From Affiliate Window's All Aboard conference on 11th June 2013. Looking at CPA as a method of judging the performance of content sites and the role of content sites in the travel cycle.

1. #AllAboard2013

2. What is All Aboard?
#AllAboard2013

3. Agenda
Time
Event
1:15 pm
“Who ate the last cookie” Martino Matijevic
2:20 pm
Networking Begins (nibbles & drinks at the
bar)
5:00 pm
Finish
#AllAboard2013

4. From inspiration to booking...
who ate the last cookie?

5. Martino Matijevic
co-Founder & Marketing Director
The Travel Magazine
www.thetravelmagazine.net
@TravelMagazine
Founder & CEO
WhichBudget Flight Search
www.whichbudget.com
@WhichBudget

6. Introduction
CPA as method for judging content sites
performance?
Post-impression as ultimate performance
indicator ?
Role of content sites in the travel cycle
Importance of conversation/interaction in the
travel cycle

7. the average
consumer visits 20
travel sites before
booking..

10. © guerrillaonline.com

11. The „typical‟ allocation of space that contains copy
and imagery in regards to Poster Design

12. Content Website
Awareness → SEO and social
media
Interest → inspiring content
Desire → if niche product
Action → done through price
comparison, incentive and
retargeting sites

13. the average consumer
visits 20 travel sites
before booking..
... and 9.5 sessions at
the computer

14. (c) gossinteractive.com

16. 20 Post View sales!
No click sales!
Impression Sales
Click Sales
Standard Week
Promo Week
Promo Week

17. Breakdown
NO OF SALES
TENANCY COST
TOTAL SALES
TOTAL COMMISSION
20
£100
£3199
£415
By buying the tenancy, merchant has saved £315
(not factoring in those sales that may of been missed completed)

18. but that does not account
for brand awareness

22. Conclusions
• Content sites play a major role in influencing the
decision making
• CPA is the main affiliate marketing metric but very
focused on action and „clicks‟
• Action right at the end of the purchase funnel, but
90% of work done beforehand
• Post-view shows potential of publisher, but does not
show the full picture – educated tenancy, multiattribution should be championed.

23. Martino Matijevic
martino@thetravelmagazine.net
Skype: martinomatijevic
Twitter: @TravelMagazine