Attributing affiliate value: Looking beyond consumer journey position

The popularity of the already well-established affiliate channel continues to grow as part of the marketing mix. US affiliate spending will total $5.37 billion in 2017, according to an eMarketer report, a 12 percent increase over 2016’s $4.78 billion. The same report states one of the reasons for this growth is that it is highly measurable — a key characteristic of performance marketing as a whole.

However, the demands on affiliate marketers to accurately measure performance are becoming more sophisticated as the modern consumer journey becomes increasingly complex. As such, more marketers are realizing the importance of attributed measurement than ever before: Almost 60 percent of US marketers expect to carry out cross-channel measurement and attribution in 2017, according to a study.

As affiliate marketers look to measure performance across the whole consumer journey for a better understanding of the value of their work, more affiliate networks are promoting their own attribution capabilities. But what should you demand from your data?

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