In this edition of the Affiliate Buzz, host and Instructor of the Affiliate Marketers BootCamp, James Martell speaks with Todd Crawford, co-founder and vice president of Strategic Initiatives at Impact Radius, where he evangelizes the opportunities presented by a multi-channel approach to the performance model.
James and Todd discuss how attribution modeling and other cross channel insights can help more intelligently manage your affiliate program and thus help you discover which affiliates are driving the most traffic. Although aimed at advertisers and merchants, the episode offers information that affects affiliates marketers, too.
What Is Attribution and How Does It Affect My Commission?
Listeners may remember Todd from Affiliate Buzz #340, where he and James discussed transparency. This was the first time we were introduced to the multi-channel approach to the performance model.
Todd kicks off the episode by explaining the importance of attribution and revealing the biggest challenge for affiliate merchants.. Attribution is a road map for the path consumers take to make a purchase, which adds clarity to conversion crediting data.
From an affiliate point of view: we drive traffic to a site; traffic lands on the site; the consumer clicks through to the merchant. Now all kinds of things could get in the way, like retargeting on social media, email, paid advertisements. Attribution gives affiliate managers the big picture.
Using Attribution to Give Credit Where Credit Is Due
Todd recommends, as an affiliate manager, looking at revenue being driven over a given period (i.e. a month) versus individual transactions. Sophisticated tracking methods show which clicks hold the most value and allow affiliate managers to adjust commission rates accordingly.
In this episode you’ll also hear James and Todd discuss:
- Misconceptions with confusing crediting logic and attribution
- Where attribution modeling comes in and how it uses data to analyze different perspectives
- Two mistakes affiliate managers make and how that can affect their relationship with affiliate marketers
Todd will speak at Affiliate Management Days on the topic of “How to Make Attribution and Affiliate Management Work” and at Affiliate Summit East in New York about “How to Conduct a Social Media Audit”.
The episode wraps up with Todd and James discussing Impact Radius and products they offer.
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Impact Radius - http://www.impactradius.com/
Affiliate Buzz #340 - http://jamesmartell.wpengine.com/ab340
Affiliate Management Days - http://www.affiliatemanagementdays.com/
Affiliate Summit East - http://affiliatesummit.com/events/ase16-main/