{"id":36942,"date":"2017-06-23T14:22:38","date_gmt":"2017-06-23T14:22:38","guid":{"rendered":"https:\/\/tradetracker.com\/?p=36942\/"},"modified":"2021-12-13T12:27:17","modified_gmt":"2021-12-13T12:27:17","slug":"insights-impact-campaign-attribution-window","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/nl\/insights-impact-campaign-attribution-window\/","title":{"rendered":"Insights – De impact van het attribution window"},"content":{"rendered":"

Dankzij het Real Attribution model van TradeTracker hebben adverteerders nu de mogelijkheid om alle touchpoints in een conversiepad te belonen. Dit betekent dat zij een vergoeding ontvangen voor de waarde die zij toevoegen in iedere stap van de customer journey. Binnen de Attribution instellingen kunnen adverteerders de lengte van het attribution window bepalen. De lengte is in te stellen tot maximaal een jaar, waardoor zelfs de allereerste influencers in het conversiepad worden beloond. Omdat de attributieperiode invloed heeft op de impact van het attributiemodel, bespreekt TradeTracker de bevindingen tot nu toe in dit artikel.<\/strong><\/p>\n

Een attribution window geeft de periode aan waarbinnen alle touchpoints worden beloond. Als een volledig pad uit bijvoorbeeld 20 touchpoints bestaat en de lengte staat ingesteld op een jaar, dan kennen adverteerders alleen commissies toe aan de touchpoints die binnen dit attribution window vallen. Met andere woorden, als we uitgaan van een gelijkmatige verdeling van touchpoints en de adverteerder heeft de lengte ingesteld op 6 maanden, dan krijgen in dit geval slechts 10 touchpoints een commissie toegekend. Is het attribution window echter langer, dan krijgen meer touchpoints een beloning. Dit is een stimulans voor een groter aantal publishers en hierdoor presteert de campagne beter.<\/p>\n

\"clicks<\/p>\n

In het bovengenoemde conversiepad met 10 touchpoints zien we dat het eerste touchpoint, waar de consument kennismaakte met het merk, bijna een jaar geleden was. Omdat de adverteerder het attribution window heeft ingesteld op 100 dagen, worden alleen de laatste twee touchpoints beloond. Adverteerders kunnen het overzicht van het conversiepad bekijken om de impact van het model op de verschillende partners te analyseren en de optimale lengte van het attribution window te bepalen. Dit kunnen zij aflezen aan de de eCPC-\/eCPM-scores. Deze moeten voor de betrokken publishers hoog genoeg zijn om voor een specifieke campagne optimale resultaten te boeken.<\/p>\n

In de analyse van de impact van de lengte van het attribution window op de performance, hebben we eerst de publishers ingedeeld op basis van hun rol in het conversiepad: initiating, assisting of converterend. Daarna hebben we gekeken naar de toename van het verkeer op hun site bij verschillende lengtes van het attribution window. Wat bleek? Een langer attribution window trok niet alleen bestaande publishers, maar ook veel meer nieuwe publishers die niet actief waren binnen het last click model. Grote kranten publishers ontdekten dat zij nu, naast de traditionele CPM- en CPC-modellen, ook kunnen profiteren van CPA-modellen. Ze wilden dan ook meteen de grote A-merken promoten.<\/p>\n

\"Tabel<\/p>\n

Uit de bovenstaande tabel blijkt dat hoe langer het attribution window, hoe groter de impact op publishers die zich richten op de initiating en assisting fasen van de customer journey. Voor adverteerders is het dus van belang om hun attributieperiode af te stemmen op de doelen van hun onlinemarketingafdeling. Bovendien wordt de campagne door een langer attribution window aantrekkelijker voor publishers die deze campagne anders nooit zouden hebben gepromoot. Campagnes met een attribution window van minimaal 100 dagen blijken meer dan 150% extra verkeer te krijgen. Dit komt door promoties die via grote mediabedrijven en nieuwsportals lopen. Ook interessant was het soort materiaal dat werd gebruikt door publishers. Campagnes met een langer attribution window kregen meer verkeer en transacties van publishers die via e-mail- of displaykanalen te werk gingen.<\/p>\n

De gevolgen van een attribution window voor publishers<\/h2>\n

Bij langere attribution windows hebt u als publisher meer kans om een commissie te ontvangen. Betrokkenheid bij de startfase, bijvoorbeeld 100 dagen voor de daadwerkelijke aankoop, verhoogt de performance van de campagne. Publishers die mails vanuit hun database versturen of gerichte advertorials schrijven, profiteren nu ook van een extra commissie op basis van hun positie vroeg in het conversiepad. Last-minute pushcampagnes in het reissegment zijn nu niet alleen interessant in juli, maar ook in mei en juni, omdat investeringen die u in het begin van het attribution window hebt gedaan een commissie kunnen opleveren wanneer de consument uiteindelijk die vakantie boekt.<\/p>\n

\"Voorbeeld<\/p>\n

Kijk als publisher dus niet alleen goed naar het model dat voor campagnes wordt gebruikt, maar ook naar het attribution window en zorg dat u campagnes al ver voor de piekperiode hebt gepromoot!<\/p>\n","protected":false},"excerpt":{"rendered":"

Dankzij het Real Attribution model van TradeTracker hebben adverteerders nu de mogelijkheid om alle touchpoints in een conversiepad te belonen. Dit betekent dat zij een vergoeding ontvangen voor de waarde die zij toevoegen in iedere stap van de customer journey. Binnen de Attribution instellingen kunnen adverteerders de lengte van het attribution window bepalen. De lengte […]<\/p>\n","protected":false},"author":69,"featured_media":47237,"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":[9],"class_list":["post-36942","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geen-onderdeel-van-een-categorie"],"yoast_head":"\nInsights - De impact van het attribution window - TradeTracker.com | Affiliate & Performance Marketing<\/title>\n<meta name=\"description\" content=\"Dankzij het Real Attribution model van TradeTracker hebben adverteerders nu de mogelijkheid om alle touchpoints in een conversiepad te belonen. 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