de-duping: the great unknown in affiliate marketing
DESCRIPTION
De-duping affiliate sales against other channels is common practice, but what are the rules and how far is too far? Find out common practice and why we need an industry-wide best practice standard.TRANSCRIPT
Affiliate Summit West 2010
Deduping, the Great Unknown in Affiliate Marketing
Mary YoungHead of Account Management, AffiliateFuture Inc.
Transaction Deduplication
Deduplication of transactions across affiliate networks is widely known and commonly accepted.
Merchants engaging in multi-channel marketing are increasingly deduplicating their affiliate transactions against other channels to avoid paying multiple times for the same transaction.
Cross-Channel DedupingMerchants/agencies may dedupe affiliate transactions against other channels including:
Search Paid Natural
Display
Email Third party Internal
Other
The Problem
Lack of transparency Which channels are being deduped How affiliate traffic is being prioritized
Misallocated resourcesUnder/over performance of channels
Data will largely drive what becomes best practice, but it can’t stand alone. Stakeholders in the performance marketing industry must secure a seat at the table
Cross-Channel Deduping
Why is this important to you?
Now more prevalent and a higher priority
Performance based marketing requires optimization and this is an essential piece of the puzzle
Technology is evolving and attribution is becoming more sophisticated
Rise in Deduping Prevalence
Greater overall online marketing spend
Multi-channel marketing diversification
Growth of affiliate marketing as a key channel, also sharing space with more traditional e-marketing channels
Economy has forced merchants to cut spending, boost ROMI
Performance Marketing
CPS/CPL model means deduping directly impacts an affiliate program’s bottom line, affecting all types of affiliates if bundled together
Optimization is critical for affiliate programs. Relevant information needs to be communicated to make strategic decisions
Sustainability and growth of affiliate programs depends on performance
Evolving Technology
Manual deduplication – where companies match up reports post- transaction and reactively dedupe transactions.
Technical deduplication - agencies and major brands are most likely to depend on technology to proactively dedupe, whereby the relevant advertising tag is displayed.
Last click – a standard that advertisers/agencies are keen to shift away from Attribution – weighted credit/commissions
Evolving Technology
Third party proactive tagging providers: Atlas Doubleclick Mediaplex Tagman Other
Advertisers desire greater integration and transparency
Shifting towards increased flexibility for credit/commission prioritization and attribution
Interactive Attribution
Forrester defines this as:
The practice of measuring the correct partial value of each interactive ad that drove a desired outcome.
In performance marketing this translates to weighted commissions
Attribution Vendors
“ClearSaleing, Atlas, and Visual IQ lead the pack.”
- The Forrester Wave™: Interactive Attribution, Q4 2009 by Emily Riley
“… We can classify them [attribution touchpoints] into three roles: introducers, influencers and converters. Introducers are very good at bringing the brand to the user; influencers are good at keeping the user engaged and persuading further; and converters cause the user to do the desired action, like making a purchase.”
- Anto Chittilappilly is the President, Founder and CTO of Visual IQ
Attribution: Sample Report Weighted Commissions
A Shared Responsibility
Your voice is needed
No one network, merchant, affiliate, OPM, agency, or technology partner should control the outcome of this conversation
Shape the future of the affiliate marketing industry with your valuable insight
Best PracticeAn industry wide best practice = a more meaningful conversation all stakeholders can participate in. Involve key organizations and groups in discussions:
IAB – Interactive Advertising Bureau DMA – Direct Marketing Association PMA - Performance Marketing Association Affiliates Merchants Affiliate Networks OPMs Media Agencies
Best Practice: What Would We Suggest? Do not dedupe against or give priority over affiliate traffic for:
Brand search Post impression
Do not paint (or track!) all affiliates with one brush
Plan ways to meet objectives with stakeholders They can give you insight before you make decisions about your deduplication policy and attribution models
Inform stakeholders of changes to your deduplication policy and attribution models that will affect them prior to them occurring so affiliates can support your efforts
Moving Forward: The SolutionDedupe Right!
Collaboration to establish best practice, covering:
Communication of major changes to stakeholders
Common pitfalls to avoid
Capabilities of technical providers
Education, including white papers and case studies
The Future
Other variables may be added to the mix.
Offline channels
Environmental factors
Use to our advantage to propel performance marketing forward.
Take Action Now!
Claim your seat at the table. Please take action now to join the debate:
Twitter – Start your own discussion, #DedupeRight
LinkedIn Group – DedupeRight
Performance Marketing Association – join the PMA and get involved! [email protected]
Thank you for listening!
Now what do you think?
(Hint: The End is NOT Nigh!)