Affiliate Program Interactivity and Attribution
14
Affiliate Program Interactivity and Attribution Presented by: Mike Nunez
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This session will explain the challenges and potential solutions of affiliate programs and other multi-touch internet marketing channels. Experience level: Advanced Target audience: Merchants/Advertisers Niche/vertical: Attribution Mike Nunez, Co-Founder, AffiliateManager.com (Twitter @MikeNunez)
Transcript of Affiliate Program Interactivity and Attribution
Affiliate Program Interactivity and Attribution
Presented by: Mike Nunez
Agenda & Purpose
Twitter: #ASE12 @MikeNunez
Agenda
•Defining Attribution•Identifying Profitable Channels & Affiliates•Taking Action
PurposeIdentify which channels / affiliates are driving the most incremental value, rewarding them for it, and removing those that provide no value.
Attribution Explained
Twitter: #ASE12 @MikeNunez
14 Days
3 days ago Today15 days ago33 days ago
30 Days
Outside Introducer Influencer Closer
What is the Attribution Window?
A funny thing happened on the way to a sale.
You paid for all 4 of these clicks, but only one receives credit for the sale.
Exploring Attribution
Twitter: #ASE12 @MikeNunez
Outside Introducer Influencer Closer
Exploring Attribution
Twitter: #ASE12 @MikeNunez
Outside Introducer Influencer Closer
Exploring Attribution
Twitter: #ASE12 @MikeNunez
Outside Introducer Influencer Closer
Exploring Attribution
Twitter: #ASE12 @MikeNunez
Outside Introducer Influencer Closer
Exploring Attribution
Twitter: #ASE12 @MikeNunez
Outside Introducer Influencer Closer
Exploring Attribution
Twitter: #ASE12 @MikeNunez
Assisted vs. Last Click
Twitter: #ASE12 @MikeNunez
Outside Introducer Influencer Closer
Assisted = InfluencerLast Interation = CloserMost Merchants Credit Only the Last In.
Assisted vs. Last Click
Twitter: #ASE12 @MikeNunez
Outside Introducer Influencer Closer
Bonus – New Customers
Affiliate Only Statistics
Twitter: #ASE12 @MikeNunez
Based on a random 12,000 orders in a 3 month period for one Advertiser.
•44% of all transactions have a single referrer•88% of all transactions consist of five interactions or less•An average of 2.2 affiliate referrals drive a sale•54% of all affiliate interactions that ultimately lead to a sale are not the last click
Taking Action
Twitter: #ASE12 @MikeNunez
Next Steps:
•Tag affiliate links / channels with their ID as “campaign” in Google Analytics.•Identify if your network has an attribution solution. •Identify and Reward your high value affiliates / Channels.
Taking Action
Twitter: #ASE12 @MikeNunez
Questions?
Mike [email protected]/in/affmanTwitter.com/MikeNunez
