Posts tagged with Last Click Wins

Attributing value in affiliate marketing

For those working in affiliate marketing it genuinely feels after a handful of false dawns that our £4bn industry is at a crossroads, poised to develop genuinely more intelligent and intuitive commission modelling.

Affiliate marketing is at the coalface of online, premised on converting traffic to valid leads or confirmed sales. The past 15 years have seen a significant portion of online disciplines worked to cost per acquisition, falling within the remit of performance based marketing and rewarded on the same ‘last click wins’ discipline.

But as de-duplication becomes commonplace and analytics’ packages provide a wealth of data so the clamour for a ‘fairer’ reward system has gained momentum.

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We mustn’t let the cookies crumble

Everyone in our industry is looking for a better solution than the hoary old ‘last click wins’ payment model. Advertisers want the ability to measure their customers’ complete purchase journey and networks and publishers want to be able to prove the wider reaching value that they know that they provide.

Yet, while the industry should of course continue to explore and pioneer new systems, such as eBay’s Quality Click model or AgencyDMGs ‘Digital Brain’, we shouldn’t take our eye off the last click ball. 

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The changing model of online marketing attribution

For a number of years I have actively challenged the last click wins model when it comes to attributing value to an online marketing campaign.

I have experimented with various methodologies and eventually settled on the one I believe to be the most beneficial to the particular brand or campaign I am
working on.

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