This document discusses Roivenu, an attribution vendor that has experienced 420% yearly growth. It highlights their award-winning platform and client success stories. The main challenges discussed are the limitations of last-click attribution and a lack of data at the publisher level. Roivenu addresses these challenges through their ecosystem, which includes sorting campaigns by ROI, determining reallocation, checking for saturation, and tracking results. Their process helped Axa Assistance optimize affiliates and increase ROI by 180% by going beyond last-click attribution.
EBE 2019 - How AXA increased ROI on affiliates by 180%
1.
2. ROIVENUE
#1 ATTRIBUTION VENDOR IN CEE
420% Y/Y GROWTH
AWARD WINNING PLATFORM
WELL FUNDED
TOP5 Czech
startups 2018
From 400 applicants
Performance
Diamonds CEE
1st place - Performance
Technology of the Year
Microsoft Partners
Awards
2nd place in the category
Marketing and e-tail
Marketing
Grand Prix
1st place + special rating
ROI king
4. ATTRIBUTION IS
NO. 1 PRIORITY
FOR CMOS
GLOBALLY
74% of marketers say
improved measurement &
attribution
is a priority.
5. “Attribution enabled us to optimize our
affiliate publishers portfolio. Thanks to
the optimization we increased
our ROI by 180 %.”
LUKÁŠ PŘIKRYL
CMO Axa Assistance
20. But what if you don't have
enough data for a proper Attribution?
21. THE BEGINNING
1
AXA Assistance was looking
for new digital channels as a
source of new growth
2
Publishers were already
turning to them on an
ad hoc basis
3
Didn‘t want to commit
resources to build its own
solution so they decided to
go with an existing network
22. EXPECTATION VS REALITY
● BEAUTIFUL CONTENT
● RICH WEBSITES
● COUPON AGGREGATORS
● DISCOUNT OUTLETS
● AFFILIATES PICKING COUPONS FROM DIRECT MAILS
● FRAUDULENT APPS
23. “When coupon sites start picking up your
direct mails and mess your retail price,
you know you have a problem”
24. THE REAL COST OF AFFILIATES
15%
Commission
EUR 1.500
Invoice
EUR 10.000
sales
25. THE REAL COST OF AFFILIATES
CoS
68%
Out of the EUR 10.000 billed
only EUR 2.150 could be attributed
to “Last click Affiliate”
15%
AFFIL
26. SITUATION AT A PUBLISHER LEVEL
80% LAST CLICK AFFIL
Publisher 1
3% LAST CLICK AFFIL
Publisher 2
28. TAKING IT ONE STEP FURTHER
STEP 1
Rudimentary analysis done
STEP 2
The most obvious sinful
publishers thrown out of
the mix
STEP 3
MIR already improved
STEP 4
The problem was the method
(last click Affil vs. last click non
Affil) was just a very crude
proxy for knowing whole
customer journeys and the
full mix of channels in them
1: ANALYSIS
2: WEEDING OUT
3: IMPROVEMENT
4: Solution
29. Not enough data on a publisher level
to do a full-blown Data-driven Attribution
THE CHALLENGE
30. AFFIL IN A CLOSING ROLE
Participation of other channels increases your MIR. At the same time, Affil is only in a
closing role here so it is cannibalizing the work (and spend) of other channels.
AdWords click Facebook click ConversionAffil
31. AFFIL OPENING NEW PATHS
Participation of other channels increases your MIR. At least Affil is
opening new paths that eventually bring in paying customers.
Affil AdWords click ConversionFacebook click
32. AFFIL ROCKS
If no other channel participated in the customer journey
we can be sure Affil deserves all the credit.
Affil ConversionAffil
35. TAKEAWAYS: WHAT TO DO NOW
Don't limit yourself
to play only with the
two variables that
are offered to you by
your Affiliate
network
1
Know your real MIR
and set that as a KPI
before any
optimization
2
You can start with an
easy Last click
analysis in Google
Analytics
3
Take it a step further
with Data Driven
Attribution Approach
or at least a Full
Customer Journey
Analysis
4
37. GET IN TOUCH
Contact us to learn more about how
ROIVENUE™ can take the guesswork out
of marketing ROI.
We’re happy to schedule a demo for
your
entire team!
HELLO@ROIVENUE.COM
+420 721 881 783
ROIVENUE.COM
Editor's Notes
The fact that you have to reward affil publisher by giving up part of your margin to them is obvious. But look past that. Affiliate program is part of your whole marketing mix, which is comprised of many other channel - both paid and unpaid.
Next think about the role an affiliate should play in this mix. You are doing all you can to create your own customer audience. And affiliates should work around its edges, attracting new audiences and niche groups. From multichannel perspective, affiliates should optimally:
Open paths - communication with new, yet unsolicited customers
Have message strong enough that they do not need participation from other channels in the mix
Perfect affiliate publisher stands alone in the conversion path - opens and closes it on one user interaction.
On the other hand, if the publisher stands on the end of conversion path which has been opened by other paid channels, this publisher is canibalizing on your spend in other paid channels (fe. Search, social,..). This increases your cost per conversion with no benefit to your business, as the publisher piggybacks off of your own marketing. These publisher are not your friends.