This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Affiliate marketing can generate new revenue opportunities. Explore how data provides insight into a campaigns performance and how to leverage data to make smarter digital investments.

1. 1
Affiliate Marketing:
Why Data Matters
Kristen Pulver
Director of Affiliate Marketing
Horizon Media, Inc.
Dave Stewart
Chief Technology Officer
CAKE

2. 2
Content
 Introduction
 Why data matters
 Implementing data
 Data transparency
 Optimization

3. 3
About
Dave Stewart
Chief Technology Officer
CAKE
Kristen Pulver
Director of Affiliate Marketing
Horizon Media, Inc.

4. 4
What Data Should Be Collected/Analyzed?
 Demographic/Technographic
Consumer Data
 Purchase acquisition information
 Campaign attribution
 Backend performance data
 Fraud scores

5. 5
Understand your audience
- CTA optimization
- Messaging
1 Determine where to
find your audience
2
Basic Consumer Demographic Insight

6. 6
Purchase Acquisition Data
 Understand consumer interests
 Leverage mechanisms for
retargeting
– Email, Ad Exchanges, etc…
 Gain insights into audience
segmentation from different
sources

7. 7
Attribution
 Customer Journeys + touchpoints
 Attributing credit to
“correct” sources
 Shared attribution models
equals greater accuracy

8. 8
 Lead generators:
– close rate
– milestones
 Retail:
– customer loyalty
– return purchases
 Subscriptions  lifetime value
 Cohort reporting
Client KPI’s

9. 9
Share Data with Partners
 Identify primary client KPIs
to determine quality
 Implement feedback loop

10. 10
Fraud
 Display/CPM fraud
 Click/CPC fraud
 Conversion/lead fraud

11. 11
Combat Fraud
 Crucial tools
 Greater transparency
 True business value

12. Key Takeaways
 Attribution: know your publishers & understand your
traffic patterns.
 Audience Identification & Targeting: let your media results
tell the story.
 Advertisers: identify quality indicators & provide vendor
level feedback. Ensure your buyers use this data.
 Fraud: be vigilant in holding publishers accountable.

13. 13
Thank you