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Affiliate Marketing: Why Data Matters

Kristen Pulver Director of Affiliate Marketing Horizon Media, Inc.

Dave Stewart Chief Technology OfficerCAKE

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Content

Introduction Why data matters Implementing data Data transparency Optimization

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About

Dave StewartChief Technology Officer CAKE

Kristen PulverDirector of Affiliate MarketingHorizon Media, Inc.

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What Data Should Be Collected/Analyzed? Demographic/

Technographic Consumer Data

Purchase acquisition information

Campaign attribution Backend performance

data Fraud scores

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Understand your audience

- CTA optimization- Messaging

1 Determine where to find your audience

2Basic Consumer Demographic Insight

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Purchase Acquisition Data

Understand consumer interests Leverage mechanisms for retargeting

– Email, Ad Exchanges, etc… Gain insights into audience segmentation from different sources

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Attribution Customer Journeys +

touchpoints Attributing credit to

“correct” sources

Shared attribution models equals greater accuracy

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Lead generators: – close rate– milestones

Retail: – customer loyalty– return purchases

Subscriptions lifetime value Cohort reporting

Client KPI’s

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Share Data with Partners

Identify primary client KPIs to determine quality

Implement feedback loop

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Fraud

Display/CPM fraud Click/CPC fraud Conversion/lead fraud

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Combat Fraud

Crucial tools Greater transparency True business value

Key Takeaways

Attribution: know your publishers & understand your traffic patterns.

Audience Identification & Targeting: let your media results tell the story.

Advertisers: identify quality indicators & provide vendor level feedback. Ensure your buyers use this data.

Fraud: be vigilant in holding publishers accountable.

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Thank you