A How to Guide to Avoid Becoming an Attribution Bully

HOW TO AVOIDBEING A BULLY

Sarah Beeskow Blay

A HOW TO GUIDE:

Avoid Being an Attribution Bully

Yea Affiliate Marketing!

Why it matters.

AFFILIATE MARKETING• Uniquely paid on conversion• Other marketing channels have

upfront costs• Brand messages can be

reinforced through Affiliate relationships

Digital Native

1. An individual who was born after the widespread adoption of digital technology

2. Consumers between 16 and 35 years old

na·tiveˈnādiv/

dig·it·al /ˈdijidladjectivenoun

74%DON’T want brands

targeting them in Facebook feeds and

other social networks

65%TRUST online communities

including blogs

Sources: InternetRetailer.com | Harris Poll Study | NewsCred

WORD OF MOUTH MARKETING

Affiliate Marketing is the online version of…

TIME MACHINE

A quick trip down memory lane

FIRST CLICK WINS

90’s

FIRST CLICK ATTRIBUTION

• Encouraged spam & cookie stuffing

• No real incentive to close sale• Industry moved away from this

model 100% 0% 0% 0%

LAST CLICK WINS

00’s

LAST CLICK ATTRIBUTION

• Became industry standard• Affiliate last in the funnel WINS!• Does not account for mid-funnel

influencers

100%0% 0%0%

“Year of Affiliate Attribution”2013

HOW DID WE GET HERE?

CouponBlog

Review


9%

16%31%

Purchase Desire

1 Hour1 Day3 Days

Source: Content Creators are Underpaid, Representing Tremendous Opportunity for Advertisers


94%

Source: Content Creators are Underpaid, Representing Tremendous Opportunity for Advertisers

ATTRIBUTION• Gives Merchant ability to award

flexibly for valuable contributors• Grew out of a desire to recognize

and reward all who influence a sale

See Biff. Don’t be Biff.

HOW DO BULLIES FORM?

ATTRIBUTION

A Strategy to pay Affiliates less

is NOT

A way to reward Affiliates who are providing incremental value

ATTRIBUTION

IS

If you’re horrible to me, I’m going to write a song about it, and you won’t

like it. That’s how I operate.

TAYLOR SWIFTSINGER/SONGWRITER

7 STEPS:Avoid Being an Attribution

Bully

Give Credit Where Credit is Due

Reward for the efforts that are extended for your program.

1

REWARD

Changes are made to not reward Affiliates, but the relationship remains in tact.

1You might be a bully if...

REWARD

Continuing to partner with Affiliates that you will reward. For any others, decline.

1Combat being an attribution bully by...

In action example…

REWARD1

Coupon Tags = 0%

Coupon AffiliatesApproved

Affiliate Sees Partnership

Affiliate Sends Sales


REWARD1

Rally the Troops

Make a consensus as an organization

2

RALLY THE TROOPS

The Affiliates are not valued as highly as other marketing channels.


Involving all parties to come to an agreed upon common goal.

Combat being an attribution bully by...

Marketing

Tech / DevExecutives

RALLY THE TROOPS2


RALLY THE TROOPS2

Know Your Data

Be sure to have the analytics and insight on your end to ensure fair payouts.

3

KNOW YOUR DATA

You ignore internal data that helps show you where the customer comes from.


KNOW YOUR DATA

Use data to give a full picture of how your customers find you and reward accordingly.



KNOW YOUR DATA3

loss rate50%

Explore Options

One size does not fit all

4

EXPLORE OPTIONS

A strategy is implemented because it's what everyone else is doing.


EXPLORE OPTIONS

Asking questions, education yourself on what’s available, & implement the best fit for your program.



EXPLORE OPTIONS4


EXPLORE OPTIONS4

0%

Simplify

Avoid over complicating your attribution solution.

5

SIMPLIFY

You create an attribution solution that is difficult to achieve and works against the Affiliate.


SIMPLIFY

Creating clear, concise, and workable solutions.


7 Day Cookie$25 Services

$12.50 Products

1 Day Cookie30% Services10% Products

New Customers Returning

SIMPLIFY530 Day Cookie | 30% Services | 10% Products

SIMPLIFY52 MINUTES1

2 MINUTES

30 DAYS22 MINUTES

2 MINUTES310%

10%

50% Split

BLOGGERS

ALL AFFILIATES

COUPON

2 Minutes

50% Split

ALL AFFILIATES

10%

ALL

SIMPLIFY5

30 DAYS12 MINUTES10% ALL AFFILIATES

2 Minutes

50% Split

Play Fair

Create commissions that motivate your Affiliates.

6

PLAY FAIR

You're squeezing out credit and still expect Affiliates to be motivated.


PLAY FAIR

Giving credit where credit is due.


Affiliate Segmentation

PLAY FAIR6

30 DAYS

30 DAYS

1

2

VIP

ALL OTHER AFFILIATES

SALES

SALES

PLAY FAIR

30 DAYS

1 ALL AFFILIATESSALES

BLOGGERSALES

30 DAYS

2Commission Bump

Chit Chat

Provide Affiliates with the data they need to make informed decisions.

7

CHIT CHAT

Communication with Affiliates is unclear and / or non-existent.


CHIT CHAT

Helping Affiliates understand your strategy and clearly communicate potential hindrances.



CHIT CHAT7

0% 0% 0% 0% 0% 0% 0%

0% 0% 0% 0% X% 0% 0%

CHIT CHAT7Be a voice & advocate your success!

More than non-affiliate consumer

$7

Predicted Affiliate Marketing Spend In 2016

$4.5 BILLION

E-commerce purchases affected by Affiliate Marketing in 2016

Merchants running an Affiliate Program

14%

80%Sources: Forrester & Custora

THANK YOU!Sarah Beeskow Blay

[email protected]#6001

A How to Guide to Avoid Becoming an Attribution Bully

Business

Transcript of A How to Guide to Avoid Becoming an Attribution Bully