An affiliate impact discussion with a focus on attribution, advanced tracking options and budget allocation. Topics: introducers, influencers and closers, assisted conversions, de-duplication, etc. Experience level: Advanced Target audience: Merchants/Advertisers Niche/vertical: Analytics Paul Schroader, President, PS Web Solutions, Inc. (Twitter @pswebs) (Moderator) Todd Crawford, Co-Founder, Impact Radius (Twitter @toddcrawford) Scott Kalbach, CEO, AvantLink.com (Twitter @scottkalbach) Chris Kramer, Founding Partner, NetX (Twitter @chrismkramer)

1. Affiliate Marketing’s Role in Media Plans
Presented by:
ASE 2012

2. Introductions
Introductions
Chris Kramer – Co-Founder - NetX
Todd Crawford – Co-Founder – Impact Radius
Scott Kalbach – CEO – Avantlink
Paul Schroader – President – PS Web Solutions

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

4. 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?

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

6. Conversion Funnel Samples

7. 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!

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

9. Don’t be scared (cont.)
There are thing much scarier…

10. Session Format
Open panel discussion
Focus on Affiliate Channel

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

12. Common Questions
How profitable is the channel?

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

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

15. Common Questions (cont.)
Duplication Issues?

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

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

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

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

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

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

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

23. Additional Resources
PMA
• http://performancemarketingassociation.com/attribution-part-1-the-
concepts
Econsultancy
• http://econsultancy.com/us/blog/10288-companies-struggling-to-
perform-attribution-and-online-offline-measurement