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)

1. Attribution and Affiliate Marketing
Presented by:

2. Introductions
Todd Crawford: Co-Founder – Impact Radius

3. Introductions
Scott Kalbach: CEO – Avantlink

4. Introductions
Chris Kramer: Co-Founder - NetX

5. Introductions
Paul Schroader: President – PS Web Solutions

6. Attribution
Definition:
A model used to analyze consumer touch points
across all media channels and attribute value to
those sources

7. Attribution (cont.)
WHAT?

8. 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?

9. Sample Conversion Path
Mark gets a Christmas bonus!
Source: kids.britannica.com

10. Sample Conversion Path (cont.)
Mark’s New Year’s resolution is to get in shape

11. Sample Conversion Path (cont.)
Mark hears an ad for your Treadmill company on the radio
Buy our
Treadmill!
Source: kids.britannica.com

12. Sample Conversion Path (cont.)
Mark searches for your brand on Google

13. Sample Conversion Path (cont.)
Mark digs deeper at your site

14. Sample Conversion Path (cont.)
Mark forgets about you for a few days then sees this ad

15. Sample Conversion Path (cont.)
Mark decides he wants to compare brands
He finds a nice comparison chart on an affiliate site and
clicks through on various models
Source: www.treadmillreviews.net

16. 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

17. 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)

18. Sample Conversion Path (cont.)
Mark goes home and searches for treadmill coupons
online…he finds one through an affiliate site

19. Sample Conversion Path (cont.)
Mark completes the purchase on your site

20. Sample Conversion Path (cont.)
Mark is Happy!

21. Sales Analysis
Why did Mark buy?
What value is attributed to each
touch point?

22. Online Media Options
PPC Affiliate Natural Search
Retargeting Display CSEs

23. Conversion Funnel Samples

24. Conversion Path Scenario
1st IMP Paid
Display Ad Site Visit #1 Site Visit #2
Search
Retargeting Site Visit #3 CSE Site Visit #4
Ad
Coupon
Affiliate Site Visit #5 Conversion!

25. Don’t be scared
Some people think Attribution is Scary

26. Don’t be scared (cont.)
There are things much scarier…

27. Session Format
Open panel discussion
Focus on Affiliate Channel

28. Common Questions
Will attribution efforts cause more
problems than they solve?

29. Common Questions (cont.)
How profitable is the channel?

30. Common Questions (cont.)
How does it compare to other
channels?

31. Common Questions (cont.)
Who gets ultimate credit?

32. Common Questions (cont.)
Duplication Issues?

33. Common Questions (cont.)
Who are my best affiliates and
why?

34. Common Questions (cont.)
What is the value of Introducers,
Influencers and Closers?

35. Common Questions (cont.)
Once you’re able to illustrate the benefits
and value of each channel and/or partner,
then what?

36. Common Questions (cont.)
Data is always subject to interpretation
i.e. Blaming a coupon site instead of consumer behavior

37. Common Questions (cont.)
How might subjective interpretations
affect an affiliate?

38. Common Questions (cont.)
How might subjective interpretations
affect a merchant?

39. Common Questions (cont.)
How might subjective interpretations
affect an agency?

40. Contact Info
Todd Crawford: www.linkedin.com/in/toddcrawford
todd@impactradius.com
Scott Kalbach: www.linkedin.com/in/scottkalbach
skalbach@avantlink.com
Chris Kramer: www.linkedin.com/in/chriskramer
chris@netx.com
Paul Schroader: www.linkedin.com/in/paulschroader
pauls@pswebsolutions.com