Nail Attribution, Increase Data Transparency, And Develop Personalization in 2018
At Impact Radius, we work with a lot of digital marketing agencies — Rise Interactive is one of them. At year’s end, we checked in with Rise’s Cori Pivar, Associate Director, Affiliate, to find out what’s on her mind as we embark on a new year.
Impact Radius: There’s been so much talk about attribution and attribution modeling — “are we there yet”? What can marketers do to nail this in 2018?
Cori Pivar: We know that marketers are constantly asked to show the value of their channels, and the affiliate channel is no different. That’s why attribution is so important. Investing in attribution gives a deeper understanding of how affiliate investments drive incremental sales. If attribution is intimidating, we recommend starting with crediting logic within your affiliate platform. For example, in a traditional last click model program, award content publishers on a first click basis to fairly compensate them for top-of-funnel traffic they are driving.
IR: What are the “big” trends you see that will take shape in 2018?
CP: Brand safety was big in 2017, and it’s not going anywhere in the new year. That being said, access and exposure to data that shows exactly where messaging and offers are shown will be a big initiative in the new year. Transparency is something we talk about across channels at Rise, and we think it’s important for the affiliate world.
Another trend we predict will continue into 2018 is an emphasis on working with content publishers and micro-influencers to promote a brand’s products and services. As a result, we recommend a partnership approach that leverages separate strategies for content creators and coupon or cash-back publishers.
IR: What other hot button trends do you see taking shape?
CP: We’re excited to see how the growth of personalization will affect the affiliate channel. We see great potential for brands to personalize coupons and content to each customer with the help of innovative technology and machine learning.
Plus, many leading brands are expanding into new markets and exploring international partnerships. As enticing as those opportunities are, they come with unique challenges like cultural gaps and varying affiliate practices.
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