1. Bertie Stevenson +44 (0) 7779 654 967 bertie.stevenson@tagman.com Driving greater effectiveness from your online spend

2. The Theory Understand what the cross over is between channels Set fair rules for deduplication Communicate with all the stakeholders Use an independent tag management system rather than internally crunching numbers yourself

3. Go beyond last click Event Campaign Detail Date Onsite activity Click Email New Year sale 14/01 direct www.pinkpyjamas.co.uk 14/01 Click Affiliate Network Partner X 23/01 Click PPC “comfy bedtime clothes” 24/01 £125 Click SEO “Pink Pyjamas” 24/01 Who gets the credit for this sale?

4. Go beyond last click Last Click Best Click Any Click £125 email 14/01 ? direct 14/01 £125 Affiliate 23/01 £125 PPC – non brand 24/01 The last click or view £125 £125 SEO - brand 24/01 Without deduplication, each ‘tracked’ campaign will report a whole sale and claim full commission The last or first click or view which has the highest campaign priority within the defined click or view window

5. Go beyond last click Priority Priority Priority email 14/01 5 5 5 direct 14/01 5 2 1 £125 Affiliate 23/01 5 5 5 Plus infinite permutations to optimise your deduplication rules £125 PPC – non brand 24/01 5 5 2 £125 SEO - brand 24/01 5 2 2 Dedupe all channels to last click Dedupe all CPA channels against clicks except direct to site, social and branded PPC and SEO Dedupe all CPA campaigns against email only

6. Case Study “It wasn’t about saving money, it was about optimising spend and performance along common-sense and well-researched paths to conversion”

7. The next step – multi click awarding Custom flat Linear £25 £10 £40 email 14/01 £25 £17.5 £15 direct 14/01 £25 £25 £15 Tradedoubler 23/01 £25 £32.5 £15 PPC – non brand 24/01 £25 £40 £40 SEO - brand 24/01 Credit shared equally between all campaigns in the path to conversion Credit shared lineally between channels sloping to either first or last click Credit shared against a custom attribution model defined by the client/agency