Amsterdam-based advertising options firm Odyssey has launched Odyssey Partnerships, an attribution-oriented affiliate platform.
The platform will allow advertisers to reward publishers accordingly for his or her contributions through the buyer journey.
Odyssey Partnerships has been launched in collaboration with Decathlon NL, which is the Dutch department of the multinational sporting retailer based in France.
“We consider affiliate marketing online is predicated on multi-touch attribution”
In its press launch, Odyssey mentioned the next concerning the launch of its Odyssey Partnerships platform.
“With Odyssey Partnerships, advertisers can lastly step away from legacy last-click crediting fashions and reward all touchpoints within the buyer journey.
“Odyssey Partnerships makes use of multi-touch attribution knowledge from Odyssey Attribution to find out the incremental worth of a writer.
“Because of this, advertisers can totally perceive, interpret and belief their efficiency knowledge, guaranteeing publishers are rewarded extra pretty for his or her work versus the final click on profitable all credit score.”
Jesper Elders, On-line Advertising and marketing Supervisor for Decathlon NL, spoke concerning the new joint-venture. His phrases had been as follows.
“Now we have been working with Odyssey Attribution and the Odyssey staff intently for greater than two years now.
“Through the pilot of Odyssey Partnerships, we discovered worth within the utilization of the instrument that enables us to allocate commissions to sport publishers primarily based on multi contact attribution, which we haven’t discovered wherever else but.
“At Decathlon NL we consider that affiliate marketing online primarily based on multi-touch attribution, like Odyssey Partnerships does, is the one approach ahead.”
What’s attribution modelling and why is it essential for revenue margins?
Attribution modelling determines how the credit score for every sale and conversion needs to be allotted. That is primarily based on varied touchpoint throughout the varied touchpoint in a shopper’s on-line journey.
Attribution fashions can take varied totally different kinds. Some give the entire credit score to both the direct channel for a sale, whereas others do the identical however for the primary interplay. Others, alternatively, break up the credit score between the entire touchpoint in a buyer journey.
Attribution modelling is essential for publishers’ revenue margins as a result of it helps them to maneuver away from simply being awarded a set charge once they associate with large manufacturers. As a substitute, what they earn is a good reflection on their total efficiency – versus simply being paid for a click on.