Should Last Clicks Still Rule

Performance Marketing SummitMarch 12, 2013

Should Last Click Still Rule?Robert Glazer

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#PMS13 acceleration-partners.com

Last-in Does Not Have The Same Purpose

Then: Now:


Email Organic Search Display Affiliate Paid

Advertising Transaction

Follow the Clickpath

Understanding multi-touch attribution impacts how much that conversion is really costing you.

• There are often up to 5 touch points in a conversion

• Some channels are always showing up at the end of the transaction and consistently overlapping with other channels.


You have a lot of players on your marketing team who are working with consultants or employees in each of these areas

The Double Counting Problem

SEO Affiliates PPC

Email /CRM Display & Re-Targeting Social Media


Total Company Revenue:

$2MSEO: $1M

Affiliates: $1M

PPC:

$1MEmail / CRM:

$1M

Display & Re-

Targeting : $1M

Social Media: $1M

When 1+1+1+1+1+1 = 2

Everyone is taking credit for the same sale, each channel acts like the others do not exist


Email PPC

Affiliates

Organic Search

Display & Retargeting

Social

* Incremental Affiliate Sales

See What Analytics Can Show You

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Demand Generation vs. Interception

Scenario 1: Customer Buying

Commodity Product

Customer wants a toaster, they research and look for the best deal for the chosen model.

Loyalty/coupon sites can add value by affecting merchant selection.

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Demand Generation vs. Interception

Scenario 2: Customer Buying

Differentiated Product

Customer goes directly to the chosen merchant with purchase intent. They are either intercepted along the way or hop out of the cart before purchasing to look for an offer that may or may not exist.

For many branded, custom & differentiated products, coupon/loyalty sites likely do not play a role in the purchase decision.

• Forced Clicks• Cookie Stuffing

• Incorrect Offers• SEO or PPO Trademark

• Toolbars • Spyware


Multi channel attribution allows for performance pay outs based on the value of each channel in the customer funnel.

Valuing The Entire Funnel

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Sale! ($100)

Closing $25

Engaging

$25

Introducing

$50

Introducers: Content SitesBloggersShopping

Sites

Engagers: Social Media

Closers: ToolbarsCoupon sitesCRM

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How would it work for a baseball team that only valued a closer?

Overvaluing Last In Is Expensive & Misleading

Starting Pitchers• Content Sites• Bloggers• Shopping Sites

Bullpen• Social Media

Closers• Toolbars• Coupon Sites• CRM

$6,000,000Last Place NL East

No Playoffs

Heath Bell

$11,000,0003rd place NL East

No Playoffs

Jonathan Papelbon

$1,650,000Most Wins

Regular Season

Tyler Clippard

$1,570,000World Series Champions

Sergio Romo

Vs.

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Tiny Prints Example

• Individual order based attribution

• Lowered commission for partners with high channel overlap and cart based clicks

• Overwrite protection for content affiliates from coupon affiliates

• Increased commission for affiliates who drive top of funnel and brand awareness

• No toolbars

= High performance and loyalty from quality affiliates


Robert GlazerFounder & Managing Director

Acceleration Partners

[email protected]

www.acceleration-partners.com

@accelerationpar

Questions & Contact Info

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mailto:[email protected]

http://www.acceleration-partners.com/

Should Last Clicks Still Rule

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