{"id":42973,"date":"2017-08-09T14:09:58","date_gmt":"2017-08-09T14:09:58","guid":{"rendered":"https:\/\/tradetracker.com\/?p=42973\/"},"modified":"2022-01-24T23:43:11","modified_gmt":"2022-01-24T23:43:11","slug":"real-attribution-insights-forbrugeradfaerd-aendring","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/dk\/real-attribution-insights-forbrugeradfaerd-aendring\/","title":{"rendered":"Real Attribution Insights: Forbrugeradf\u00e6rd i \u00e6ndring"},"content":{"rendered":"

Siden lanceringen af Real Attribution har der v\u00e6ret et k\u00e6mpe skift b\u00e5de i forhold til kampagners performance, men ogs\u00e5 publishers\u2019 adf\u00e6rd. Disse \u00e6ndringer er tydelige p\u00e5 det individuelle publisher-niveau, men ogs\u00e5 p\u00e5 et globalt niveau indenfor TradeTracker. De mest bem\u00e6rkelsesv\u00e6rdige \u00e6ndringer ses i forhold til antallet af aktive publishers, gennemsnitlig l\u00e6ngde p\u00e5 konverteringssti, antallet af involverede touchpoints samt stiernes diversitet. Vi kigger n\u00e6rmere p\u00e5 netop disse emner i dette dokument<\/strong>.
\n\"\"<\/p>\n

Real Attribution har \u00e6ndret den m\u00e5de, som publishers promoverer kampagner p\u00e5. Publishers har nu muligheden for at tjene kommission p\u00e5 alle stadier af en kunderejse, og kan justere deres promoveringer for at maksimere mulighederne med Real Attribution-modellen. Det har resulteret i \u00e6ndringer i annonc\u00f8rernes konverteringsstier.<\/p>\n

Den gennemsnitlige l\u00e6ngde af Konverteringssti<\/h2>\n

En synlig \u00e6ndring, der ses p\u00e5 kampagner, der k\u00f8rer TradeTracker\u2019s real Attribution, er den \u00f8gede gennemsnitlige l\u00e6ngde af konverteringsstien. Det stigende antal af publishers, der er begyndt at positionere sig p\u00e5 de initierende stadier af kunderejsen har f\u00f8rt til en v\u00e6kst af konverteringsstiens gennemsnitlige l\u00e6ngde \u2013 fra 18,74 dage til 25,25 dage. Det stiger fra uge til uge, da flere publishers melder sig til attribution-kampagnerne. P\u00e5 det individuelle publisher-niveau har vi set beviser p\u00e5, at publishers rent faktisk tilpasser sin promovering i forhold til Real Attribution-modellen. L\u00e6ngden p\u00e5 de individuelle konverteringsstier, hvoraf kun en enkelt publisher har v\u00e6ret involveret er ogs\u00e5 steget. Den l\u00e6ngere gennemsnitsl\u00e6ngde p\u00e5 konverteringsstier indikerer, at publishers er blevet bedre til at sprede deres influens over hele kunderejsen.<\/p>\n

Antallet af Touchpoints<\/h2>\n

En af de forventede \u00e6ndringer var stigning af antallet af touchpoints, der er involveret i en enkel konvertering. Efter at have analyseret l\u00e6ngden p\u00e5 konvertertingsstier, viser det sig, at der ogs\u00e5 har v\u00e6ret en stigning p\u00e5 antallet af touchpoints, som er involveret i en transaktion \u2013 fra 2,43 til 3,16. Et st\u00f8rre antal af touchpoints, som var oprettet af publishers betyder mere eksponering, branding og i sidste ende, flere transaktioner til annonc\u00f8ren.<\/p>\n

Stigningen skyldes prim\u00e6rt to faktorer:<\/p>\n

1) Antallet af yderligere st\u00f8rre (medie)-publishers, som har signet sig op til kampagner;<\/p>\n

2) Ekstra trafik, som kommer fra eksisterende top publishers, da deres eCPC stiger med Real Attribution.<\/p>\n

Konverteringsstiernes diversitet (publisher-niveau \/ sidetypeniveau)<\/h2>\n

Det er ogs\u00e5 interessant at l\u00e6gge m\u00e6rke til den st\u00f8rre diversitet af publishers, der promoverer kampagnerne. Det gennemsnitlige antal af publishers, der er involveret i en transaktion er g\u00e5et fra 1,9 til 2,7. Hvis man ser p\u00e5 det fra et sidetypeperspektiv, er det gennemsnitlige antal af sidetyper involveret indenfor en konverteringssti steget fra 1,4 til 2,1. Der er to prim\u00e6re grunde til denne \u00e6ndring:<\/p>\n

1) Kampagner, der er domineret af specifikke publishers eller sidetyper p\u00e5 sidste-klik-modellen er nu ogs\u00e5 mere attraktiv for andre publishers og sidetyper.<\/p>\n

2) Annonc\u00f8rer, der tidligere ikke ville arbejde med specifikke sidetyper \u00e5bner nu deres kampagner op for disse publishers igen, da hvert touchpoint f\u00e5r en fair andel af kommissionen.<\/p>\n

Vores unders\u00f8gelser viser, at Real Attribution ikke kun har f\u00f8rt til en \u00e6ndring i publishers\u2019 adf\u00e6rd, men ogs\u00e5 i kundernes adf\u00e6rd. Publishers er begyndt at fokusere mere p\u00e5 den komplette kunderejse frem for udelukkende de sidste stadier. Det genererer mere bevidsthed omkring samt interesse for de annonc\u00f8rer, som de promoverer for.<\/p>\n","protected":false},"excerpt":{"rendered":"

Siden lanceringen af Real Attribution har der v\u00e6ret et k\u00e6mpe skift b\u00e5de i forhold til kampagners performance, men ogs\u00e5 publishers\u2019 adf\u00e6rd. Disse \u00e6ndringer er tydelige p\u00e5 det individuelle publisher-niveau, men ogs\u00e5 p\u00e5 et globalt niveau indenfor TradeTracker. De mest bem\u00e6rkelsesv\u00e6rdige \u00e6ndringer ses i forhold til antallet af aktive publishers, gennemsnitlig l\u00e6ngde p\u00e5 konverteringssti, antallet af […]<\/p>\n","protected":false},"author":69,"featured_media":42974,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[49],"class_list":["post-42973","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tradetracker-news-dk"],"yoast_head":"\nReal Attribution Insights: Forbrugeradf\u00e6rd i \u00e6ndring - TradeTracker.com | Affiliate Marketing | Performance Marketing<\/title>\n<meta name=\"description\" content=\"Siden lanceringen af Real Attribution har der v\u00e6ret et k\u00e6mpe skift b\u00e5de i forhold til kampagners performance, men ogs\u00e5 publishers\u2019 adf\u00e6rd. 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