Since opening our doors in 2004 as the first affiliate agency in the UK, a great many things have changed in the industry. Affiliates no longer turn up at gatherings with their parents and family members (yes, this really used to happen), the industry self-cleansed itself of rogue practices and adhered to a code of best practice; all the while the channel became a key element of the digital marketing landscape.
Understanding paths to purchase has become a key focus, if not an obsession, for R.O.EYE. Predicated on the fact that if purchase paths can be tracked, aggregated, modelled and predicted, client budgets can be invested in a manner which demonstrably generates the maximum return on investment. In the absence of readily available industry tools to undertake these tasks, we created SingleView in 2014 to support the decisions made by our internal account managers. Over the last three years we have learned from the millions (if not billions) of impressions, clicks and conversions we have tracked across core B2C commercial sectors.
A key point we were constantly asked to defend was ‘do affiliates add any incrementality? Aren’t they just sitting at the end of the journey and then charging for sales on a last-click basis?’. Time and again we have definitively used SingleView to prove the value of the affiliate channel for our clients. Knowing that many of our contemporaries, suppliers and partners face the same debates every day, we have chosen to share some of the insights we have learnt which prove (not suggest, infer or imply – prove) the value of the affiliate channel and how its efficiencies can be best harnessed.
When you’ve digested the white paper we’d love to hear your thoughts, comments and views.