Attribution and Affiliate Marketing Learn to Make it Work

Affiliate Summit East 2016

Attribution and Affiliate Marketing

THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE

Sara Weiss

highlighted all the way across

Sara Weiss

Center these images across the bottom

Sara Weiss

Algorithmic graph

Sara Weiss

4 for position based and 2 for time decay

W E L C O M E

● Founding Team, Commission Junction: 1998 - 2006

● VP Sales & Business Development, Digital River, oneNetworkDirect : 2006 - 2008

● VP Strategic Initiatives, Impact Radius : 2008 - present

Todd Crawford


During this session I will provide a simple explanation of how just a few attribution data points can be leveraged to optimize your affiliate program.

PRESENTATION OBJECTIVE

Provide information in the most simple and actionableway possible so you can get the most from this presentation - avoiding industry jargon and long winded explanations.

HOW CAN AFFILIATE MANAGERS EASILY LEVERAGE ATTRIBUTION DATA TO OPTIMIZE THEIR AFFILIATE

PROGRAM?

● Better understand the consumer journey (cross channel/device)

Through the adidas affiliate program, you will earn generous commissions by promoting a well-known, global brand and adidas’s wide variety of product offerings including shoes, apparel, accessories, and more.www.adidas.com/product1


HOW CAN AFFILIATE MANAGERS EASILY LEVERAGE ATTRIBUTION DATA TO OPTIMIZE THEIR AFFILIATE PROGRAM?


● Understand how affiliates interact with other channels



HOW CAN AFFILIATE MANAGERS EASILY LEVERAGE ATTRIBUTION DATA TO OPTIMIZE THEIR AFFILIATE PROGRAM?


● Understand how affiliates interact with other channels

● Properly rewarded affiliates for their contributions beyond last click



AFFILIATE CREDITING LOGIC

AFFILIATE TRACKING: CREDITING LOGIC

● Typically last click




● Usually has no cross channel data





● Should dedupe against other channels


SEO

SEM

Affiliate SEM

?d ?d ?d ?d





● Only one channel should ever get credit






● Only one channel should ever get credit

● Affiliate reporting = credited revenues


Sara Weiss

Show a performance by media report here

Sara Weiss

have revenue and spend column

Sara Weiss

10-15% of spend compared to the revenue - paid search will be number one

WHAT IS ATTRIBUTION


It is a way of determining the contribution or value of a channel across multiple conversions and journeys.

MODEL TYPES


First Click Last Click Position-based Linear Time Decay Algorithmic

5%

25%15%

45%

10%


✓ Introducers✓ Influencers✓ Closers


Attributed revenues = Modeled by attribution solution

NOW LET’S MAKE IT WORK!

EXAMPLE DATA SHOWING: ATTRIBUTED AND CREDITED REVENUES COMPARISONS


Affiliate Credited Revenues

Coupon $500,000

Loyalty $250,000

Content 1 $80,000

Content 2 $50,000

Content 3 $10,000




Attributed Revenues

Coupon $500,000 $250,000

Loyalty $250,000 $175,000

Content 1 $80,000 $92,000

Content 2 $50,000 $75,000

Content 3 $10,000 $20,000




Attributed Revenues

Δ

Coupon $500,000 $250,000 -50%

Loyalty $250,000 $175,000 -30%

Content 1 $80,000 $92,000 15%

Content 2 $50,000 $75,000 50%

Content 3 $10,000 $20,000 100%




Attributed Revenues

Δ Introducer Influencer Closer

Coupon $500,000 $250,000 -50% 1.4% 2.6% 96%

Loyalty $250,000 $175,000 -30% 10% 4% 86%

Content 1 $80,000 $92,000 15% 15% 17% 68%

Content 2 $50,000 $75,000 50% 19% 24% 57%

Content 3 $10,000 $20,000 100% 35% 50% 15%




Attributed Revenues

Δ Target Commission

Rate

Revised Commission

Rate

Coupon $500,000 $250,000 -50% 8% 4%

Loyalty $250,000 $175,000 -30% 8% 5%

Content 1 $80,000 $92,000 15% 8% 9%

Content 2 $50,000 $75,000 50% 8% 12%

Content 3 $10,000 $20,000 100% 8% 16%



Affiliate Credited Revenues Old Commissions New Commissions Δ

Coupon $500,000 $40,000 $20,000 -50.0%

Loyalty $250,000 $20,000 $12,500 -37.5%

Content 1 $80,000 $6,400 $7,200 12.5%

Content 2 $50,000 $4,000 $6,000 50.0%

Content 3 $10,000 $800 $1,600 100.0%

Totals $890,000 $71,200 $47,300 -33.6%


● Compared credited (affiliate tracked) to attributed (modeled) revenues.

● Determine which partners are over and under-valued.

● Adjust commission rates to align more closely with attributed values.

● Periodically re-run data and adjust when necessary (quarterly?).

SUMMARY

QUESTIONS?

THANK YOU