– Focus on the entire customer journey instead of the affiliate channel on its own – Move away from last click attribution – Reward every affiliate based on its historical performance Jelle Oskam, Co-founder & Partner, Odyssey Mathies Overtoom, Global Manager Affiliates, adidas

1. AFFILIATE
MARKETING
CONSUMER JOURNEY
ATTRIBUTION
07/02/2018

2. AGENDA
1. INTRODUCTION
2. THE FORT
3. THE CHALLENGE
4. THE MODEL
5. ODYSSEY
6. Q&A

3. INTRODUCTION
Jelle Oskam
(Odyssey)
Mathies Overtoom
(adidas)
• Interim global affiliate manager adidas
• Founder of Nubis Digital Agency
• Founder of Odyssey
• Global affiliate manager at adidas
• Paid search at Nubis
• Affiliate marketing at Nubis

4. 2015 - HOLD DOWN THE FORT

5. 5

6. 6
WHAT DID WE FIND?
• Partners were not tracked on individual level
• Performance based on last-click attribution
• Partner conversion rates vs. Website average = X10
• Key performance drivers Coupon and Cashback
• Over 2000 partners in the program
• Set-it-forget-it
Seems to good to be true

8. • Partners were not tracked on individual level
• Performance based on last-click attribution
• Partner conversion vs. Website average = X10
• Key performance drivers Coupon and Cashback
• Over 2000 partners in the program
• Set-it-forget-it
• Too good to be true, then it probably is
The need to revisit our strategy
13/07/15 8
TAKE A STEP BACK

9. BACK IN SHAPE THROUGH COMMON SENSE
• Partner-level tracking
• From 2000 to 25 best performing partners
• Partner categorization
• Drastically reduced commission rates
on Coupon and Cashback partners
• Placement-driven strategy
• Affiliates as a push-channel

10. NEW INSIGHTS, NEW CHALLENGE
• Overall performance kept on growing
• Channel specific performance kept on growing
• Enormous decline in cost
• Coupon and Cashback as an always-on effort
13/07/15FOOTER / PRESENTATION NAME 10
The need to look beyond last-click

11. BEYOND LAST-CLICK
• Intra-affiliate
• Black box / Machine
• Assumption based
• Dependent of mighty 3rd party
• Cross-channel
• Clear and transparent
• Start with what we know
• Independent

14. Consumer journey
(median) LENGTH
Average touchpoint
DENSITY
Average touchpoint
POSITION

15. Consumer journey
(median) LENGTH
Average touchpoint
DENSITY
Average touchpoint
POSITION

16. Big data
analysis
1. Suggested commission
rate
2. Suggested media
spend
Maximum
COS
INPUT OUTPUT

17. THE SPEED OF MACHINE LEARNING WITH THE INSIGHTFULNESS OF
THE HUMAN BRAIN
DATA INSIGHTS ACTION
Big data
analysis
through
ODYSSEY
Google
Big
Query
Use the
human
brain

22. TAKE AWAYS
Sometimes you need to take a
step back to be able to take
more than one step forward

23. Q
A&

24. 24
CONTACTS
Jelle Oskam
(Odyssey)
Mathies Overtoom
(adidas)
- Email : jelle@nub.is
- Tel. : +316 15077889
- Email : mathies.overtoom@externals.adidas-
group.com
- Tel. : +316 34936451