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It's well known that the affiliate channel works on a cost per acquisition (CPA) model, meaning that when the desired action is completed, be it a sale, lead or quote, the affiliate is paid.
To be able to attribute the sale to an affiliate there needs to be an agreed metric by which a sale can be attributed.
Typically this is a 'last click wins' model: if the last click is attributed to a particular publisher then they receive the commission.
Over 100 senior marketers attended our inaugural roundtable event in Hong Kong last month.
They deftly explored and shared nimble ways to utilise the very latest digital marketing ideas and techniques in order to better equip themselves for their future endeavours.
Some were intent on making stronger inroads into mainland China, others were planning on taking full advantage of the small but also highly lucrative local Hong Kong marketplace (a jewel in the China crown), and for a fair number it was to better hone their abilities and skills to market across the whole APAC region.
On Tuesday, I posted a first half summary of the Econsultancy Hangout I participated in with Jim Sterne and Tom Cunniff (moderated by Econsultancy’s Stefan Tornquist) on Measurement, Analytics, and Attribution.
Rather than summarize the entire second half of the Hangout, I wanted to focus part two on a great discussion we had on changing incentive structures to create an organizational culture of integrated digital marketing and attribution.
The hangout featured Tom Cunniff from ANA Digital Marketing Committee, Jim Sterne of eMetrics Marketing Optimization Summit, and Jon Baron of Tagman.
Here's a breakdown of what was discussed:
Dan Robinson is Attribution Manager at Havas Media, a digital media agency based in London. Here he gives us a glimpse into his role.
If you're looking for a new challenge, or want to break into the digital industry, then check out the hundreds of digital jobs listed on our recruitment site.
Econsultancy recently held a joint roundtable with Accenture in Singapore on April 4 covering Content, Marketing ROI/Attribution and social media.
The power of roundtable discussions lies both in the diversity of companies grouped around a single table, from B2B to B2C or from local minnow to global brand, as well as the transparency and range of the conversation.
The joint Accenture Interactive and Econsultancy roundtable was no exception, with over 25 companies represented from a mixture of multi-national, to local innovator and from B2C to government sector.
Having worked almost exclusively with retail websites for the last four years, I’ve spent a lot of time analysing data for different channels and trying to attribute value to specific marketing campaigns and projects.
Whilst doing this I’ve found a number of fairly obvious (only when you really think about it) potential threats to everyday attribution that I wanted to share.
At the end of 2012, Google introduced some genuinely cool changes to its Analytics products.
These were the kind of changes that get whoops from the audience when announced at the Google event in California (although in the UK the reception was predictably more… British).
The big thing is a new tracking method: user-centric, multi-sessional, multi-device tracking...
Most ecommerce businesses invest in a range of digital marketing channels, so working out the exact attribution and ROI can be incredibly complex.
For example, the importance of search can often be overstated, as that tends to be the last step on the path to conversion.
To try to develop a better understanding of its marketing attribution, Air New Zealand began using a tag management system two years ago.
The ecommerce team found that the assumptions and investments that it made based on a last-click model were hugely inaccurate, particularly when it came to display.
To find out more about how tag management impacted Air New Zealand’s attribution model, I spoke to UK and continental Europe online channel manager Chris Allison...
There are a few times when we realize that a certain technology is going to change everything about our lives: the first time we used a cell phone, received an email, searched the Internet or downloaded a song. This past Black Friday was the day we realized that mobile shopping would have just that sort of impact.
On Black Friday 2012, one out of every four dollars spent online at retail websites came from a mobile device. This amounts to more than $300 million dollars in one day alone. For those retailers who’ve already embraced mobile, it was a day of celebration, a culmination of their hard work and foresight. For retailers who didn’t get their share of this new mobile world, it’s a wake-up call: Get with the mobile program, or have consumers leave you behind.
Marketing has taken another large turn in its evolution cycle during 2012. The growth of digital and social, the maturing nature of search marketing, and the growth and relationship with content marketing opens up more opportunity for the CMO.
However, with it comes a certain level of complexity when looking at how to structure, attribute, and measure marketing campaigns across your organization.
I have been working with CMOs and CEOs for the past 10 years and suffice to say every marketer has their own model. Some are traditional, others digitally focused, some are brand and product focused, and others are pure content marketers or SEO consultants.
The common challenge they all face is attribution in a multitude of formats.
Attribution is not just an apt term to describe digital marketing interaction.
Two important online retail trends have seemingly emerged thus far this holiday shopping season. One: mobile is here. The other: social as a channel isn't a player.
While few would dare dispute the former, some are not quite ready to buy into the notion that social's impact is barely visible.