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Author: Jamie

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affiliate marketing, attribution

In my last blog post I discussed several reasons why multi-touch attribution models, and the different commission philosophies that will spring from that, should raise the hackles of affiliates. If you haven’t read it yet, check it out here.

If you have no idea what I’m talking about, check out this PMA post from Lisa Picarille on Attribution.

So why should affiliates embrace multi-touch attribution? There are many reasons why, but allow me to address the ones that I think are most important.

IT’S HAPPENING WITH OR WITHOUT YOU

A little harsh, I know, but it’s true. This is happening whether affiliates and our industry embraces it or not. So you can be part of the conversation or deal with the consequences of your business and our industry not being a part of the discussion. Learn about this concept, ask your advertisers about it, and become their go-to-guy for this type of information. You’ll be better positioned to offer assistance and ensure accurate commissions for you in the future.

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affiliate marketing, attribution

Each year brings new opportunities and threats to the affiliate space. In the last 12 months, we’ve seen a real push by retailers for multi-touch attribution models that will afford them more insight into the omni-channel journey of their customers and will allow them to more efficiently allocate resources (read budget) amongst all their channels. The affiliate marketing channel included.

multi-touch-attribution-models

Last month, our VP of Global Performance Marketing was attending the Linkshare event in the UK when this concept was brought up. To say the affiliates in attendance were upset may be an understatement. Their reactions were a catalyst for a detailed discussion internally about how the affiliates feel and what they should do about, and for this blog post.

Should affiliates be “up in arms” and scared about the coming mulit-touch attribution models? Concern is definitely warranted and in this blog post I’ll outline some reasons why affiliates should be on high alert. In the second post of this series, I’ll outline why affiliates shouldn’t riot in the streets and how/why they can be much more involved in these initiatives. So affiliates, I’m going to scare ya, then talk you off the ledge with some great ideas. So bare with me through both of these articles.

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Guest Posts, incrementality, metrics

JebCommerce is a Corporate Member of the Performance Marketing Association.

What is IncrementalityI have the distinct honor of serving on the Measurements and Insights Council of the PMA with some of the industry’s best and brightest.

Our conversations and activities many times center on how can the PMA, it’s members and this particular committee provide better data and insight on our industry to allow advertisers, publishers, agencies and networks do their job better, but also represent the channel more effectively and defend the sales attributed to it. It’s conversations like these that I love.

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