How incremental are the sales produced by affiliates? Anyone who works in the performance marketing space regularly asks, or is asked to respond to, this question. Today we publish Client Strategist Owen Hewitson’s report, Achieving Incremental Sales in Affiliate Marketing, looking at this question.
It is one that has been asked for a long time within the affiliate channel, as the demands of today’s deal-conscious consumers have pushed incentive-based sites into a position of dominance on many advertisers’ programmes. But now, with analytics and tagging providers offering advertisers the ability to assess the contribution of each referring touchpoint, the affiliate channel faces scrutiny to account for the ‘incrementality’ of its sales relative to the broader multi-channel mix. (more…)