This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York). Session description: This session will focus some of the most cutting-edge ways to increase your website or landing page’s conversion rate so you can advertise more effectively online.

1. Commission Splitting: to split or not to split, that is the question

2. ● Co-founder & VP Strategic Initiatives, Impact Radius:
2008 - present
● VP Sales & Business Development, Digital River,
oneNetworkDirect : 2006 - 2008
● Founding Team, Commission Junction: 1998 - 2006
Todd Crawford
W E L C O M E

3. Why do we want to split commissions
Challenges
Goals
Common Outcomes
AGENDA
Rewarding Contributions

4. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHY DO WE WANT TO SPLIT COMMISSIONS?

5. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHY DO WE WANT TO SPLIT COMMISSIONS?
● All other media is paid on contributions (not just
last click)
○ Display, social, search, etc.

6. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHY DO WE WANT TO SPLIT COMMISSIONS?
● All other media is paid on contributions (not just
last click)
○ Display, social, search, etc.
● Do we really know which affiliate or marketing
touch point caused the conversion?

7. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHY DO WE WANT TO SPLIT COMMISSIONS?
● All other media is paid on contributions (not just
last click)
○ Display, social, search, etc.
● Do we really know which affiliate or marketing
touch point caused the conversion?
● Some media partners are stronger last click
referrers (coupon, loyalty, retargeting) than others
like influencers and content review sites.

8. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHY DO WE WANT TO SPLIT COMMISSIONS?
● All other media is paid on contributions (not just
last click)
○ Display, social, search, etc.
● Do we really know which affiliate or marketing
touch point caused the conversion?
● Some media partners are stronger last click
referrers (coupon, loyalty, retargeting) than others
like influencers and content review sites.
● It seems like the fair thing to do.

9. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
CHALLENGES WITH SPLIT COMMISSIONS

10. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
CHALLENGES WITH SPLIT COMMISSIONS
● One size doesn’t fit all

11. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
CHALLENGES WITH SPLIT COMMISSIONS
● One size doesn’t fit all
● What about other paid channels?

12. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
CHALLENGES WITH SPLIT COMMISSIONS
● One size doesn’t fit all
● What about other paid channels?
● Fraud risk increases

13. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
CHALLENGES WITH SPLIT COMMISSIONS
● One size doesn’t fit all
● What about other paid channels?
● Fraud risk increases
● Will it drive more value?

14. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS

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MARKETING GOALS
● Grow revenues

16. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS
● Grow revenues
● Increase ROAS

17. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS
● Grow revenues
● Increase ROAS
● Improve margin

18. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS
● Grow revenues
● Increase ROAS
● Improve margin
● Increase AOV

19. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS
● Grow revenues
● Increase ROAS
● Improve margin
● Increase AOV
● Acquire new customers

20. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
MARKETING GOALS
● Grow revenues
● Increase ROAS
● Improve margin
● Increase AOV
● Acquire new customers
● Maximize ROI

21. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
COMMON OUTCOMES OF COMMISSION SPLITTING

22. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
COMMON OUTCOMES OF COMMISSION SPLITTING
● Spend is redistributed

23. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
COMMON OUTCOMES OF COMMISSION SPLITTING
● Spend is redistributed
● Revenues remain the same

24. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
COMMON OUTCOMES OF COMMISSION SPLITTING
● Spend is redistributed
● Revenues remain the same
● ROAS decreases

25. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
COMMON OUTCOMES OF COMMISSION SPLITTING
● Spend is redistributed
● Revenues remain the same
● ROAS decreases
● Poor ROI of resources

26. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
WHERE SHOULD WE INVEST TO MAXIMIZE OUR ROI?

27. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
HOW DO WE MAXIMIZE OUR ROI?
● Data driven decisions

28. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
HOW DO WE MAXIMIZE OUR ROI?
● Data driven decisions
● Drive more value - not just split commissions

29. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
HOW DO WE MAXIMIZE OUR ROI?
● Data driven decisions
● Drive more value - not just split commissions
● Less is more (80/20 rule)

30. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
HOW DO WE MAXIMIZE OUR ROI?
● Data driven decisions
● Drive more value - not just split commissions
● Less is more (80/20 rule)
● Communication

31. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS

32. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters

33. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters
● Some (not all) partners should be rewarded when
not the winner

34. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters
● Some (not all) partners should be rewarded when
not the winner
○ Contribution bonuses

35. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters
● Some (not all) partners should be rewarded when
not the winner
○ Contribution bonuses
○ CPC/Hybrid
$0.25/CPC
or
8% of sale

36. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters
● Some (not all) partners should be rewarded when
not the winner
○ Contribution bonuses
○ CPC/Hybrid
○ CPC
$0.25 CPC

37. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
REWARDING CONTRIBUTIONS
● Last click still matters
● Some (not all) partners should be rewarded when
not the winner
○ Contribution bonuses
○ CPC/Hybrid
○ CPC
● Measure and optimize partnerships, not the
channel

38. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
LET’S DISCUSS!

39. THIS PRESENTATION CONTAINS CONFIDENTIAL INFORMATION - DO NOT DISTRIBUTE
THANK YOU
todd@impactradius.com