The document discusses the importance of data in affiliate marketing, emphasizing demographic, purchase acquisition, attribution, and fraud data. It highlights strategies for understanding audiences, optimizing campaigns, and the necessity of transparency in sharing data with partners. Key takeaways include the significance of attribution, audience identification, and vigilance against fraud.

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