Measuring success goes beyond just counting clicks and conversions. A crucial metric that often gets overlooked is incrementality: a deeper layer to gauge effectiveness and efficiency. It helps you understand the true impact of your affiliate partnerships, separating sales driven by your affiliate’s efforts from those that would have happened anyway.
What is Incrementality?
Simply put, incrementality refers to the ability to identify sales or desired outcomes that wouldn’t have occurred without a specific marketing effort, in this case, your affiliate program. It helps you assess the “lift” created by your affiliates – the additional value they bring to your brand beyond what your existing marketing channels might have achieved.
Why is Incrementality Important?
Both affiliate managers and affiliates benefit from understanding incrementality. Here’s why:
- Affiliate Managers: By measuring incrementality, you gain a clearer picture of an affiliate’s true contribution. This allows for better performance evaluation, optimising partnerships with high-performing affiliates and identifying areas for improvement with others.
- Affiliates: Demonstrating the incremental value they bring strengthens an affiliate’s position. They can leverage data on incremental sales to negotiate better commission structures and solidify their role within your program.
Challenges of Tracking Incrementality
Attributing a sale solely to an affiliate’s efforts can be tricky. Customers are exposed to various marketing channels before making a purchase. Here’s what makes tracking incrementality challenging:
- Multi-Touch Attribution: Customers often interact with multiple touchpoints, including organic search, social media ads, and different affiliates before converting.
- Limited Data Access: Affiliates may not have access to all customer data, making it difficult to isolate their specific influence.
Tracking Techniques for Incrementality
Despite the challenges, there are strategies to gain valuable insights into incrementality:
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Baseline Sales Analysis: Establish a baseline for sales or desired outcomes before launching your affiliate program. This provides a benchmark to compare against future performance and assess the incremental lift driven by affiliates.
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Cohort Analysis: Segment your customer base into cohorts based on their exposure to affiliate marketing efforts. Track the conversion rates and other relevant metrics for each cohort to understand how affiliate interactions influence customer behavior.
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Control Groups: This advanced technique involves running parallel marketing campaigns – one with your affiliate program and the other without. By comparing the results, you can isolate the incremental impact of your affiliates. However, implementing control groups can be resource-intensive and may not always be feasible.
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Statistical Modeling: Leverage advanced statistical models to analyse customer data and account for the multi-touch attribution challenge. These models can help estimate the incremental sales driven by your affiliate program by considering other marketing channels and past customer behaviour. Keep in mind that this approach requires significant data sets and expertise in data analysis.
Additional Tips for Tracking Incrementality:
- Standardised Tracking: Ensure all affiliates use consistent tracking codes and links to accurately attribute sales.
- Data Sharing Agreements: Establish data sharing agreements with some of your top affiliates to gain deeper insights into customer journeys.
- Affiliate Communication: Maintain open communication with your affiliates. Discuss the importance of incrementality and collaborate on strategies for tracking its impact.
In Conclusion…
By incorporating incrementality tracking into your affiliate program, you gain a more comprehensive understanding of your partnerships. This allows for performance-based optimisation and stronger collaborations between affiliate managers and affiliates. Remember, tracking incrementality requires an ongoing commitment and may involve a combination of the techniques mentioned above. As you refine your tracking methods, you’ll be better equipped to identify valuable affiliate partners who drive true incremental growth for your brand.
