mix.<br /> Offline channels<br /> Environmental factors<br />Use to ou...
Take Action Now!<br />Claim your seat at the table. Please take action now to join the debate:<br />  Twitter – Start your...
Thank you for listening!<br />Now what do you think?<br />
(Hint: The End is NOT Nigh!)<br />
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De-Duping: the Great Unknown in Affiliate Marketing

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De-duping affiliate sales against other channels is common practice, but what are the rules and how far is too far? Find out common practice and why we need an industry-wide best practice standard.

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De-Duping: the Great Unknown in Affiliate Marketing

  1. 1. Affiliate Summit West 2010<br />Deduping, the Great Unknown <br />in Affiliate Marketing<br />Mary Young<br />Head of Account Management, <br />AffiliateFuture Inc.<br />
  2. 2.
  3. 3. Transaction Deduplication<br />Deduplication of transactions across affiliate networks is widely known and commonly accepted.<br />Merchants engaging in multi-channel marketing are increasingly deduplicating their affiliate transactions against other channels to avoid paying multiple times for the same transaction. <br />
  4. 4. Cross-Channel Deduping<br />Merchants/agencies may dedupe affiliate transactions against other channels including: <br /> Search<br /> Paid<br /> Natural<br /> Display<br /> Email<br /> Third party<br /> Internal<br /> Other<br />
  5. 5. The Problem<br /> Lack of transparency<br /> Which channels are being deduped<br /> How affiliate traffic is being prioritized<br /> Misallocated resources<br />Under/over performance of channels<br /> Data will largely drive what becomes best practice, but it can’t stand alone. Stakeholders in the performance marketing industry must secure a seat at the table<br />
  6. 6. Cross-Channel Deduping<br />Why is this important to you?<br /> Now more prevalent and a higher priority<br /> Performance based marketing requires optimization and this is an essential piece of the puzzle<br /> Technology is evolving and attribution is becoming more sophisticated<br />
  7. 7. Rise in Deduping Prevalence<br /> Greater overall online marketing spend<br /> Multi-channel marketing diversification<br /> Growth of affiliate marketing as a key channel, also sharing space with more traditional e-marketing channels<br /> Economy has forced merchants to cut spending, boost ROMI<br />
  8. 8. Performance Marketing<br /> CPS/CPL model means deduping directly impacts an affiliate program’s bottom line, affecting all types of affiliates if bundled together<br /> Optimization is critical for affiliate programs. Relevant information needs to be communicated to make strategic decisions<br /> Sustainability and growth of affiliate programs depends on performance<br />
  9. 9. Evolving Technology<br />Manual deduplication – where companies match up reports post- transaction and reactively dedupe transactions.<br />Technical deduplication - agencies and major brands are most likely to depend on technology to proactively dedupe, whereby the relevant advertising tag is displayed.<br /> Last click – a standard that advertisers/agencies are keen to shift away from <br /> Attribution – weighted credit/commissions<br />
  10. 10. Evolving Technology<br /> Third party proactive tagging providers:<br /> Atlas<br /> Doubleclick<br /> Mediaplex<br /> Tagman<br /> Other<br /> Advertisers desire greater integration and transparency <br /> Shifting towards increased flexibility for credit/commission prioritization and attribution<br />
  11. 11. Interactive Attribution<br /> Forrester defines this as:<br />The practice of measuring the correct partial value of each interactive ad that drove a desired outcome.<br /> In performance marketing this translates to weighted commissions<br />
  12. 12. Attribution Vendors<br />“ClearSaleing, Atlas, and Visual IQ lead the pack.”<br /><ul><li>The Forrester Wave™: Interactive Attribution, Q4 2009 by Emily Riley</li></ul>“… We can classify them [attribution touchpoints] into three roles: introducers, influencers and converters. Introducers are very good at bringing the brand to the user; influencers are good at keeping the user engaged and persuading further; and converters cause the user to do the desired action, like making a purchase.”<br />- Anto Chittilappilly is the President, Founder and CTO of Visual IQ<br />
  13. 13. Attribution: Sample Report Weighted Commissions<br />
  14. 14. A Shared Responsibility<br /> Your voice is needed<br /> No one network, merchant, affiliate, OPM, agency, or technology partner should control the outcome of this conversation<br /> Shape the future of the affiliate marketing industry with your valuable insight <br />
  15. 15. Best Practice<br />An industry wide best practice = a more meaningful conversation all stakeholders can participate in. Involve key organizations and groups in discussions: <br /> IAB – Interactive Advertising Bureau<br /> DMA – Direct Marketing Association<br /> PMA - Performance Marketing Association <br /> Affiliates<br /> Merchants <br /> Affiliate Networks<br /> OPMs<br /> Media Agencies<br />
  16. 16. Best Practice: What Would We Suggest?<br /> Do not dedupe against or give priority over affiliate traffic for:<br /> Brand search<br /> Post impression<br /> Do not paint (or track!) all affiliates with one brush<br />Plan ways to meet objectives with stakeholders<br /> They can give you insight before you make decisions about your deduplication policy and attribution models<br /> Inform stakeholders of changes to your deduplication policy and attribution models that will affect them prior to them occurring so affiliates can support your efforts<br />
  17. 17. Moving Forward: The Solution<br />Dedupe Right!<br />Collaboration to establish best practice, covering:<br /> Communication of major changes to stakeholders<br /> Common pitfalls to avoid<br /> Capabilities of technical providers<br /> Education, including white papers and case studies<br />
  18. 18. The Future<br />Other variables may be added to the mix.<br /> Offline channels<br /> Environmental factors<br />Use to our advantage to propel performance marketing forward. <br />
  19. 19. Take Action Now!<br />Claim your seat at the table. Please take action now to join the debate:<br /> Twitter – Start your own discussion, #DedupeRight<br /> LinkedIn Group – DedupeRight<br /> Performance Marketing Association – join the PMA and get involved! membership@performancemarketingassociation.com<br />
  20. 20. Thank you for listening!<br />Now what do you think?<br />
  21. 21. (Hint: The End is NOT Nigh!)<br />

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