(805) 233-7987

364 East Main St. Suite 444 Middletown, DE 19709

mobile-logo
Top

Webinar Replay: Integrating Affiliate Marketing into MMM

1
0
Webinars

Webinar Replay: Integrating Affiliate Marketing into MMM

Email, RSS Follow

Earlier this month the PMA Measurements and Insights Council hosted a webinar to help explain Media Mix Modeling (MMM) and the importance of integrating affiliate marketing into it. That video is now available for replay (Linkedin and YouTube)

Key Takeways

  • MMM uses statistical analysis linking marketing spend to business outcomes to measure channel effectiveness. It helps forecast results, allocate budgets efficiently, and calculate marginal costs per channel.
  • Affiliate is a full-funnel channel driving discovery, consideration, purchase, and advocacy.
  • Affiliate plays a vital role in the endorsement economy and provides marketing impact beyond direct clicks, which does not always get the credit it deserves.
  • Models often lack understanding of affiliate nuances, including: limited impression data, difficulty isolating individual partners, over-crediting to search channels, and complex multi-partner tracking
  • Best practices include breaking out affilaite subcategories, using exposure dates rather than payout dates, and providing robust data.
  • As an industry, we need to advocate for affiliate inclusion in MMM, collaborate with analytics teams, and emphasize affiliate’s full-funnel value.

Panelists

  • Tye DeGrange, Round Barn Labs
  • Amy Scanlon. Right Side Up
  • Michael Cole, Everflow
  • Courtney Bittelari, New Engen
  • Tricia Meyer, PMA (Moderator)

Thank you to everyone who participated–our panelists and our viewers who interacted live.

The following two tabs change content below.
My Twitter profileMy LinkedIn profile

Tricia Meyer

Tricia Meyer is an attorney and affiliate marketer. She is the founder and owner of Helping Moms Connect as well as the current Executive Director of the Performance Marketing Association. She is the co-owner and primary white wine drinker of the Wine Club Group.
No Comments

Sorry, the comment form is closed at this time.