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Track B - How adidas is Approaching Attribution for the Affiliate Channel

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– Focus on the entire customer journey instead of the affiliate channel on its own
– Move away from last click attribution
– Reward every affiliate based on its historical performance

Jelle Oskam, Co-founder & Partner, Odyssey
Mathies Overtoom, Global Manager Affiliates, adidas

Published in: Marketing
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Track B - How adidas is Approaching Attribution for the Affiliate Channel

  1. 1. AFFILIATE MARKETING CONSUMER JOURNEY ATTRIBUTION 07/02/2018
  2. 2. AGENDA 1. INTRODUCTION 2. THE FORT 3. THE CHALLENGE 4. THE MODEL 5. ODYSSEY 6. Q&A
  3. 3. INTRODUCTION Jelle Oskam (Odyssey) Mathies Overtoom (adidas) • Interim global affiliate manager adidas • Founder of Nubis Digital Agency • Founder of Odyssey • Global affiliate manager at adidas • Paid search at Nubis • Affiliate marketing at Nubis
  4. 4. 2015 - HOLD DOWN THE FORT
  5. 5. 5
  6. 6. 6 WHAT DID WE FIND? • Partners were not tracked on individual level • Performance based on last-click attribution • Partner conversion rates vs. Website average = X10 • Key performance drivers Coupon and Cashback • Over 2000 partners in the program • Set-it-forget-it Seems to good to be true
  7. 7. • Partners were not tracked on individual level • Performance based on last-click attribution • Partner conversion vs. Website average = X10 • Key performance drivers Coupon and Cashback • Over 2000 partners in the program • Set-it-forget-it • Too good to be true, then it probably is The need to revisit our strategy 13/07/15 8 TAKE A STEP BACK
  8. 8. BACK IN SHAPE THROUGH COMMON SENSE • Partner-level tracking • From 2000 to 25 best performing partners • Partner categorization • Drastically reduced commission rates on Coupon and Cashback partners • Placement-driven strategy • Affiliates as a push-channel
  9. 9. NEW INSIGHTS, NEW CHALLENGE • Overall performance kept on growing • Channel specific performance kept on growing • Enormous decline in cost • Coupon and Cashback as an always-on effort 13/07/15FOOTER / PRESENTATION NAME 10 The need to look beyond last-click
  10. 10. BEYOND LAST-CLICK • Intra-affiliate • Black box / Machine • Assumption based • Dependent of mighty 3rd party • Cross-channel • Clear and transparent • Start with what we know • Independent
  11. 11. Consumer journey (median) LENGTH Average touchpoint DENSITY Average touchpoint POSITION
  12. 12. Consumer journey (median) LENGTH Average touchpoint DENSITY Average touchpoint POSITION
  13. 13. Big data analysis 1. Suggested commission rate 2. Suggested media spend Maximum COS INPUT OUTPUT
  14. 14. THE SPEED OF MACHINE LEARNING WITH THE INSIGHTFULNESS OF THE HUMAN BRAIN DATA INSIGHTS ACTION Big data analysis through ODYSSEY Google Big Query Use the human brain
  15. 15. TAKE AWAYS Sometimes you need to take a step back to be able to take more than one step forward
  16. 16. Q A&
  17. 17. 24 CONTACTS Jelle Oskam (Odyssey) Mathies Overtoom (adidas) - Email : jelle@nub.is - Tel. : +316 15077889 - Email : mathies.overtoom@externals.adidas- group.com - Tel. : +316 34936451

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