95% of the orders at Hallmark Business Connections are processed online, CEO Tressa Angell says.
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To reflect the value they deliver earlier on in the path to conversion, they could be paid a higher commission to recognize the sales they have contributed to, or there could be a tenancy agreement (where a retailer will pay a fixed fee for a banner advertisement across the publisher’s site) in place. Again this would reflect the value and the role the publisher plays higher up the conversion funnel. This will also negate the need to split commissions based on the publishers that were involved in the transaction.
While a multi-attribution model requires technical work from the retailer in order to pay commission to the various touch points, value attribution is simple to implement. While it requires time on the retailer’s behalf to understand the data and to analyse the value of each publisher, once this has been established, commission rates just need to be set to reflect the value each publisher contributes.
Attribution is a debate that will go rumbling on, and retailers could do a lot worse than looking to attribute based on value.
Founded in 2000, Affiliate Window is an affiliate network based in the United Kingdom, with U.S. headquarters in Baltimore.