Build a Better Program: Segmentation, Attribution & Motivation
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How to properly segment your affiliates, build appropriate attribution models, and motivate them to provide the value that you want.
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Build a Better Program: Segmentation, Attribution & Motivation
- 1. Segmentation, Attribution, and Motivation Brian Littleton Founder/CEO ShareASale SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 2. Attribution is a popular word! Overheard at every Industry Conference, every Board Room and every Vendor pitch. Let’s start by looking at the main problem identified. SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 3. The “Last Minute” Click AVG TIME Click to Commission VS. TO COMPLETE ORDER 10 Minutes 3 Minutes SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 4. The Turtle is in position to earn a commission as last click and is trumped by the Parrott at the last second. SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 5. How to correct? Major lines of thinking include •Remove Affiliates •First Click •Pay Per View Models SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 6. Remove Affiliates Masks the problem Leaves revenue on the table “Head in Sand” technique SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 7. First Click Reward Often utilized by Merchants. On the surface, it looks like a good way to reward the first person to send traffic. SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 8. First one in, keeps everyone else out. Encourages spam and click stuffing behaviour. Can result in simply random sale ownership. SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 9. What about View Tracking •Touted as a way to reward content sites who are othewise difficult to engage. •Activates on any view of the site as opposed to the user taking any action. SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 10. •Essentially is encouraged cookie-stuffing •Merchant has no real idea why / how a consumer came through this relationship. •Random sale ownership. SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 11. So what’s a better idea? •Let’s create a solution that is fair •Go back to history to remember the benefits… SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 12. Early Affiliate Marketing •One size fits all •Scale achieved by giving all people the exact same product thereby limiting the workload of an AM. •Not the reality of today. SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 13. Segmentation •Critical in developing a complex commission structure. •Track trends and manages positives/negatives SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 14. Attribution •Use behaviour and rules to determine commission SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 15. Examples: The “Last Minute” Click AVG TIME Click to Commission VS. TO COMPLETE ORDER 10 Minutes 3 Minutes SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 16. The Turtle is in position to earn a commission as last click and is trumped by the Parrott at the last second. SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 17. Scenario Building Coupons v. Content SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 18. Scenario Building Coupons v. Coupons SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 19. Things to look out for Contiguous clicks SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 20. Build the Rules “LeapFrog” SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 21. Build the Rules “Big Sale” Encourage an Affiliate to play to their individual strengths. SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 22. Scenario Building Not all about the Coupons! •2% Bonus from a certain recruitment source •Add $50 for a sale over $500 •Double commission for a new customer •Generate full commission for an affiliate tagged as “Coupon” utilizing a specific creative SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 23. You’ve created a Modern Affiliate Program •Uses real data to determine complex commission structure •No “blanket” decisions such as paying all coupon affiliates 2% or removing from the program. •Incentives affiliates to encourage the behaviour that you want. •Scales using technology and rules – not just because one size fits all. SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE
- 24. Questions and Discussion SEGMENTATION, ATTRIBUTION AND MOTIVATION – BRIAN LITTLETON FOUNDER/CEO SHAREASALE