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This panel will discuss the concepts of attribution and why it matters to affiliate marketers. We’ll cover attribution models, conversion path analysis and data interpretation’s impact on affiliates. Experience level: Intermediate Target audience: Merchant/Advertiser Niche/vertical: Attribution Paul Schroader, President, PS Web Solutions, Inc. (Twitter @pswebs) (Moderator) Todd Crawford, Co-Founder, Impact Radius (Twitter @toddcrawford) Chris Kramer, Founding Partner, NetX (Twitter @ChrismKramer) Scott Kalbach, CEO, AvantLink.com (Twitter @scottkalbach)
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Attribution and Affiliate Marketing
Presented by:
Introductions
Todd Crawford: Co-Founder – Impact Radius
Introductions
Scott Kalbach:CEO – Avantlink
Introductions
Chris Kramer: Co-Founder - NetX
Introductions
Paul Schroader: President – PS Web Solutions
Attribution
Definition:
A model used to analyze consumer touch points across all media channels and attribute value to those sources
Attribution (cont.)
WHAT?
Attribution (cont.)
How many ads did they see?
Over what period of time?
How did those ads influence the conversion?
What were the actual costs of the conversion?
Sample Conversion Path
Mark gets a Christmas bonus!
Source: kids.britannica.com
Sample Conversion Path (cont.)
Mark’s New Year’s resolution is to get in shape
Sample Conversion Path (cont.)Mark hears an ad for your Treadmill company on the radio
Source: kids.britannica.com
Buy our Treadmill!
Sample Conversion Path (cont.)Mark searches for your brand on Google
Sample Conversion Path (cont.)Mark digs deeper at your site
Sample Conversion Path (cont.)Mark forgets about you for a few days then sees this ad
Sample Conversion Path (cont.)Mark decides he wants to compare brands
Source: www.treadmillreviews.net
He finds a nice comparison chart on an affiliate site and clicks through on various models
Sample Conversion Path (cont.)Mark decides on one of your models, but with it being a large purchase decides to try it before he buys it
Image source: treadmillfactory.ca
Sample Conversion Path (cont.)Mark decides he likes another model better and does a price check on his phone (Wow…it’s $100 cheaper online)
Sample Conversion Path (cont.)Mark goes home and searches for treadmill coupons online…he finds one through an affiliate site
Sample Conversion Path (cont.)Mark completes the purchase on your site
Sample Conversion Path (cont.)Mark is Happy!
Sales Analysis
Why did Mark buy?
What value is attributed to each touch point?
Online Media Options
PPC
Retargeting CSEs
Natural SearchAffiliate
Display
Conversion Funnel Samples
Conversion Path Scenario
1st IMP Display Ad Site Visit #1 Site Visit #2
Site Visit #3 Site Visit #4
Conversion!Coupon Affiliate Site Visit #5
CSERetargeting Ad
Paid Search
Don’t be scared
Some people think Attribution is Scary
Don’t be scared (cont.)There are things much scarier…
Session Format
Open panel discussion
Focus on Affiliate Channel
Common Questions
Will attribution efforts cause more problems than they solve?
Common Questions (cont.)
How profitable is the channel?
Common Questions (cont.)
How does it compare to other channels?
Common Questions (cont.)
Who gets ultimate credit?
Common Questions (cont.)
Duplication Issues?
Common Questions (cont.)
Who are my best affiliates and why?
Common Questions (cont.)
What is the value of Introducers, Influencers and Closers?
Common Questions (cont.)
Once you’re able to illustrate the benefits and value of each channel and/or partner, then what?
Common Questions (cont.)
Data is always subject to interpretationi.e. Blaming a coupon site instead of consumer behavior
Common Questions (cont.)
How might subjective interpretations affect an affiliate?
Common Questions (cont.)
How might subjective interpretations affect a merchant?
Common Questions (cont.)
How might subjective interpretations affect an agency?
Contact InfoTodd Crawford: www.linkedin.com/in/toddcrawford
Scott Kalbach: www.linkedin.com/in/scottkalbach
Chris Kramer: www.linkedin.com/in/chriskramer
Paul Schroader: www.linkedin.com/in/paulschroader
