It’s been a while since affiliate marketers realized the potential value of clamoring for an intelligent commissioning structure whereby both them, and the advertisers, can benefit from smart payout structures in.
But past performance has shown nothing that would increase positive sentiments toward incorporating an intuitive structure away from cost per acquisition, where the same ‘last click wins’. However, with the quality of data and performance information shown in analytics’ packages, the need for the industry’s ‘fairer’ reward system has gained momentum.
The idea revolves around taking the same principles of last click practices toward a more multi-attribution approach, where not one, but the various affiliate touch points that may exist in any given sale, transaction or lead are rewarded. In simpler terms, this means splitting a commission across a variety of affiliate types that constitute a sale. A channel of distribution that starts from an affiliate that provides the initial content to an affiliate that leads to an actual sale. Thus, the intelligent commissioning takes into account all these touch points and rewards all these affiliates who are even though working independently, but at the same time adding respective value. The multi-attribution approach rewards them under a multi-payment solution.
Because affiliate marketers know how different online transactions influences a given single channel, and before advertisers feel that they are ready to move away from the traditional last click approach to commissions, one important point to consider is that no multi-attribution model can be approached without understanding the advertisers wider mix of online advertising campaign.
Because a better reward system for affiliates and a more intelligent commission structure for advertisers cannot exist in isolation, it requires an advertiser-supplier partnership where critical performance metrics for an advertiser is fed back to both network and affiliate. This in turn allows affiliate marketers the ability to not only suggest and even make more intelligent commission decisions, but also provides transparency for affiliates about their traffic quality. Because one of the very first things that can come out of this sharing of performance data, is how very few affiliates are actually involved in a typical sale.
Process, transparency, and reward system all working together. And advertisers who are ready and willing to embrace this approach, they can increase injecting more resources into something that has the potential to maximize advertiser or brand revenue as much as any newer concepts of textual or display methods.
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