You can see from the debate over at http://blog.paidonresults.com/tracking-methods-report.html that even that has its issues if correct checks are not in place. With regards to how many cookies are deleted by Cash-back users etc, I would need to do some checking into data we hold and can’t say at this point how much information I would be able to find out, or indeed how accurate that could be without spending some time researching it.

But it is all very interesting pieces of the puzzle that need to be trashed out and debated, but I doubt one model fits all is possible but you never know, I am keeping an open mind on it. Amazon being the market leader, anyone know what they are saying on the subject?

Great post Jason,

I think cookie attribution is and will be the way forward. However i have to agree with Matt, the only way it will happen properly is if the entire online journey is included seo, ppc, cpm, and cpa/affiliate which then would include a subset of channels voucher, cashback, content, comparison etc. Merchants are now more informed than they have ever been and want to understand the consumer journey and the TRUE value of each channel. This will inevitably shake a lot of cages as it is well known that, at present allocation is moved around to prove something is working well we all know it is clearly not (pi banners).

I think it can be used well and if done properly prove the value of good quality affiliates. If its done badly then it runs the risk of destroying the industry. We are not the cheapest route to market anymore and have to ensure merchants understand the true value affiliates/cpa can provide.

“The first rule of cashback club is to delete your cookies and tracking information off your computer (prior to click) so you know you will get the sale. This makes it really hard for networks and merchants to track this activity in line with other channels.” From James on Geoffblog

I guess the question is do we move from cookie and look at other ways of tracking, you could do it by IP and User-Agent matching to make a best guess scenario but it is unlikely any networks or merchants have done this. Merchants would be able to see the real value as you wouldn’t need to delete cookies for cashback sites.

I’m not dimissing views here – in fact I positively encourage debate as we need to address the subject Jason originally raised collectively as an industry

Presumably you are concerned about affiliates across the board losing out as more merchants look to de-duplicate all their online activity whilst maintaining last click still reflects the value of their various channels.

There is a lot of data from a Networks point of view but it’s not the full picture, also you need to use technology other than plain old cookies, Google has got great stuff but even that doesn’t show the Merchant the full picture.

Yes most of us can see who clicked around, some of us can see who deleted cookies and then went on to do a sale, some of us can even see who came from what places with no-cookies and then activate them for buying from a site then turn them off.

The question is, are we ready to really know how many sales change last minute for different reasons? Will certain big factions really around to try and stop people getting business if they publish facts (blackmail in this industry is saying you won’t work with someone and then publishing it), loads of politics in working Network and Agency side, less so Merchant and even less as an Affiliate. I have no boss so I can say what I like, most are not that lucky.

It’s no small task pulling data together and checking it and making sure it’s based on facts, of course once you publish it some people won’t believe it anyway but you do need to remember everyone’s data is going to be different, think the DC Storm guys proved they had different data from others but didn’t make the others any less true or good to know.

A clever guy told me at the Expo, you can make data say anything you want; you just need to know what you want it to say and work from there. Bah, wish I was that clever

I do wonder why so many ex-DGM members of staff rally around to try their best to take shots at me any time they can, if it was over DGM Pro then I am sorry but I lost a lot of money when that system went live but even I moved on and forgave what happened back then, maybe you and a few others should consider that also. As I am prepared to work with people in an honest and open fashion but if they don’t do the same back then they can’t expect me to be nice all the time.

As for my Dim and Dismissive view, it’s generally only when peoples words are not the sum of their actions. However I can’t change the fact that certain people will not like what I have to say, just like when Spyware was a major issue and how very wrong I was to be rallying affiliates behind stopping this practice that so many of my peers (Networks making money from it) supported and told me was actually a good thing, so I am no stranger to people having strong views against me due to my passionate love of this industry. They normally bring out the “you’re a shareholder in a Network” card but I am and have been an Affiliate much longer than most people have been involved.

How much data is available – can it be drilled down to such levels.. and here’s another thought.. do consumers know that you/merchant/network know or potentially know this level of activity? Is that a hurdle to jump in the future or will shoppers become less keen to click on links/affiliate links for fear of tracking?

With regard to paying out on first click, I was asked this question recently. Within the media mix affiliates would lose out significantly to display but just within the affiliate channel I can see an argument for this. However, my personal opinion is that more influence on the sale can be attributed nearer to the sale, so essentially last click. Take eBay again, their QCP model attributes more value to the click closer to the sale and I think many clients would take this view. Certainly open to debate though.

You don’t give the “hi welcome to pc store” person the commission for selling the PC extended warranty if the sales guy sold it, do you? Equally you don’t give the commission to the person ringing it through the till, so it’s all about rewarding the right person and last click is far from perfect but everyone getting a slice of the pie is even worse in most cases.

I’m sure the theory is flawed, and hopefully someone will put me straight, but a few that I spoke to at Expo thought it is credible enough to think about.