Affiliate programs are getting a new look as brands get smarter about attribution. Find out today’s rules for attribution, determining affiliate value, and new ways to optimize an affiliate base.

1. Should Last Click Still Rule?
Robert Glazer
Performance Marketing Summit
March 12, 2013

2. Last-in Does Not Have The Same Purpose
Then: Now:
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3. Follow the Clickpath
Understanding multi-touch attribution impacts how much
that conversion is really costing you.
Organic Paid
Email Display Affiliate Advertising Transaction
Search
• There are often up to 5 touch points in a conversion
• Some channels are always showing up at the end of the
transaction and consistently overlapping with other
channels.
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4. The Double Counting Problem
You have a lot of players on your marketing team who are working
with consultants or employees in each of these areas
SEO Affiliates PPC
Email /CRM Display & Re-Targeting Social Media
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5. When 1+1+1+1+1+1 = 2
Everyone is taking credit for the same sale, each channel
acts like the others do not exist
PPC: Email / CRM:
$1M $1M
Display &
Affiliates:
Re-Targeting
$1M
: $1M
Total
Company
Revenue:
Social Media:
SEO: $1M
$2M $1M
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6. See What Analytics Can Show You
Email PPC
Social
Affiliates
Display &
Retargeting
Incremental Affiliate Sales
Organic
Search
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7. Demand Generation vs. Interception
Scenario 1: Customer wants a toaster, they research and
Customer Buying look for the best deal for the chosen model.
Commodity Product
Loyalty/coupon sites can add value by
affecting merchant selection.
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8. Demand Generation vs. Interception
Customer goes directly to the chosen merchant with
Scenario 2:
purchase intent. They are either intercepted along the
Customer Buying way or hop out of the cart before purchasing to look for
Differentiated Product an offer that may or may not exist.
For many branded, custom & differentiated
products, coupon/loyalty sites likely do not play a
role in the purchase decision.
• Toolbars • Spyware
• Forced Clicks • Incorrect Offers
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• Cookie Stuffing • SEO or PPO Trademark
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9. Valuing The Entire Funnel
Multi channel attribution allows
for performance pay outs based
on the value of each channel in Introducing
the customer funnel. $50
Engaging
Introducers: Content Sites $25
Bloggers
Shopping Sites Closing
$25
Engagers: Social Media
Closers: Toolbars
Coupon sites
CRM Sale! ($100)
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10. Overvaluing Last In Is Expensive & Misleading
How would it work for a baseball team that only valued a closer?
Starting Pitchers Bullpen Closers
• Content Sites • Social Media • Toolbars
• Bloggers • Coupon Sites
• Shopping Sites • CRM
Jonathan Papelbon Heath Bell Tyler Clippard Sergio Romo
Vs.
$11,000,000 $6,000,000 $1,650,000 $1,570,000
3rd place NL East Last Place NL East Most Wins World Series
No Playoffs No Playoffs Regular Season Champions 9
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11. Tiny Prints Example
• Individual order based attribution
• Lowered commission for partners with high channel overlap
and cart based clicks
• Overwrite protection for content affiliates from coupon affiliates
• Increased commission for affiliates who drive top of funnel and
brand awareness
• No toolbars
= High performance and loyalty from quality affiliates
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12. Questions & Contact Info
Robert Glazer
Founder & Managing Director
Acceleration Partners
rglazer@acceleration-partners.com
www.acceleration-partners.com
@accelerationpar
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