Getting Started with Affiliate Marketing Attribution in 2019

As we get further into 2019, Marketing Executives are trying to better understand their buyers’ journey and which marketing channels are contributing sales. They are trying to determine where and how to spend their marketing dollars in a way that drives the highest possible ROI, the most well defined cross channel transactions, and where their new customer acquisitions are really coming from.

In an effort to provide more clarity around what attribution strategies Marketing Executives should be looking at, I spoke with attribution expert, Anthony Clements, about what attribution really is, and how companies should be thinking about investing in it this year.

 

What is the difference between multi-channel and omni-channel attribution? 

It’s worth saying from the outset that these two phrases are used quite interchangeably in many aspects of digital marketing, which often creates a bit of confusion for marketers. The real difference between multi-channel and omni-channel from an attribution perspective is in the outcomes.

Multi-channel attribution seeks to measure how effective an individual marketing channel is at driving a conversion. By definition it’s conversion orientated, and helps marketers understand how important each channel is at getting customers to buy their products or services. It does this either by algorithmic or ‘place-in-the-chain’ models. Multi-channel attribution thinks more in terms of marketing channels like Display, Search, Affiliate etc than it does about the customer.

Omni-channel attribution seeks to measure how customer’s engage with a business, including different types of marketing, platforms like desktop or mobile, and will also generally look at offline engagements. For businesses that embrace the theory of omni-channel marketing – creating a single, unified commerce experience across all points of customer engagement, omni-channel attribution will help to properly understand customer journeys and also help to understand how the best / most profitable customers like to engage with a business.    

 

Example of a Click-to-Consume Path Analysis using attribution. Source: Impact

 

Why do you feel companies need to invest in attribution today?

Attribution feels like one of the slowest-burns in digital marketing. The technology and principles have been around a while, but adoption has been gradual. Adoption of digital attribution has accelerated over the last two years primarily because database technology has facilitated the advent of algorithm-driven attribution which uses data modelling to ‘score’ the effectiveness of channel engagement rather than the original ‘place-in-the-chain’ concepts which were ultimately quite biased. If a marketer favoured upper-funnel traffic then a first-click model would give them the results they wanted to see. Attribution is now more scientific and less open to individual bias.

Marketers are now being asked to invest their budgets in a range of large media platforms that all operate their own, siloed tracking ecosystems. Facebook Ads runs its own event and conversion tracking, as does Google Ads, as does LinkedIN Ads. It’s vitally important that marketers have the ability to scrutinise the results from these platforms using independent technology that helps them understand their relative importance to driving conversions, rather than simply analyse the results in isolation. Throw in a host of other marketing channels like other Display platforms, Affiliate, Email and then a variety of ways for customers to transact be it desktop, mobile web, mobile app or in-store…then the need to measure fractional contribution in ever-more complex customer journeys becomes obvious.

The industry also has a much greater handle on using attribution analysis to deliver meaningful results. Attribution doesn’t generate new traffic, and that often meant it was difficult for advertisers to justify the budget. Now, it isn’t uncommon for advertisers to redistribute up to 30% of their total spend based on new insight from an attribution model, so the outputs are powerful and actionable in a way they were not a few years ago.

 

Example of an affiliate attribution analysis, looking at "Initiator" (Top of Funnel), "Contributor" (Mid Funnel) and "Converter" (Bottom of Funnel) affiliate contributions. Source: Partnerize
Example of an affiliate attribution analysis, looking at “Initiator” (Top of Funnel), “Contributor” (Mid Funnel) and “Converter” (Bottom of Funnel) affiliate contributions. Source: Partnerize

 

What recommended next steps do you think companies should take in order to get true attribution set up correctly?

Like many digital marketing initiatives, setting up a data-driven attribution model is an iterative process. A company’s online marketing needs to be of a certain size and scope to really benefit from multi-touch attribution. This is primarily because a company needs to be ready to implement the spend and tactical marketing changes that should result from attribution analysis. We normally ensure a company is running at least three online advertising channels concurrently and is already using an online analytics solution like Google Analytics to collect and analyse customer journey data before we’d advise them to invest in attribution.

It’s also important to go into attribution work free of bias as to what channels or platforms are most valuable. This can be difficult for marketers with many years experience, but an open-mind is vital to ensuring attribution analysis is actionable.

With these things all in place the next step is to find a provider. Google and Adobe operate well-known enterprise level cross-channel attribution solutions, and VIsualIQ are highly regarded at the top end of the independent market. But these solutions are cost-prohibitive to many businesses. The market for independent attribution providers is growing fast with Fopsha, AttributionApp, Conversion Logic and in the affiliate space Impact and SingleView by ROEye all doing good things.

For businesses new to the space it can be resource intensive to find the right provider and then implement the right attribution model. Consultancy services like ours help companies navigate the ever-expanding vertical of digital analytics and attribution.

 

If you wish to contact Anthony for a full review of your multi-channel and omni-channel attribution options, you can contact him here, or contact All Inclusive Marketing for a full list of affiliate specific attribution solutions for your program this year.

Need Some Great Programs to Promote in Q4?

If you’re looking for some great programs to promote this season All Inclusive Marketing, a full service affiliate management company has the following programs in ShareASale that would be perfect for Q4.

 

Kiyonna

Kiyonna.com is a leader in the plus-size clothing industry. Kiyonna has styled curvy women with its collection of contemporary plus size dressesand separates since 1996. This modern yet feminine label offers styles exclusively in sizes 0x-5x

  • 8% Commission
  • 60 Day Cookie
  • Optimized Product Datafeed
  • Monthly Bonuses and Incentives
  • High Quality Banners
  • High Converting Deep Links

Sign up with Shareasale.

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DearFoams

Dearfoams.com offers consumers stylish accessory footwear, slippers and sleepwear products that are the most comfortable in the marketplace.

  • Up to 12% Commission
  • 60 Day Cookie
  • One Pair of Free Slippers per Affiliate for Review
  • Optimized Product Datafeed
  • Monthly Bonuses and Incentives
  • High Quality Banners
  • High Converting Deep Links

Sign up with Shareasale.

_______________________________________________________________________________

Blurb (Canada)

Blurb.com‘s platform makes it easy to design, publish, market, and sell your own professional-quality books using any of our free book making tools: Blurb Bookify™, Blurb BookSmart®, or our PDF to Book workflow. Blurb authors can use our free sharing and marketing tools, and post digital previews of their books on their blog, website, or Facebook page.

  • 15% Commission on all Sales
  • 60 Day Cookie
  • A variety of offers and banner creative available in English, Spanish, French, and Portuguese.
  • $10 affiliate referrals: Invite your website-owning and blogging friends to join Blurb’s affiliate program and earn $10 for each friend who’s approved.
  • Monthly affiliate promotions – like USD $250 for the first five affiliates who reach monthly volume target.
  • An average order size of nearly USD $90.

Sign up with Shareasale.

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Abe’s Market

Abesmarket.com is the online marketplace for great natural products. We connect buyers seeking amazing natural products with the people who make them.

  • Up to 8% Commission
  • 90 Day Cookie
  • Optimized Product Datafeed
  • Monthly Bonuses and Incentives
  • High Quality Banners
  • High Converting Deep Links

Sign up with Shareasale.

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Picaboo

Picaboo.com a premier provider of photo products. With Picaboo, anyone with digital photos can create beautiful photo products in seconds.

  • $1 for every new registered user, AND
  • 15% commission on sales*  AND
  • 90 return days for customers,
  • Also…
  • No minimum earnings payment release threshold.
  • Affiliate bonuses and promotions from time to time.
  • Ongoing access to new banners and creative.
  • Dedicated affiliate manager to help maximize your program.
  • We handle all the details from creation to ordering to shipping, as well as customer service.

*Coupon and deal sites will be examined on an individual basis for initial commission payouts. Picaboo does not pay on recurring sales. Affiliates do not earn commission on sales resulting from a daily deal or discount voucher redemption such as from Groupon or Living Social.

Sign up with Shareasale.

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Moringa Source

Moringasource.com provides the highest quality fair trade moringa products on the market, including powders, capsules, seeds, oils and more.

  • Up to 30% Commission
  • 60 Day Cookie
  • Optimized Product Datafeed
  • Monthly Bonuses and Incentives
  • High Quality Banners
  • High Converting Deep Links

Sign up with Shareasale.

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Shop Sunglasses

ShopSunglasses.com has the World’s Largest Sunglasses Store. They have the largest selection of authetic designer sunglasses anywhere on the net, with popular brands such as Ray Ban, Prada, Gucci, Burberry and more. They offer free standard shipping within the US and a lowest price & satisfaction guarantee.

  • 10% Commission on Sales Up To $2000 per Month
  • 12% Commission on Sales Over $2000 per Month
  • 90 Day Cookie
  • Bonuses and Incentives
  • Optimized Product Datafeed

Sign up with Shareasale.

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Eyeglasses123

Eyeglasses123.com sells the hottest and newest styles of discount designer eyewear from brands such as Ray Ban, Gucci, Prada, Burberry, D&G and more. They have a new Christmas section on their site as well as a new daily deal section that’s coming up in the next few days. They offer free shipping on orders over $99, a lowest price match guarantee and a great selection of eyewear for kids.

  • 10% Commission on Sales Up To $2000 per Month
  • 12% Commission on Sales Over $2000 per Month
  • 90 Day Cookie
  • Optimized Product Datafeed
  • Bonuses and Incentives

Sign up with Shareasale.

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Up & Riding

Upandriding.com was started in Hawaii, the surf capital of the world, with the goal of filling the demand of shoppers looking for a place to buy the latest hard to find kids clothes from various action sports brands.

  • 7% Commission
  • 60 Day Cookie
  • Contest, Prizes and Giveaway
  • High Converting Text Links
  • Optimized Product Datafeed

Sign up with Shareasale.

_______________________________________________________________________________

Leading Lady

rsing and Full Figured Plus Size Bras

Leading Lady sells some of the world’s most comfortable nursing and plus size bras. This 70 year old company offers outstanding value for full figured women and nursing mothers.

  • 11% Commission
  • 120 Day Cookie
  • High Quality Banners
  • High Converting Text Links
  • Optimized Product Datafeed

Sign up with Shareasale.

 

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Panic Away

Panic-away-program.com is helping thousands of panic and anxiety sufferers end their attacks for good!

  • 60% Commission
  • 60 Day Cookie Duration
  • Free product for review
  • High Quality Banners
  • High Converting Deep Links

Sign up with Shareasale.

Blurb Showcases Small Business Book Smarts

Whether you are a small startup or global corporation you have to find unique ways to get noticed. For the first time, Blurb.com allows individuals to self publish print and ebooks to reach target markets affordably and with a memorable twist.

Blurb’s free platform allows designers, corporations, affiliates, photographers, artists and hobbyists to showcase their work in beautiful book format. Imagine the impact of a table top book featuring your corporate story. Or a handbook showcasing your case studies – or perhaps the programs you promote.

Imagine you are an affiliate with an exclusive tracking identifier that distributes books to target readers to convert sales. Or you have an affiliate program what requires top bloggers to write about you to get noticed. How impactful would you be if they received a beautiful printed book or ebook featuring your company?

Blurb books are totally customizable, easy to create and absolutely affordable. Here are some examples of book ideas – made by you.

Beautiful.

If you’re a merchant and you want to stand out – take a few minutes to check out their platform and the possible outcomes you could have. If you are a professional and want to build your credibility through being a published author, now you can more affordably than ever.

How is the is different from Amazon? Blurb has a storefront that turns over 1.5 million original titles per year – and they don’t take a rev share. You do not have to create a barcode. You can mark it up, sell it through their storefront and keep 100% of the profit.

Books start as low as $5. Companies order 50 – 100K books at a time if they like, or one at a time if that works for them. Printing takes just 5-7business days.

If you are going to give this a try, here are some questions to help you get started:

  • What is your goal?
  • What is the theme?
  • Are the images related?
  • Do you have enough images / content for a book?
  • How many images do you need?
  • How will you make it memorable?

If you’re an affiliate and would like to make your own book, Blurb invites you to create your own book for free. Blog about it. Tweet about it. Facebook it. Re-sell it. Show the world what you did so they can do one too. There are many ways to capture your life’s ideas and stories while earning money for your family or driving more sales for your business.

If you’re not already a Blurb affiliate, you can join their ShareASale program here. We look forward to seeing your work.

 

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