Improve Your Attribution Strategy and Keep Up With Your Customers

affiliate marketing podcastAre you an affiliate marketer looking to grow your search, affiliate marketing and attribution strategy? Do you want to drive consistent profitable sales growth for your business, and learn from the top online marketing experts?

Welcome to the Digital Strategy Insights podcast brought to you by All Inclusive Marketing, hosted by Sarah Bundy. Attribution tracking has changed dramatically for both brands and their affiliates, and for those who have kept pace with the changing landscape the rewards have been spectacular.

This week’s guest is Todd Crawford, the co-founder and VP of Impact Radius, a previous VP of business development at Digital Rivers and a specialist in guiding industry relations and strategic initiatives. He is also the proud winner of the Marketing Legend Award, which he won back in 2007.

Listen this week as your hosts discuss how to get the most of your affiliate marketing and attribution engagement, which platforms are the best for your business, and how to utilise them to their full potential.

Easy Peasey Attribution

Having a good hold on where your company stands with its attribution tracking and affiliate marketing is important in the digital marketing world. With Crawford being a household name in this field his advice is full of gems you can trust to help you with your attribution struggles. Affiliate marketing and attribution tracking is constantly changing and evolving, so if you want to keep up with your consumers demands and increase conversion it is important you jump in.

Do you have a company goal in mind with regards to attribution? If not, you need to. Being able to master attribution and successfully interpret data analysis will benefit your business. Fully understanding marketing touch points and the value they hold will ensure you keep up with demanding consumers and developments in technology.

Evolution is Key

Attribution is always evolving because consumers are demanding more. This means you need to keep on top of your affiliate marketing strategies and really understand how attribution affects you and your business. By having a clear goal and open dialogue with your third parties, agencies and marketing team means you will have a clear understanding of your attribution data. In this week’s podcast, Crawford will clear up common questions like:

  • Can you explain what attribution marketing is?
  • Why is attribution so important for my business?
  • Which elements of attribution tracking should I be paying most attention to?
  • Which click models should I focus on?
  • What best practices are there for attribution, and who needs to know?
  • Which is going to be the best platform for my business?
  • How is attribution evolving, what will it look like in 5 years?

These are questions even seasoned marketing pros want answering in order to boost their attribution tracking and affiliate marketing. Listening to all the advice Crawford has to offer will ensure you engage with your desired demographic and optimize your search and digital strategies through attribution.

Even the first baby steps with attribution marketing make a difference to your business. These wobbly steps are imperative to ensuring you and your business fully understand attribution changes and how they help your business. As your strategies develop, your attribution will become unique to you, which will in turn build a stronger relationship with customers and improve sales.

Do you want to optimize your attribution strategies, ensuring you reach out to the biggest audience you can? Are you tired of struggling to get to grips with attribution tracking? Get in touch with Todd Crawford at todd@impactradius.com, or visit their website at www.impactradius.com.

Invest 20 minutes now and learn how you can improve your performance with search, digital and attribution strategies with Sarah Bundy and Todd Crawford of Impact Radius. Want to reach out, engage, and convert new customers? Contact us at www.allinclusivemarketing.com or Facebook.com/trusttheexperts and Twitter @trusttheexperts.

Attribution Today: What Advertisers Need to Know

Attribution Tracking in Digital Marketing

Source: Adobe Attribution

Studying 11 different advertisers in the retail sector, here are some common “how to” best practices around attribution tracking strategy and execution:

Approaches:

  • Last click (still dominant)
  • Algorithmic
  • First click
  • Hybrid model

What’s included in the attribution model?

  1. Paid search/display
  2. Organic / non paid / social
  3. Affiliate / referral

Attribution timeframes commonly tracked:

  • 30 mins
  • Less than 6 hours
  • 7-24 hours
  • 25 hours – 7 days
  • 7-29 days
  • 30 days+

Only 8% of advertisers factor in viewability.

Attribution tracking has three parts:

  • Campaign management – tag management systems, ad servers, ad view-ability measurement.
  • Analytics – web analytics, attribution pure players (adclear, encore)
  • Consultants – agencies and management companies who interpret and manage this data effectively.

(more…)

Tag Management and the 5 Gears of Marketing Velocity

This is a live blog post from the Online Marketing Summit (#OMSummit) – Presented by Erik Bratt , VP Marketing of Tealium

tag management 5 steps best practices

What are tags?

A “Tag” is a javascrip code that allows you to integrate third party serves into your digital platform.

The average enterprise web site has 14 different vendor tags!. Tags are a huge problem:

  • Costly, time-consuming to manage
  • Slows down website performance
  • Slows down marketing efficiency

Tag Proliferation – common types of tags:

  • Web analytics
  • Search marketing
  • Ad serviing
  • Affiliate marketing
  • Testing
  • Behavioral targeting
  • Etc
Tag Management allows the marketer to manage a tagging platform without having to go to IT. Check out Tealium Tag Management Platform.

Understanding Attribution 101

attribution tracking

Source: PMA Blog on Attribution Part 4: The Numbers

The conversation about who to attribute which sale to  in the online world is an ongoing one. It’s extremely complex and there are an incredible amount of variables to consider, not to mention how to understand of the data once it’s properly collected. Not only do we need to consider different affiliates (especially if you run your program on multiple networks) but also which marketing channel actually contributed to the final sale.

Do you reward an affiliate if it was your PPC ad that closed them? What if your email campaign or a facebook contest ultimately won the customer over, even if the affiliate was the reason they found out about you in the first place? How do you measure that? Do affiliates get the same amount of commission if two or three affiliates were involved in the sale? How do you split it up, since your margins are on the line?

There are so many questions and even the most experienced people in the industry are still trying to figure out how to properly manage attribution. That being said, it’s at least important to understand what it is and some of the elements that impact it. (more…)

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