Track B - Advanced Metrics & Data for the Performance Channel
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– Next generation data that affiliate marketers can use to help justify the value of the channel -Emphasis on data often missing from traditional affiliate networks – What types of data can brands leverage to take their affiliate marketing to the next level Todd Crawford, VP Strategic Initiatives, Impact Radius
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Track B - Advanced Metrics & Data for the Performance Channel
- 1. Advanced Metrics and Data for the Performance Channel
- 2. ● Co-founder & VP Strategic Initiatives, Impact Radius: 2008 - present ● PMA Board Member: 2014 - present ● VP Sales & Business Development, Digital River, oneNetworkDirect : 2006 - 2008 ● Founding Team, Commission Junction: 1998 - 2006 Todd Crawford Welcome
- 3. Agenda 1. Setting the Stage 2. Moving Beyond Traditional Metrics 3. Holistic vs Siloed Views 4. Uncovering New Metrics and KPIs 5. Challenges 6. Takeaways
- 7. Historical Metrics Partner 1 234,567 8,820 3.76% £410,470 £32,838 £46.54 £10.95 Partner 2 321,249 13,525 4.21% £730,057 £58,405 £53.98 £11.09 Partner 3 98,745 5,707 5.78% £277,668 £22,213 £48.65 £11.22 Partner 4 57,422 3,572 6.22% £217,013 £17,361 £60.76 £11.15 Partner 5 75,890 2,550 3.36% £108,192 £8,655 £42.43 £10.82 Media Clicks Sales CR Revenues Spend AOV Total ROAS
- 8. Partner 1 234,567 8,820 3.76% £410,470 £32,838 £46.54 £10.95 Partner 2 321,249 13,525 4.21% £730,057 £58,405 £53.98 £11.09 Partner 3 98,745 5,707 5.78% £277,668 £22,213 £48.65 £11.22 Partner 4 57,422 3,572 6.22% £217,013 £17,361 £60.76 £11.15 Partner 5 75,890 2,550 3.36% £108,192 £8,655 £42.43 £10.82 Historical Metrics Media Clicks Sales CR Revenues Spend AOV Total ROASCR 3.76% 4.21% 5.78% 6.22% 3.36%
- 9. Partner 1 234,567 8,820 3.76% £410,470 £32,838 £46.54 £10.95 Partner 2 321,249 13,525 4.21% £730,057 £58,405 £53.98 £11.09 Partner 3 98,745 5,707 5.78% £277,668 £22,213 £48.65 £11.22 Partner 4 57,422 3,572 6.22% £217,013 £17,361 £60.76 £11.15 Partner 5 75,890 2,550 3.36% £108,192 £8,655 £42.43 £10.82 Historical Metrics Media Clicks Sales CR Revenues Spend AOV Total ROASAOV £46.54 £53.98 £48.65 £60.76 £42.43
- 14. Aligning Marketing Objectives and KPIs NEW CUSTOMERS PRODUCT ATTRIBUTION MARGIN/NET PROFIT PARTICIPATIONS DEVICE CONTRIBUTIONS UNIQUE CONVERSIONS DISCOUNTING TENANCY ROAS LATENCY LTV COMMON PATHS TO CONVERSION
- 15. ● How are you and other channels measured? ● What are the KPIs for your brand? ● What do you value most? Marketing Objective and KPI’s
- 16. Revenue Contributions Partner 1 £528,931 £118,462 £410,470 £20,647 29% 5% Partner 2 £850,881 £120,824 £730,057 £167,110 17% 23% Partner 3 £368,243 £90,575 £277,668 £71,500 33% 26% Partner 4 £279,014 £62,001 £217,013 £14,475 29% 7% Partner 5 £134,451 £26,258 £108,192 £11,025 24% 10% Media Participated Assisted Credited Unique Assistance Factor Unique Factor
- 17. Revenue Contributions Partner 1 £528,931 £118,462 £410,470 £20,647 29% 5% Partner 2 £850,881 £120,824 £730,057 £167,110 17% 23% Partner 3 £368,243 £90,575 £277,668 £71,500 33% 26% Partner 4 £279,014 £62,001 £217,013 £14,475 29% 7% Partner 5 £134,451 £26,258 £108,192 £11,025 24% 10% Media Participated Assisted Credited Assistance Factor Unique Factor Unique 29% 17% 33% 29% 24% Assistance Factor
- 18. Revenue Contributions Partner 1 £528,931 £118,462 £410,470 £20,647 29% 5% Partner 2 £850,881 £120,824 £730,057 £167,110 17% 23% Partner 3 £368,243 £90,575 £277,668 £71,500 33% 26% Partner 4 £279,014 £62,001 £217,013 £14,475 29% 7% Partner 5 £134,451 £26,258 £108,192 £11,025 24% 10% Media Participated Assisted Credited Assistance Factor Unique Factor Unique 5% 23% 26% 7% 10% Unique Factor
- 19. New Customers Partner 1 £410,470 £47,795 £362,674 11.6% Partner 2 £730,057 £17,811 £712,246 2.4% Partner 3 £277,668 £18,091 £259,577 6.5% Partner 4 £217,013 £22,545 £194,468 10.4% Partner 5 £108,192 £50,801 £57,391 47.0% Media Revenues New Customer Returning Customer Percent New
- 20. New Customers Partner 1 £410,470 £47,795 £362,674 11.6% Partner 2 £730,057 £17,811 £712,246 2.4% Partner 3 £277,668 £18,091 £259,577 6.5% Partner 4 £217,013 £22,545 £194,468 10.4% Partner 5 £108,192 £50,801 £57,391 47.0% Media Revenues New Customer Returning Customer Percent New 11.6% 2.4% 6.5% 10.4% 47.0% Percent New
- 21. Profit Margin Partner 1 £410,470 £164,188 £32,838 £213,444 52% Partner 2 £730,057 £240,919 £58,405 £430,734 59% Partner 3 £277,668 £74,970 £22,213 £180,484 65% Partner 4 £217,013 £88,975 £17,361 £110,677 51% Partner 5 £108,192 £37,867 £8,655 £61,670 57% Media Revenues COGs Spend Profit MarginProfit
- 22. Profit Margin Partner 1 £410,470 £164,188 £32,838 £213,444 52% Partner 2 £730,057 £240,919 £58,405 £430,734 59% Partner 3 £277,668 £74,970 £22,213 £180,484 65% Partner 4 £217,013 £88,975 £17,361 £110,677 51% Partner 5 £108,192 £37,867 £8,655 £61,670 57% Media Revenues COGs Spend Profit MarginProfit 52% 59% 65% 51% Profit Margin 57%
- 23. KPI Scorecard Partner 1 £410,470 11.6% 29% 5% 52% Partner 2 £730,057 2.4% 17% 23% 59% Partner 3 £277,668 6.5% 33% 26% 65% Partner 4 £217,013 10.4% 29% 7% 51% Partner 5 £108,192 47.0% 24% 10% 57% Media Revenues Assistance Factor Profit MarginUnique Factor 11.6% 2.4% 6.5% 10.4% 47.0% Percent New £ 29% 17% 33% 29% 24% Assistance Factor Unique Factor Profit Margin 5% 23% 26% 7% 10% 52% 59% 65% 51% 57%
- 24. KPI Scorecard Partner 1 £410,470 £47,795 £118,462 £20,647 £213,444 Partner 2 £730,057 £17,811 £120,824 £167,110 £430,734 Partner 3 £277,668 £18,091 £90,575 £71,500 £180,484 Partner 4 £217,013 £22,545 £62,001 £14,475 £110,677 Partner 5 £108,192 £50,801 £26,258 £11,025 £61,670 Partner 1 £410,470 11.6% 29% 5% 52% Partner 2 £730,057 2.4% 17% 23% 59% Partner 3 £277,668 6.5% 33% 26% 65% Partner 4 £217,013 10.4% 29% 7% 51% Partner 5 £108,192 47.0% 24% 10% 57% Media Revenues Assistance Factor Profit MarginUnique Factor 11.6% 2.4% 6.5% 10.4% 47.0% Percent New £ 29% 17% 33% 29% 24% Assistance Factor Unique Factor Profit Margin 5% 23% 26% 7% 10% 52% 59% 65% 51% 57% Media Revenues New Customer £ Assisted ProfitUnique
- 25. Aligning Marketing Objectives and KPIs NEW CUSTOMERS PRODUCT ATTRIBUTION MARGIN/NET PROFIT PARTICIPATIONS DEVICE CONTRIBUTIONS UNIQUE CONVERSIONS DISCOUNTING TENANCY ROAS LATENCY LTV COMMON PATHS TO CONVERSION
- 26. Challenges
- 27. Why Data Doesn’t Always Make Sense? ● Data discrepancies ○ Network vs Analytics ○ Biased data or viewpoints ● Intra-affiliate vs cross channel ● Last click crediting ● Commission splitting
- 28. Takeaways
- 29. Takeaways Identify and align KPIs
- 30. Takeaways Identify and align KPIs Track value to brand
- 31. Takeaways Identify and align KPIs Track value to brand Measure results uniformly
- 32. Takeaways Identify and align KPIs Track value to brand Measure results uniformly Optimize based on value to the brand